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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 - – competitive advantages are harder to sustain because of technology dispersion, digital marketing is dominated by two big players Facebook and Google, increasing government debt because of Covid-19 spendings, increasing household debt because of falling income levels, central banks are concerned over increasing inflation, there is increasing trade war between United States & China, there is backlash against globalization, increasing transportation and logistics costs, increasing commodity prices, 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 -

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.

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.

Training and development

– Multidivisional Becton has one of the best training and development program in the industry. The effectiveness of the training programs can be measured in Becton Dickinson & Co.: Multidivisional Marketing Programs Harvard Business Review case study by analyzing – employees retention, in-house promotion, loyalty, new venture initiation, lack of conflict, and high level of both employees and customer engagement.

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.

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.

Effective Research and Development (R&D)

– Multidivisional Becton has innovation driven culture where significant part of the revenues are spent on the research and development activities. This has resulted in, as mentioned in case study Becton Dickinson & Co.: Multidivisional Marketing Programs - staying ahead in the industry in terms of – new product launches, superior customer experience, highly competitive pricing strategies, and great returns to the shareholders.

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.

Digital Transformation in Sales & Marketing segment

- digital transformation varies from industry to industry. For Multidivisional Becton digital transformation journey comprises differing goals based on market maturity, customer technology acceptance, and organizational culture. Multidivisional Becton has successfully integrated the four key components of digital transformation – digital integration in processes, digital integration in marketing and customer relationship management, digital integration into the value chain, and using technology to explore new products and market opportunities.

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.

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.

Ability to recruit top talent

– Multidivisional Becton is one of the leading recruiters in the industry. Managers in the Becton Dickinson & Co.: Multidivisional Marketing Programs are in a position to attract the best talent available. The firm has a robust talent identification program that helps in identifying the brightest.

Innovation driven organization

– Multidivisional Becton is one of the most innovative firm in sector. Manager in Becton Dickinson & Co.: Multidivisional Marketing Programs Harvard Business Review case study can use Clayton Christensen Disruptive Innovation strategies to further increase the scale of innovtions in the organization.






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 -

Interest costs

– Compare to the competition, Multidivisional Becton has borrowed money from the capital market at higher rates. It needs to restructure the interest payment and costs so that it can compete better and improve profitability.

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.

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.

High dependence on star products

– The top 2 products and services of the firm as mentioned in the Becton Dickinson & Co.: Multidivisional Marketing Programs HBR case study still accounts for major business revenue. This dependence on star products in has resulted into insufficient focus on developing new products, even though Multidivisional Becton has relatively successful track record of launching new products.

Ability to respond to the competition

– As the decision making is very deliberative, highlighted in the case study Becton Dickinson & Co.: Multidivisional Marketing Programs, in the dynamic environment Multidivisional Becton has struggled to respond to the nimble upstart competition. Multidivisional Becton has reasonably good record with similar level competitors but it has struggled with new entrants taking away niches of its business.

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.

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.

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.

Increasing silos among functional specialists

– The organizational structure of Multidivisional Becton is dominated by functional specialists. It is not different from other players in the Sales & Marketing segment. Multidivisional Becton needs to de-silo the office environment to harness the true potential of its workforce. Secondly the de-silo will also help Multidivisional Becton to focus more on services rather than just following the product oriented approach.

Slow to harness new channels of communication

– Even though competitors are using new communication channels such as Instagram, Tiktok, and Snap, Multidivisional Becton is slow explore the new channels of communication. These new channels of communication mentioned in marketing section of case study Becton Dickinson & Co.: Multidivisional Marketing Programs can help to provide better information regarding products and services. It can also build an online community to further reach out to potential customers.




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 -

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.

Increase in government spending

– As the United States and other governments are increasing social spending and infrastructure spending to build economies post Covid-19, Multidivisional Becton can use these opportunities to build new business models that can help the communities that Multidivisional Becton operates in. Secondly it can use opportunities from government spending in Sales & Marketing sector.

Better consumer reach

– The expansion of the 5G network will help Multidivisional Becton to increase its market reach. Multidivisional Becton will be able to reach out to new customers. Secondly 5G will also provide technology framework to build new tools and products that can help more immersive consumer experience and faster consumer journey.

Reforming the budgeting process

- By establishing new metrics that will be used to evaluate both existing and potential projects Multidivisional Becton can not only reduce the costs of the project but also help it in integrating the projects with other processes within the organization.

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.

Remote work and new talent hiring opportunities

– The widespread usage of remote working technologies during Covid-19 has opened opportunities for Multidivisional Becton to expand its talent hiring zone. According to McKinsey Global Institute, 20% of the high end workforce in fields such as finance, information technology, can continously work from remote local post Covid-19. This presents a really great opportunity for Multidivisional Becton to hire the very best people irrespective of their geographical location.

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.

Identify volunteer opportunities

– Covid-19 has impacted working population in two ways – it has led to people soul searching about their professional choices, resulting in mass resignation. Secondly it has encouraged people to do things that they are passionate about. This has opened opportunities for businesses to build volunteer oriented socially driven projects. Multidivisional Becton can explore opportunities that can attract volunteers and are consistent with its mission and vision.

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.

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.

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.

Learning at scale

– Online learning technologies has now opened space for Multidivisional Becton to conduct training and development for its employees across the world. This will result in not only reducing the cost of training but also help employees in different part of the world to integrate with the headquarter work culture, ethos, and standards.

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.




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 -

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.

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.

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.

Stagnating economy with rate increase

– Multidivisional Becton can face lack of demand in the market place because of Fed actions to reduce inflation. This can lead to sluggish growth in the economy, lower demands, lower investments, higher borrowing costs, and consolidation in the field.

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.

High dependence on third party suppliers

– Multidivisional Becton high dependence on third party suppliers can disrupt its processes and delivery mechanism. For example -the current troubles of car makers because of chip shortage is because the chip companies started producing chips for electronic companies rather than car manufacturers.

Aging population

– As the populations of most advanced economies are aging, it will lead to high social security costs, higher savings among population, and lower demand for goods and services in the economy. The household savings in US, France, UK, Germany, and Japan are growing faster than predicted because of uncertainty caused by pandemic.

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.

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 .

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.

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.




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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