Сompany’s sales simulation based on the use of SWOT analysis and Ishikawa charts

Author:

Ivanov Sergey

Abstract

Marketing research at an enterprise is carried out by marketing units in order to determine a possible increase in the marketing activity of the enterprise. To identify the strengths and weaknesses of the sales management of the enterprise, the SWOT-analysis method was applied. A matrix of SWOT analysis of company’s sales activity was built, which forms squares in the form of a combination of the following factors: “Strengths-Opportunities” (SO), “Strengths-Threats” (ST), “Weaknesses-Possibilities” (WO), “Weaknesses-Threats” (WT). The most significant intersections of the SWOT matrix factors of the analysis were analyzed, and it was proposed to use four types of strategies on their basis. To formalize cause-and-effect relations Ishikawa diagram was used.

Publisher

EDP Sciences

Reference10 articles.

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