SWOT presentation - analysis Kaliningrad region Zaitseva Yu.A. Swot-analysis features of application and methodology of carrying out. Swot presentation company analysis

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Characteristics of the company JSC "Holod". Open joint-stock company"Cold" is one of largest enterprises Food Industry Of the Republic of Tatarstan, providing the population with high-quality products of its own production.

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Founded in 1929, the company began its activities as a cold storage facility specializing in the storage of food products: meat, fish, poultry, butter, eggs. Today OJSC “Kholod” is an industrial complex with two refrigeration plants in Kazan, a wholesale center “Service-Kholod” and its own retail network.

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The company is widely known as an ice cream maker and fish products, as well as services for the provision of rent storage facilities and retail space with refrigeration equipment.

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Since 2005, JSC "Kholod" has been a part of the holding company "Ak Bars", and in September 2006, LLC "TD" Kholod "was established as a separate trade division of JSC" Kholod ".

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The main problem of the enterprise today is the need to expand the production of new systems and, as a consequence, the need for working capital to finance production and marketing.

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The main achievement of the enterprise is the creation of a high-tech and competitive product - ice cream, fish products, as well as services for the provision of retail space with refrigeration equipment.

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Ice cream production The main activity of JSC "Kholod" is the production of ice cream. The average annual production is over 1000 tons of ice cream per year. OJSC "Kholod" produces more than 30 types of ice cream on a creamy and ice-cream basis, as well as fruit ice.

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The introduction in the ice cream shop of Danish and Italian modern automated extrusion and filling lines made it possible to significantly increase production, expand the range of products and almost completely eliminate manual labor... In particular, the Streitline extrusion line (capacity 2 thousand tons per year) produces ice cream in the form of briquettes, rolls and in the traditional form - popsicle.

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Production of fish products Since 1993, JSC "Kholod" began to develop the new kind activities - processing and release of fish products. For this purpose, a new fish processing plant was built and put into operation, equipped with high-performance equipment from domestic and foreign companies... Currently, a set of measures is being taken to modernize the existing equipment and fixed assets.

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Refrigeration warehouse complex The warehouse premises of the enterprise have an advantageous location, being in the area of a large transport interchange with a high business activity... The complex is equipped with shunting railway tracks, which ensure the possibility of shipment of products not only by large-tonnage automobiles, but also by rail... These advantages allow tenants to consider the placement of their products on the basis of JSC "Kholod" as a profitable strategic partnership with the enterprise.

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Rendered services: - Leasing of refrigerating chambers, freezing equipment - Leasing of trade, production, utility and office space - Services of loading - unloading, rental of loading equipment - Services of a guarded parking lot for trucks and cars - Provision of sanitary and veterinary control services - Laboratory analysis of products (for the presence of herbal additives, fat, moisture, salt, acidity, organoleptic properties, etc.)

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SPb GBPOU "College of Culinary Arts" Zozulina Viktoria Viktorovna Lecturer SPb GBPOU "KKM" St. Petersburg 2017 OP.07 "Fundamentals of Economics, Management and Marketing" SWOT analysis

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SWOT - method of analysis in strategic planning, which consists in dividing factors and phenomena into four categories: Strengths (strengths) Weaknesses (weaknesses) Opportunities (opportunities) Threats (threats)

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SWOT analysis can be presented in the form of a table: Positive influence Negative influence Internal environment Strengths Weaknesses External environment Opportunities Threats

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SWOT analysis was first introduced in 1963 at Harvard Business Policy Conference by Professor Kenneth Andrews. Initially, SWOT analysis was based on the articulation and structuring of knowledge about the current situation and trends. Since the SWOT analysis in general view does not contain economic categories, it can be applied to any organization, individuals and countries to build strategies in a wide variety of areas. History

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The analysis is in two parts. Opportunities and threats represent an analysis of the external environment, all factors that can affect the company, but do not depend on it. Strengths and weaknesses are internal analysis of the company / product. When compiling a SWOT analysis, you must specify at least 5 global external threats and opportunities that can both develop and destroy a business. Methodology for conducting a SWOT analysis

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1) Company reputation 2) Product quality 3) Service quality 4) Market share 5) Price 6) Logistics 7) Promotion efficiency 8) The quality of sales agents 9) Geographic coverage The list of factors that are often found in the analysis of strengths and weaknesses:

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10) Implementation of innovations 11) Costs 12) Financial sustainability 13) Employees 14) Technical equipment 15) Ability to meet deadlines 16) Flexibility, quick response to events 17) Range 18) Experience 19) Resources 20) Knowledge of buyers

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1) Economic situation in the country and in the world 2) Demographic situation 3) Political 4) Social movements 5) Technological progress 6) Competitor analysis 7) Legislation 8) Cultural factors 9) Social Issues External opportunities and threats include:

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Express SWOT analysis is the most common type of qualitative analysis, which allows us to determine which strengths of our organization will help to fight threats and use the opportunities of the external environment, and which weaknesses will prevent us from doing so. Some business schools like to show this type of analysis, since the scheme for its implementation has an undoubted advantage: it is very clear and simple. However, in practice, this technique has drawbacks: only the most obvious factors fall into the points of all cells of the table. Forms of SWOT analysis

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Summary SWOT analysis, which should present the main indicators that characterize the activities of the company in this moment and outline the prospects for future development. The advantage of this form of analysis is that it allows, in some approximation, to give quantification those factors that have been identified. Another advantage is the ability to go directly to the development of a strategy and develop a set of measures necessary to achieve strategic goals. An obvious drawback is the more complicated procedure for conducting the analysis (during strategic sessions in which the top management of the company participates, it can take 1-2 days, depending on the depth of the factors being worked out).

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Mixed SWOT analysis is an attempt to combine the first and second forms of analysis. For this, at least the main three types of strategic analysis are preliminarily carried out (usually this is STEP analysis, analysis according to the Porter's "5 forces" model and analysis internal environment according to one of the methods). The advantage of this form is the depth of analysis. The disadvantage is psychological factor: in practice, very often the case ends with the construction of a beautiful matrix and complacency

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There is also the “Anti-SWOT” method, which is based on SWOT, but its essence lies in the analysis of the consequences of non-fulfillment of the intended statements indicated in the strengths and weaknesses, opportunities and threats.

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A practical example of a SWOT analysis of a cafe Strong sides Opportunities in the external environment Low pricing policy available to the population with an average income A large number of services provided compared to competitors Young, active staff Organization is cost-effective Constant updating of the range of dishes Regular customers Renovation of the interior The presence of regular suppliers of products Low level of conflicts The image of the enterprise Improving the standard of living of the population The emergence of new customers in connection with well-developed transport communications Increasing the number of able-bodied population Increasing the demographic potential Development of a set of measures to attract visitors on weekends Implementation of advanced technologies in service Application innovative technologies during production and service

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SWOT analysis (strengths, weaknesses, opportunities, threats)

SWOT analysis

in a long-term development program
enterprises SWOT analysis is
intermediate link between
articulating a vision, mission and
long-term course of your company and
defining its goals and objectives

SWOT analysis

SWOT analysis can be carried out:
for the company as a whole,
in individual business areas,
by individual markets in which the firm
is functioning,

SWOT analysis

SWOT is an abbreviation of the words:
Strengths - (strengths),
Weaknesses - (weaknesses),
Opportunities - (opportunities),
Threats - (danger).

SWOT analysis

before conducting a SWOT analysis, you must
determine the study period within which
the interaction between the firm and the external environment will be studied.
This could be:
current period - existing forces are being investigated and
weaknesses of the firm and the current market situation,
short-term perspective (traditionally, within 1-2
years, in general, it is determined by the degree of turbulence
Wednesday),
medium term (traditionally, within 3-5
years),
long-term perspective (forecast for more than 5 years).

The main stages of a SWOT analysis

"Scanning" the context "of the environment (searching and establishing
major problematic trends that may affect
development of the subject).
Preparation and inventory of possible actions
External analysis opportunities and threats (identification of parameters
The "environment" of the company that is not available for its control,
but can significantly affect its activities)
Internal analysis strengths and weaknesses (identification and
analysis of controllable factors that can accelerate or
slow down the development of the company in the area of interest)
Planning possible actions (highlighting actions,
which will maximize the use of strengths
companies and neutralize the weak)
Assessment and strategy selection

SWOT Analysis Matrix

Opportunities and threats

Market opportunities are favorable
changes in the external environment that put the enterprise in
better than today's market position (deterioration
positions of competitors, a sharp increase in demand, the emergence
new technologies for the production of your products, growth
income level of the population, etc.) Opportunities
are not all the possibilities that exist
on the market, but only those that can be used
enterprise to gain an advantage.
Market threats - events, the occurrence of which
may adversely affect your
enterprise (entry into the market of new competitors, growth
taxes, changing consumer tastes, reducing
fertility, etc.)

Opportunities and threats

Competition factors (the number of your main competitors, the availability of substitutes on the market, the height of the barriers to entry and exit from the market, the distribution of market
shares between the main market participants, etc.)
Demand factors (market capacity, rate of its growth or decline, structure of demand
for the products of your company, etc.)
Sales factors (you need to pay attention to the number of intermediaries, the presence of networks
distribution, terms of supply of materials and components, etc.)
Economic factors (ruble (dollar, euro) exchange rate, inflation rate, change in the
income of the population, tax policy of the state, etc.)
Political and legal factors (level of political stability in the country, level
legal literacy of the population, the level of law-abidingness, the level
corruption of government, etc.)
Scientific and technical factors (the level of development of science, the degree of implementation of innovations (new
goods, technologies) in industrial production, the level of state support
development of science, etc.)
Socio-demographic factors (size and age and gender structure of the population
the region in which your company operates, the birth rate and mortality rate,
employment rate, etc.)
Socio-cultural factors (traditions and system of values of society, existing
culture of consumption of goods and services, existing stereotypes of people's behavior, etc.)
Natural and environmental factors (climatic zone in which your
enterprise, state environment, public attitudes towards protection
environment, etc.)
International factors (the level of stability in the world, the presence of local conflicts, etc.)

Opportunity matrix

Threat matrix

Advantages and disadvantages

Strengths enterprise - what it has succeeded in or
some feature that provides you with additional
possibilities. Strength may lie in experience, access
to unique resources, availability of advanced technology
and modern equipment, highly qualified personnel,
high quality of your products, your fame
brand name, etc.
Weaknesses are the lack of something important for
the functioning of the enterprise or something that has not yet succeeded
in comparison with other companies and puts in an unfavorable
position (too narrow range of manufactured goods,
bad reputation of the company in the market, lack of funding,
low level of service, etc.)
Strengths and weaknesses must be considered in relation to
competitors.

Advantages and disadvantages

Company reputation
Product quality
Quality of service
Geographic coverage, market share
Price
Logistics
Promotion efficiency
Quality of work of sales agents
Implementation of innovations
Costs
Financial stability
Workers
Technical equipment
Ability to meet deadlines
Flexibility, quick reaction to events
Range
Resources
Knowing buyers

Expanded Matrix

OPPORTUNITIES 1.
The emergence of a new
retail network
2.etc.
THREATS 1. The emergence
major competitor
2.etc.
STRENGTHS 1.
High quality
products
2.
3.etc.
1. How to use
opportunities
Try to get in the number
suppliers of the new network,
focusing on quality
of our products
2. How can you reduce
threats
To keep our
buyers from the transition
to a competitor,
informing
their high quality
of our products
WEAK
SIDES 1.High
production cost
2.
3.etc.
3. How to overcome weaknesses for
account of opportunities
Find in the new network
buyer ready
buy at the proposed
the price
4. The biggest dangers
for the company
Emerging competitor
can offer the market
products similar to
ours, at lower
prices

The purpose of the analysis.

What to do
The directions in which
combines the benefits and
possibilities
What to fight with
The directions in which
the company has advantages, but
there are threats
What to exclude
The directions in which
the company has weaknesses and
there are serious threats
What to develop
The directions in which
seizing opportunities
limited by weaknesses
company

Advantages and disadvantages of the method

Advantages
disadvantages
Simplicity
Lack of instrumentation: not
very clear what to do with
the lists received
Provides many options
developments
There are no selection criteria from
list of options

Step 1. Making a list of the factors of the clinic's success in the market Write down all the factors that, in your opinion, affect the success of the clinic in the market.
Next, highlight the factors in order of priority:
Red - have a strong impact on profits.
Blue is the average power of influence.
Green - weak power of influence.
Example:
1. Qualification of medical personnel
2. Qualifications of the administrative apparatus (managers, managers, administrators, etc.)
3. Technological equipment
4. Pricing policy
5. Location
6. Service level
7. Brand awareness of the clinic
8. Loyalty level
9. Staff doctors
10. Availability of unique services
11. Complexity of services
12. Range of services
13. Level of expenses
14. Marketing budget
15. Marketing activity and promotion methods
16. High level of free working capital
17. Value for money

Step 2. Determine the strengths and weaknesses of the clinic

1.
Create a sign like this:
2. In the “Success Factors” column, enter the factors highlighted in red. In the columns "Your clinic" and competitors
briefly describe the state of these factors. Evaluate the advantages of your clinic and competitors by placing one to three
"+". Similarly with the disadvantages, only you need to put "-". Example:

Step 3. Identification of threats and opportunities for the clinic

To quickly find opportunities and threats for SWOT analysis, answer the following questions:
1. What factors can increase sales medical services and profit?
2. What are the trends and changes in the market, needs target audience, state and legal
market regulation, the country's economic situation can reduce sales and profits?
Let's look at an example of threats and opportunities for a children's multidisciplinary clinic.

Step 4. Create a SWOT ANALYSIS table

At this stage, we need to structure all the collected information. To do this, we will enter all found
factors in the table in descending order of importance. We transfer factors with a “+” sign to the “Strengths” sector. V
sector "Weaknesses" with a "-" sign Also in decreasing order of importance. That is, you must determine that in
to a greater extent affects the profit of the clinic, and what to a lesser extent.

Step 5. Prepare conclusions of the SWOT ANALYSIS

At this point, answer the questions below. The answers will give you directions for further action.
Questions:
1. Take another look at your strengths and decide which advantage can be the main one?
Answer: medical staff without being tied to specific individuals. The choice in favor of this advantage was made for several reasons: 1.
The quality of medical services depends primarily on the doctor. The patient can gain confidence in the clinic if he is sure that there is
first-class doctors work. The patient primarily thinks about the specialist and only then about the technological equipment. 2. Precisely
the medical staff has become one of the strongest sides of the clinic 3. The clinic does not work part-time 4. The staff has doctors of rare
specialties (unique to the market where the clinic operates) 5. Referral for consolidation in the clinic the best specialists 6. Heading for
close interaction of a doctor of different specialties in assisting a patient.
2. Describe ways to develop the company's capabilities through the strengths of the product
Answer: The medical staff, solid technological equipment, a good level of service and a stable increase in patient loyalty indicate
on the great potential of the clinic. Setting up all business processes, incl. Their automation, combined with the advantages, will allow the clinic
enter new markets. The high level of qualifications of the administrative staff will allow you to quickly introduce integrated systems
clinic management and patient relationship
3. Describe how you can transform weaknesses into strengths?
Answer: 1. Pricing policy. The prices in the clinic are the highest on the market, but in the field of medical services, price competition does not work.
The patient does not attach importance to the price when seeing the significant value of the service. Therefore, this weakness can become a strength if you invest
resources for marketing promotion and sales training for administrators and doctors. 2. Marketing activity. Constant fluidity
among promotion specialists. There is no strategy and tactics for promotion, events are held spontaneously. This part can become
strong point if marketing activities start planning and building a promotion program based on the analysis.
3. Professional development of personnel. Create in training centers for administrators and doctors.
To oblige to attend the necessary events, to think over a system of reimbursement of expenses.
4. Describe how you can translate threats into growth opportunities?
Answer: 1. The appearance of a large clinic on the market. The scale of the new competitor means there is already a lot of negative
information about the clinic. This means that we can bet on strengthening the service and a positive reputation in the online and offline environment. 2.
Declining fertility. This threat cannot be compensated for. 3. Decreased purchasing power. This means that people do not
ready to spend money on things and services that are not essential. And health prevention in our country is not yet the first
necessity, therefore, various stimulating activities are inevitable. During this period, the profit of the clinic may fall, but
but recognition, fame and loyalty to the brand will grow, which will have a positive effect
on profit in perspective.
5. How in short term realize opportunities and neutralize threats? Develop a system of regular
improvement of service and professional development of employees. Standardize and automate business processes. To develop
implementation program with an indication of the timing of implementation and the required resources. Allow time for the "running-in" of innovations, in parallel
start collecting information about the new market, analyze and forecast the prospects for the new clinic.

Socio-economic development of the Kaliningrad region Report: Yu. A. Zaitseva Specialty: Economics of the company - 2015 (М) Scientific adviser: Ph.D. , c. e. n. , prof. Borovikova T.V.

Brief historical information 1239 - founded by the knights of the Teutonic Order; 1255 - foundation of the capital, Königsberg; 1535 - transformation into the Duchy of Prussia; 1701 - transformation into the Kingdom of Prussia; 1772 - transformed into the province of East Prussia; 1871 - became part of the united German Empire; 1919 - most of East Prussia passed to Poland; 1945 - a part of East Prussia with the capital of Königsberg becomes part of the USSR, the Königsberg region is formed; 1946 - renaming Kaliningrad region.

General position of the Kaliningrad region in Russia 1 - One of the top three commercial ports of the Russian Federation; 2 - Ranks 1 in the world in amber mining; 3 - One of the best reactionary and tourist zones of the Russian Federation; 4 - The best investment site in the Russian Federation (according to foreign experts); 5 - Strategic military purpose; the headquarters of the Baltic Fleet of the Russian Federation (Kaliningrad, Baltiysk).

Socio-economic characteristics of the Kaliningrad region Name 2011 2012 2013 2014 Population, thousand people 944, 3 950, 6 956, 2 964, 1 Number of able-bodied population, thousand people 546, 8 522, 6 501, 8 524, 12 Natural increase / decrease per 1000 people. , ppm -1, 5 -0, 8 -0, 4 -0, 6 Average wage, rub. 18455 19911 22268 23401 Population below the poverty line,% 12, 3 12, 8 12, 5 12, 3 Unemployment rate in the region,% 6, 7 6, 9 7, 2 6,

Social and infrastructural development in the Kaliningrad region Programs operating in the Kaliningrad region based on their funding from the budget 1 - Programs for providing housing for the population; 2 - Housing programs for military personnel; 3 - Development programs social support and infrastructure for young families; 4 - Program for the development of education in the districts of the region; 5 - Cooperation programs in the field higher education with foreign countries; 6 - The program of restoration of cultural objects of federal significance.

Economic characteristics of the Kaliningrad region Name 2011 2012 2013 2014 GRP, bln. rub. 247, 6 255, 2 253, 6 249, 4 Tax receipts, million rubles. 30356 33478 31745 31458 Funds allocated for federal programs, mln. Rub. 15401 11685 10745 11896 Number of SMEs, thousand 22, 5 30, 1 21, 5 33, 4 Average level of profitability of SMEs,% 12, 4 10, 1 10, 5 10, 3 Number of export operations,% 25, 3 22, 7 23, 2 15, 4 Share of budget revenues from external operations,% 17, 2 15, 3 14, 4 9,

Budget expenditures of the Kaliningrad region Name Share Social sphere 51, 80% Healthcare 13, 50% Housing and utilities 16, 50% Investment objectives 12, 30% Economic development region 5, 90%

SWOT analysis of the Kaliningrad region Strengths Weaknesses 1. Advantageous geographical location 1. Remoteness from other regions 2. Successfully developed trade area 2. Decline of manufacturing industries 3. Landmark social policy on youth 3. "Brain drain" to foreign countries 4. Development of rare crafts in the country 4. It is more profitable to sell products abroad Opportunities Threats 1. Use of investments 1. Priority - trade investments 2. Special economic zone 2. Sanctions from foreign countries 3. Foreign economic relations 3. Dependence on the politics of foreign countries 4. To become a monopoly in the industry 4. It is very difficult for the foreign market, in the Russian Federation it is unprofitable

Developed recommendations In the course of the study, the following recommendations were developed: 1 - Search for investments in the Russian Federation for rare fisheries and amber harvesting; 2 - Establishing contacts for the sale of rare craft products to foreign trade unions and organizations; 3 - Transition from the special economic zone in terms of customs privileges for exports to customs privileges for imports; 4 - Development of new tourist complexes and health resorts, targeted reception of citizens from other countries; 5 - Creation of permanent state water routes for the transportation of goods with preferential treatment.

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