"Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T)" (Marketing an Intro. p. 55).
Strengths: Rach'ka vodka is a revolutionary vodka offering a quality product for an incredible price. "Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives." (Marketing an Intro. p. 55)
Weaknesses: As a new independent vodka there's a lot to learn. However this can also be an Opportunity.
Opportunities: We're new, fresh and with the internet at our disposal there's almost nothing we can't accomplish. And given that there aren't many high end vodka's at such a competitive price there are a lot of growth opportunities for us. "Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage." (p. 55)
Threats: At the current time, there are no known threats quite yet. Most vodka's are either high end and look it and cost it or they are low end and look and cost it. Few are both high end at an affordable price.
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