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Brunswick (SWOT Analysis)

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“SWOT is an acronym for the internal Strengths and Weaknesses of a firm and the environmental Opportunities and Threats facing that firm. SWOT analysis is a widely used technique through which managers create a quick overview of a company’s strategic situation. The technique is based on the assumption that an effective strategy derives from a sound “fit” between a firm’s internal resources (strengths and weaknesses) and its external situation (opportunities and threats). A good fit maximizes a firm’s strengths and opportunities and minimizes its weaknesses and threats. Accurately applied, this simple assumption has powerful implications for the design of a successful strategy.”

Brunswick

Brunswick Corporation (Brunswick) manufactures marine and indoor recreation equipment. The company is engaged in manufacturing and marketing of boats, marine engines, fitness equipment, and bowling and billiards equipment. Brunswick primarily operates in the US. It is headquartered in Lake Forest, Illinois and employs 19,760 people.

Strengths, Weaknesses, Opportunities and Threats (SWOT)

Location of Factor

TYPE OF FACTOR

Favorable

Unfavorable

Internal

Strengths

  • Intellectual property rights sustaining competitive advantage
  • Extensive distribution network enabling market penetration
  • Good HR practices

Weaknesses

  • Downgrading in credit rating impacting financing options
  • Financial market volatility impacting pension assets and in turn the liquidity position of the company

External

Opportunities

  • R&D investments likely to sustain competitive advantage
  • Increasing international footprint likely to offset declines in home market
  • Restructuring initiatives likely to result in higher cost savings

Threats

  • Over dependence on General Motors likely to result in supply disruption
  • Universal deterioration in economic condition
  • Inventory reductions by major dealers could adversely affect financial results
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