Think Different this Christmas
2009
Conducting a PEST and SWOT analysis to deliver SMART Christmas presents
Christmas is upon us. Just a look outside the office window onto the German market below, the sound of Christmas tunes drifting in the air and the five or six hours of daylight kind of prove that.
Christmas is a time of giving, and receiving of course. But what if everyone took a business approach to buying gifts. Would it prevent the visible slump of shoulders as yet another pair of socks is torn from the Christmas wrapping paper?
Lets start with a PEST (Political, Economic, Social, and Technological) analysis.
Well Politically, it’s always best to buy your loved ones, and maybe even those who don’t fall into the loved category, a gift at this time of the year. Obviously the closer the bond then the more important this aspect becomes. World War III is likely to erupt if you forget and even a UN resolution might not come to your aid. In fact heavy sanctions are likely to come into force by the offended party.
Economically we’re in a mess. Obviously not the fault of the bankers because they look likely to have their Santa bonuses, but for the rest of us mere mortals the economic situation means we’ll have to make some sacrifices. First casualties are likely to be those who don’t fall into the loved category above. I’m sure they’ll understand when you tell them that you’ve cut back to just immediate family.
But will the ‘immediate family’, obviously extended if you have a back catalogue like Tiger Woods, accept that maybe just this year they’ll have to lower their expectations of what they might receive from you? Nope. Didn’t think so. You spent £50 on a present last year. They didn’t particularly like it but that’s not the point. £50 is £50 and nothing less this year will do.
So politically and economically you’ve really got your work cut out. Hopefully, the social emotion you can bring at this time of the year will cover over any of the perceived indiscretions of the first two. Nope. Think again.
You’ve known for a year that this day was coming. Christmas, unlike Easter never changes date. A whole host of people are relying on you to give them the social uplift they need from the political and economic mess everyone finds themselves in. You have to enjoy it. You have to be seen to enjoy it. And everyone else has to feel that bit better because they know you’re enjoying it.
So finally what about the technological analysis. Simply put, that means what’s on the TV this Christmas. When Roger Waters wrote Nobody Home he gave us the line “Got thirteen channels of shit on the T.V. to choose from”. They just don’t know how lucky they were back then. Now we have thirteen hundred channels. And it’s still shit.
So in summary. Undertaking a PEST analysis will only depress you this Christmas. So let’s move swiftly on to the SWOT (Strengths, Weaknesses, Opportunities & Threats) analysis.
Everyone has strengths and Christmas time gives you the chance to show that strength to your dearly beloved. You are undoubtedly a good listener. Being a good listener enables you to discern what the receiver of your present likes and dislikes. The presents chosen will be opened with a cry of delight, that moment when they turn to you and say ‘Thanks. I was just thinking about something like this a couple of months ago. You must be psychic.’
But lurching behind every strength there is a Weakness desperate to show its ugly wee face. The biggest weakness we all have is that we buy something we like for someone else in the hope they’ll like it too.
Oh that’s a nice jumper that’ll look lovely on them. Have you looked at them recently?, peeked into their wardrobe? When was the last time you saw them wear an emerald green striped jumper? The person you are buying for likes subtle shades, that designer look without the designer price tag.
So Christmas provides you with the Opportunity to really think strategically about your present list. Shop Vouchers? Not much thought went into that? Size 5 Ugg Boots in a colour that none of the rest of the gang have – far too much thought went into that one.
Be positive. What would the person really, really like from you? Something that will surprise them in a pleasant way. Something that shows you really thought about it.
Ah the Threats that exist around this time. There can’t be a worse feeling that walking into a room with your presents unwrapped to catch, out of the corner of your eye, the exact same present already sitting proudly on the sofa and a wee cheery smile in the room telling all and sundry that the recipient of your well thought out, sensitive, subtle present was really well chuffed that they, not you, got it for them. For sensitive readers there are worse feelings but at this time of the year…..well maybe not the best start to Christmas.
So you’ve conducted the PEST and SWOT analysis. Now you have to make sure that you buy a SMART present. Specific, Measurable, Achievable, Realistic and Time bound.
Being specific is critical. The scatter gun approach of spending the budget on someone on a range of gifts may result in one or two being well received, some will raise an eyebrow while others will undoubtedly end up in the bottom recesses of a dark cupboard or garage is a bad strategy. One gift that hits the mark, bang on, will say so much about you.
However, every gift has a price tag, so the present will be Measured against how much you are perceived to love the person. Obviously the recipient will bear in mind all the PEST and SWOT aspects that may have entered into your purchase decision – aye right. But they too will have their own value of how much they are worth to you. Sale items therefore offer further opportunity to impress.
The fact you have given over the present means that you have achieved your goal. However beware the online retailer or last minute shopper. No manner of excuse like ‘the cheque is in the post’ will save you here. The present needs to be in your hands, and appropriately wrapped with matching gift tag and a personal message. Job done, tick the Achieved box.
Beauty is in the eye of the beholder and what is Realistic to you is not necessarily realistic to the recipient. Shops tend to be shut on Christmas Day so you don’t get a chance to redeem yourself and the political ramifications of getting it wrong as declared above can be long lasting.
Finally, if the present is not handed over on Christmas Day then you have FAILED. No dodging this one. Christmas is 25 December each year. Why it can’t be moved to summer is beyond me. That way we could wear all the summer t-shirts we get at this time.
So I hope you have a Merry Christmas. That all your Christmas wishes come true and that you have a warm glow of satisfaction as you hand over your presents and receive yours in return. Always remember to ask for gift receipts that way everyone stays happy.
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