Marketing Analysis

 

Nonprofit marketers in particular need to know their target audiences and how their organization is positioned to be successful in engaging them. Marketing strategy is built on understanding of the direction, markets, competitive advantage, and resources of your organization.

 

 

The primary marketing analysis tool I use for branding projects is a SWOT Analysis. It is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or business venture.  

• Strengths: Attributes of the organization that are helpful to achieving the objective.
• Weaknesses: Attributes of the organization that are harmful to achieving the objective.
• Opportunities: External conditions that are helpful to achieving the objective.
• Threats: External conditions which could do damage to the business's performance        
  (e.g., competition).

Identification of SWOT’s is essential because subsequent steps in the process of planning for achievement of the selected objective can be derived from the SWOTs.  
Essentially, SWOT’s are helpful in generating strategies.