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Lesson 5.4 – The Situation Analysis (SWOT) The Marketing Plan LESSON 5.4 The Situation (S.W.O.T.) Analysis S Strengths Resources and capabilities that can be used as a basis for developing a competitive advantage W Weaknesses O Opportunities T Threats Qualities that give a business a competitive disadvantage Events that could facilitate company profit and growth Events that could have a negative impact on the company Situational (S.W.O.T.) Analysis Strengths Opportunities Weaknesses Threats LESSON 5.4 The Situational (S.W.O.T.) Analysis S Strengths Resources and capabilities that can be used as a basis for developing a competitive advantage Examples of strengths include: Patents Strong brand names Positive reputation among customers The Situational (S.W.O.T.) Analysis W Weaknesses Qualities that give a business a competitive disadvantage Examples of weaknesses could include: Lack of patent protection Weak brand name Poor reputation among customers Lack of resources Inadequate distribution channels The Marketing Plan LESSON 5.4 The Situational (S.W.O.T.) Analysis O Opportunities Events that could facilitate company profit and growth Examples of opportunities could include: An unfulfilled customer need Arrival of new technologies A niche that has not yet been exploited Mergers Entry into new markets The Marketing Plan LESSON 5.4 The Situational (S.W.O.T.) Analysis T Threats Events that could have a negative impact on the company Examples of threats could include: Shifts in consumer tastes away from company products Emergence of new substitute products Govern
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