SWOT analysis of the web presence of a brand from customers’ point-of-view

Marketers spend a lot of time and effort in doing the SWOT analysis of their marketing strategy, products/services and their brand as a whole. (To understand the meaning and importance of SWOT analysis, please refer one of our previous posts- http://blog.magnoninternational.com/swot-analysis/). They all think what their customers think and perceive about them. However, customer thought process may change over time and sometimes marketers may lose the track.

Hence it is prudent to do an external SWOT analysis focusing on your customers’ views and revise your strategy accordingly. Various activities are monitored to do the SWOT analysis, however prima facie is to use it in a more structured manner in order to reap more benefits out of it.

Here are some of the most important questions that a customer would consider while doing the online SWOT analysis of your brand:-

  • A. Is your brand up there on the search results?

Strengths:

Weakness:

It is an established or a known brand. It may not be a widely known brand, not a trusted brand, may be the products/services are not of good quality.

Opportunities:

Threats:

Better products/services, better shopping experience. Customers may not be willing to hire or partner with your brand.
  • B. Why should I hire your brand?

    • 1) Prices offered
    • 2) Quality of product/service
    • 3) Shipping charges
    • 4) Variety offered in terms of colors, sizes, material/specifications
    • 5) Offers and deals

Answers to all the heads mentioned under question ‘B.’ are listed in the tabular chart stated below:

[For example: point number 1) of strengths, weakness, opportunities and threats is the answer to question number 1) under the head ‘B.’ listed above.]

Strengths:

Weakness:

1) Customers would purchase or would consider your company amongst the best ones selected. 1) Not an affordable brand.
2) It showcase that you are an experienced brand and the customers can get full value for the money spent. 2) Not worth spending on your brand.
3) Free shipping attracts more customers/visitors. 3) On an average, customers would rather prefer a website that provides free shipping vis-à-vis a store that demands delivery charges.
4) The rate of flipping to other websites would probably reduce. 4) Since there are numerous websites that offer good deals, it becomes difficult to grab the attention of the customers. And if your e-commerce site does not provide different kinds of products or customized services, customers may not choose you.
5) Attractive offers and schemes. 5) No profitable deals- it affects the brand loyalty.

Opportunities:

Threats:

1) May visit your online store or hire your service in the future as well. 1) The products/services may not fall in your customers’ budget; hence they may not like to hire your company.
2) Customer satisfaction, resulting in positive word-of-mouth publicity. 2) They may try some other brand next time or simply switch to other brands.
3) If you provide a good e-shopping experience, your customers may prefer to visit your store in the future as well. 3) Customers may not visit your store frequently.
4) Customers can save some money by availing the best deals. 4) Low brand awareness.
5) Customers’ loyalty resulting in a strong online reputation. 5) One-time purchase only.
  • C. How has the brand positioned itself?

    • 1) Social media presence
    • 2) Reviews and recommendations
    • 3) Online advertisements and promotions

Answers to all the heads mentioned under question ‘C.’ are listed in the tabular chart stated below:

[For example: point number 1) of strengths, weakness, opportunities and threats is the answer to question number 1) under the head ‘C.’ listed above.]

Strengths:

Weakness:

1) Customers can get interesting information; participate in online contests, games, polls, discussions etc. 1) Probably a new company, not active on social networks.
2) Positive reviews that a customer hears about a brand. 2) Negative reviews means that a company/brand does not hold a strong market reputation.
3) How innovative creative online ads and promotional mailers you use. From catchy tag lines, to attractive images and graphics, to impactful content, to the proper use of colors- everything makes a difference. 3) No distinguishing features or USPs.

Opportunities:

Threats:

1) Customers can get to know you more through the social networks. They can get a chance to interact, discuss, complaint and praise with the bigwigs of the company and thus develop healthy relations with your firm. 1) Customers who believe in a strong social web presence may not partner with your brand.
2) You can expect more enquiries, recurring customers, new customers and a positive word-of-mouth publicity. 2) Loss of customers’ faith, lenders and other financial institutions turning off, in the most extreme situation- bankruptcy.
3) Customers can get an idea about your market reach. 3) Customers would not be able to know you better; therefore they would not feel connected to your brand.

Please Note: These are some of the most basic parameters that can help a customer do the SWOT analysis of your online presence, however there can be numerous other considerations as well.

SWOT analysis done by a company or a brand should have synergy with the assumptions and opinions of the customers.

Please contact our web experts for further information.

-By Neha Gulati


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2 Responses to “SWOT analysis of the web presence of a brand from customers’ point-of-view”

  1. admin says:

    Very interesting article…

    Note: This comment was posted by Evelina Ivanova via LinkedIn

  2. admin says:

    I think the big thing is the consumer’s perception. They need to see justification that your product or service has real value.

    Note: This comment was posted by Jason Baudendistel via LinkedIn

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