Presentation on the swot method. Presentation on the topic "swot-analysis"

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SPb GBPOU "College of Culinary Excellence" Zozulina Victoria Viktorovna teacher of SPb GBPOU "KKM" St. Petersburg 2017 OP.07 "Fundamentals of Economics, Management and Marketing" SWOT-analysis

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SWOT is a 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 impact Negative impact Internal environment Strengths (strengths) Weaknesses (weaknesses) External environment Opportunities (opportunities) Threats (threats)

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SWOT analysis was first introduced in 1963 at the Harvard Business Policy Conference by Professor Kenneth Andrews. Initially, SWOT analysis was based on voicing and structuring 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 organizations, individuals and countries to build strategies in the most various fields activities. History

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The analysis consists of two parts. Opportunities and threats are an analysis of the external environment, all factors that may 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 need to indicate 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) Quality of work sales agents 9) Geographic coverage A list of frequently encountered factors in the analysis of strengths and weaknesses:

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10) Introduction of innovations 11) Costs 12) Financial stability 13) Employees 14) Technical equipment 15) Ability to meet deadlines 16) Flexibility, quick response to events 17) Range 18) Experience 19) Resources 20) Customer knowledge

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

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Consolidated SWOT-analysis, which should present the main indicators that characterize the company's activities at the current moment and outline the prospects for future development. The advantage of this form of analysis is that it allows, in some approximation, to quantify the factors that have been identified. Another advantage is the ability to immediately proceed to the development of a strategy and develop a set of measures necessary to achieve strategic goals. The obvious disadvantage is a more complicated procedure for conducting an analysis (during strategic sessions in which the top management of the company participates, it can take 1-2 days, depending on the depth of elaboration of factors).

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A mixed SWOT analysis is an attempt to combine the first and second forms of analysis. To do this, at least three main types are preliminarily carried out. strategic analysis(typically STEP analysis, Porter's 5 forces analysis, and internal environment one of the methods). The advantage of this form is the depth of analysis. The disadvantage is the 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 relies on SWOT, but its essence lies in the fact that an analysis is made of the consequences of not fulfilling the intended statements indicated in strengths, weaknesses, opportunities and threats.

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Practical example Cafe SWOT Analysis Strengths Opportunities external environment Low price policy accessible to people with average earnings A large number of services provided compared to competitors Young, active staff The organization is profitable Constant updating of the range of dishes Regular customers Interior renovation Availability of regular suppliers of products Low level of conflicts Company image Improving the living standards of the population The emergence of new customers due to well-developed transport communications Increasing the number of able-bodied population Increasing demographic potential Development of a set of measures to attract visitors on weekends Introduction of advanced technologies in service Application innovative technologies in the process of production and service

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For what? "SWOT-introspection", in order to understand where to move on in career development. It will help to realistically assess your strengths and capabilities, to clearly define what points you will need to focus on. A simple technique will help you find the right solution that is adequate to the situation. Stage

The main directions of development of SWOT-analysis display in the model of dynamic changes in the TOE; taking into account the results of the analysis of the TOE and its competitive environment using classical models strategic planning; development of SWOT-models taking into account various scenarios for the development of situations.

SWOT Analysis Rules 1. Carefully define the scope of each SWOT analysis; 2. Understand the differences between SWOT elements: strengths, weaknesses, opportunities and threats; 3. Strengths and weaknesses can be considered as such only if they are perceived as such by the subjects of the educational process; 4. Be objective and use versatility input information; 5. Avoid lengthy and ambiguous wording.

Stages of the SWOT analysis 1. Designation of the purpose of the SWOT analysis 2. Identification of strengths and weaknesses 3. Identification of opportunities and threats 4. Ranking and clarifying the wording of strengths and weaknesses 5. Ranking and clarifying the wording of opportunities and threats 6. Forming the SWOT matrix 7. Formulation of criteria for choosing a strategy 8. Analysis of "rejected" strategies 9. Rough estimate of the cost of the chosen strategy 10. Approval of the strategy

Stages of SWOT-analysis STEP 1. strengths and weaknesses of the TOE are analyzed. Strengths Experience of the NGO Prominence of the NGO Openness of the NGO (Regular seminars, conferences, open doors days of self-government, etc.) A developed system for training new employees (young teachers, a mentoring system) Traditions High Quality training, education and hospitality Established partnerships. …. Stage

Weaknesses Demotivating employee compensation system, which does not encourage professional development High percentage of staff turnover about Weak materially technical base% of graduates. Low level of analysis. Lack of intra-organizational communications, lack of regular informing employees about the results of their work, poor Feedback, which are demotivating factors. …. Stage

An analysis of the external environment will reveal the following opportunities and threats for the development of educational institutions. Opportunities Stabilization of the educational process will lead to the opening of new classes (the popularity of educational institutions in the microdistrict, etc.) Stability of personnel, attracting young specialists Preservation of the services of after-school groups .... Threats Another competing school is nearby, pulling the contingent towards itself ... Stage

Strengths Has a sustainable competitive advantage in the form of a unique developed system of education and upbringing Cooperation with other NGOs (additional education for children and partners, sponsors) Head of the NGO. … Weaknesses Range of additional educational services ceases to correspond to the preferences of children and parents. Insufficient funding (of any services) reduces the possibility of attracting new entities. Stage

Standard matrix of basic SWOT analysis Stage Strengths Opportunities … … Weaknesses Threats … …

Stage 3 The opportunities and threats identified during the analysis are divided into three groups according to priority, the need to concentrate efforts and means, and the thoroughness of monitoring. Stage Probability of realization of threats Consequences of threats are devastating heavy lungs High Medium Low (unlikely)

Stage 4 Taking into account the identified opportunities and threats, the main mutually influencing groups "Opportunities - strengths / weaknesses" "Threats - strengths / weaknesses" are identified and an appropriate matrix is ​​compiled. Stage Description Strengths Weaknesses … … … … … Opportunities Threats

SWOT analysis (strengths, weaknesses, opportunities, threats)

SWOT analysis

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

SWOT analysis

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

SWOT analysis

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

SWOT analysis

before conducting a SWOT analysis, it is necessary
determine the study period within which
the interaction of the firm and the external environment will be studied.
It could be:
current period - existing forces are explored and
weaknesses of the company and the current market situation,
short-term perspective (traditionally, within 1-2
years, is generally determined by the degree of turbulence
environment),
medium-term perspective (traditionally, within 3-5
years),
long-term perspective (forecast for more than 5 years).

The main stages of SWOT analysis

“Scanning” the context” of the environment (search and establishment
major problematic trends that may affect
subject development).
Preparation and inventory of possible actions
External analysis of opportunities and threats (identification of
"environments" of the company that are not available for its control,
but can significantly affect its performance)
Internal analysis strengths and weaknesses (identifying 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,
that will maximize the use of strengths
companies and level the weak ones)
Evaluation and choice of strategy

SWOT Analysis Matrix

Opportunities and Threats

Market opportunities are favorable
changes in the external environment that put the company in
better market position than today (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 are events, the occurrence of which
may adversely affect your
enterprise (entering 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 presence of substitute products on the market, the height of barriers to entry and exit from the market, the distribution of market
shares between the main market participants, etc.)
Demand factors (market capacity, rates of its growth or contraction, demand structure
for your company's products, etc.)
Sales factors (it is necessary 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 level
income of the population, tax policy of the state, etc.)
Political and legal factors (the level of political stability in the country, the level
legal literacy of the population, the level of law-abidingness, the level
corruption of power, etc.)
Scientific and technical factors (the level of development of science, the degree of introduction of innovations (new
goods, technologies) in industrial production, the level of government support
development of science, etc.)
Socio-demographic factors (number and sex and age structure of the population
the region in which your company operates, the birth and death rates,
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 (the climate zone in which your
business, state environment, public attitude to 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

The strengths of an enterprise are those in which it excels or
some feature that gives you additional
opportunities. Strength may lie in experience, access
to unique resources, availability of advanced technology
and modern equipment, highly qualified personnel,
the high quality of your products, your fame
brand, etc.
Weaknesses are the absence of something important for
functioning of the enterprise or what is not yet possible
compared to other companies and puts at a disadvantage
position (too narrow assortment of manufactured goods,
bad reputation of the company in the market, lack of financing,
low level of service, etc.)
Strengths and weaknesses should be considered in relation to
competitors.

Advantages and disadvantages

Company reputation
Product quality
Quality of service
Geographic coverage, market share
Price
Logistics
Promotion efficiency
The quality of sales agents
Implementation of innovations
Costs
Financial stability
Employees
Technical equipment
Ability to meet deadlines
Flexibility, quick response to events
Range
Resources
Buyer Knowledge

Extended Matrix

Extended Matrix

OPPORTUNITIES1.
The emergence of a new
retail network
2. etc.
THREATS1. Appearance
major competitor
2. etc.
STRENGTHS1.
High quality
products
2.
3. etc.
1. How to use
opportunities
Try to get in
suppliers new network,
focusing on quality
our products
2. How can you reduce
threats
Hold on to our
buyers from the transition
to a competitor
informing
them about high quality
our products
WEAK
SIDES1.High
production cost
2.
3. etc.
3. How to overcome weaknesses for
opportunity score
Find in the new network
ready-made buyer
buy at the offered
price
4. The biggest dangers
for a company
Appeared competitor
can offer the market
products similar to
ours, on the lower
prices

The purpose of the analysis.

What to do
Directions in which
combined benefits and
opportunities
What to fight
Directions in which
companies have advantages, but
there are threats
What to exclude
Directions in which
the company has weaknesses and
there are serious threats
What to develop
Directions in which
use of opportunities
limited by weaknesses
companies

Advantages and disadvantages of the method

Advantages
disadvantages
Simplicity
Insufficient instrumentality: not
very clear what to do with
lists received
Gives a lot of options
developments
There are no selection criteria from
list of options

SWOT analysis in general does not contain economic categories, therefore it can be applied to any organizations, individuals and countries to build
strategies in various areas of their activity.
SWOT analysis is the foundation
- to create an objective view of the organizational
enterprise structure
- to set priorities and possible options
actions depending on the way of interaction between strong and
weaknesses of the company among themselves in relation to external
factors.
SWOT analysis is a tool that will help you develop
optimal strategy, the best way to stand out among
competitors offering similar services or services.
A SWOT analysis will help you take a look at where you are
today and where you need to go in the future.

The four components of a SWOT analysis are:

S (Strengths) - Strengths
These are tangible and intangible positive factors within
organizations. These are the benefits and distinctive features your
companies: anything that separates you from your competitors. Most of the
them are important and are factors that are under your
control.
W (Weaknesses) - Weaknesses
These are limitations or shortcomings within the organization. It's a lack
resources or competencies that can hinder performance.
In developing this list, both organizational and
custom perspectives.
O (Opportunities) - Opportunities
These are the main external factors that could ensure your
organization competitive advantage. These are the factors that
the company can use to become more successful.
T (Threats) - Threats (risks)
These are the main adverse external circumstances that can
interfere with the continued success of your organization. They represent
are factors from which you must protect your company.

- Internal factors: strengths and weaknesses - Use strengths to create external opportunities - Overcome

Internal factors: strengths and weaknesses
- Leverage strengths to create external opportunities
- Overcome internal weaknesses
- Minimize negative consequences from weaknesses
internal factors, from three points of view:
1. From the side of the organization:
- Corporate culture
- Availability and availability of resources
- Company reputation
- Efficiency in completing tasks
- Operational capacity
- Brand recognition
- Market share
- Financial resources
- Patents or trade secrets
- Key employees
2. Customer side:
- People who are currently buying your products
- Exclusive contracts
- Investors
3. From competitors:
- Companies that sell similar products or services
- Brand recognition
- Market share

External factors: opportunities, threats External factors are elements of the external environment that may have an impact on

the organization's ability to succeed and deliver value to its customers in the future. Factors
may depend on customers, market trends, suppliers or partners.
1.
2.
3.
4.
Four categories of external factors:
You can explore external factors by looking at them from different perspectives as well.
From competitors:
- Mergers and acquisitions in your industry
- Entry of new competitive players into the market
- Price wars
- Technological changes(modernization, optimization)
From the economic background:
- Changes from an economic point of view
Political/Regulatory Prerequisites:
- Legal changes in your industry (legislative acts (laws)
- Political changes that may affect your industry
- Regulatory changes that may affect your industry
- Changes in the tax system and law
Social background:
- Socio-cultural changes in the market
- Demographic changes
- General market growth

STRENGTHS Strengths, as positive factors within an organization, add value to your products or services.

giving you a competitive edge. They are the factors that make your organization different from
other companies offering similar products or services.
How to analyze strengths?
When looking at organizational capability, the following should be considered:
Adaptability
How quickly can your organization adapt to changing circumstances? How much
flexible it can (or can not) be, given both internal and external factors?
Expansion (Growth)
Can your organization continue to grow in the market, or is your market saturated? (Exists
whether the "ceiling"? Associated with regional location or demographic characteristics,
for example)
Would it be easy for your organization to enter or create new markets?
When considering the capacity of your resources, consider the following:
Availability
How easy is it to get resources (human resources, raw materials for production…) within your organization?
Superiority
What is the quality of your organization's resources?
Are they up-to-date and flexible when needed?
Distribution
How are organizational resources allocated?

Questions to help identify strengths
What does your organization do really well?
What are your assets?
What are your core competencies?
Does your organization have its own tools that differentiate you from
competitors? Could you create or develop some of them with
need?
What are the relevant competencies, talents and abilities
your employees?
How does your organization compare with your competitors?
What is your market penetration?
Is there a positive effect in the culture of the organization in the workplace?
place?
How strong are your financial resources?
Examples of Strengths:
- Dedicated marketing experience
- New or innovative products or services
- Geographic location of the business
- Quality of processes and procedures
- Any other aspect of your business that adds value to your products or services

WEAKNESSES Weaknesses are factors within your control. They hinder the maintenance of competitive advantages. This

shortcomings, shortcomings and problems that need to be solved on the way to achieving the goals. Usually weaknesses
are factors that will progressively worsen unless work is done to correct them.
Weaknesses are internal obligations that stand in the way of an organization's success.
Weaknesses in the company can be solved
in several ways:
Correcting the situation
How will your organization correct this shortcoming?
Protection
Is it possible to hide your weakness from clients and
competitors until its solution is implemented?
Offensive actions
What steps can your organization take
to divert attention from weaknesses?

Questions when considering weaknesses:
What can your organization improve?
What is your organization doing poorly?
What should your organization avoid?
Where is your organization losing money?
Are customer needs fully supported based on current income?
Will customers pay more for your products or services?
Where is your company lacking resources?
Are you using the best technology?
Are there financial resources?
Are there enough employees to fulfill long-term plans?
Is there enough knowledge and competence of employees? If not, perhaps training is required?
Examples of weaknesses:
Lack of experience
Products or services undifferentiated with respect to competition
Poor quality of products or services
Bad reputation for your organization or its brand
Limited resources
Lack of managerial skills
Lack of access to skills and technology
Insufficient systematization of business processes
Slowness of deliveries
Bad location for your business

OPPORTUNITIES Opportunities are favorable external conditions that, if exploited, can positively influence your

organization. They can become your new company development tactic to increase profitability.
You can create new opportunities by reducing internal weaknesses or by transforming
existing strengths into even stronger ones.
Opportunities must be specific
These features can be used to:
marketing wars
Focus your efforts on attacking positions
weak leader
Login to new market before anyone else
cooperation
Leverage the strengths of your organization
creating a strategic alliance with the main
competitor.

Questions when considering opportunities:
Are customer needs changing and can your organization adapt to these changes?
in a timely manner?
What are the current market trends in your industry?
Is your organization responding to these trends?
Can you maintain or increase market penetration?
Are there economic changes that benefit your organization?
Are there favorable economic conditions appearing in your market?
Have you received concessions from suppliers?
Are there political or social circumstances that may affect your organization?
Is your organization ready for the changing demographics of the market?
Are you aware of changes in societal values ​​that may affect the desirability of your products or
services?
How are advanced technologies used compared to your competitors?
Are you going to introduce new technologies that will help you stand out?
Are there existing niches where your competitors are missing?
Does your organization have a plan to enter a new market?
Do you know which niche has not been exploited so far?
Possibility examples:
- Development or formation of the market
- Mergers, joint ventures or strategic alliances
- Transition to new market segments that provide an opportunity to get more profit
- New international market
- Mergers and acquisitions among the circles of your competitors

THREATS Threat has many sources. They may come from competitors, be associated with changes in market conditions, in

economy or government.
The better you identify threats, the more effectively you will be able to position yourself and respond in a timely manner.
them react
Questions when considering threats:
Are there changes in the economy that could affect your business?
Can your organization respond quickly to these changes?

Can your organization weather the downturn in the economy?
Will your profitability affect the improvement of the economy?
Are there political or regulatory trends that could affect your business?
Have new rules been adopted that could reduce the profitability of your organization?
How are your competitors reacting to these changes?
Your competitors announced new technology making your product obsolete?
Can your organization quickly respond to this and remain profitable?
Where are you vulnerable in the market?
Foreign competitors with market share?
Can you maintain or improve your position above the competition?
Does your organization influence industry trends?
Are you keeping up with the changing needs of your customers?
Are you ready to adapt to changes in your customer's demographics?
Will customers need your product or service when it changes?
How are your competitors reacting to change?

Examples of threats:

New competitor in your market
Competitor price wars
Competitor launches new innovative product or service
Competitors have more opportunities in distribution channels
Introducing new or raising taxes on your products or services
Existing or potential competitors
Changes in supplier prices
State regulation
Economic changes
Bad reviews and compromising materials in the media or the press about your
organizations
Change consumer behavior negatively affecting sales
Introducing new technologies that make your products or services obsolete

General Rules for Conducting a Successful SWOT Analysis

Be realistic when developing a list of strengths and
weaknesses in your organization.
Be clear about where your organization is located
today and where it might be in the future.
Ask specific questions.
Look at your competitors and determine what
Is your organization better or worse than your competitors?
every factor.
Ultimately, aim for simplicity. Focus
on things that lie on the surface. Avoid
too deep analysis.
SWOT analysis is a subjective assessment.

1. Appointment of a person responsible for implementation
Make someone accountable for the successful completion of the analysis. It could be
consultant third party organization or an employee of your organization. Choice
a responsible person among your organization is preferred, by virtue of being the most
high interest.
2. Goal setting
Consider why you are doing a SWOT analysis. What do you hope to achieve in
result? When conducting the analysis itself, keep your goals in mind at all times.
3. Author's choice
In order to conduct a qualitatively successful analysis, it is critical
the person performing it. Any SWOT analysis will be the final
the result is that person's personal opinion. Even if he is an interested key
organization employee. This will be just one opinion. So it might be a good idea
it seems that conducting a SWOT analysis by several stakeholders on
individually or in a group discussion.

The Seven Steps of Conducting a SWOT Analysis

4. Distribution of tasks between participants
When conducting a SWOT analysis, there can be a lot of research and information gathering. In that
If so, use separation of concerns. It will be in a good way individual
strengths participants.
When considering strengths and weaknesses, collect information from the capabilities of your
organizations in the following areas:
Processes and operations
Human resources
Key suppliers and/or partners
For opportunities and threats, gather information and data about external factors, such as:
- Clients and Markets
- Competitive environment
- Technological changes
- Financial, social, regulatory and other risks
5. Create a safe environment
Encourage an atmosphere conducive to the free flow of information, where participants feel
that they can say what they feel without fear of being ridiculed.

The Seven Steps of Conducting a SWOT Analysis

6. View information starting from the external environment
What external events do you think would provide the greatest opportunity for
your organization in the next few years?
What external events could pose serious threats to your organization's success in
next few years?
What opportunities for your organization are you considering?
What things can improve your organization's chances of success in these areas?
What can your organization do to avoid as much as possible the situation with your most
serious potential threats?
How can you use your strengths?
Can your organization take advantage of changes in the external environment or new
circumstances?
What opportunities will become available to your organization if you eliminate the weakness in management?
Are there any internal strengths and weaknesses that can be used to
address identified opportunities and threats?
7. Analyze your organization's greatest strengths relative to your competitors
What are the biggest weaknesses you see within the organization that need to be addressed if you
want to use certain features?
Strengths can relate to the group, environment, and people.
What obstacles might get in the way of achieving your goals?
What elements in the organization need to be strengthened?
Are there weak links in the chain?

Criteria for writing a good SWOT analysis:

1. Avoid listing general statements that might
apply to any organization in your field.
2. Be specific about your strengths and weaknesses.
organizations.
3. Do not confuse the results of strengths (profit and share
market).
4. Remember that improvement is not the same as strength.
5. Avoid strengths and weaknesses that are
different aspects of the same strategy or resource.
6. Arrange the scores according to the criteria in your list of parties,
to make it understandable. Then it will be clearer why
factor is important and why it should be considered.
Add specific evidence and give numbers there,
where appropriate.

Ways to collect information for SWOT analysis

1. Conduct a short (no more than five questions) online survey of your customers. Ask them:
What most influences their decision when buying a product?
What is the biggest obstacle for them?
What would they change about your products or services if they could?
2. Talk to people in your organization.
It can be someone from some department, for example:
Customer service
Product development
Website promotion
Management staff
Anyone else with a clear picture of the competitive market
3. Study the competition by asking:
Who are they?
How do they position themselves?
What are their strengths and weaknesses?
Collect information by analyzing:
Their product brochures; their website; their blog; trade literature; professional associations; what is your sales team
hears from its customers; analyst reports; business publishing
4. Assess the existing market, paying particular attention to:
- size
- Trends, both existing and new
- Future needs

Description economic activity organization Company "Key" - leading retailer computer equipment and components on the market of St. Petersburg. A bit of history: it was founded on December 1, 1991 in 1992, the Kay store was opened on Liteiny Prospekt, which became the first full-fledged computer store in St. Petersburg, which retails a wide range of computer equipment and Supplies online today retail sales"Key" operates 20 stores "Key" is the leading official partner in the North-West region of such computer industry leaders as Intel, Microsoft, Canon, HP, Xerox, Epson and others.

General information about the company: 1. Uniform corporate trade style: assortment, prices, recognizable signs, customer service policy. 2. At KEE, quality control is carried out, based on the experience and professionalism of many specialists. 3. In terms of the number of discount cards in circulation among customers, KEY is one of the first places in St. Petersburg. 4. LLC "Key" operates on the basis of self-financing and self-sufficiency, is legal entity, owns separate property. 5. The main consumers of Kay LLC are corporate customers.

Opportunities 1: 1. Improving the standard of living of the population 2. Bankruptcy and exit of sales firms 3. Emergence of new suppliers 4. Improvement of management 5. Reduction of taxes and duties 6. Offers of cooperation from third-party entrepreneurs 1 - according to a study of the PC market conducted by DISCOVERY Research Group in 2007

List of threats to the organization: 1. Disruptions in the supply of products 2. Rise in inflation 3. Decline in the standard of living of the population 4. Increase in taxes and duties 5. Emergence of new firms in the market 6. Increase competitive advantage from competitors 7. Changes in the rules for importing products 8. Tightening of legislation