Although a very useful business tool, the traditional strengths, weaknesses, opportunities and threats (SWOT) analysis has not kept up with the times and I fear is no longer a comprehensive indicator of your business potential.

Complementing the SWOT test, a Battlefield Map (BFM) is a new marketing guideline that looks at the modern environment in which your business operates. The business world is continuously evolving and you need to strengthen your strategic planning with a fresh marketing formula that takes these changes into account.

So how do you draw up your company’s BFM? Simple, divide it into three key areas of internal, competitor and external analysis, then examine the points listed under each below. Once you have completed your map, use the information gathered to direct your strategy.

1. Internal analysis
   • Product split by volume
   • Product split by turnover
   • Product split by market share
   • Turnover split by industry
   • Turnover split by type of customer
   • Top customers by area and volume
   • Market trends (i.e. growth/opportunities by strategic and economical importance)
   • Industries offering growth
   • Internal capacity (i.e. sales staff, machinery output, etc.) related to the above point
2. Competitor analysis
   • Major competitors, size and location
   • Market share
   • Strengths and weaknesses
   • Recent events and changes in the competition
   • Recent investments, contracts landed
   • Product range and how it compares with your offering
   • Relationship with distributors/channels
   • Pricing structures
   • Service guarantees and back-up
3. External analysis (depending on your business plan)
   • Global and national economics
   • Industry trends
   • Technical trends
   • End-user requirements
   • Skills levels
   • Commodity markets
   • Geographic location
   • Socioeconomic conditions
   • Exchange rate
   • Taxation
   • Import licence
   • Politics – especially in Africa
   • Distribution network (i.e. agents, etc.)

By combining your BFM with your SWOT analysis, you can develop a thorough marketing business plan that strategically guides your approaches of various industry sectors.

Filed under: Articles by Megan