Chapter 3 - Competitive and Internal SWOT analysis For many, this is an hour long discussion at a board room with a few managers. For me and this plan - it is a month long look at the competition, areas of weakness and strength, secret shopping of the clients' facilities and the competitions - indepth interviews with more "best clients" and a very detailed and comprehensive report outlining areas of improvement, weakness, mitigating factors and more. Taking time on this section ensures that nothing will fail once we start to spend cash on the creative. Too few people spend too little time at this stage - and it's costly. Study hard, save long-term cash on creative...simple.  |
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