Name: XXXXXX

Roll no: XXXXXX

Session: JUL/AUG 2021
Bachelor of Business Administration
Semester : 2
TERM PAPER
Company Name: Meesho
Topic: Marketing Management

SECTION A
Executive Summary
However, soon the founders started to notice some flaws in the FASHNEAR business model.
Some major drawbacks they noticed were that consumers were not much concerned about
buying clothes from local shops. Besides, the shop owners also wanted to increase sales by
selling their products online in different locations of the country, rather than selling their
products locally. These problems inspired Vidit and Sanjeev to work on a better business
model. By the end of 2015, Fashnear was renamed as 'Meesho'.
The founder duo visited many shopkeepers and resellers to identify their problems. They
noticed that many shopkeepers were already selling goods through WhatsApp, but their reach
was limited because they deliver their goods locally only. They also found out that most of
the shops registered on MEESHO were operated by women, and these women sold their
goods out of their homes rather than any physical shops. Meesho's current business model has
been built considering these facts and issues, and currently, with Meesho, women can
comfortably start a reselling business from home, without owing any inventory. Meesho also
now empowers small shops and manufacturers to deliver their goods across the country,
while Meesho takes care of the delivery of the products, facilitates COD options, and ensures
that consumers can seamlessly return the products if they wish. Thus Meesho serves as a
bridge between suppliers (manufacturers and shopkeepers who list their products on
Meesho), resellers, and customers. Meesho also helps suppliers manage their inventories.
 SECTION B
Headquarters Bangalore, Karnataka, India
Introduction
Industry Retail, E-commerce
The name Meesho is short for
Founders Sanjeev Barnwal, and Vidit Aatrey
‘Meri e-Shop’. It is the first Indian
Founded 2015 e-commerce company. It provides
a platform for various small
Valuation $5 bn (March 2022)
businesses to enter and thrive in
Total Funding the online marketplace. It was
$1.1 bn (October 2021) founded in 2015 by Vidit Aatrey
Raised
and Sanjeev Barnwal. They shared
Revenue $841.5 mn (FY21) the dream of helping entrepreneurs
Current CEO Vidit Aatrey and Sanjeev Barnwal across India to develop their small
and medium-sized businesses by
Website www.meesho.com taking their online interests and
using new technologies to turn
their dreams into reality.
Meesho allows businesses to attract customers, develop identification and sell products online
using the power of social media, including Facebook, WhatsApp, and Instagram and the best
part about it is that one does not have to bear any additional trading costs. Since its launch, it
has grown tremendously and is now regarded as India’s most popular online marketplace for
retailers. The platform has carved a niche for itself and has gained popularity among
consumers and retailers alike by making online reselling and shopping hassle-free and
affordable. Meesho provides secure and timely transactions, as well as low-cost returns and
shipping. More than 2.6 million resellers throughout India trust Meesho.
The Bangalore-based startup aspires to build an environment where anybody can establish a
business with no financial investment. On the Meesho platform, there are over two million
resellers. Furthermore, the company boasts of having more than 20,000 Meesho suppliers
from more than 500 towns to its name. Meesho works on a commission of about 10-15%, and
sellers may earn money with Meesho by introducing a gross margin to every transaction.
Meesho app essentially connects manufacturers to resellers. Manufacturers list their
commodities on the Meesho shopping app, which allows merchants to choose from any of
their products and sell them to customers using social networks like WhatsApp, Facebook,
and Instagram. Clothing, accessories, furniture, culinary utensils, and cosmetics producers are
among the suppliers who list their products on Meesho. Independent resellers can then choose
any product from these suppliers and sell it to customers using the social media sites
mentioned. It's as simple as posting a photo of the item on Instagram or writing a Facebook
post to sell it. After the customer and the reseller have agreed on the purchase, the Meesho
items are delivered to the buyer's home. Buyers have the option of paying with a debit/credit
card or cash on delivery for a secure and quick procedure of transaction.
Meesho - Founders and Team
Meesho was founded by Sanjeev Barnwal and Vidit Aatrey in 2015.

Sanjeev Barnwal
Sanjeev Barnwal is the Co-founder and Chief Technological Officer (CTO) of Meesho.
Sanjeev Barnwal has also worked at Sony Mobile Communications as an Android Camera
Hardware Abstraction Layer Architecture Designer and Developer. He graduated from IIT
Delhi with a bachelor's degree in engineering and has also worked with Sony Corporation
prior to that.
Vidit Aatrey
Vidit Aatrey is the Co-founder and CEO of Meesho. Prior to Meesho, the Meesho Co-
founder worked with the mobile marketing platform InMobi, where he designed growth
strategies for the company. Aatrey has also seen the Operations part of the business when he
was with ITC Limited. Meesho works with an employee strength of 750+ employees in its
team.
Meesho - Mission and Vision
The company's aim is to help 100 million small companies prosper in the digital world.
Meesho's mission statement says, "Democratize internet commerce for everyone."
Meesho - Business Model and Revenue Model
Regarding the business model, we cannot say that Meesho operates on a D2C (Direct to
Consumer) business model. In the D2C business model, a product is sold directly to the
consumers by the manufacturer. However, Meesho involves resellers, who are the middleman
between manufacturers and consumers. Meesho is a platform that helps businesses (which
includes manufacturers and reselling business owners) to increase their sales, and in turn,
charges certain fees and commissions from the businesses. Thus Meesho has a B2B business
model now, which the company had voted with in 2021 after it changed tracks from the
reseller model that it focused on since the very beginning. Following are Meesho's major
sources of revenue-
Commission
The commissions Meesho charges from the vendors have been a major source of their
revenue. When a reseller sells a product on the Meesho platform, the seller of that product
will be charged a certain percentage of commission. The commission-based business is
similar to those of E-Commerce platforms like Amazon, Flipkart, and others. As per the
company's website, 0% commission is charged from the suppliers on certain categories of
products. No commission is charged from the resellers.
Other than commission the other sources of revenue are -
Logistics
Meesho offers logistics services to the suppliers and charges a fee for the same. The Meesho
team is now working on reducing the logistics charges to increase the profitability of the
sellers.
Advertisements
A portion of Meesho's revenue comes from Advertisements. As the number of sellers on the
platform is increasing, sellers who want to highlight their products in front of the resellers
and customers on the platform pay a certain amount for advertising their products.
Data
As we all know, data is the new oil, and data certainly offer an income stream for Meesho.
Meesho did not break any privacy policies, and they are only allowed to sell data that does
not infringe any privacy issues.

Meesho - Funding, and Investors

Over the course of 11 rounds of financing, Meesho has raised a total of $1.1 billion. The most
recent capital for Meesho came through a Debt Financing round on October 20, 2021.

Date Round Amount Lead Investors

Oct 20,
Debt Financing - Trifecta Capital Advisors
2021

Sep 30, B Capital Group, Fidelity Management and Research

Series F $570M
2021 Company

Apr 5, 2021 Series E $300M SoftBank Vision Fund

Aug 12,
Series D $125M Prosus & Naspers
2019

Jun 14, Corporate $25M Meta

 Date Round Amount Lead Investors

2019 Round

Nov 5,
Series C $50M DST Partners, RPS Ventures, Shunwei Capital
2018

Jun 7, 2018 Series B $11.5M Sequoia Capital India

Oct 12,
Series A $3.4M Elevation Capital
2017

Aug 18,
Seed Round $120K Y Combinator
2016

Mar 1,
Angel Round $180K Investopad, Rajul Garg, Venture Highway
2016

Meesho is looking forward to an IPO in early 2023, as per sources close to the company and
the matter. It is planning to ready its listing by the end of 2022 and is assessing both the
Indian and the US markets for its public listing.  

Meesho - Investments

Meesho has invested $8M in Latin America's top social commerce platform Elenas.

Date Organization Name Round Amount

Mar 4, 2021 Elenas Series A $6M

Oct 15,
Elenas Seed Round $2M
2020

Meesho - Growth and Revenues

During its flagship seasonal sale event, Maha Indian Shopping League, held from 6th - 9th
October 2021, Meesho saw a 750% increase in users over the previous year i.e 2020. Tier-4+
markets accounted for about 60% of total demand, including far-flung locales like Khawzawl
in Mizoram and Sopore in Jammu and Kashmir. According to the company, merchants on
Meesho saved over Rs 13.6 crore during the Christmas sale event alone because of its
industry-first 0% commission scheme, which was launched earlier this year. During the Maha
Indian Shopping League, the firm had a 314% increase in merchant participation, resulting in
a 10X increase in revenues over the previous year. Meesho onboarded over 100,000 vendors
ahead of the sale event with a number of new initiatives, including free ad credits and no
return shipping charges for the first 30 purchases. During the sale time on Meesho, customers
saved around Rs 60 crore in discounts. In its fashion segment, the firm had a lot of success. In
comparison to the previous year, orders for women's clothes and accessories increased by
623%, while orders for men's apparel increased by 640%.
Meesho became the latest startup to join the illustrious unicorn club in April 2021, after
receiving $300 million in a new investment round spearheaded by SoftBank Vision Fund 2,
valuing the company at $2.1 billion. The company was last valued at $5 bn in March 2022.
Farmiso or Meesho Superstore
Meesho relaunched Farmiso as Meesho Superstore, in its rebranding attempt on April 5,
2022. This was done with an aim to focus on the customer demands of everyday needs in Tier
2 markets and beyond that. Furthermore, the prominent reselling app of India has also
announced its plans of integrating its grocery business into the main Meesho platform, which
is expected to be done within the 1st week of May 2022. The company boasts of the fact that
it has successfully managed to expand its grocery service to 6 states within 9 months. The
company has further plans to expand its Superstore to 12 states by the end of 2022.

This rebranding and integration of the Meesho grocery app Farmiso to the main Meesho app
is quite significant and is in line with the quest for superapps, which are to dominate the
Indian and the global digital ecosystem soon. Furthermore, with only 0.5% of the grocery
sales happening digitally, it is really important to note that Meesho has a massive market that
it can tap into. In the Financial year 2020, Meesho made revenue worth INR 341.6 Cr, the
operating revenues of which were recorded at Rs 307 cr. The company's expenses totaled
INR 657 cr during the same fiscal, thus the company incurred losses worth INR 306.70 cr in
FY20. Meesho, which has registered a 3.8X growth in FY20, has again witnessed a 2.6X
growth of operating revenues in FY21, making it two consecutive years of growth for the
social commerce business. Along with boosting its operating revenue to Rs 793 crore,
Meesho has also earned non-operating revenues worth Rs 48.5 crore.

Meesho Financials FY21 FY20

Operating revenue Rs 793 cr Rs 307 cr
Total expenses Rs 1,337.30 cr Rs 655.40 cr
Loss of Rs 498.65
Profit/Loss Loss of Rs 306.70 cr
cr
EBITDA margin -58.40% -85.51%
On the expenses front, Meesho spent Rs 1,337.3 crore in FY21, which witnessed a surge of
around 104% from Rs 655.4 crore, which it raised in FY20. Meesho had to spend Rs 1.69 to
earn a single rupee of revenue during FY21, which is a 20.6% growth from what it spent to
earn the same in FY20. The social commerce unicorn had to spend Rs 2.13 during FY20.
Meesho Revenue Breakdown
Meesho has recorded a total of Rs 838.6 crore worth of revenues in FY21, thereby growing
by 140% from Rs 348.7 cr, which it recorded in FY20.

Meesho revenue
FY21 FY20
verticals
Revenue from sales Rs 792.8 cr Rs 306.9 cr
Other income Rs 45.8 cr Rs 41.7 cr

Meesho Expenses Breakdown

Here's a breakdown of Meesho's expenses:

Meesho expenses verticals FY21 FY20

Advertising and sales promotion Rs 424.20 cr Rs 217.40 cr
Logistics and manpower expenses Rs 645 cr Rs 260.80 cr
Others Rs 29.70 cr Rs 32.40 cr
Employee benefit expenses Rs 149.30 cr Rs 170 cr
IT and communication expenses Rs 89.04 cr Rs 37.80 cr

Going by the unit-level calculation of the Meesho financials, the Meta-backed startup had to
spend 0.59 paise to earn a single rupee of revenue.
Marketing Management
Meesho - Advertisements and Campaigns
Meesho debuted its first television advertisement on September 25, 2020. The commercial
shows that a lady is called by many names, a wife, a mother, a daughter, sister, or daughter-
in-law, but despite all households responsibilities, a lady can build her own identity and
income source with Meesho!
Meesho announced the launch of its "Sahi sahi lagaya hai" campaign in September 2021 to
appeal to the tier 2 markets and beyond. Through this campaign, Meesho highlights how its
consumers are benefited from a wide range of products across diverse categories at affordable
prices from sellers all across the country with the help of the Meesho app.
Another recent campaign launched by Meesho in February 2022, addresses the customers'
dilemma ‘Loon ya na loon?’ Meesho follows its Sahi sahi lagaya campaign with this one to
help the consumers get over their dilemma of purchasing, thereby maximizing their spending.
Meesho - Competitors
Volusion, Elenas, DealShare, GlowRoad, Shop101, CityMall, Bulbul.tv, SimSim, Magento,
ALIPPO, Huboo nd Drop are among Meesho's major rivals.
Meesho - Challenges Faced
When Meesho was starting off, online retailing was becoming increasingly popular, but there
were obstacles such as a shortage of supply, transportation, transaction alternatives, and so
on. According to the CEO, they have always aided small firms in their growth, and as a
result, they have never maintained any goods in their own warehouses. However, due to the
COVID-19-induced lockdown, getting items supplied proved problematic. Even after the
government granted a modest easing on car mobility, things remained challenging. Meesho
provided the majority of the income for many of the suppliers that sold their products with
them. The majority of their revenue was impacted by Covid. As a result, during the first
several weeks, their exclusive emphasis was on establishing a basic logistical network. This
was a difficult task because each state has its own set of laws for vehicle admission and
exit.Most of the revenue for the female entrepreneurs (re-sellers) of the company came from
the fashion sector, but these items couldn't be shipped for a time since fashion wasn't
included under the necessities. As a result, their first objective was to assist these resellers in
recouping part of their lost revenue. That's when they began pushing vital supplies to their
resellers, which was a category they had never sold previously. Masks, personal care,
sanitizers, and even groceries were among the items sold. They also devised a scheme to sell
masks created at home by their own resellers.
Many of their sellers opted for sewing masks at home, and they purchased their inventory
from them and sold it on their own, on the market. The organization had thousands of
entrepreneurs engage in the initiative, and their logistics crew even went home and picked up
handmade masks.
Meesho had truly come up as a posterboy in the social commerce segment some time ago
with its $4.9 bn valuations that it posted, but now the company seems to be witnessing tough
times and is tongue-tied in front of the investors with a change in strategy, high cash burn, no
profit in sight and increasing competition from big players like Flipkart and Amazon. The
company recently changed its business model and made it similar to that of the ecommerce
platforms.
Meesho has suddenly changed its strategy from social commerce to B2C, dumped
international expansion to foster small-town groceries, and has also jumped from a zero
commission model to ad-monetisation. An anonymous investor had recently stated that the
company had already spent more than $500 mn in the past couple of years, but is currently
back to the starting line. Competition has trebled for Meesho, which once had smaller
players like Shop101 and Glowroad to compete with. Now, Meesho is facing stiff
competition from bigger e-commerce players like Flipkart and Amazon. With its Shopsy app,
Flipkart has already entered the social commerce domain in July 2021 and has challenged
Meesho along with taking away a chunk of its resellers. Besides, Shopee, Southeast Asia's
popular eCommerce platform has been launched in India in 2021, which is also giving a
 tough time to Meesho. Shopee has already built a $150 bn business in 13+ countries across
Asia, South America, and Europe.

SWOT Analysis of Meesho

SWOT analysis of Meesho will determine the company’s strengths, weaknesses,
opportunities and threats and hence it is of immense importance for any company to work. It
is a tried and true management paradigm that allows companies to compare their business and
performance to competitors and the industry as a whole.

Strengths of Meesho

Business strengths are competitive advantages that allow a company to thrive, generate value,
and achieve efficiency. This means capturing more market share, attracting more customers,
and maximising profits. The following are the strengths of Meesho:
 Ranking: Meesho is ranked 1st in the top 10 reselling platforms in India.
 Empowering Women Entrepreneurs: Meesho’s great strength is empowering Indian
women to run their home-based businesses and build new businesses and identities for
themselves.
 Easy to Become a Supplier: To become a Meesho supplier, you just need to download the
Meesho app or open a website. Once you have selected the option “Become a Provider,” you
will be directed to a short form to complete your details. Once your account is set up, you can
start promoting your business and delivering orders straight away via Meesho.
 Start with Zero Investment: To join the hundreds of thousands of resellers who are making
money through Meesho, you don’t have to invest any amount of money. All you’ll simply
need is to establish a reseller account and begin reselling through Facebook, WhatsApp, and
Instagram.
 Customer Loyalty Program: Meesho introduced VIP Membership to encourage its
resellers. In this membership, if any resellers complete 15+ orders within 30 days, they’ll get
an additional 10% discount on their products.
 Community Building: Meesho wants to grow as a community. That’s why they’ve launched
a platform called Meesho Learning Hub, where resellers can learn to sell online and grow
their business.
 Meesho Mentorship Program: Meesho offers a 14days long Mentorship Program to new
resellers to grow their business and achieve their first order. The training sessions consist of
planned activities and certification sessions.
 National Presence: Meesho has its presence almost everywhere in India. According to
Meesho’s website, it now covers 5000 cities and counting.

Weaknesses of Meesho

Weaknesses are those areas where a business or brand needs improvements. Some of the
major flaws of Meesho are as follows:
 Low-Quality Products: Most of Meesho’s suppliers are local and not registered brands,
that’s why most of the time the quality of the end products is very low.
 No Free Website for Resellers: Most of Meesho’s competitors like GlowRoad, Shop101,
etc. are providing free personal websites to their resellers but Meesho hasn’t adapted it yet.
This can cause major problems for Meesho and its resellers in near future.
 Pickup Problem: One of the common problems some resellers face on Meesho is the pickup
problem. Sometimes no one comes to pick up products from retailers which causes orders to
get cancelled which in turn results in a penalty being imposed on resellers.
 Dependent on One Nation: Meesho is heavily dependent on India and is at risk from foreign
players.
 Fraudulent Resellers: There are a large number of fraudulent resellers on Meesho. Despite
Meesho’s excellent efforts, these types of resellers continue to exist.
 Technical Glitches: Technical problems occur on almost all websites. However, due to some
technical issues, customers have a difficult time and thus this leads to dissatisfaction and
affects the attitude of customers buying and selling habits.
 Opportunities for Meesho
Opportunities mean positive external factors that can give an organisation a competitive
advantage over others. Meesho is one of the largest reseller platforms in India. Therefore they
might have many opportunities to approach them shortly. Some of these opportunities could
be:
 Augmented Reality: The use of Augmented Reality can allow customers to have real-time
interaction with products while remaining in their environment. This can ultimately result in
higher conversion rates and lower return rates for Meesho’s products.
 Crypto as A Payment Option: Shortly, crypto can become a common payment option for
Meesho. This can result in a fast transaction of cash and a reduction in digital transaction
frauds.
 Establishing in Other Countries: Meesho can slowly start to expand outside of India, which
will help them increase their revenue.
 High Availability: Customers can buy anything at any time through Meesho. People who are
busy in the daytime and cannot shop for themselves, have all the opportunity to buy anything
during late-night hours.
 Increasing No of Users: Numbers of internet users are increasing day by day. People are
feeling more comfortable shopping online. That is why it has an opportunity to gain lots of
users shortly.
Threats to Meesho
Threats are external factors that can affect a company’s ability to achieve its goals. Below are
some of the threats of Meesho:
 Frauds & Scams: Many online fraud activities can be a matter of concern to customers
visiting a website. If the website has false representation and duplicate products and
neglected security, the website’s reach will be reduced and customers will no longer visit the
website.
 Competitors: Meesho faces competition from brands like DealShare, GlowRoad, Shop101,
etc. Meesho needs to ensure that its price, quality, and technology remain at the forefront of
these companies.
 Changes in Demand: The needs of customers can change from time to time. Taking care of
these many products can sometimes be difficult.
 Data Concerns: Apart from the obvious fraud, there is a good chance that things will go
wrong with online shopping especially when it comes to user data. Shopping online requires
you to provide a lot of sensitive data, including your payment details, address, and various
other information. If this information gets into the wrong hands, it can cause devastating
consequences.
  No Direct Interaction: In Meesho there is no direct interaction between customer and
reseller. There is no scope for negotiation. People prefer to buy physically as compared to the
internet for personal experience.

SECTION C

1. What prompt you to choose this topic?

 Marketing is a highly competitive and rewarding field.

 No two days are ever the same

 If you like variety in your work, then marketing is a great career option. You could be
optimizing a website in the morning, sending email campaigns before lunch, then
working on content and meeting new technology companies later in the afternoon.

 One thing is for sure, the next day will be completely different!

 It’s one of the fastest growing industries

 Technology has evolved so quickly, meaning that marketing has had to adapt and evolve
rapidly. Marketers get to use some really interesting tools and technologies and the
options are vast. So, if you like your tech and you’ll love marketing.

 However, it’s not just all about tools. Because the industry is growing so fast, it means we
all need to continue learning. You’ll need to be willing to learn new things, every day. I
have worked in the marketing world for 15 years and I still learn something new every
single day, which is why I love what I do. If you love to learn, you’ll enjoy marketing.

 There’s a huge need for marketing professionals

 There’s a huge global demand for marketers. The skills gap in the marketing industry is
massive. Many industry reports from all over the world show that there just aren’t enough
marketers to help, which probably goes someway to explaining why so many marketing
campaigns are not so good.

 If job security is on your mind, marketing could be a good option, because there just
aren’t enough marketers to go around.
  You can be a marketer in any part of the world

 Marketing skills cross borders and if you’re good, you can work from anywhere in the
world. Your skills will be transferable into other geographies, which means you could
relocate with ease. It also means that you could go freelance and be a digital nomad,
working from wherever you’re happiest. Many of the consultants at my email marketing
agency do this, because they have specific skills and have created high demand for their
time. Once you’re a few years into your marketing career, you can do the same.

2. How would you have connected objectives of your topic with the review of literature?

Corporate Branding is quite a new concept in the Marketing literature and academic research in
this area is quite limited. However, although a new theory, many authors have encouraged
managers and Chief Executives to integrate the brand of the organisation in their decision making
because of the competitive edge a strong brand would give to the firm.It has to be noted that there
are different implications for product branding and corporate branding. As a matter of fact, for a
firm to develop a good strategy for its corporate brand there are many elements to be considered.

A corporate brand is a construct with “cultural roots”.

As Hatch and Schultz (2003) have observed, it is difficult to maintain credible product
differentiation as businesses face imitation, homogenization of products and services and
fragmentation of traditional market segments. They argued that, in this era of globalization,
differentiation requires positioning the whole corporation, where the values and emotions
symbolized by the organisation become key elements of differentiation strategies, and the
organisation itself moves center stage. It is imperative to note that the “corporate-level”
concerns strategic management and the CEO and the board of directors should be familiar
with the scope and significance of this nascent area

3. What are the challenges you faced while conducting your term paper data collection”?
 First and important challenge I faced is which topic should I choose and which company will
be more relatable to this topic.
 According to me topic should be more effective in this project and data should be perfect and
connected to topic and company both.
 For collecting of data their will be more difficulties because I need to have correct information
and for that I have to research a lot.
  After researching all data than I have to do cut off like how much content I can put.
 After deciding the content main thing is now how attractive I can make this project by using
images and data.
 All this process was quiet though but it was knowledgeable project.

4. How can you relate objectives of your study with conclusion through the SWOT analysis?
As per the SWOT analysis of Meesho, it is evident that the strengths and opportunities provide
Meesho with a strategic advantage over its threats and weaknesses, which is mostly because of
the company’s reputation and loyalty among the consumers. Although, it will be beneficial for
the organization to address the weaknesses that are described above by establishing effective
management strategies and by eliminating the potential threats which it may face in the future.
Objectives

The primary objective of a SWOT analysis is to help organizations develop a full awareness of
all the factors involved in making a business decision like exploring new initiatives, revamping
internal policies, considering opportunities to pivot, or altering a plan midway through its
execution.

You can employ a SWOT analysis before you commit to any sort of company action, whether
you are exploring new initiatives, revamping internal policies, considering opportunities to
pivot, or altering a plan midway through its execution. Sometimes it's wise to perform a general
SWOT analysis just to check on the current landscape of your business so you can improve
business operations as needed. The analysis can show you the key areas where your
organization is performing optimally, as well as which operations need adjustment.

Don't make the mistake of thinking about your business operations informally, in hopes that
they will all come together cohesively. By taking the time to put together a formal SWOT
analysis, you can see the whole picture of your business. From there, you can discover ways to
improve or eliminate your company's weaknesses and capitalize on its strengths.

While the business owner should certainly be involved in creating a SWOT analysis, it is often
helpful to include other team members in the process. Ask for input from a variety of team
members and openly discuss any contributions made. The collective knowledge of the team will
allow you to adequately analyze your business from all sides.
5. How could you bridge the gap in your term paper and industry practice?
 Hold Regular Meetings: One of the first steps you can take in bridging the gap between both
teams is by holding regular meetings. Create a time and place where members of both teams can
meet to begin planning initial strategies and voice their thoughts on what may attract and retain
new customers. This will help align both teams to a common goal and will actively avoid any
miscommunication that may stem.
 External benchmarking : This is basically the practice of comparing documented results
of a specific product or process against some kind of external criteria. For example, a
company may want to compare something like their reviews with a competitor, or perhaps
they might want to compare the implementation of their quality management system  with
the standards of ISO 9001:2015  for  quality management .
 Profit percentage analysis : When a forecast profit percentage isn’t reached, a gap
analysis may be conducted to determine the reason why the target wasn’t hit. The cause
may be anything from poor resource allocation, unexpected competition, or a whole myriad
of factors – and a gap analysis can help to understand why.