SWOT ANALYSIS
• a tool for auditing internal operational, resource and organizational strengths and weaknesses
• Examines a business’s
o position, resources, management + trading practices, people
o product, pricing, place(distribution) + promotion
• It is the first stage of planning and helps marketers to focus on key issues.
• There should be a high priority to fix issues that are
o Visible to targeted customers and
o Place the business at a disadvantage v.s. competitors
KEY ISSUES
• SWOT Analysis is an evaluation of an organization’s:
o Strengths + Weaknesses (internal issues--internal operational, marketing mix, resources, skill and management issues).
o Opportunities and Threats (external issues / environment)
STRENGTHS
• Customer-based assets
o a new, innovative product or service
o brand image and reputation
• Distribution-based assets (location of your business)
o density of dealerships
o geographic network coverage
Geographic
Local (Whistler, Sea-to-Sky)
Regional (Lower Mainland, Greater BC, Alberta, Washington) Whistler attracts significant visitation from British Columbia, and more specifically the Lower Mainland. Ontario is also a powerful engine of visitor generation to the resort. Over the past few years Alberta has shown significant growth in both the summer and the winter. The Canadian economy is strong as is the Canadian dollar. This is a double-edged sword for Whistler as the strong dollar, coupled with economic prosperity, has Canadians traveling abroad in record numbers.
Mid Haul (Ontario, California) US Market performance for Whistler is dominated by Washington state. California, however, has evolved as a significant room night contributor over the last few years. Americans are traveling abroad more than ever before.
International Mega events - US - (WA State, Oregon, California), UK, AUS
o in-store shelf space allocation
http://eventtoolkit.tourismwhistler.com/eventtoolkit/About-Whistler/Target-Markets/
o
• Internal marketing assets
o Skills - Your specialist marketing expertise; experience
o Economies of scale
o Technology - quality of processes and procedures
o Resources
• any other aspect of your business that adds value to your product or service.
WEAKNESSES
• lack of marketing expertise
• undifferentiated products or services (i.e. in relation to your competitors)
• location of your business
• poor quality goods or services
• damaged reputation
OPPORTUNITIES
• a developing market such as the Internet
• mergers, joint ventures or strategic alliances
• moving into new market segments that offer improved profits
• a new international market
• a market vacated by an ineffective competitor
THREATS
• a new competitor in your home market
• price wars with competitors
• a competitor has a new, innovative product or service
• competitors have superior access to channels of distribution
• taxation is introduced on your product or service
Simple Rules for Successful SWOT Analysis
1. be realistic
2. distinguish between where your organization is today, and where it could be in the future
3. be specific. Avoid grey areas.
4. always analyze in relation to your competition i.e. better than or worse than your competition
5. keep your SWOT short and simple. Avoid complexity and over analysis
6. SWOT is subjective.
THE INTERNAL ENVIRONMENT
STAFF: http://www.whistlerblackcomb.com/employment/life/learning.htm
Wages
are $9-12/hr and all staff get a FREE Season’s List Pass. Whistler Blackcomb is offering
an estimated 50 jobs for students in this program so apply soon, before the jobs are all
taken!
http://www3.statravel.at/Jobs-Olympische-Spiele/Whistler-Olympic-Fun.pdf
• a tool for auditing internal operational, resource and organizational strengths and weaknesses
• Examines a business’s
o position, resources, management + trading practices, people
o product, pricing, place(distribution) + promotion
• It is the first stage of planning and helps marketers to focus on key issues.
• There should be a high priority to fix issues that are
o Visible to targeted customers and
o Place the business at a disadvantage v.s. competitors
KEY ISSUES
• SWOT Analysis is an evaluation of an organization’s:
o Strengths + Weaknesses (internal issues--internal operational, marketing mix, resources, skill and management issues).
o Opportunities and Threats (external issues / environment)
STRENGTHS
• Customer-based assets
o a new, innovative product or service
o brand image and reputation
• Distribution-based assets (location of your business)
o density of dealerships
o geographic network coverage
Geographic
Local (Whistler, Sea-to-Sky)
Regional (Lower Mainland, Greater BC, Alberta, Washington) Whistler attracts significant visitation from British Columbia, and more specifically the Lower Mainland. Ontario is also a powerful engine of visitor generation to the resort. Over the past few years Alberta has shown significant growth in both the summer and the winter. The Canadian economy is strong as is the Canadian dollar. This is a double-edged sword for Whistler as the strong dollar, coupled with economic prosperity, has Canadians traveling abroad in record numbers.
Mid Haul (Ontario, California) US Market performance for Whistler is dominated by Washington state. California, however, has evolved as a significant room night contributor over the last few years. Americans are traveling abroad more than ever before.
International Mega events - US - (WA State, Oregon, California), UK, AUS
o in-store shelf space allocation
http://eventtoolkit.tourismwhistler.com/eventtoolkit/About-Whistler/Target-Markets/
o
• Internal marketing assets
o Skills - Your specialist marketing expertise; experience
o Economies of scale
o Technology - quality of processes and procedures
o Resources
• any other aspect of your business that adds value to your product or service.
WEAKNESSES
• lack of marketing expertise
• undifferentiated products or services (i.e. in relation to your competitors)
• location of your business
• poor quality goods or services
• damaged reputation
OPPORTUNITIES
• a developing market such as the Internet
• mergers, joint ventures or strategic alliances
• moving into new market segments that offer improved profits
• a new international market
• a market vacated by an ineffective competitor
THREATS
• a new competitor in your home market
• price wars with competitors
• a competitor has a new, innovative product or service
• competitors have superior access to channels of distribution
• taxation is introduced on your product or service
Simple Rules for Successful SWOT Analysis
1. be realistic
2. distinguish between where your organization is today, and where it could be in the future
3. be specific. Avoid grey areas.
4. always analyze in relation to your competition i.e. better than or worse than your competition
5. keep your SWOT short and simple. Avoid complexity and over analysis
6. SWOT is subjective.
THE INTERNAL ENVIRONMENT
STAFF: http://www.whistlerblackcomb.com/employment/life/learning.htm
Wages
are $9-12/hr and all staff get a FREE Season’s List Pass. Whistler Blackcomb is offering
an estimated 50 jobs for students in this program so apply soon, before the jobs are all
taken!
http://www3.statravel.at/Jobs-Olympische-Spiele/Whistler-Olympic-Fun.pdf
