Situation/SWOT Analysis

“Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T).” (Marketing: an Introduction, Ch. 2, Pg. 54) That said, all of those points are relative to the marketing environment. “The marketing environment is made up of a microenvironment and a macroenvironment. The microenvironment consists of the actors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. The macroenvironment consists of the larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces.” (Marketing: an Introduction, Ch. 3, Pg. 66)

“Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives." (Marketing: an Introduction, Ch. 2, Pg. 54) Phileas Fogg has the benefit of being connected, in a way, to an iconic film, allowing for ease of access to the public and lending it some value and variability in storytelling or gimmicks. "Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance." (Marketing: an Introduction, Ch. 2, Pg. 54) Phileas Fogg isn't a particularly large company and doesn't have the connections of a large snack manufacturer such as Frito-Lay. New means of supplying and distribution must be established for truly exotic products to be introduced. "Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage." (Marketing: an Introduction, Ch. 2, Pg. 54) The company has the opportunity to access global markets due to its origins relating to Around the World in 80 Days. "And threats are unfavorable external factors or trends that may present challenges to performance.” (Marketing: an Introduction, Ch. 2, Pg. 54) Threats to this company and product are larger, more established snack foods sold by larger, more established companies and their competitive marketing and prices.