Book contents
- Frontmatter
- Contents
- Acknowledgements
- Introduction
- 1 Role
- 2 Performance Management
- 3 Territory and Market Knowledge
- 4 Joint Fieldwork
- 5 On-the-job Training
- 6 Managing Key Customers
- 7 Development of Weak or Underdeveloped Territories
- 8 Performance Counselling
- 9 Management of Vacant Territories
- 10 Induction of a New Medical Representative
- 11 Organising and Conducting Successful Meetings
- 12 Monitoring
- 13 Performance Appraisal
- 14 Managing People Productively
- 15 Interface with Marketing
- Postscript
- Appendices
Postscript
Published online by Cambridge University Press: 26 October 2011
- Frontmatter
- Contents
- Acknowledgements
- Introduction
- 1 Role
- 2 Performance Management
- 3 Territory and Market Knowledge
- 4 Joint Fieldwork
- 5 On-the-job Training
- 6 Managing Key Customers
- 7 Development of Weak or Underdeveloped Territories
- 8 Performance Counselling
- 9 Management of Vacant Territories
- 10 Induction of a New Medical Representative
- 11 Organising and Conducting Successful Meetings
- 12 Monitoring
- 13 Performance Appraisal
- 14 Managing People Productively
- 15 Interface with Marketing
- Postscript
- Appendices
Summary
Congratulations! Now that you have reached the end of the book, you are ready to embark on a new journey; the journey for realising your dreams. The first step towards this new journey is to do a SWOT analysis. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. The analysis of these four factors is the first stage of the planning procedure.
Among these four factors, Strengths and Weaknesses are internal factors. For example,
Strengths could be:
a new, innovative idea
the quality of the in-clinic performance
any other aspect of your personality that adds value to you, say assertiveness.
Weaknesses could be:
the lack of managerial experience
poor communication skills
the poor quality of your team members
the damaged reputation of yourself or of the organisation.
As against Strengths and Weaknesses, Opportunities and Threats are external factors. For example,
Opportunities could be:
a developing market for your product range
moving into new market segments that offer improved profits
a market vacated by an ineffective competitor (product or organisation).
Threats could be:
a new competitor in your market
price wars with competitors
that a competitor has a new or innovative product or service
competitors have better access to distribution channels.
Using the SWOT Analysis Successfully
Be specific and realistic about your strengths and weaknesses.
The analysis should distinguish between where you are today, and where you want to be in the future.
The analysis should take into account your competitors, i.e. are you better off or worse than your competitors?
[…]
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- Information
- Essentials of Pharmaceutical Sales Management , pp. 215 - 218Publisher: Foundation BooksPrint publication year: 2007