Often SWOT and PEST analyses are overloaded with information. It is tempting to cram as much as possible into the table. But due to the lack of extra space, it is necessary to clean out those factors that do not seem particularly worthwhile. Modern business is so fluid and flexible that such deletions may sometimes not be the most successful. After all, what was not valued yesterday may suddenly take off tomorrow. It is very important to track all market trends and analyze factors with complete objectivity.
Case: Eastern food delivery service.
A new company delivering oriental food has appeared in a major regional center. Before the launch, the company's marketers conducted a SWOT analysis, which allowed them to assess possible threats. Among the alarming factors, they identified the following:
A decrease in the standard romania email list of living of the population and a decrease in purchasing power (the analysis provided precise figures, and this factor was later taken into account in the menu, where pleasant budget offers appeared, such as “After 9 p.m., a discount on the dish of the day,” “Buy a dish and get a drink for free,” etc.);
The activities of competing delivery services, which offered customers classic product ranges (in order to distinguish themselves from their competitors, they added a new item to the menu - wok noodles, still little known in Russia).
Increase in gasoline prices, which increased the cost of delivery and services in general. The factor entails either a decrease in marginality or an increase in the average bill. And this already contradicts the first point.
It seems that the analysis was prepared in detail and qualitatively. But several omissions were made. The experts overestimated the similarity of the competitors' menus. As a result, the delivery services simply divided the city districts conditionally, without much overlap with each other. One of the main mistakes was ignoring the mobile applications that the competitors were using in full swing. The online food delivery service is a very powerful trend. By not using it right away, the company fell far behind, losing a decent number of its young clients aged 18 to 35.