SWOT Analysis Introduction

SWOT is commonly used as part of strategic planning and looks at:

• Internal strengths
• Internal weaknesses
• Opportunities in the external environment
• Threats in the external environment

SWOT can help management in a business discover:

• What the business does better than the competition
• What competitors do better than the business
• Whether the business is making the most of the opportunities available
• How a business should respond to changes in its external environment

The result of the analysis is a matrix of positive and negative factors for management to address:

	Positive factors	Negative factors
Internal factors	Strengths	Weaknesses
External factors	Opportunities	Threats

Strategy should be devised around strengths and opportunities

A key challenge for any business is to convert weaknesses into strengths.  For example:

Weakness	Possible Response
Outdated technology	Acquire competitor with leading technology
Skills gap	Invest in training & more effective recruitment
Overdependence on a single product	Diversify the product portfolio by entering new markets
Poor quality	Invest in quality assurance
High fixed costs	Examine potential for outsourcing or offshoring

Lecturer's slides - Project Management: Fundamental

Why?
Project Management

1. Control Scope (Leadership)
2. Deliver Project Result on time and budget (Finance)
3. Focus the project team (Needs)
4. Obtain project buy (Procurement)
5. Define the critical path (Roadmap)
6. Provide a process for estimating (Account Manager)
7. Communicate (Public Relation)
8. Surface and explore project assumption (Research)
9. prepare for unexpected (Risk Management)
10. Document, transfer and apply lesson (Proposal)

A project curve is a series of actions directed towards an Objective

How to achieve the balance?

Specify value and uniqueness of the project. Compare it with the competitors.

* using this chart to illustrate the uniqueness of my website during the presentation 

Consumer Behaviour Glossary and Quotation

Source: Book - Basics Marketing 01: Consumer behaviour by Hayden Noel.

Barter Exchange (goods or services) for other goods or services	Variable A factor that can be changed a adapted	Product An article or substance manufactured for sale
Culture The ideas, customs and social behaviour o a particular people or society	Perceive Be aware of conscious of (something); come to realise or understand	Norm A standard or pattern, especially of social behaviour, that is typical or expected
Generic Characteristic of or relating to a class or group of things; not specific	Stimuli A thing that arouses activity or energy in someone or something; a spur or incentive	Attribute A quality or feature regarded as a characteristic or inherent part of someone or something
Categorisation Place in a particular class or group	Cross-cultural Relating to different cultures or comparison between them	Open-ended Having no predetermined limit or boundary
Accommodation theory Efforts on the part of the communicator to make themselves as similar as possible to their audience in order to improve communication	Rapport A close and harmonious relationship in which the people or groups concerned understand each other’s feelings or ideas and communicate well	Age compression A controversial marketing strategy in which products and attitudes normally associated with adults and older teenagers are promoted to children and young teens
Leasing Describes a contract by which on party conveys land, property or services to another (for a specified time) in return for payment	High context Cultures that focus on streams of information that surround an event or situation in order to determine meaning from the context in which it occurs	Low context Culture that filter out conditions surrounding an event to focus as much as possible on words and objective facts
Trial A test of the performance, qualities, or suitability of someone or something	Acculturation The adaptation to one country’s culture by someone from another country	Assimilate Absorb and integrate ( people, ideas, or culture) into a wider society or culture
Aspirational reference groups Groups to which we would like to belong, but currently are not members	Normative influence When a consumer performs an action in order to conform to another person’s expectations	Determinant A factor which decisively affects the nature or outcome of something
Affective component Consumer’s emotions about the attitude object	Communal goals Goals that stress harmony and establishing relationships	Associative reference groups Formal or informal groups to which we belong
Heuristics Simplified decision rules that could be used as shortcuts to make decisions, such as price and brand name	Hierarchy A system in which members of an organisation or society are ranked according to relative status or authority	Social mobility Moving from one social class to another, either upward or downward on the social class spectrum
Status float When consumers in the upper classes copy purchase patterns and consumption behaviour previously seen in the lower classes	Informative influence When someone else provides information to the consumer that the consumer then considers when making a purchase decision	Framing A decision-making process in which people tend to reach conclusions based on the framework within which a situation was presented
Iconic Sensory memory for images	Echoic Sensory memory for sound	Litmus test A decisively indicate test
Trickle-down effect When consumption patterns observed in the upper classes are copied by the lower classes	Psychological Of, affecting, or arising in, the mind: related to the mental and emotional state of the person	Cognitive component A consumer’s cognitions, thoughts and beliefs about the attitude object
Conative component The likelihood that the consumer will perform an action	Categorisation The process of placing a product or brand in a particular class or group	Prototype A first or preliminary version of a device or vehicle from which other forms are developed
Loss aversion The tendency for people to strongly prefer avoiding losses than acquiring gains	Schema Associations with an object grouped together in a meaningful way	Script Knowledge of sequence of expected events in a given situation
Script disruption User of prior knowledge to grab consumers’ attention by interrupting the script	Script facilitation Use of prior knowledge to facilitate learning about new product or brands	Graded structure A ranking of products based on how well they are representative of the category
Prototype A product that best represents a product category	Subordinate Category below superordinate within taxonomic structure	Superordinate Major category within basic level of taxonomic structure
Taxonomic categories Knowledge that is organised into groups o similar objects	Discursive Relating to discourse or modes of discourse	Brand image A subset of associations that are related to a specific brand
Involvement The relevance of an object to a person based on the individual’s needs and values	Autobiographical /episodic memory Long-term memory about experiences that we have had	Semantic memory General or generic information about how things work in the world
Negative disconfirmation Performance is less than expected	Positive disconfirmation Performance is better than expected	Internal search Searching in the consumer’s  own memory
Consideration set All brands that the consumer deems acceptable for purchase	Evoked set External search combined with retrieved set	Retrieved set Internal search and retrieval of several memories
Marketing mix Probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P’s, the marketing mix elements are price, place, product, and promotion	Dissociative reference groups Groups to which we do not want to belong that have values and attitudes that we do not wish to emulate	Knowledge structure How information is organised and stored

Quotation

This may seem simple, but you need to give customers what they want, not what you think they want. And, if you do this people will keep coming back. – John Ilhan

Authentic marketing is not the art of selling what you make but knowing what to make. It is the art of indentifying customers’ needs and creating solutions that deliver satisfactions to the customers, profits to the producers and benefits for the stakeholder. – Philip Kotler

Any communication on marketing professional needs cross-cultural research and communication skills to be able to succeed in the future. – Marye Tharp

Understanding the conventions of culture as well as the individual cultural differences and similarities of target locales empowers marketing professionals to realise that one universal message, whether verbal or visual, can never reach a global audience. – Yves Lang
* understand upcyle culture, female culture, and shopping culture 

No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives. – Robert G. Allen

* what are the advantages of using my website and how do i inform my users about the advantages?

Conspicuous consumption of valuable goods is a means of reputability of the gentlemen of leisure. – Thorstein Veblen

Women are a growing market force we have to address – Thomas Weber, DaimlerChrysler
* my website is mainly for female which is a good market to address now

People often say that motivation doesn’t last. Well, neither does bathing – that’s why we recommend it daily. – Zig Ziglar
* how to recommend users to come back to my website everyday?

The motivation for all personal behaviours is to produce a sense of ‘feel good’, a sense of inner peace and well being. To expect a person to go against his desire to feel good on as good as he can feel under any momentary condition is illogical and irrational. In the observation of human behaviours, one will notice every human act is a response to a personal need. – Sidney Madwed

Motivation is the art of getting people to do what you want them to do because they want to. – Dwight David Eisenhower

Motivation is what gets you started. Habit is what keeps you going. – Jin Rohn
* introduce the users about upcycling and motivate them to buy upcycled product then attract them to visit my website daily

It does not matters whether you are a small broken or part of a large financial institution. You still have to establish an identity that is unique from your competition. That identity is your brand image. – Jeffrey Nelson

Slide by Clare Brass, SEED Foundation

I have a dream....   Clare Brass, SEED Foundtion

“Desirability is somethingthat advocates ofsustainable developmentare not very good at”- Jonathon Porrit, Forum for the Future

But designers are different
Experience and knowledge from different areas
Imagining new scenarios and visualising them
Quick and easy trying things out
Thinking of people
Building connections between things and people

Can designers use their skills to earn a living out of tackling social or environmental problems?

What is Design?

Problem-solving,

people focused discipline tackling material problems and facilitating connections.

Does design have to only support traditional business?

What about social business?

Profit making businesses that trade in goods and services for social or environmental benefit.

HOW CAN DESIGN SUPPORT SOCIAL BUSINESSES?

By transforming products and services and making them
more visible
more desirable
more easy to use


Ways to intervene in a system

1. Re­-thinking objects

• add value by reducing waste
• design to recycle and re-manufacture
• design products to last
• design out toxicity

2. Re-thinking the way people do things

• improve feedback from infrastructure
• redesign interaction with infrastructure
• redesign the infrastructure itself

3. Re-thinking the links between people
• public sector
• private sector
• people / third sector

No-­one want to act alone. People need to act together to solve some of the key environmental and social issues of our day

Design - Food Cycle
One Man’s Waste is another’s resource?
In your school?
Young people, older people?
In your community?
People? Places? Recycling?
Upcycling?

"The time has come for us all to think about our waste and what we do about it."

Case Study / Example - food loop:

An experiment in linking people, business and government to tackle the urban food-­‐waste problem.

The food­‐waste problem:
• Food waste one of largest fractions of waste stream (18 – 40%) 
• UK households produce 6.7m tonnes FW / year
• Food waste in landfill generates methane
• 3% UK G.G. Emissions from landfill sites (aviaBon 6%)

The pain / opportunity
• European legislation making f/w very expensive
• Food waste collection difficult in inner city flats
• Under‐used public spaces in these environments
• Strong link between food waste and food growing, that could happen in those spaces
• Current value of food waste £135/te and growing

But we found another issue…

• homeless people struggle to return to work
• 79% want to work. 7% actually manage
• many housed in government housing
• high numbers of unemployment

So there is a ready labour supply exactly where it it most difficult to manage food waste

Mission:
To get every housing estate in Britain composting food-­‐waste on site and using the compost to grow fruit and vegetables.

We set out to:

• Design a service in response to this environmental challenge
• And the business case to make it financially sustainable, and repeatable

the artifact

How it works:

As a result:
* Resident taking ownership of their recycling
* Re-framing food waste as a resource 

What to look for meta issues and trends:
Here are just a few to think about…
Deforestation
Habitat destruction
Soil erosion
Water
Over-fishing
Introduction of non-native species
Biodiversity loss
Overpopulation
Photosynthetic ceiling
Toxicity
Energy


What to look for local issues and trends
- social / cultural - what is going on in the ether?
Eg, Unemployment, rural to urban migration, homelessness, singles, working mothers, religion…etc
- political - where is money being invested?
Control over food, liscencing, hygiene, etc
- economic – where are the current flows of money?
- technological –
Eg - social media, pollution, smart phones

What I want you to do
I want you to create an enterprise (business idea – something that generates income) that somehow joins up one or more macro or local issue.

What I don’t want you to do
I don’t want an app or a product or a food cart or a
campaign, although all these things might be tools that make your system work 

What is CSR?

In the last 20 years, Corporate Social Responsibility (CSR) has become a term that has found its way into business thinking and business schools’ curricula everywhere and there is no multi-national company that has not yet defined its CSR profile.

Also in China there is growing awareness that CSR, defined as the way companies integrate social, environmental and economic concerns into their values and operations, presents an opportunity rather than a burden.

In the first place, CSR is increasingly codified in the laws and regulations of China.  But CSR is not just a matter of meeting the requirements of the law.  All stakeholders in the corporate world, suppliers, customers, employees and investors have increased their expectations about corporate behaviour:  actions and ethics.

Response to Guest's Feedback

Feedback:
- build a brand - Stronger voice?
/- don't sell simple upcycling product; sell nice upcycling product (quality control)
/- the site has to carry a sense of taste
/- people can summit but you have to approve it (quality control)
/- the site shouldn't be open
/- "your site is like a rojak", it can big but control; (people like exclusivity)
/- act as a curator, identify good artist / resident artist (fashion select shop)
/ - conveying upcycle concept in whole progress (discovering (product image, description, story) - buying (donation?) - receiving (packaging design - reusable item, upcycle msg) - using (practical and has upcycle concept)
/ - how to bring traffic to this website
- who are the possible buyer?
- how can you generate revenue? ads - who? CSR (what is CSR)? - mostly free
- suggested case study - Good Eggs website

Response to:
- don't sell simple upcycling product; sell nice upcycling product (quality control)
- the site shouldn't be open; big but control (people like exclusivity)
- act as a curator, identify good artist / resident artist (fashion select shop)
* i will act as curator, craft blogs' creators would be my target audience (seller group)

 - people can summit but you have to approve it (quality control)
- the site has to carry a sense of taste 
* i believe the craft blog creator's work that i have curated have certain standard in terms of aesthetic and finishing. therefore i won't need to approve their work and i have to trust them

* how do i find qualified sellers for my site?
* search by using similarsite.com 
It is an innovative Recommendation Engine for websites that scours the Internet to deliver the most similar websites according to a specific website or topic of your choice. Cut through the clutter of the web by finding the most relevant similar sites based on related content, website structure, link analysis algorithms, detailed user surfing behaviors and a large community of user rankings.
"Using more than 30 unique Similarity Engines, our technology takes a snapshot of the inside and outside of a website. Once analyzed, we categorize the site with our huge index of data to help you get the very best similar results depending on what you are looking for."

- "your site is like a rojak", it can big but control; (people like exclusivity)
* now my site will be open for seller to sell upcyle product such as bags, clothing, accessories,shoes and other fashion products. CRITERIA: they must use old or unwanted clothes, see sample product at my content / visual research at my pinterest site

- conveying upcycle concept in whole process (discovering (product image, description, story) - buying (donation?) - receiving (packaging design - reusable item, upcycle msg) - using (practical and has upcycle concept)
* i will leave this part as a supportive CRITERIA / message for my seller 

- how to bring traffic to this website
* blog creator will direct and post notification on their blog to gather potential buyer to my site to bid their product

- who are the possible buyer?
* some consumers user products and services to satisfy complex psychological needs such as self-fulfillment
* book: basic marketing 01: consumer behavior by Hayden Noel examined the forces that drive individuals to consume the products they do - to choose one product over another in Chapter 4
*  consider those consumers who choose to only purchase organic foods; they often driven by beliefs about health, the environment and food safety.
* more and more consumers are making a commitment to healthy living and environmental responsibility. these consumer are therefore highly motivated to search for and purchase foods that support this commitment. the trend in healthy eating has been growing worldwide over the past decade. this has led to the organic food market experiencing double-digit growth in UK.
* "The motivation to all personal behaviors is to produce a sense  of 'feel good', a sense of inner peace and well being." - Sidney Madwed
* motivation leads to involvement - some people can get very attached to products. when a consumer is motivated to achieve a goal, they will engage in different activities that are aimed towards achieving that goal. for example, if you are motivated to purchase a new laptop, you might go to different stores to examine the different laptops on the market; you may also visit websites to read relevant reviews and compare prices. you would perform these actions since this would lead you to achieving your goal of owning a laptop that you like.