This 4 page paper provides an internal factors analysis summary and an external factors analysis summary of the Vermont Teddy Bear Company. The essay begins with a brief discussion of the two levels of the external environment and some of the strategies for such an analysis. The essay then provides a SWOT analysis of the company. 2 Graphic illustrations included. Bibliography lists 5 sources.
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using a number of tools. When analyzing the external environment, the analyst may choose to investigate the two levels of the external environment which are the macro-environment and the micro-environment
(Michigan State University, 2004). The macro-environment incorporates all of the major sectors, such as political aspects, sociopolitical aspects, technological aspects, socio-cultural aspects and economical aspects (Michigan State University, 2004). One
of the tools for analyzing the external environment is a PEST, which incorporates political factors, economic factors, socio-cultural and demographic trends, and technology (Birmingham Business School, 2003). The macro-environment is
often analyzed using Porters Five-Forces analysis (Marketing Teacher, 2004). These are mentioned only to demonstrate this writers familiarity with these approaches. A simple but effective analysis can be accomplished using
the SWOT, which is an acronym for internal strengths and weaknesses and external opportunities and threats. The following graphic represents a SWOT analysis of Vermont Teddy Bear Company. Internal Factors
Analysis Summary Strengths * Quality of products and services: old-fashioned, jointed teddy bears in numerous styles and sizes are hand-sewn and come a long list of accessories * New
positioning strategy: new CEO recognized company is selling a service, not a product. * Refocused company to Bear-Grams delivery service, which is a clear profit-maker. * New positioning from childrens
market to adult market with the focus being an unforgettable gift and one available to last-minute shoppers. * Capitalized on their knowledge and skills in delivering gifts fast by establishing
SendAMERICA.com, a Web site where consumers may purchase hand-crafted, American-made gift items. Weaknesses * At this time, the company does not seem to have many weaknesses. This was not true
in the past, prior to the new CEO taking her position. * Seasonality of products and services. The company gains most at holidays, such as Valentines Day, Mothers Day, and