Web comment

Columnist Mark Ritson sparked a fierce debate with his last column questioning the value of SWOT analysis and other time-honoured techniques taught to marketers, such as Maslow’s Hierarchy of Needs. Read the column at www.mwlinks.co.uk/ThreeStooges and see comment extracts below.

Swot up on SWOT benefits
SWOT and Maslow are your ‘workings out’ like in a maths exam at school. If you presented your financial report with hundreds of equations all over the PowerPoint presentation, you’d get laughed out of the office. Nobody cares how you got there, just make sure the graphs go up and are right.
Rob

With both SWOT and Maslow, tactics are often confused with strategy.

SWOT can be a gateway to getting a real-time snapshot of your position, which can be developed into insight – what’s this product good at? What’s it bad at? What could our opportunity be? Where are the competitors for this product?

Maslow, again, can be over-used but can have value. I link ‘self esteem’ to social capital and ‘belonging’ to social identity so I can then figure out how to structure marketing delivery to increase an individual’s social capital and identity within a community. Used this way, Maslow becomes a tactical tool rather than a strategic prop.
Neil Hopkins

SWOT is a good way to train new sales people but when I see SWOT on a marketing plan I know that this is possibly the author’s first job in marketing.
Anonymous

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here