Essay about Internal Analysis and Swot Analysis

1157 Words Dec 11th, 2011 5 Pages
Trident University International
Troy Leiker
Module 3 Case: Internal Analysis and SWOT Analysis
Dr. Kenneth McGee

Introduction Strategic planners analyze Strengths, Weaknesses, Opportunities, and Threats (SWOT) to determine internal and external threats to a company. “The SWOT analysis is a business tool available in the tool box of any small business owner” (Zahorsky, 2009). An internal analysis specifically covers the Strengths and Weaknesses portion of the SWOT analysis. The intent of this paper is to perform an internal Resource Based View (RBV) analysis on The Coca-Cola Company. The paper will address tangible resources, intangible resources, and distinctive capabilities; ultimately tying them to the
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2. Intellectual Resources Henry (2007) states “Intellectual resources include patents and copyrights which themselves may derive from the organization’s technological resources.” “The Coca-Cola Freestyle dispenser uses proprietary PurePour Technology™ to make dozens of branded beverages fresh to order, in the same amount of space as the current eight-valve machine’ (, 2011). Using the Freestyle dispenser example, one could argue the intellectual resources (in this case patents) directly contributed to the company’s ability to continually challenge themselves. Intellectual resources such as PurePour Technology are enablers for the “big picture.”
3. Goodwill Goodwill feeds into the company’s reputation. Coca-Cola’s superior rank within the marketplace allows the company to invest in goodwill activities. Whether it’s hunger relief in Kenya, scholarships, or the drive against AIDS, Coca-Cola spares no expense getting involved in the goodwill of the community. The true strength from goodwill is seen when the company has a strong reputation with the community.
Distinctive Capabilities
1. Architecture The two types of architecture commonly looked at are internal and external. Coca-Cola appears to have a strong internal architecture, commonly referred to as the relationship with their employees. Without being an employee of

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