Learn How To Do A SWOT Analysis For Your Marketing Plans

11/8/2014
Learn How To Do a SWOT Analysis For Your Marketing Plans | Mplans - Mplans
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How to perform a SWOT analysis

written by Tim Berry of Palo Alto Software http://www.paloalto.com
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59 Comments
The SWOT analysis is a valuable step in your situational analysis. Assessing

your firms strengths, weaknesses, market opportunities, and threats through a
SWOT analysis is a very simple process that can offer powerful insight into the
potential and critical issues affecting a venture.
The SWOT analysis begins by conducting an inventory of internal strengths and
weaknesses in your organization. You will then note the external opportunities
and threats that may affect the organization, based on your market and the
overall environment. Dont be concerned about elaborating on these topics at
this stage; bullet points may be the best way to begin. Capture the factors you
believe are relevant in each of the four areas. You will want to review what you
have noted here as you work through your marketing plan. The primary
purpose of the SWOT analysis is to identify and assign each significant factor,
positive and negative, to one of the four categories, allowing you to take an
objective look at your business. The SWOT analysis will be a useful tool in
developing and confirming your goals and your marketing strategy.
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Some experts suggest that you first consider outlining the external
opportunities and threats before the strengths and weaknesses. Marketing
Plan Pro will allow you to complete your SWOT analysis in whatever order
works best for you. In either situation, you will want to review all four areas in
detail.
Hotel Marketing Plan
Strengths
Food Service Marketing Plan
Strengths describe the positive attributes, tangible and intangible, internal to

your organization. They are within your control. What do you do well? What
resources do you have? What advantages do you have over your competition?
Restaurant Marketing Plan

Travel Agency Marketing Plan
Hair Salon Marketing Plan
Event Planning Marketing Plan
Daycare Marketing Plan

Coffee Shop Marketing Plan
Accounting Firm Marketing Plan
You may want to evaluate your strengths by area, such as marketing, finance,
manufacturing, and organizational structure. Strengths include the positive
attributes of the people involved in the business, including their knowledge,
backgrounds, education, credentials, contacts, reputations, or the skills they
bring. Strengths also include tangible assets such as available capital,
equipment, credit, established customers, existing channels of distribution,
copyrighted materials, patents, information and processing systems, and other
valuable resources within the business.
Strengths capture the positive aspects internal to your business that add value
http://www.mplans.com/articles/how-to-perform-a-swot-analysis/
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or offer you a competitive advantage. This is your opportunity to remind

yourself of the value existing within your business.
Weaknesses
Note the weaknesses within your business. Weaknesses are factors that are
within your control that detract from your ability to obtain or maintain a
competitive edge. Which areas might you improve?
Weaknesses might include lack of expertise, limited resources, lack of access to
skills or technology, inferior service offerings, or the poor location of your
business. These are factors that are under your control, but for a variety of
reasons, are in need of improvement to effectively accomplish your marketing
objectives.
Weaknesses capture the negative aspects internal to your business that
detract from the value you offer, or place you at a competitive disadvantage.
These are areas you need to enhance in order to compete with your best
competitor. The more accurately you identify your weaknesses, the more
valuable the SWOT will be for your assessment.
Opportunities
Opportunities assess the external attractive factors that represent the reason
for your business to exist and prosper. These are external to your business.
What opportunities exist in your market, or in the environment, from which
you hope to benefit?
These opportunities reflect the potential you can realize through implementing
your marketing strategies. Opportunities may be the result of market growth,
lifestyle changes, resolution of problems associated with current situations,
positive market perceptions about your business, or the ability to offer greater
value that will create a demand for your services. If it is relevant, place
timeframes around the opportunities. Does it represent an ongoing
opportunity, or is it a window of opportunity? How critical is your timing?
Opportunities are external to your business. If you have identified
opportunities
that are internal to the organization and within your control,
you will want to classify them as strengths.
Threats
What factors are potential threats to your business? Threats include factors
beyond your control that could place your marketing strategy, or the business
itself, at risk. These are also external you have no control over them, but you
may benefit by having contingency plans to address them if they should occur.
A threat is a challenge created by an unfavorable trend or development that
may lead to deteriorating revenues or profits. Competition existing or
potential is always a threat. Other threats may include intolerable price
increases by suppliers, governmental regulation, economic downturns,
devastating media or press coverage, a shift in consumer behavior that
reduces your sales, or the introduction of a leap-frog
technology that may
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make your products, equipment, or services obsolete. What situations might

threaten your marketing efforts? Get your worst fears on the table. Part of this
list may be speculative in nature, and still add value to your SWOT analysis.
It may be valuable to classify your threats according to their seriousness
and
probability of occurrence.
The better you are at identifying potential threats, the more likely you can
position yourself to proactively plan for and respond to them. You will be
looking back at these threats when you consider your contingency plans.
The implications
The internal strengths and weaknesses, compared to the external
opportunities and threats, can offer additional insight into the condition and
potential of the business. How can you use the strengths to better take
advantage of the opportunities ahead and minimize the harm that threats may
introduce if they become a reality? How can weaknesses be minimized or
eliminated? The true value of the SWOT analysis is in bringing this information
together, to assess the most promising opportunities, and the most crucial
issues.
An example
AMT is a computer store in a medium-sized market in the United States. Lately
it has suffered through a steady business decline, caused mainly by increasing
competition from larger office products stores with national brand names. The
following is the SWOT analysis included in its marketing plan.
Strengths
1. Knowledge. Our competitors are retailers, pushing boxes. We know
systems, networks, connectivity, programming, all the Value Added
Resellers (VARs), and data management.
2. Relationship selling. We get to know our customers, one by one. Our direct
sales force maintains a relationship.
3. History. Weve been in our town forever. We have the loyalty of customers
and vendors. We are local.
Weaknesses
1. Costs. The chain stores have better economics. Their per-unit costs of
selling are quite low. They arent offering what we offer in terms of
knowledgeable selling, but their cost per square foot and per dollar of sales
are much lower.
2. Price and volume. The major stores pushing boxes can afford to sell for
less. Their component costs are less and they benefit from volume buying
with the main vendors.
3. Brand power. Take one look at their full-page advertising, in color, in the
Sunday paper. We cant match that. We dont have the national name that
flows into national advertising.
Opportunities
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1. Local area networks. LANs are becoming commonplace in small businesses,

and even in home offices. Businesses today assume LANs are part of
normal office work. This is an opportunity for us because LANs are much
more knowledge and service intensive than the standard off-the-shelf PC.
2. The Internet. The increasing opportunities of the Internet offer us another
area of strength in comparison to the box-on-the-shelf major chain stores.
Our customers want more help with the Internet and we are in a better
position to give it to them.
3. Training. The major stores dont provide training, but as systems become
more complicated with LAN and Internet usage, training is more in
demand. This is particularly true of our main target markets.
4. Service. As our target market needs more service, our competitors are less
likely than ever to provide it. Their business model doesnt include service,
just selling the boxes.
Threats
1. The computer as appliance. Volume buying and selling of computers as
products in boxes, supposedly not needing support, training, connectivity
services, etc. As people think of the computer in those terms, they think
they need our service orientation less.
2. The larger price-oriented store. When they have huge advertisements of
low prices in the newspaper, our customers think we are not giving them
good value.
Leveraging the insight the SWOT analysis can bring is time well invested.
Originally published on Bplans.com.
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marketing plans with Sales and Marketing Pro.
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(16 votes, average: 4.13 out of 5)

Tim Berry
about the author
Tim Berry
Founder and President of Palo Alto Software and a renowned planning expert. He is listed in the index of "Fire in the Valley", by Swaine
and Freiberger, the history of the personal computer industry. Tim contributes regularly to the bplans blog, the Huffingtonpost.com as
well as his own blog, Planning, Startups, Stories. His full biography is available at www.timberry.com. Follow Tim onGoogle +
Getting ready to create

a marketing plan?
Get practical ideas and good models with dozens
of examples of successful marketing plans
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59 Comments
Leave a comment
Good Authoring Series A Twelve-Step Approach to P.R. | Beneath the

Cover December 24, 2008 at 2:31 am
[...] the last time you performed a good old-fashioned S.W.O.T. analysis? A well designed PR campaign will play to
Strengths, avoid Weaknesses, take advantage of [...]
Kelvin58
October 23, 2009 at 4:44 am
Can you imagine the worker who really thinks the fact that they are super detail oriented or a perfectionist is their
greatest weakness? ,
verna
September 7, 2010 at 10:57 am
chanel
September 7, 2010 at 9:44 pm
very informative article... useful in my management principles class.. thanks
yes because someone could use that against them, and sometimes you know so much you skip right over the little
things that matter within a company.
Alqasab Ana
October 21, 2010 at 1:40 pm
Thank you for the information, it helped me to focus on the subject that I'm trying to research it. Thank you again,
Alqasab
jeralyn danzalan
thank you for this article it helps me on making y marketing plan
Lasisi Saheed
December 24, 2010 at 11:55 am
Peter Wafula
January 17, 2011 at 1:27 am
Hi, thanks a million times for this great article. It really help in concluding my job hurting project. Once again thank
you.
Wow...these ideas are invaluable
How to Do a SWOT Analysis As Part of a Business Plan Or Business Process

Strategy Marylou Spencer January 17, 2011 at 3:54 pm
[...] How to perform a and threats through a SWOT analysis is a very simple process that can to take an objective
look at your business. The SWOT analysis Create a business plan today with Business Plan [...]
MS Bhatti
July 5, 2011 at 4:45 am
Besides conducting competitive and cost-effective analyses, the SWOT (strength, weaknesses, opportunities and
threats) analysis is equally important. By conducting these analyses periodically, the firm comes to know in the end
what has been gained or lost. One of the main weaknesses of online marketing is that too much details about the
website may be good for some and mess for others, particularly the experienced ones. Meanwhile, achieving primary
goals by means of ESO is slightly time-consuming for firms.
Adrian
This is very helpful on how to perform a SWOT analysis. It gives detailed information on every step of the analysis.
Thanks...
Maria
David
perter
Thanks! I enjoyed reading this and learned from it.
I really like how the SWOT has been vividly explained. anyone can understand it with less difficulty.
a very interesting site and guide
ram
its explained very well here...example adds knowledge to our brain..gud one...
Jabari
December 11, 2011 at 4:34 pm
Great article, very informative and helpful. Looking forward to start my business very soon. Learned SWOT analysis in
a community college. Long live the cheaper, more valuable education. :)
alieu
December 21, 2011 at 1:23 pm
article was very helpful in clarifying my understanding of SWOT analysis. thanks for sharing it.
5/9
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AR
February 28, 2012 at 8:07 pm
Was lost before I read this. Very helpful with my class. Thanks. This really connected the dots.
JEANNOT
March 1, 2012 at 10:40 am
Thank you,this article it help me on how to perform a SWOT analysis
Nisha
March 13, 2012 at 6:27 am
Love it so easy and helpful.
May Grace
how nice? i love it!
Annie
March 25, 2012 at 11:26 pm
March 30, 2012 at 3:56 am
Very well explained and gave depth to this. Im new at my company and i have to make swot and benchmarking for
them. Has both pro's and con's with me not knowing to much about the company, but can instead contribute with
fresh eyes. thanks!
kadii
April 3, 2012 at 7:51 am
wow,nyc article and revision material for my course principle of marketing
Daniel
April 6, 2012 at 10:09 am
Daniel
April 6, 2012 at 10:10 am
Can you please help me plan a marketing plan for my business home bakery home bakery is a medium scale Agro
processing providing form untility to wheat flour. the enterprise has been baking hundred bags(100)of flour a mouth.
the bread is normally distributed around Tema-Ashiaman environ since it is closer to the business. in terms of
machinery the enterprise has enough to produce three hundred (300) bags a month. all the workers are been under
utilized. there is high potential in the market for Home bread. it is the wish of the to start supplying to Accra and its
environs. the Managing Director has been in the business for more than 30years. she has employed ten workers on
full time. financially the company is healthy in addition to the company has good standing with its bankers, however
they lack experience marketing personnel's. you have just been employed by home bakery as the marketing manager.
you are to report direct to the managing director. your duties are to undertake all marketing research , direct and
control two sales personnel with responsibility for the sales. 1.design and implement market pant aimed at expanding
the sales of the enterprise 2. supervise new product development if necessary 3. as part of your responsibility you
have been given a budget of fifty thousand ghana cedis question 1. you are to develop a marketing plan that will grow
the sales from 100 bags a month to 300bags a month within two years i.e from 2012-2013. your plan must cover the
following- SWOT analysis, objectives, strategy , tactics,(price, promotion, place and product. people,process and
physical evidence),budget , control and evaluation.
Can you please help me write a marketing plan for my business home bakery home bakery is a medium scale Agro
processing providing form untility to wheat flour. the enterprise has been baking hundred bags(100)of flour a mouth.
the bread is normally distributed around Tema-Ashiaman environ since it is closer to the business. in terms of
machinery the enterprise has enough to produce three hundred (300) bags a month. all the workers are been under
utilized. there is high potential in the market for Home bread. it is the wish of the to start supplying to Accra and its
environs. the Managing Director has been in the business for more than 30years. she has employed ten workers on
full time. financially the company is healthy in addition to the company has good standing with its bankers, however
they lack experience marketing personnel's. you have just been employed by home bakery as the marketing manager.
you are to report direct to the managing director. your duties are to undertake all marketing research , direct and
control two sales personnel with responsibility for the sales. 1.design and implement market pant aimed at expanding
the sales of the enterprise 2. supervise new product development if necessary 3. as part of your responsibility you
have been given a budget of fifty thousand ghana cedis question 1. you are to develop a marketing plan that will grow
the sales from 100 bags a month to 300bags a month within two years i.e from 2012-2013. your plan must cover the
following- SWOT analysis, objectives, strategy , tactics,(price, promotion, place and product. people,process and
physical evidence),budget , control and evaluation.
tenyleons
April 9, 2012 at 2:05 pm
thanks for info its really useful for my job
Sbonelo
April 11, 2012 at 1:10 pm
now i got a way after reading this information above coz i waz lost.....
sheesa
April 14, 2012 at 11:03 pm
I searched a ton for helpful articles, and finally found this one that actually helped!!! Thanks!!! Keep posting more cool
stuff.
Harawal Arsalan
April 15, 2012 at 5:26 am
swot analysis is much more wide then their presentation.i wander that if the middle store did that swot analysis then
they have spent nohting on the analysis and result would be nothing.
Mary
April 18, 2012 at 3:34 pm
Wao, this is lovly i now know what is all about.thank you
Mohammad Ishaq
It helped me a lot
April 24, 2012 at 6:54 am
6/9
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Neal
May 16, 2012 at 2:05 pm
Thanks. Really helped.
ayour
May 25, 2012 at 2:26 pm
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May 30, 2012 at 8:51 am
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i love this website ;-) it helps me with all of my school work
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May 31, 2012 at 3:05 pm
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Gibson
June 16, 2012 at 2:12 am
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Tauqeer
July 2, 2012 at 4:46 am
It's an excellent article, helped me a lot to understand the SWOT analysis. Great keep it up.
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July 18, 2012 at 4:59 am
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Francis
July 18, 2012 at 9:33 am
This article has really given me insight into what I have been taught for 3yrs but hasn't got the understanding. Thanks
so much.
Jerry S
Tanim
This is just great because im doing my assignment and its just giving me more tips on my strenghts and
weaknesses...love it.
Love it......its really helpful.....
James Tamari
September 8, 2012 at 12:44 pm
Kurt Penberg
Thank you for the information it help me a lot in my research.
I hardly ever write comments on blogs
alden
u feed my brain thank you..
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December 22, 2012 at 7:01 am
I luv this notes seems to be well explained,,keep doing!
l would like to get some answers of what lam studying help me identify these
in SWOT pik n pay is almost situated in a mall complex 2 A recession and
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specials. January 16, 2013 at 10:11 am
offerIng a few selected products per perio line
l would like to get some answers of what lam studying help me identify these
in SWOT pik n pay is almost situated in a mall complex 2 A recession and
consumers spending power 3 competitors marketing campaigns 4 promotion
specials. January 16, 2013 at 10:14 am
competitors offer an in house bakery
jennyp
January 27, 2013 at 9:13 am
This is a really simple article to follow. It was very helpful in my assignment
diom
April 22, 2013 at 3:41 am
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May 19, 2013 at 5:44 am
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May 28, 2013 at 12:44 am
SWOT analysis can be beneficial and somehow a great way to maximize or develop effective approach to a certain
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worth my time reading, thank you for sharing!
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Thomas
August 6, 2013 at 12:21 am
Found this article when I was researching how to do a SWOT analysis for internet marketing. I am currently in a
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Read next article
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Sample Marketing Plans

Marketing Plan Writing

How to perform a SWOT analysis

Get the Newsletter

The SWOT analysis is a valuable step in your situational analysis. Assessing

their businesses with us!

Gett ing r ea d y to cre a te a

Insurance Company Marketing

Hotel Marketing Plan

Food Service Marketing Plan

Strengths describe the positive attributes, tangible and intangible, internal to

Restaurant Marketing Plan

Daycare Marketing Plan

or offer you a competitive advantage. This is your opportunity to remind

make your products, equipment, or services obsolete. What situations might

1. Local area networks. LANs are becoming commonplace in small businesses,

Getting ready to create a marketing plan?

(16 votes, average: 4.13 out of 5)

about the author

Getting ready to create

Good Authoring Series A Twelve-Step Approach to P.R. | Beneath the

October 23, 2009 at 4:44 am

September 7, 2010 at 10:57 am

September 7, 2010 at 9:44 pm

very informative article... useful in my management principles class.. thanks

October 21, 2010 at 1:40 pm

October 26, 2010 at 1:06 am

thank you for this article it helps me on making y marketing plan

December 24, 2010 at 11:55 am

January 17, 2011 at 1:27 am

Wow...these ideas are invaluable

How to Do a SWOT Analysis As Part of a Business Plan Or Business Process

July 5, 2011 at 4:45 am

September 18, 2011 at 2:09 am

September 20, 2011 at 2:08 am

October 5, 2011 at 11:44 am

October 8, 2011 at 8:22 am

Thanks! I enjoyed reading this and learned from it.

a very interesting site and guide

October 8, 2011 at 1:58 pm

December 11, 2011 at 4:34 pm

December 21, 2011 at 1:23 pm

February 28, 2012 at 8:07 pm

March 1, 2012 at 10:40 am

Thank you,this article it help me on how to perform a SWOT analysis

March 13, 2012 at 6:27 am

Love it so easy and helpful.

how nice? i love it!

March 25, 2012 at 11:26 pm

March 30, 2012 at 3:56 am

April 3, 2012 at 7:51 am

wow,nyc article and revision material for my course principle of marketing

April 6, 2012 at 10:09 am

April 6, 2012 at 10:10 am

April 9, 2012 at 2:05 pm

thanks for info its really useful for my job

April 11, 2012 at 1:10 pm

April 14, 2012 at 11:03 pm

April 15, 2012 at 5:26 am

April 18, 2012 at 3:34 pm

Wao, this is lovly i now know what is all about.thank you

April 24, 2012 at 6:54 am