This document discusses and provides examples of a SWOT analysis, which is a tool used to audit an organization and its environment. It involves analyzing strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors, while opportunities and threats are external factors. Examples of each category are provided, such as innovative products being an opportunity and lack of experience being a weakness. The SWOT framework helps organizations focus on key issues in planning.

1. What is a SWOT? www.marketingteacher.com

2. Discuss with your partner. SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. Why is doing a SWOT analysis important?

3. Strengths Weaknesses Opportunities Threats Which two of these factors are internal? Strengths and Weaknesses Which two of these factors are external? Opportunities and Threats What does SWOT stand for?

4. Discuss with a partner. One is given as an example. Try to think of three more. A new, innovative product or service. Location of your business. Quality products, processes and procedures. Any other aspect of your business that adds value to your product or service. What are some examples of Strengths?

5. Discuss with a partner. Think of more examples. Ex: No marketing experience. Producing the same products or services as your competitors. The Location of your business. Poor quality goods or services. A Damaged reputation. What are some examples of weaknesses?

6. Discuss with a partner. The first one is given as an example. Try to think of 2-3 more. Ex: A developing market such as the Internet. Mergers, joint ventures or strategic alliances. Moving into new market segments that offer improved profits. A new international market. A market opening up because a competitor failed. What are some examples of Opportunities?

7. Again discuss with a partner. The first one is given as an example. Try to think of 2-3 more. Ex: A new competitor in your home market. Price wars with competitors. A competitor has a new, innovative product or service. Competitors have better access to channels of distribution (or more wasta). Taxation is introduced on your product or service. What are some examples of Threats?