Todays universe all concerns around the universe become intense competition. Companies have to happen their ain strongest schemes by utilizing effectual selling tools in order to last in the concern competition. By making that, there are many selling tools such as SWOT analysis, PEST analysis, BCG matrix, 4P s, Porter ‘s five forces, etc. The chief intent of utilizing these is to assist the companies create and enhance their schemes so that their concern public presentation will be improved. On this appraisal, it will exemplify SWOT analysis and PEST analysis which give an understanding how they work through the concern companies.
To get down with SWOT analysis, it is one of the most of import selling tools that is used for analyzing the concern state of affairss and strategic plannings. It is besides utile for finding the new schemes by analyzing the internal and external factors ( Bartolomei, 2010 ) . This scheme is good for assorted administrations or concerns. Besides, SWOT analysis is divided into two classs which are analyzing on the both internal and external factors. Internal factors consist of strengths ( S ) and failings ( W ) , while external factors comprise chances ( O ) and menaces ( T ) ( Novicevic, Harvey, Autry and Bond lll, 2004 ) . Therefore, SWOT analysis plays a important key in the companies schemes to win. There are many illustrations that support carry oning SWOT analysis with the companies.
To get down with the first illustration, Zahorsky ( n.d. ) claimed that there are plentifulness of concerns have capableness to aware of their inner-performance while the outer-performance are non good plenty. Hence, SWOT analysis is really utile for them to analyze their companies particularly for little concerns. In add-on, it is effectual to look for the companies growing, comprehend their construction, and better the competitory selling and advertisement.
The 2nd illustration is Vanichakul ( 2004 ) , who is the lector in Thailand s university, explained that SWOT analysis could be used to make the strategic planning and analyze the current state of affairs in order that the administrations would understate the failings and menaces whereas they would maximize the strengths and chances. However, he besides gave an illustration that in Thailand the bulk of administrations particularly schools and universities applied SWOT analysis to non merely make their new strategic planning but besides determine their public presentation so as to better their administrations consecutively.
The 3rd illustration is about Mcdonald s instance survey ( The Time 100, 2009 ) . It was discussed about SWOT analysis which could be used for multiplying the chances in strategic concern selling because of the different demands of each client. Another thing, of which the companies should make, was the regular clients record. Furthermore, the strengths and failings of Mcdonald were referred to trade name trueness, functioning clip, gustatory sensations, convenient nutrient and the quality of nutrient. While the chances and menaces were referred to its rivals, mark groups, bill of fare and installations.
The 4th illustration is Tasmeen ( 2009 ) provided the instance survey of Ford by carry oning SWOT analysis and sing the internal and external environment factors which influenced on Ford s public presentation. Additionally, the Interpublic Group of Companies was scrutinised the construction, processs, histories and merchandises by utilizing SWOT analysis so as to heighten its strategic plannings ( Aarkstore, 2010 ) . Furthermore, The Ashley Furniture Industries was besides examined by SWOT analysis. Following this, the consequence of it included the history, employees, chief rivals, indispensable merchandise and services ( Companiesandmarkets, 2010 ) .
However, there are several advantages and disadvantages for this selling tool. First, SWOT analysis is utile for concerns because of increasing the strengths of companies and cut downing the failings of companies. Furthermore, the analysis of chances and menaces is to analyze the external factors, which the companies sometimes can non command. From these grounds, SWOT analysis will heighten the image of companies and lead to the effectual concern public presentation. Second, SWOT analysis will assist the companies to make new schemes. Due to a better concern public presentation, the companies should aware of their weak points and construct their ain strong points so as to hold their efficient hereafter programs. It is surely true that SWOT analysis is easy to accommodate with a assortment of state of affairss such as choice, prioritising of import orders, confronting to the unexpected jobs, analysis the cause and consequence of jobs, bring forthing the new undertaking, heightening the work effectivity and making the acquisition of cognition. Besides, Bartolomei s article ( 2010 ) supported that the benefits of SWOT analysis are to supply and assist the companies to calculate the causes and effects more explicitly.
On the other manus, there are some statements that against the advantages. For case, there are many misinterpretation of SWOT analysis which causes jobs about the quality of information such as accomplishments, experiences, and the research workers. Another illustration is SWOT analysis should be repeated making intermittently in order to analyze the alterations of state of affairss and factors. Furthermore, people who take duty for SWOT analysis could non hold the prejudices due to avoiding the deformed information. ( Novicevic, Harvey, Autry and Bond III, 2004 )
This portion is traveling to discourse about PEST analysis, which is one of the selling tools. Companies or administrations use this tool to analyze the external factors including political ( P ) , economic ( E ) , societal ( S ) and technological ( T ) factors that are hard to command. However, it besides has impacts on the organizational or concern public presentation. In add-on, harmonizing to Haughey s thought ( n.d. ) , PEST analysis is the important portion of carry oning a strategic planning of undertaking. Firstly it will analyze political factors such as revenue enhancement rate, labour Torahs, jurisprudence enforcement, trade policy and bear downing fee every bit good as the certain state of affairs of political relations. Second, for economic factors, it will see economic crisis, economic growing, involvement rates, exchange rates, rising prices and deflation. Third, in term of societal factors, it will pay attending to the societal value, the societal facets, civilizations, believes and medical attentions, population growing, longer life period, unemployed rate, offense rate and safety. Finally, the last factor, which is about engineerings, will exemplify carry oning Research and Development ( R & A ; D ) , mechanisation or industrialisation, the development of technological motives and the technological alterations.
There is an illustration that carry oning PEST analysis with a company, which is one of the touristry industries in the UK, viz. Simply Travel. Harmonizing to the article, PEST analysis was influenced on the clients demands ( 123HelpMe, 2011 ) .
Another illustration is UNISON, which is the biggest public sector trade brotherhood in the UK, conducts PEST analysis in order to make the demand of its staff and finding. Following the article, it is clearly revealed that the Migrant Workers Participation Project had a good impact on the foreigner employees outdoors Britain by utilizing PEST analysis ( The Times 100, 2010 ) .
However, there are many benefits if the companies use PEST analysis. For case, the companies will be cognizant of the extended house s factors. Not merely does it actuate the houses to better their strategic planning, but the houses besides are cautious their hazards if they need to derive more net income as good. Besides, the companies will be indicated their chances so that they will heighten their effectual public presentations.
Despite the fact that PEST analysis will assist the companies to understand and make the up-to-date selling strategic planning, it besides has some restrictions that affect its actions. For illustration, the dramatic alteration in the competitory market leads to the hard companies state of affairs in the hereafter. Having a batch of information might be job for happening the existent utile information. Many people believe that PEST analysis uses for analyzing the macro external environment and it is associated with others constituents such as their ain companies, concerns and rivals ( CMI, 2005 ) .
To reason, it is evidently true that every selling tool has non merely many advantages but besides many disadvantages. However, it is better to utilize SWOT analysis at the same time because PEST analysis can be shown merely the external factors. Therefore, SWOT analysis will be covered the internal factors analysis. Additionally, there are some suggestions that the companies should utilize other tools such as PRIMO-F analysis, Porter ‘s five forces in the same clip ( Morrison, 2010 ) . Although, utilizing both of PEST and SWOT analysis are good, the companies should updated their information in order to avoid disused information. Consequently, the companies will be able to understand their public presentation, better their strategic planning and compete with their other rivals.