SWOT Analysis, Shelor Motor Mile
- lpris001
- Oct 9, 2020
- 4 min read
Updated: Oct 11, 2020
Determining the best approach to problem-solving is important in event management. A simple method for assessing how to move forward is the use of SWOT (Strengths, Weakness, Opportunities, Threats). “A SWOT analysis guides you to identify your organization’s strengths and weaknesses, as well as broader opportunities and threats.” (Renault, n.d.) Strengths and weaknesses are focused on internal organizational factors while opportunities and threats focus on external factors outside of the company.
This writing imagines that I am a communications manager for Shelor Motor Mile (Shelor), a local car dealer. I will utilize a SWOT analysis for recommending a community event that will bring together "purpose, people and place." (Raj, Walters, & Rashid, 2013, p. 5)
Shelor is a major employer in southwest Virginia and maintains hundreds of acres of inventory. The dealership values community service and is known for its campaign called Growing the Future for helping local schools. They desire to expand their community service and wish to demonstrate their environmental stewardship to align with the “Dealer ECO (Environmentally Conscious Operations) Program, [that] recognizes dealers who demonstrate eco-friendly practices.” (American Automotive Policy Council, 2020)
SWOT
Strengths
According to Montgomery County Virginia Economic Development (2020), Shelor is one of only a few major employers in southwest Virginia, with more than three hundred employees. Additionally, its website advertises 831 new vehicles available to include the eco-friendly Kia Niro. The dealership is also experienced with initiatives to support the community. As a result, the strengths that Shelor possesses for ensuring a successful campaign are a large employee pool for those willing to volunteer, ample product inventory reducing the impact for giveaways, and experience in community service.
Weaknesses
According to the U.S. Bureau of Labor Statistics (2016), the average U.S. volunteer rate is estimated at 24.9%. Most employees at Shelor are full-time and may not have the time to volunteer. Additionally, company stockholders need to be educated on the value of environmental stewardship. Per its website, the dealership prides itself on customer service and vast inventory with no reference to its eco-friendly vehicles. A final consideration is that this will be a second community service campaign which means a tight marketing budget, especially if there is a car giveaway. Therefore, the weaknesses are limited volunteer capital, uneducated stockholders involving the environment, and a tight marketing budget.
Opportunities
Demands are shifting to honor emission standards. According to Morgan (2020), “research found that 88% of consumers want brands to help them be more sustainable and environmentally friendly.” To demonstrate their environmental stewardship, Shelor can take advantage of the opportunity to partner with other organizations like FRIENDS of the Blue Ridge Parkway for structuring an event through their volunteer program. Engagement can be increased by identifying a particular day known for community involvement, like Earth Day, and utilize targeted ads, social media, and local news for getting the word out. Therefore, opportunities are shifting market demands toward eco-friendly, engagement with other organizations, and increasing exposure through media by connecting with Earth Day.
Threats
Amid Covid-19 concerns, there are State and Federal guidelines for event gatherings. This could threaten the size of volunteer groups and the types of gatherings that would be allowed. Additionally, by partnering with FRIENDS of the Blue Ridge, they will have control over how Shelor can demonstrate their volunteerism. Finally, by choosing Earth Day, there will be competition from other events that day. For example, the City of Radford (2019) plans full-day events widely advertised within their community. As a result of these threats, Shelor will need to consider Covid-19 requirements, partnering organization limitations, and competition from other events.
Recommendation
Based on this SWOT analysis, I recommend that Shelor organize “Stewards of the Parkway” the week of April 22 in honor of Earth Day. Prior to advertising, stockholders will receive a report about the consumer trends toward brands that are eco-friendly and how the dealership can bolster its image by advertising this product line. Additionally, employees will receive an email about volunteering to ensure there is enough interest.
Partnering with FRIENDS of the Blue Ridge and following their volunteer guidelines, Shelor will lead a group of employee volunteers for a community clean-up at Mabry Mill, the most photographed location on the Blue Ridge Parkway. Utilizing social media and its partnerships with local media, it will advertise its community involvement and challenge the entire community to stop by the dealership before the event or at Mabry Mill on clean-up day to enter their name for a chance to win the eco-friendly 2020 Kia Niro.
References
American Automotive Policy Council. (2020). Environmental Stewardship.
City of Radford. (2019). EARTHDAY FESTIVAL 2019.
Morgan, B. (2019, October 30). 5 Reasons Future Customers Will Boycott Auto Makers
That Don’t Care About The Environment. Forbes.
Raj, R., Walters, P., & Rashid, T. (2013). Events Management: Principles & Practice.
(2nd ed). Sage Publications, CA.
Renault, Val. (n.d.) SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats
[PLE]. The Community Tool Box. https://ctb.ku.edu/en/table-of-
U.S. Bureau of Labor Statistics. (2016). Volunteering in the United States, 2015.
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