Word mnemonics that corresponds to the initials of weaknesses, threats, fortitude and opportunities. It is one of the Home strategic hardware from the practical point of view of the managerial world. To be able to understand, understand and have a formative and informative reference of the marketing, I have considered of supreme interest for the reader to show him of subjective form the current situation that crosses in our country a discipline of management that makes to be leaders to those companies who accept, between others, the challenge of his starting.

At first I am not going to tell how it is realized, since I have tackled it of exhaustive form in the chapter of «strategies«, but the reading of the DAFO to the marketing, which certainly is the first time that is realized in a book, it is going to make to identify us to us better with the lacks, areas of progress, possibilities and potentiality of the marketing.

Weaknesses

• General ignorance of his utility like strategic tool.
• Somewhat damaged image.
• Lacking in good professional general practitioners.
• Very recent university studies.
• Lacking in culture in marketing.
• Constant appearance of new concepts with identical utilities.
• It has been secret for the publicity.
• Nonexistence of a top entity.
• Direct dependency on the telecommunications.
• It is thought that he needs high budgets.
• The results do not turn out to be short-term.
• Etc.

Threats:

• Atomization of the sector.
• Damaged image in the media of social communication.
• Skepticism and suspicion of the consumers.
• The improvisation is much established in the country.
• Managerial difficulty of rapid adaptation to the changes.
• Quackery in the sector.
• Made in USA.
• Too much dependency on the perception.
• The absence of ambition recovers.
• Lacking in vision and risk of the banking.
• Etc.

Fortitude:

• Receptive politics of the business world.
• Generator of tangible benefits.
• Big potential and desire in the professional teams.
• Extensible to all the sectors.
• His influence power.
• Entire acceptance for the youth.
• Possibilities of outsourcing in the PYMES.
• Fidelización power.
• Very flexible managerial discipline.
• It creates value.
• Motivating image.
• It is not expensive.
• Etc.

Opportunities:

• New market: Internet and new technologies.
• Globalization of the economy.
• Major purchasing power.
• Emergent markets.
• Technological advances.
• Support of the mass media.
• Better preparation and formation in the professionals.
• Changes on the markets.
• That the public powers have strategic vision.
• The Spanish thing is fashionable.
• Appearance of new channels of distribution.
• I+D+i in rise.
• Etc.