Question

Hellmann's is a brand owned by Unilever that produces mayonnaise, among other food products. If a marketing manager at Hellmann's identified that its brand managers lacked the expertise to create additional growth for the firm's products, she would likely incorporate this knowledge into its SWOT analysis as
A) a weakness if the company does not have access to other expertise at Unilever.
B) a strength if the company conceals this information from its competitors. an opportunity if Hellmann’s competitors have superior expertise.
C) a threat if Hellmann’s does not have resources to develop additional expertise.
D) part of a marketing plan; this information would not be part of a SWOT analysis.

Answer 1

Answer:

A) a weakness if the company does not have access to other expertise at Unilever.

Explanation:

A SWOT analysis will be used by Hellmann to identify the brand's strengths, weaknesses, opportunities and threats.

Strengths refer to internal attributes and resources that support business growth. Weaknesses are internal traits and resources that work against a successful outcome.  Opportunities are external factors that the entity can use to develop the business.  Threats are external factors that can lead to the downfall of the brand.

Based on the above, the lack of expertise by Hellmann's managers is a weakness.