Using unverified data
Posted: Sun Jan 19, 2025 9:56 am
In most cases, marketers obtain information for SWOT and STEP analyses from the Internet. This happens when there is a time constraint, the inability to obtain the required information due to the lack of relevant connections, or when there are no additional sources of information. In general, the Internet is a good tool for searching. The main problem is the lack of experience and knowledge among marketers. Not all of them know how to verify the information found on the Internet. This is the reason for the appearance of unverified information in the original table. Such serious errors are often detected by employees of marketing agencies.
For example, a fitness cash app database club chain from Crimea planned to open branches in neighboring regions of the country in 2016. First, a SWOT analysis was conducted. All calculations were based on marketing research from 2013. Information from three years ago was outdated. The study noted that there are practically no large fitness clubs with a wide range of services in Krasnodar and Rostov-on-Don. But over the past three years, many Russian sports chains have opened in these cities, and existing small local clubs have expanded their business.
The level of competition was completely misjudged. A situation arose in which problems with attracting clients arose at the beginning of the project. In order to form the initial user base, prices had to be significantly reduced. The rapid increase in the population of these cities and the timely development of promising fitness areas that competitors did not have helped to stay on the market.
STEP analysis is oriented towards the long-term perspective, but external factors change constantly. In order to promptly react to changes in the market situation, it is necessary to periodically recalculate the results of marketing research.
For example, a fitness cash app database club chain from Crimea planned to open branches in neighboring regions of the country in 2016. First, a SWOT analysis was conducted. All calculations were based on marketing research from 2013. Information from three years ago was outdated. The study noted that there are practically no large fitness clubs with a wide range of services in Krasnodar and Rostov-on-Don. But over the past three years, many Russian sports chains have opened in these cities, and existing small local clubs have expanded their business.
The level of competition was completely misjudged. A situation arose in which problems with attracting clients arose at the beginning of the project. In order to form the initial user base, prices had to be significantly reduced. The rapid increase in the population of these cities and the timely development of promising fitness areas that competitors did not have helped to stay on the market.
STEP analysis is oriented towards the long-term perspective, but external factors change constantly. In order to promptly react to changes in the market situation, it is necessary to periodically recalculate the results of marketing research.