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Your Marketing Plan Step by Step, SWOT Example


Internal Examples:


Internal Strengths

Internal Weaknesses

Experienced management

Management staff limited to 2

High level of customer service & experienced staff

50% of employees will retire in 5 years or less

Computer upgrades/software

Staff training not complete, no customer database

Excellent company credit rating

High capital cost in new equipment

Excellent, tested product design

Limited shelf life, Only one product, no add-ons to help defray cost

All licenses/inspections obtained

Parking limited


External opportunities and threats

Opportunities and Threats relate to external factors which are not controllable.

Opportunities and threats are directly related to market trends.  They include the competition, and also relate to such things as road openings and closings, environmental issues, economic factors, changes in the law, consumer concerns, regulatory factors and restrictions, social issues and technological changes.

External Examples:



External Threats

Limited competition

External Opportunities

Competition well established

Trends show demand up for service & growing in national popularity No name recognition
Spending trend up for service Competition price low
Economy growing Local plant shutdown imminent


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