The Handbook of Marketing Strategy for Life Science Companies by Jean-Francois Denault

Author:Jean-Francois Denault [Jean-Francois Denault]
Language: eng
Format: epub
Publisher: Productivity Press
Published: 2018-06-12T16:00:00+00:00

Matching strength and opportunities (SO): This is also called matching and implies the pairing of your positive attributes (strengths and opportunities) to identify the prospects for your organization. For example, if one of your strengths is a unique production process, and an opportunity emerges in lower regulatory hurdles for a specific product, you might identify that product as a new market opportunity as you are able to scale up rapidly.

Figure 3.9 From SWOT to TOWS.

Matching weakness and threats (WT): This is also called preventing, as you try to minimize weaknesses and avoid threats. These strategies will be defensive in nature, with the objective of protecting yourself from potential threats. When preventing, you will not be identifying opportunities for new successes. For example, if your product requires expensive components, and you expect a higher competitive environment due to fluctuating currency, a defensive measure could be used to increase the purchase of less expensive foreign components as a way of matching prices.

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