BRIGHT ELECTRIC

SWOT AnalysisMarketing 1030

Ahmad Kareh

19 June, 2015

Daniel McAuliffe, Brandi Foote, Emily Haas,

Matthew Metcalf, and Wanda Deng-Dau

About Bright Electric

Bright Electric is an electrical wholesale supplier, based out of Salt Lake City, Utah.

BE employs over 100 people, across 3 states in the Western United States.

Locations include Utah, Wyoming, and Nevada, with the corporate headquarters located along the Wasatch Front in Utah.

Business Hours are 7AM to 5PM Monday-Friday, Closed Weekends and Holidays.

Corporate Executives of Bright Electric

CEO: Brandi Foote CFO: Daniel McAuliffe Marketing Director: Matthew Metcalf Operations VP: Wanda Deng-Dau HR/Payroll: Emily Haas

All top executives have a stake in Bright Electric, and are part owners.

SWOT AnalysisStrengths• Strong brand name suppliers including:

Phillip, 3M, Cooper, Rockwell, Dewalt, etc

• Branch locations in Salt Lake City, Orem, Price, Ogden, St. George, Las Vegas, Elko, Rock Springs, Casper, Vernal, Cedar City, Logan, etc.

• Offer training seminars to suppliers, customers, and employees

• Consistent long term financial results with long term recording of cash flow and increased earnings

Weaknesses• No global or national locations. All

branches are in the Western United States.

• Lack of marketing experience• Higher cost of goods provided

Opportunities• Able to develop an online marketing strategy• Going green with all documents to save

money and marketing opportunities• Honoring rebates such as the Rocky Mountain

Rebates for certain Lights/Bulbs

Threats• Price wars with competitors who sell goods

at a lower price• New companies/competitors with branches

in the same area• Competitors lettings customers pay full

account balances with a credit card rather than cash, check, wire, EFT, or ACH.

Recommendations for Bright Electric Going green with all documents including

Emailing all of the following instead of mailing or faxing: Invoices, statements, quotes, bids, manifest, and packing

slips. Using iPads for customer’s signatures which will

directly attach to invoice Using Credit Cards as a form of payment on the

account with a “service fee” included to offset our high rate percentage fee from credit card companies

Looking into making our prices 5% lower than competitors to hopefully make our customers stay with us as their primary supplier.

Reflections

The main problems we occurred when doing this SWOT analysis were being able to meet and communicate as a group, and trying to find areas for our company to improve. In this example, finding areas for the company to improve was difficult because it is hard to identify those issues when you aren’t completely familiar with the company and when you haven’t seen them actively on the marketplace. The benefits of completing a SWOT analysis were clear. Without the SWOT analysis, it would be even more difficult to find areas in the company that needed improvement. I didn’t find any drawbacks to doing the SWOT analysis, as it laid out both the positives and negatives our company possessed. We definitely believe that SWOT analysis will be useful in the future, in all areas of business, and just in life in general. SWOT can be used for anything, such as decisions in relationships, family, business, etc. One way this analysis has applied to concepts we have is in family life. It will help both husband and wife identify what strengths each brings to raising children as well as weaknesses, such as when and how to praise them, discipline them, and teach them. The opportunities list is more of a wish list of what they hope their kids learn and become. The threats part of it is hoping they have prepared and taught them well enough for when they are out with their friends that they will fulfill the opportunities list rather than the threats. On a more individual level, going through the process of a SWOT analysis has helped us to set goals that allow you to succeed and also goals that allow you to stretch yourself. Knowing what your strengths and weaknesses are and actually writing them down helps. It lets you physically see what you need to improve on, and then you can use those strengths to help you increase your weaknesses.