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Acxiom Corporation (SWOT Analysis) - January 2013

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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.”

Acxiom Corporation

Acxiom Corporation (Acxiom or "the company") is a provider of marketing services and related technology. The company primarily operates in the US. Acxiom is headquartered in Little Rock, Arkansas and employed 6,175 people as of March 31, 2012.

Strengths, Weaknesses, Opportunities and Threats (SWOT)

Location of Factor

TYPE OF FACTOR

Favorable

Unfavorable

Internal

Strengths

  • Strong marketing and data services business
  • Significant customer base and long term agreements
  • Improved profitability and cash position

Weaknesses

  • Geographic concentration

External

Opportunities

  • Positive outlook for cloud computing market
  • Big Data opportunity

Threats

  • Decline in direct mail business
  • Intense competition
  • Rapidly changing technologies and
  • marketing practices
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