8
But, the absence of a well thought out branding strategy can be disastrous for the firm
and the stakeholders:
Customer
already
wary
of
changes
may
be
put
off
or
confused
by
a
merged
company’s failure clearly establish and communicate in its new identity.
Employees still
grapping
with
the
new realities
in the workplace could
find
their
confidence eroded further by the lack of a solid corporate image, a crucial
element that so often forms the basis of a company’s culture.
As
far
as
Investors
are
concerned,
ambiguities
never
a
good
thing,
especially
it
hints of poor management and planning.
2.2.
SWOT Analysis
SWOT
analysis
is
a
widely
used
technique through which managers create a
quick overview of a company’s a strategic situation. It is based on the assumption that
an
effective
strategy
derives
from a
sound
“fit”
between
a
firm’s
internal
resources
(strengths
and
weaknesses)
and
its
external situation (opportunities and threats). A
good fit maximizes a firm’s strengths and opportunities and minimizes its weaknesses
and
threats. Accurately applied,
this simple assumption has powerful implications for
the design of a successful strategy.
Strength
is
a
resource
advantage
relative
to
competitors
and
the
needs
of the
markets
a
firm serves
or
expects
to
serve.
Strengths
arise
from the
resource
and
competencies available to the firm.
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