Lesson 5.

4 – The

Situation Analysis (SWOT)

The Marketing Plan
LESSON 5.4

The Situation (S.W.O.T.) Analysis

Strengths
S Resources and capabilities that can be used
as a basis for developing a competitive advantage

W Weaknesses
Qualities that give a business a competitive disadvantage

O Opportunities
Events that could facilitate company profit and growth

T Threats
Events that could have a negative impact on the company
The Marketing Plan
LESSON 5.4

Situational (S.W.O.T.) Analysis

Strengths Weaknesses

Opportunities Threats
The Marketing Plan
LESSON 5.4
The Situational (S.W.O.T.) Analysis

Strengths
S Resources and capabilities that can be used
as a basis for developing a competitive advantage

Examples of strengths include:

1. Patents
2. Strong brand names
3. Positive reputation among customers
The Marketing Plan
LESSON 5.4
The Situational (S.W.O.T.) Analysis

W Weaknesses
Qualities that give a business a competitive disadvantage

Examples of weaknesses could include:

1. Lack of patent protection
2. Weak brand name
3. Poor reputation among customers
4. Lack of resources
5. 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:

1. An unfulfilled customer need
2. Arrival of new technologies
3. A niche that has not yet been exploited
4. Mergers
5. 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:

1. Shifts in consumer tastes away from company

products
2. Emergence of new substitute products
3. Government regulation
The Marketing Plan
LESSON 5.4
The Situational (S.W.O.T.) Analysis

As a hypothetical example, let’s say you were

conducting a SWOT analysis for an apparel
and footwear company competing with
companies like Nike, Adidas and Under
Armour for market share
The Marketing Plan
LESSON 5.4
The Situational (S.W.O.T.) Analysis
Strengths
S Resources and capabilities that can be used
as a basis for developing a competitive advantage

Strengths might include:

1. Steady and consistent growth in profits
2. Innovative new technology (lightweight,
stretchable (fabric) that increases consumer
performance
3. Products tied to effective endorsement campaign
(Serena Williams wears your new technology
during games)
The Marketing Plan
LESSON 5.4
The Situational (S.W.O.T.) Analysis

W Weaknesses
Qualities that give a business a competitive disadvantage

Weaknesses might include:

1. Too much reliance on sales of products online and
not enough in retail environments (your products
are not available at Dick’s or Foot Locker)
2. Low brand awareness (not enough consumers are
familiar with your brand)
3. Dependency on sales of apparel products with a
track record of limited growth in footwear (75% of
total sales come from the apparel category)
The Marketing Plan
LESSON 5.4
The Situational (S.W.O.T.) Analysis

O Opportunities
Events that could facilitate company profit and growth

Opportunities might include:

1. Well defined objectives with company-wide support
(everyone in the company is behind the goal of
increasing footwear sales in the next fiscal year)
2. Positive industry outlook (forecasts call for substantial growth
in the footwear and apparel markets for the next three to five
years)
3. Positive association with endorsers (Serena Williams’ popularity
is extremely high and he uses your product and will be featured
in an upcoming campaign promoting the brand)
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

Threats might include:

1. Competitors launching new, similar product (Puma
is launching a similar lightweight, stretchable fabric
apparel line in the upcoming year)
2. Rising raw material prices (the cost of producing
products will rise)
3. Poor economic conditions (consumers are spending
less)
LESSON 5.4 REVIEW (ANSWERS)

The Marketing 1) Explain the purpose of a situation analysis

Plan

The situation analysis provides information

that is helpful in matching an organization's
resources and capabilities to the
competitive environment in which it
operates by reviewing four key factors
pertaining to the company’s current market
situation (strengths, weaknesses,
opportunities and threats).
LESSON 5.4 REVIEW (ANSWERS)

The Marketing 2) Identify the four elements of a situation

Plan
analysis

1- Strengths
2- Weaknesses
3- Opportunities
4- Threats