Cities look for common issues with joint SWOT

Toulouse played host to an URBACT Markets meeting earlier this fall and one of the most interesting results was a common SWOT analysis just published on the URBACT Markets mini-site.

Perhaps the key finding is that although all the cities involved in the URBACT Markets project are unique in terms of their markets infrastructure and local conditions, they all share a number of key strengths, weaknesses, threats and opportunities. URBACT Markets

One key finding was that partners believe in the role of markets as drivers of social interaction in their cities, in other words they see their markets as central to community life, a place where citizens come together to create social capital.

Some of the other strengths common to all the members was the variety of products and local produce sold and the fact that markets help the development of the areas around them.

Weaknesses included the fact that customers segments were mainly elderly people and that in general there was a resistance to change to newer commercial practice, like more flexible opening times.  Another was a lack of group strategy by markets, for example, offering loyalty programmes.

Members identified a range of opportunities related to markets, especially in and around the areas of sustainability, revitalization strategies and other issues related to job creation.

Importantly, getting the balance right between tourism and local citizens' needs and the need to communicate more fluidly with customers and other stakeholders, especially through digital medias and PR, also figured under the threats section of the SWOT.

COMMON SWOT ANALYSIS
developed during Toulouse meeting

STRENGTHS
• Markets are places of social interaction
• Affordable and convenient prices
• Variety and quality of product.
• Wide range of prices
• Local products are sold in the markets
• Positive economic impacts on the neighbourhood

WEAKNESSES
• Resistance to change
• Lack of investment in infrastructure
• Absence of group strategies
• Opening hours
• Elderly consumers
• Perception of high prices
• Accessibility
• High investment needed for the market renovation
• Lack of loyalty programmes

OPPORTUNITIES
• Develop local suppliers/local producers
• Try to modify consumer behavior
• To involve politicians in markets
• Tourism and the attractiveness of markets
• Revitalization of the neighborhood
• Sustainability
• Consumers loyalty to markets
• Increase new workplaces and new jobs

THREATS
• Competition of direct sellers
• Not enough local products in cities
• Balance between citizens and tourists
• Lack of common agenda of markets and retail commerce
• Economic recession/ drop in consumption
• Competition of supermarkets
• Lack of communication and digital plan, communication and PR activity