Small Business Marketing – Threats


In the past, this four-part series, we will consider the final of the most important criteria for the analysis of the marketing efforts of small business. The threats small businesses face are the last part of the SWOT (strengths, weaknesses, opportunities and threats) analysis, and show potential emerging challenges in business. To succeed, these challenges should be considered in advance, planned with contingencies if necessary, dealt with. Threats can take many different forms, and business landscape to see and review them regularly, as threats can appear quickly, but can also return no ill effects as quickly. Nevertheless, when they persist they can cause havoc, and so here are some of the changes in the environment and thus cause a significant threat to small business

  • effects Emerging Trends, which means that existing customers will either not take advantage of products and services, or they can decide to use you giving much less
  • New technological changes that reduce the demand for the product or service you provide.
  • Totally new offerings from competitors, which make products and services obsolete.
  • Major changes in seemingly unrelated markets, which can eliminate the use of products and services when they are not necessary (or are no longer so)
  • unfavorable reviews from the major independent reviewers
  • adverse changes to existing customer characteristics (age, location, buying habits, etc.) affecting the purchasing patterns
  • Increased costs of raw materials, then either increases the cost of goods or services (or belt retraction profit)
  • Other adverse changes in previously established customer desires, thoughts, whims or practice
  • Weak economic conditions in general
  • Poor past performance of your business (resulting in dissatisfied customers seek out the competition)
  • The discovery of unwanted side effects that have become the first customer
  • Newly unsatisfied customer wants, your company either did not know or did not deal sufficiently
  • adverse change in the current regulatory environment, which now prohibit certain opportunities come true
  • problems or gaps in current offer your company, which are not realized or fixed
  • Inappropriate pricing strategies, presents a particular competitor and market
  • Completely new desires of customers, the business has failed to meet
  • More competition, as new competitors enter the market, or any other company increase in industry
  • Contestants discover expanded use for older products and services that your company can not match
  • Poor communication with shareholders, hostile takeover attempts or other external owner impact experiments
  • The decrease in the number of gifts of goods and services from your company, especially the profitable ones
  • charges of illegal actions (price fixing, collusion, etc.) by the rules and legal
  • The decrease in the number of gifts of goods and services from companies that support your own business products and services
  • patent or copyright infringement claims from competitors
  • Other changes can be done instead of products and services more valuable than they were in the past
  • adverse change in the existing contracts (with suppliers, customers, lenders and other key partners)
  • Adverse changes supplier agreement with you, or existing suppliers go out of business
  • Poor business decisions
  • The loss of key personnel, applied in the stock of human capital that could benefit your
  • employee wrongdoing or questionable ethical activity, which later become
  • undesirable changes in international markets where the company is in business with, which may include some (or all) of the above

Put differently, more threats are already more of the above patterns are present. This should be duly considered before attempting to launch a new project, or even to continue current operations. Even when the environment contains many threats, very successful company can still be launched, however, significantly more skill is required but when these threats are absent. Generally speaking, however, companies that respond best to new threats in a rapid, efficient, and effective way is best positioned for future success.

Copyright 2010, by Marc Mays


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