Joep van Malsen
In this report a SWOT analysis and a confrontation matrix is conducted of the company Grolsch. This company is a large beer brewer and operates in the Netherlands, United Kingdom and South Africa. The Headquarter of Grolsch is located in Enschede, the Netherlands. There are currently working over 800 employees at Grolsch.
A SWOT analysis is a method for strategic planning y evaluating the Strengths, Weaknesses, Opportunities, and Threats involved in a company or business. It involves identifying and analyzing the internal and external factors of a company or market. Strengths: Certain features of a company that give an advantage compared to the competition. Weaknesses: Features of a company that causes a disadvantage for a company compared to the competition. Opportunities: External happenings or chances which could result in a increase of sales/profit. Threats: Certain external happenings or elements which could cause trouble for a business.
A confrontation matrix is a tool to analyze the outcome of a SWOT analysis; it allows analyzing each different strength, weakness, opportunity and threat. When this is done, it will become clear what the most important issues the company is facing. The options in a confrontation matrix can be classified as follows: SO: This option combines the strengths of a company to the opportunities of a market. This is called the idea mix; it shows the company what is good, when the opportunity is arriving. WT: combines the company’s weaknesses to the external threats. This shows a company what they should avoid, because they do not have the required competencies to compete with the threat. WO: This combination is risky; there is an opportunity on the market. But the company is not able to get full advantage, because of their weakness. ST: When there is threat on the market and the company can deal with it. In this case the competition might...
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