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SWOT Analysis

Strengths:
a)

The four marketing majors have structured a solid association to start a new business.

b)

They performed great measure of analysis for the product selection for their new.

c)

They chose sports calendar as product because it wasnt introduced before and it is also

because its market was untapped in Florida Atlantic University (FAU).


d)

These four majors had efficient market research available.

e)

For the advertisement there were such events that could also be utilized for the

marketing purposes.
Weaknesses:
a)

There was no pre-defined guidance to validate the product performance as product was

new for the existing market.


b)

The time allocated to sell the calendar was limited and new semester would be started

in no more than 2 months ahead.


c)

The marketing plan for this type of product was untested and numbers of questions

were unanswered.
d)

Selling of calendar would restrict the students to them if they wanted to sell it, which in

turn put burden on them to sell these calendars that would also require an extra work as they
can only carry 10-12 calendars.
e)

To advertise the calendars, it would require more specific marketing plan, which was

not designed at that time.


f)

Critical decisions were to be made on what kind of athlete should be addressed as cover

page of the calendars.

g)

The capital was limited for the initial start-up, and students were asked to generate at-

least $8000 profit to cover the initial cost or to maintain the break-even.
Opportunities:
a)

The opportunity was there as FAU didnt had the official sports calendar, which would

result in successful sales as well as it would become a profitable product and would become
the annual calendar of FAU.
b)

Bookshop at FAU was already selling the two types of calendars that wasnt creating

any sufficient profit and wasnt attractive for the students. That would also create an
opportunity to launch the new calendar.
c)

There was an untapped market waiting to be captured for the FAU sports themed

calendar.
d)

The survey shows that 76.9% of students showed their interest to buy the sports

calendar. This shows the untapped market potential for this category of product as 16,700
students were the customers. (See Survey Results sheet in the Excel as well as in the
Appendices under Exhibit 1).
e)

Around 198 students among those surveyed were ready to fork at least $8 to buy the

calendar.
f)

Sales figures from other University showed realistic expected revenue per student to be

from $1.42 to $1.94.


g)

Bookstore was selling 3500 calendars, which generated $31,905 in revenues which was

translated to per student calendar expenditure of $1.45.


h)

The FAU book store was ready to buy their product in bulk. That meant $9,000 in low

risk revenues and would possibly pay back the $8,000 partners investment right way. (See
Exhibit 3: Current Calendar Sales at Bookstore)
i)

The Print shop for the printing of calendar was willing to give them 30 days credit

facility to pay the printing bill.

Threats
a)

Other universities could also jump-in in this market segment to sell the calendars.

b)

The bookstore of FAU could gain the pricing power if Marketing Majors go with the

bookstore.
c)

FAU didnt claim the royalty on athletes pictures; this would increase cost if FAU go

for claiming the royalties.


d)

FAUs sport teams performances could also impact the calendars sales.

Segmentation
There are following variables that can be used for the market segmentation:

Gender based Segmentation

Campus based Segmentation

Class based Segmentation

Preferences based Segmentation

The survey showed that 76.9% of students demonstrated interest in buying of calendar. From
other universities, calendar sales were around 20%-29%, this indicated that students were
willing to buy the calendars. From the survey, the 60.87% respondents were females and
39.13% respondents were males. It shows that females are interested more than males for
buying the calendars. This also incorporates that the product should be placed near the events
and seminars where mostly females will be available.
The survey shows that 69.2% of respondents were from Boca Raton campus. Therefore, the
advertisement and product placement should be done in Boca Raton campus. This would also
result in reduce expected counts of calendars sold. The 18.97% of survey shows that the
respondents were from the Davis Campus and sales could also be generated from there.

1.
SWOTAnalysis
Strengths:
a)
The four partners were deeply interested in Marketing Planning andStrategy and were committed
to work hard to make the project sosuccessful that it pays for their tuition.
b)
The four partners have formed a strong partnership to start a smallbusiness.c)They performed
good amount of analysis on what product to selectfor their business.d)They selected a product
which had no competition and the sportscalendar market was untapped in Florida Atlantic University
(FAU).e)The four partners had good amount of marketing research available.
f)
There was way to advertise the product and also do additional salesrenting booths at FAU events.
The success of this work dependent onpartners commitment, which was there for sure.
Weaknesses:
a)
The product was new in an untested market. There was no historicalguidance on how product
would perform at FAU.
b)
The time period to sell calendars was short and the duration was onlytwo months in fall when the
semester started.
c)
There are lots of questions unanswered about marketing plan.
d)
If the students choose to retail the calendars themselves it wouldmean they have to put extra hours of work. Also
it will be tediouswork since they can carry only 10-12 calendars in their backup andthey have to rely on slow
personal contact selling.e)There was no fair idea about how to advertise the new product.

SWOT analysis:
Strength
1. The four marketing majors were so interested in marketing planning and
strategy and was working hard towards it in making the project successful

and started a small business that could fund their graduate school students
about $2500 per year per student. 2. Product selected had no competition at
FAU because the sports calendar market was an untapped market. 3.
Advertising the product and also for generating additional sales they rented a
booth at FAU events.
Weaknesses
1. Since the product was being to launch for the first time in market at FAU,
they were not sure if the market would accept it or reject. 2. There were only
two months in the fall to sell the calendar which could retard their selling
numbers. 3. If they even decide to make a personal contact selling, each
could carry about 10 to 12 calendars and also takes away a lot of their time.
4. There was still a confusion about what kind of calendar to be made,
whether to add athletes pictures or others. 5. The startup capital was only
$8000 and to break even they needed at least profit of $8000 and $18000 to
pay for the capital and tuition. Opportunities
1. The selecting sports calendar was good because there was no such
product on FAU market and it could be a successful product. 2. There is a
huge market at FAU to be captured for the selling of the sports calendar. 3.
The FAU store was ready to buy the product in bulk. That means they could
reach their break even and was also possible to pay back their investments
right away.
Threats
1. Can expect others to come up with similar product and a room for
competition would arise. 2. If they distribute calendars to the bookstore, then
they should surrender a lot of pricing power to them. 3. There could be an
additional cost, if FAU claims a royalty on athletes' pictures. 4. Since, they
have entered a new market and there could be chances of product failure.

Strengths:
a) The four partners were deeply interested in Marketing Planning and Strategy and were
committed to work hard to make the project so successful that it pays for their tuition.

b) The four partners have formed a strong partnership to start a small business.
c) They performed good amount of analysis on what product to select for their business.
d) They selected a product which had no competition and the sports calendar market was
untapped in Florida Atlantic University (FAU).
e) The four partners had good amount of marketing research available.
f) There was way to advertise the product and also do additional sales renting booths at FAU
events. The success of this work dependent on partners commitment, which was there for
sure.
Weaknesses:
a) The product was new in an untested market. There was no historical guidance on how
product would perform at FAU.
b) The time period to sell calendars was short and the duration was only two months in fall
when the semester started.
c) There are lots of questions unanswered about marketing plan.
d) If the students choose to retail the calendars themselves it would mean they have to put
extra hours of work. Also it will be tedious work since they can carry only 10-12 calendars in
their backup and they have to rely on slow personal contact selling.
e) There was no fair idea about how to advertise the new product.
f) The critical decisions on type of calendar to make and on what kind of athletes was not
made.
g) There was only $8000 available in startup capital. And students need to make at least
profit of $8,000 to cover the startup capital or break even, and $18,000 to pay for the capital
and tuition, which was the ultimate goal.
Opportunities:
a) There was no official sports calendar at FAU. The product could be so successful that it
would become annual product to sale at the FAU.

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