A SWOT Analysis was conducted to evaluate internally the strengths and weaknesses and externally the opportunities and threats. Table 1 represents the evaluation of these key areas by the Z-Wing marketing team: Table 1 : SWOT Analysis |STRENGTHS: |WEAKNESSES: | |The company is the current marketing leader |Their market share has been stagnant while competitors market | |The company is well established with experienced managers |share has increased | |The organization has a successful product line and they have a |Closest competitor is very strong within the industry with 47 % | |strong service record |of customers to Z-Wings 50 % | |Financially the company is currently strong |Small Budget for improving products and introducing new products | | |The level of customer Z-Wing has allowed the competition to | | |increase its market share, while Z-Wing is stagnant service is | | |low | | |Limited amount of market research | |OPPORTUNITIES: |THREATS: | |Build stronger customer relationships |Competition is only 3 % behind Z-Wing in market share | |the potential to move into new markets |Downturn of economy | |increase the market share |Satisfying customer needs | | |Technology advancement | c...
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Competition Janssen is Z-Wing’s main competitor with 47 % of industry shares and as such create a product that can successfully outshine what Janssen currently has on the market is key. Z-Wing’s currently has a great product the In Touch system but comparable products are already on the market. So the marketing team along with the sales team is determined to find a unique product to offer current and future airline customers...
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