Marketing Plan
SWOT Analysis
A SWOT analysis focuses on the internal and external environments, examining strengths and
weaknesses in the internal environment and opportunities and threats in the external
environment.
Answer the questions below &or each area of the SWOT analysis.
1.
2.
3.
“trengths:
What advantages does the business have?
—hat does it do well?
—hat relevant resources does it have access to?
—hat do other people see as its strengths (e.g. work processes, culture, etc.)?
—eaknesses:
What could the business do to improve?
—hat does it do badly?
„o others see the work processes, climate, systems, etc. as a weakness?
pportunities:
Where are the good opportunities facing this business?
re there any interesting trends it could take advantage of?
4.
—hat changes in technology and markets are occurring on both a broad and narrow scale
that might represent opportunities for this business?
—hat changes are occurring in social patterns, political administrations, population
profiles, lifestyle changes, etc. that might represent opportunities?
”hreats:
What obstacles does this business face?
—hat changes are occurring in social patterns, political administrations, lifestyle changes,
etc. that might represent threats to this business?
ƒould any of its weaknesses seriously threaten its future?

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