SWOT Analysis

Planning out the business portfolio involves assessing the strengths and weaknesses of the company. Solid advertising and establishing viable relationships with the consumer can only get a company so far. Assessing our weaknesses is instrumental in solidifying the variables that we can control and capitalizing on it to the best of our ability.

“Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T)...(Marketing Pg. 54).”

“Through strategic planning, the company decides what it wants to do with each business unit. Marketing planning involves deciding on marketing strategies that will help the company attain its overall strategic objectives...(Marketing Pg.55).”

After assessing the Fogg brand as a whole, I’ve managed to come up with a broad analysis of the company. Strengths include an original concept that has yet to be fully integrated into the salty foods market as well as ties with a wide array of suppliers that will allow us to expand our brand by offering different flavored snacks. Weaknesses include the lack of brand recognition compared to other well-revered snack products such as Frito-Lay as well as the lack of overall experience in the snack industry. The main opportunity is the possibility of attracting a wide target audience due to the various foreign-inspired options that our brand can produce. The potential of tapping into the domestic snack market as well as an international is not such a far-fetched notion. Through a solid advertising campaign, we hope to establish brand awareness as we build more relationships with our consumers as well as potential suppliers.