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Becton Dickinson & Co.: Multidivisional Marketing Programs SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

Case Study SWOT Analysis Solution

Case Study Description of Becton Dickinson & Co.: Multidivisional Marketing Programs


In response to a potential competitive inroad at a key account, managers at Becton Dickinson are considering a multidivisional marketing effort.

Authors :: Frank V. Cespedes, Laura Goode

Topics :: Sales & Marketing

Tags :: Marketing, Sales, Supply chain, SWOT Analysis, SWOT Matrix, TOWS, Weighted SWOT Analysis

Swot Analysis of "Becton Dickinson & Co.: Multidivisional Marketing Programs" written by Frank V. Cespedes, Laura Goode includes – strengths weakness that are internal strategic factors of the organization, and opportunities and threats that Multidivisional Becton facing as an external strategic factors. Some of the topics covered in Becton Dickinson & Co.: Multidivisional Marketing Programs case study are - Strategic Management Strategies, Marketing, Sales, Supply chain and Sales & Marketing.


Some of the macro environment factors that can be used to understand the Becton Dickinson & Co.: Multidivisional Marketing Programs casestudy better are - – supply chains are disrupted by pandemic , increasing energy prices, cloud computing is disrupting traditional business models, competitive advantages are harder to sustain because of technology dispersion, there is increasing trade war between United States & China, increasing inequality as vast percentage of new income is going to the top 1%, wage bills are increasing, increasing household debt because of falling income levels, banking and financial system is disrupted by Bitcoin and other crypto currencies, etc



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Introduction to SWOT Analysis of Becton Dickinson & Co.: Multidivisional Marketing Programs


SWOT stands for an organization’s Strengths, Weaknesses, Opportunities and Threats . At Oak Spring University , we believe that protagonist in Becton Dickinson & Co.: Multidivisional Marketing Programs case study can use SWOT analysis as a strategic management tool to assess the current internal strengths and weaknesses of the Multidivisional Becton, and to figure out the opportunities and threats in the macro environment – technological, environmental, political, economic, social, demographic, etc in which Multidivisional Becton operates in.

According to Harvard Business Review, 75% of the managers use SWOT analysis for various purposes such as – evaluating current scenario, strategic planning, new venture feasibility, personal growth goals, new market entry, Go To market strategies, portfolio management and strategic trade-off assessment, organizational restructuring, etc.




SWOT Objectives / Importance of SWOT Analysis and SWOT Matrix


SWOT analysis of Becton Dickinson & Co.: Multidivisional Marketing Programs can be done for the following purposes –
1. Strategic planning using facts provided in Becton Dickinson & Co.: Multidivisional Marketing Programs case study
2. Improving business portfolio management of Multidivisional Becton
3. Assessing feasibility of the new initiative in Sales & Marketing field.
4. Making a Sales & Marketing topic specific business decision
5. Set goals for the organization
6. Organizational restructuring of Multidivisional Becton




Strengths Becton Dickinson & Co.: Multidivisional Marketing Programs | Internal Strategic Factors
What are Strengths in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The strengths of Multidivisional Becton in Becton Dickinson & Co.: Multidivisional Marketing Programs Harvard Business Review case study are -

Ability to lead change in Sales & Marketing field

– Multidivisional Becton is one of the leading players in its industry. Over the years it has not only transformed the business landscape in its segment but also across the whole industry. The ability to lead change has enabled Multidivisional Becton in – penetrating new markets, reaching out to new customers, and providing different value propositions to different customers in the international markets.

Cross disciplinary teams

– Horizontal connected teams at the Multidivisional Becton are driving operational speed, building greater agility, and keeping the organization nimble to compete with new competitors. It helps are organization to ideate new ideas, and execute them swiftly in the marketplace.

Successful track record of launching new products

– Multidivisional Becton has launched numerous new products in last few years, keeping in mind evolving customer preferences and competitive pressures. Multidivisional Becton has effective processes in place that helps in exploring new product needs, doing quick pilot testing, and then launching the products quickly using its extensive distribution network.

Learning organization

- Multidivisional Becton is a learning organization. It has inculcated three key characters of learning organization in its processes and operations – exploration, creativity, and expansiveness. The work place at Multidivisional Becton is open place that encourages instructiveness, ideation, open minded discussions, and creativity. Employees and leaders in Becton Dickinson & Co.: Multidivisional Marketing Programs Harvard Business Review case study emphasize – knowledge, initiative, and innovation.

Organizational Resilience of Multidivisional Becton

– The covid-19 pandemic has put organizational resilience at the centre of everthing that Multidivisional Becton does. Organizational resilience comprises - Financial Resilience, Operational Resilience, Technological Resilience, Organizational Resilience, Business Model Resilience, and Reputation Resilience.

Highly skilled collaborators

– Multidivisional Becton has highly efficient outsourcing and offshoring strategy. It has resulted in greater operational flexibility and bringing down the costs in highly price sensitive segment. Secondly the value chain collaborators of the firm in Becton Dickinson & Co.: Multidivisional Marketing Programs HBR case study have helped the firm to develop new products and bring them quickly to the marketplace.

Sustainable margins compare to other players in Sales & Marketing industry

– Becton Dickinson & Co.: Multidivisional Marketing Programs firm has clearly differentiated products in the market place. This has enabled Multidivisional Becton to fetch slight price premium compare to the competitors in the Sales & Marketing industry. The sustainable margins have also helped Multidivisional Becton to invest into research and development (R&D) and innovation.

Superior customer experience

– The customer experience strategy of Multidivisional Becton in the segment is based on four key concepts – personalization, simplification of complex needs, prompt response, and continuous engagement.

Diverse revenue streams

– Multidivisional Becton is present in almost all the verticals within the industry. This has provided firm in Becton Dickinson & Co.: Multidivisional Marketing Programs case study a diverse revenue stream that has helped it to survive disruptions such as global pandemic in Covid-19, financial disruption of 2008, and supply chain disruption of 2021.

High brand equity

– Multidivisional Becton has strong brand awareness and brand recognition among both - the exiting customers and potential new customers. Strong brand equity has enabled Multidivisional Becton to keep acquiring new customers and building profitable relationship with both the new and loyal customers.

Strong track record of project management

– Multidivisional Becton is known for sticking to its project targets. This enables the firm to manage – time, project costs, and have sustainable margins on the projects.

Analytics focus

– Multidivisional Becton is putting a lot of focus on utilizing the power of analytics in business decision making. This has put it among the leading players in the industry. The technology infrastructure suggested by Frank V. Cespedes, Laura Goode can also help it to harness the power of analytics for – marketing optimization, demand forecasting, customer relationship management, inventory management, information sharing across the value chain etc.






Weaknesses Becton Dickinson & Co.: Multidivisional Marketing Programs | Internal Strategic Factors
What are Weaknesses in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The weaknesses of Becton Dickinson & Co.: Multidivisional Marketing Programs are -

Lack of clear differentiation of Multidivisional Becton products

– To increase the profitability and margins on the products, Multidivisional Becton needs to provide more differentiated products than what it is currently offering in the marketplace.

Capital Spending Reduction

– Even during the low interest decade, Multidivisional Becton has not been able to do capital spending to the tune of the competition. This has resulted into fewer innovations and company facing stiff competition from both existing competitors and new entrants who are disrupting the industry using digital technology.

High operating costs

– Compare to the competitors, firm in the HBR case study Becton Dickinson & Co.: Multidivisional Marketing Programs has high operating costs in the. This can be harder to sustain given the new emerging competition from nimble players who are using technology to attract Multidivisional Becton 's lucrative customers.

Slow to strategic competitive environment developments

– As Becton Dickinson & Co.: Multidivisional Marketing Programs HBR case study mentions - Multidivisional Becton takes time to assess the upcoming competitions. This has led to missing out on atleast 2-3 big opportunities in the industry in last five years.

No frontier risks strategy

– After analyzing the HBR case study Becton Dickinson & Co.: Multidivisional Marketing Programs, it seems that company is thinking about the frontier risks that can impact Sales & Marketing strategy. But it has very little resources allocation to manage the risks emerging from events such as natural disasters, climate change, melting of permafrost, tacking the rise of artificial intelligence, opportunities and threats emerging from commercialization of space etc.

Slow decision making process

– As mentioned earlier in the report, Multidivisional Becton has a very deliberative decision making approach. This approach has resulted in prudent decisions, but it has also resulted in missing opportunities in the industry over the last five years. Multidivisional Becton even though has strong showing on digital transformation primary two stages, it has struggled to capitalize the power of digital transformation in marketing efforts and new venture efforts.

Low market penetration in new markets

– Outside its home market of Multidivisional Becton, firm in the HBR case study Becton Dickinson & Co.: Multidivisional Marketing Programs needs to spend more promotional, marketing, and advertising efforts to penetrate international markets.

Workers concerns about automation

– As automation is fast increasing in the segment, Multidivisional Becton needs to come up with a strategy to reduce the workers concern regarding automation. Without a clear strategy, it could lead to disruption and uncertainty within the organization.

Skills based hiring

– The stress on hiring functional specialists at Multidivisional Becton has created an environment where the organization is dominated by functional specialists rather than management generalist. This has resulted into product oriented approach rather than marketing oriented approach or consumers oriented approach.

High cash cycle compare to competitors

Multidivisional Becton has a high cash cycle compare to other players in the industry. It needs to shorten the cash cycle by 12% to be more competitive in the marketplace, reduce inventory costs, and be more profitable.

Aligning sales with marketing

– It come across in the case study Becton Dickinson & Co.: Multidivisional Marketing Programs that the firm needs to have more collaboration between its sales team and marketing team. Sales professionals in the industry have deep experience in developing customer relationships. Marketing department in the case Becton Dickinson & Co.: Multidivisional Marketing Programs can leverage the sales team experience to cultivate customer relationships as Multidivisional Becton is planning to shift buying processes online.




Opportunities Becton Dickinson & Co.: Multidivisional Marketing Programs | External Strategic Factors
What are Opportunities in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The opportunities highlighted in the Harvard Business Review case study Becton Dickinson & Co.: Multidivisional Marketing Programs are -

Leveraging digital technologies

– Multidivisional Becton can leverage digital technologies such as artificial intelligence and machine learning to automate the production process, customer analytics to get better insights into consumer behavior, realtime digital dashboards to get better sales tracking, logistics and transportation, product tracking, etc.

Low interest rates

– Even though inflation is raising its head in most developed economies, Multidivisional Becton can still utilize the low interest rates to borrow money for capital investment. Secondly it can also use the increase of government spending in infrastructure projects to get new business.

Use of Bitcoin and other crypto currencies for transactions

– The popularity of Bitcoin and other crypto currencies as asset class and medium of transaction has opened new opportunities for Multidivisional Becton in the consumer business. Now Multidivisional Becton can target international markets with far fewer capital restrictions requirements than the existing system.

Changes in consumer behavior post Covid-19

– Consumer behavior has changed in the Sales & Marketing industry because of Covid-19 restrictions. Some of this behavior will stay once things get back to normal. Multidivisional Becton can take advantage of these changes in consumer behavior to build a far more efficient business model. For example consumer regular ordering of products can reduce both last mile delivery costs and market penetration costs. Multidivisional Becton can further use this consumer data to build better customer loyalty, provide better products and service collection, and improve the value proposition in inflationary times.

Using analytics as competitive advantage

– Multidivisional Becton has spent a significant amount of money and effort to integrate analytics and machine learning into its operations in the sector. This continuous investment in analytics has enabled, as illustrated in the Harvard case study Becton Dickinson & Co.: Multidivisional Marketing Programs - to build a competitive advantage using analytics. The analytics driven competitive advantage can help Multidivisional Becton to build faster Go To Market strategies, better consumer insights, developing relevant product features, and building a highly efficient supply chain.

Manufacturing automation

– Multidivisional Becton can use the latest technology developments to improve its manufacturing and designing process in Sales & Marketing segment. It can use CAD and 3D printing to build a quick prototype and pilot testing products. It can leverage automation using machine learning and artificial intelligence to do faster production at lowers costs, and it can leverage the growth in satellite and tracking technologies to improve inventory management, transportation, and shipping.

Lowering marketing communication costs

– 5G expansion will open new opportunities for Multidivisional Becton in the field of marketing communication. It will bring down the cost of doing business, provide technology platform to build new products in the Sales & Marketing segment, and it will provide faster access to the consumers.

Building a culture of innovation

– managers at Multidivisional Becton can make experimentation a productive activity and build a culture of innovation using approaches such as – mining transaction data, A/B testing of websites and selling platforms, engaging potential customers over various needs, and building on small ideas in the Sales & Marketing segment.

Developing new processes and practices

– Multidivisional Becton can develop new processes and procedures in Sales & Marketing industry using technology such as automation using artificial intelligence, real time transportation and products tracking, 3D modeling for concept development and new products pilot testing etc.

Harnessing reconfiguration of the global supply chains

– As the trade war between US and China heats up in the coming years, Multidivisional Becton can build a diversified supply chain model across various countries in - South East Asia, India, and other parts of the world. This reconfiguration of global supply chain can help, as suggested in case study, Becton Dickinson & Co.: Multidivisional Marketing Programs, to buy more products closer to the markets, and it can leverage its size and influence to get better deal from the local markets.

Buying journey improvements

– Multidivisional Becton can improve the customer journey of consumers in the industry by using analytics and artificial intelligence. Becton Dickinson & Co.: Multidivisional Marketing Programs suggest that firm can provide automated chats to help consumers solve their own problems, provide online suggestions to get maximum out of the products and services, and help consumers to build a community where they can interact with each other to develop new features and uses.

Loyalty marketing

– Multidivisional Becton has focused on building a highly responsive customer relationship management platform. This platform is built on in-house data and driven by analytics and artificial intelligence. The customer analytics can help the organization to fine tune its loyalty marketing efforts, increase the wallet share of the organization, reduce wastage on mainstream advertising spending, build better pricing strategies using personalization, etc.

Redefining models of collaboration and team work

– As explained in the weaknesses section, Multidivisional Becton is facing challenges because of the dominance of functional experts in the organization. Becton Dickinson & Co.: Multidivisional Marketing Programs case study suggests that firm can utilize new technology to build more coordinated teams and streamline operations and communications using tools such as CAD, Zoom, etc.




Threats Becton Dickinson & Co.: Multidivisional Marketing Programs External Strategic Factors
What are Threats in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The threats mentioned in the HBR case study Becton Dickinson & Co.: Multidivisional Marketing Programs are -

Environmental challenges

– Multidivisional Becton needs to have a robust strategy against the disruptions arising from climate change and energy requirements. EU has identified it as key priority area and spending 30% of its 880 billion Euros European post Covid-19 recovery funds on green technology. Multidivisional Becton can take advantage of this fund but it will also bring new competitors in the Sales & Marketing industry.

Instability in the European markets

– European Union markets are facing three big challenges post Covid – expanded balance sheets, Brexit related business disruption, and aggressive Russia looking to distract the existing security mechanism. Multidivisional Becton will face different problems in different parts of Europe. For example it will face inflationary pressures in UK, France, and Germany, balance sheet expansion and demand challenges in Southern European countries, and geopolitical instability in the Eastern Europe.

Easy access to finance

– Easy access to finance in Sales & Marketing field will also reduce the barriers to entry in the industry, thus putting downward pressure on the prices because of increasing competition. Multidivisional Becton can utilize it by borrowing at lower rates and invest it into research and development, capital expenditure to fortify its core competitive advantage.

Increasing international competition and downward pressure on margins

– Apart from technology driven competitive advantage dilution, Multidivisional Becton can face downward pressure on margins from increasing competition from international players. The international players have stable revenue in their home market and can use those resources to penetrate prominent markets illustrated in HBR case study Becton Dickinson & Co.: Multidivisional Marketing Programs .

Shortening product life cycle

– it is one of the major threat that Multidivisional Becton is facing in Sales & Marketing sector. It can lead to higher research and development costs, higher marketing expenses, lower customer loyalty, etc.

Capital market disruption

– During the Covid-19, Dow Jones has touched record high. The valuations of a number of companies are way beyond their existing business model potential. This can lead to capital market correction which can put a number of suppliers, collaborators, value chain partners in great financial difficulty. It will directly impact the business of Multidivisional Becton.

Trade war between China and United States

– The trade war between two of the biggest economies can hugely impact the opportunities for Multidivisional Becton in the Sales & Marketing industry. The Sales & Marketing industry is already at various protected from local competition in China, with the rise of trade war the protection levels may go up. This presents a clear threat of current business model in Chinese market.

Backlash against dominant players

– US Congress and other legislative arms of the government are getting tough on big business especially technology companies. The digital arm of Multidivisional Becton business can come under increasing regulations regarding data privacy, data security, etc.

Barriers of entry lowering

– As technology is more democratized, the barriers to entry in the industry are lowering. It can presents Multidivisional Becton with greater competitive threats in the near to medium future. Secondly it will also put downward pressure on pricing throughout the sector.

Technology disruption because of hacks, piracy etc

– The colonial pipeline illustrated, how vulnerable modern organization are to international hackers, miscreants, and disruptors. The cyber security interruption, data leaks, etc can seriously jeopardize the future growth of the organization.

Increasing wage structure of Multidivisional Becton

– Post Covid-19 there is a sharp increase in the wages especially in the jobs that require interaction with people. The increasing wages can put downward pressure on the margins of Multidivisional Becton.

New competition

– After the dotcom bust of 2001, financial crisis of 2008-09, the business formation in US economy had declined. But in 2020 alone, there are more than 1.5 million new business applications in United States. This can lead to greater competition for Multidivisional Becton in the Sales & Marketing sector and impact the bottomline of the organization.

Learning curve for new practices

– As the technology based on artificial intelligence and machine learning platform is getting complex, as highlighted in case study Becton Dickinson & Co.: Multidivisional Marketing Programs, Multidivisional Becton may face longer learning curve for training and development of existing employees. This can open space for more nimble competitors in the field of Sales & Marketing .




Weighted SWOT Analysis of Becton Dickinson & Co.: Multidivisional Marketing Programs Template, Example


Not all factors mentioned under the Strengths, Weakness, Opportunities, and Threats quadrants in the SWOT Analysis are equal. Managers in the HBR case study Becton Dickinson & Co.: Multidivisional Marketing Programs needs to zero down on the relative importance of each factor mentioned in the Strengths, Weakness, Opportunities, and Threats quadrants. We can provide the relative importance to each factor by assigning relative weights. Weighted SWOT analysis process is a three stage process –

First stage for doing weighted SWOT analysis of the case study Becton Dickinson & Co.: Multidivisional Marketing Programs is to rank the strengths and weaknesses of the organization. This will help you to assess the most important strengths and weaknesses of the firm and which one of the strengths and weaknesses mentioned in the initial lists are marginal and can be left out.

Second stage for conducting weighted SWOT analysis of the Harvard case study Becton Dickinson & Co.: Multidivisional Marketing Programs is to give probabilities to the external strategic factors thus better understanding the opportunities and threats arising out of macro environment changes and developments.

Third stage of constructing weighted SWOT analysis of Becton Dickinson & Co.: Multidivisional Marketing Programs is to provide strategic recommendations includes – joining likelihood of external strategic factors such as opportunities and threats to the internal strategic factors – strengths and weaknesses. You should start with external factors as they will provide the direction of the overall industry. Secondly by joining probabilities with internal strategic factors can help the company not only strategic fit but also the most probably strategic trade-off that Multidivisional Becton needs to make to build a sustainable competitive advantage.



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