How to analyze the opportunities and threats in the marketing environment? How do enterprises respond?

Generally speaking, matrix analysis is used to analyze the threat of opportunity core in marketing environment:

1. Environmental threat matrix analysis: analyze the possibility and severity of threats.

(1) key threat (potential severity and high possibility): it will seriously damage the company's interests, and the possibility is high, so emergency plans should be made.

(2) Threats with low potential severity and high possibility, with high potential severity and low possibility, do not need to prepare emergency plans, but need close attention and may develop into serious threats.

(3) Environmental threats with low potential severity and low possibility are small and can be ignored.

2. Matrix analysis of market opportunities: analyze the possibility (probability) and attractiveness of opportunities.

(1) Best opportunity (potential attraction, high possibility of success): Prepare several plans to pursue one or more of them.

(2) Environmental factors with high potential attraction and low possibility of success and environmental factors with low potential attraction and high possibility of success: Pay close attention to this, which may become the best opportunity.

(3) The potential attraction and the possibility of success are small: the opportunity is too small to be considered.

3. Opportunity threat matrix analysis

(1) Ideal business: more market opportunities and less serious threats.

(2) Adventure business: There are many market opportunities and serious threats.

(3) Mature business: there are few market opportunities and the threat is not serious.

(4) Business is difficult: there are few opportunities at the airport, but the threat is very serious.

Enterprise marketing countermeasures:

(1) For an ideal career, we must seize the opportunity and act quickly.

(2) For adventure: we should not rush blindly, nor should we hesitate to miss the opportunity.

(3) For mature business, it can be used as the routine business of the enterprise to maintain the normal operation of the enterprise.

(4) For enterprises with operational difficulties, either try to change the environment to get out of the predicament and reduce the threat; Either transfer immediately and get out of trouble.