MARKET ENVIRONMENT
  • Managers´ important task is to know 
  the market environment
  • If the managers want to plan well, 
  they must know the environment 
  where their company works  we 
  speak about market environment
  THE USED METHODS FOR 
  KNOWING MARKET ENVIRONMENT
  • BCG matrix (see the presentation 
  Marketing)
  • Product life cycle (see the presentation 
  Product)
  • SWOT analysis (see the slides below)
  • The Ansoff Matrix
  • Gap analysis
  • Benchmarking
  SWOT ANALYSIS (SWOT MATRIX)
  • One of the most common methods of 
  getting information about a company and 
  its environment
  • It was invented by Albert Humphrey
  • It divides characteristics of the company 
  and its environment into 4 groups:
  • Strengths
  • Weaknesses
  • Opportunities
  • Threats
   SWOT ANALYSIS - CONTINUATION
         POSIT
         IVE 
         FACT
         ORS                 OPPORTUNIT
               STRENGHT           IES
         NEGA
         TIVE 
         FACT
         ORS  WEAKNESES
                    S          THREATS
              INTERNAL         EXTERNAL 
              FACTORS          FACTORS
  EXAMPLES OF SWOT 
  FACTORS
  • Internal factors: 
  • product quality
  • skills, ability and efficiency of employees
  • work of management
  • hardware and technologies
  • External factors:
  • competition
  • political situation
  • financial, natural and technical factors