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SNW analysis
This model of competitor botim database research is aimed at studying internal business processes. Many people think of this method as an improved SWOT model. In addition to identifying strengths and weaknesses, SNW analysis allows you to search for neutral characteristics, including identifying new options not used by your competitor, which are subsequently positioned as your strengths.
The use of SNW analysis involves strategic analysis of competitors and is mainly used by medium and large businesses.
SNW analysis has relative accuracy, since the assessment of factors is carried out subjectively using the gradation "bad - normal - good". But this method is practically irreplaceable in the case when it is necessary to develop a strategy for the development of your own business.
Below is an example of SNW analysis:
Strategy Grade
Weak Neutral Strong
Innovations +
Distribution channels +
Trademark +
Cash reserve +
PEST
PEST is an abbreviation of the English words Political, Economic, Social, Technological, which is a marketing analysis of the external environment of competitors that has a direct impact on business. The analysis covers aspects of the market that have political, economic, social and technological orientations.
Political factors include upcoming elections, possible changes in legislation, government regulation of the industry, and the country's entry into international associations.
An example is our country, which in 2012 became a member of the World Trade Organization. This event had a direct impact on the standards in the field of export policy for domestic products. Already in the fall of 2020, the European Commission announced that the price of Russian gas and electricity is not a market price, which is why it is logical to introduce anti-dumping duties. This step leads to an increase in the cost of goods, accordingly, the sale of energy resources will become more difficult. This shows how the political decision to join the WTO has grown into an economic factor that increases business costs.
Economic factors include the value of the gross domestic product, the inflation rate, the increase or decrease in the purchasing power of the population, and the economic situation at the enterprise.
In early spring 2020, many government agencies and private organizations in our country switched to a remote/distance format of operations due to the pandemic. Two months later, the president announced a day off, while employees retained the right to receive remuneration. Many wanted to switch to the online sphere, so there was an explosive growth in the popularity of online courses. Leading educational institutions began to build the learning p