SWOT & TOWS - Research and Planning in the Cafe Industry

🔍 Organizations conduct research and analysis, including qualitative and quantitative research, to establish a problem or opportunity.

💡 The SWOT and TOWS analysis is used by marketers to summarize and conclude their research findings.

📚 The SWOT and TOWS analysis involves evaluating the gathered research data for validity and reliability.

📊 The video discusses the importance of conducting both internal and external analysis, including analyzing company accounts, core competencies, pest, Porter's five forces, and competitor analysis.

⚖️ The SWOT and TOWS framework is introduced as a way to summarize the research findings and identify strategic options for decision-making.

🏪 Using a hypothetical example of the French Cafe, the video highlights the process of research and analysis undertaken to address declining sales and customer loss.

💡 SWOT analysis helps to organize and summarize information about a company's internal and external factors.

🔍 Data collection includes qualitative and quantitative primary and secondary research.

✨ Strengths of the French cafe include financial stability and talented confectioners.

📌 The cafe has strengths such as an experienced team and authentic atmosphere.

🔍 Opportunities for the cafe include food tourism and an increase in disposable income.

⚠️ Threats to the cafe include a focus on healthy living and increased local competition.

The purpose of the TOWS is to come up with possible strategic options based on the findings in the SWOT.

Strengths and opportunities allow for creating strategic options like targeting food tourists with a specialized offering and campaign.

Strengths and threats suggest intensifying promotional activities to face increasing competition using available financial resources.

Weaknesses and opportunities can lead to reorganizing and investing in staff well-being.

👥 To create a positive cafe experience, it is important to address weakness in staff retention rates.

🔧🏢 Consider repairing the building or moving location to stay competitive and attract customers.

🔍💡 SWOT and TOWS are useful tools for organizing research, analyzing data, and generating strategic options.

🔍 SWOT and TOWS are useful tools for research analysis and strategic planning.

📚 Recommended resources for learning more about marketing and related subjects.

🎥 Additional videos on the channel can support and substantiate learning.