Strategic Planning in the Small Business

Unit 2

HO 2-1 (continued)

INTERNAL

ANALYSIS

Personnel

Strengths

1. Staff
   have good understanding

of industry dynamics

2. One excellent
   Sales rep.


3. One
   staff person
   with

established relationships

with

leadership

of the "set

aside"

industry

4. One part
   time support staff

with

excellent office support

skills

Marketing

Strengths

1. Good understanding
   of the

handsoap

market and the

rehabilitation

industry

2.

Competitive pricing

3. Generally
   solid back up from

the

manufacturer

4. Focus
   on one product


5. Central
   location


6. Support
   materials are
   in place


7. Target market
   is well defined

8.

Product is proprietary

in

nature

(with patents)

9. Program well
   known in the

rehab. industry

Weaknesses

1. Dramatically
   understaffed
   in

the sales area

2. Limited support
   staff


3. No job
   descriptions


4. Limited fringe
   benefits

5.

Inadequate compensation

plan

6.

Accounting staff

unable to

generate

reports on a timely

basis

Weaknesses

1. Poor coordination
   between

public

and private sector sales

representatives

2.

Inadequate public

sector sales

force

3. Lack
   of understanding
   by the

manufacturer

of the real

opportunity

4. No
   national publicity
   has been

generated for

the program

5.

Limited travel budget

6. Manufacturer
   is "wishy washy"

on public vs. private

sectors

7. Historic problems
   with former

sales rep.

148