MAR 4480 Strategic Marketing

Create your own SWOT analysis by collecting information from multiple sources, such as company profiles, industry & market information, and news. If you are researching on a public company, take a look at its Annual Report (or 10-K), especially the section "Risk Factors." 

Here are some other tips on doing your own SWOT analysis (remember S&W are internal, while O&T are external)

Explore the company website: 

• What kind of service/product do they provide?
• What kind of customer needs are they meeting? 
• What's their customer value proposition?

Read reviews, if available. Although customer reviews can be biased and unreliable, consistently positive or negative reviews should be taken into account. Consumers often find weaknesses that the company may not be aware of. However, be realistic -- you can't be all things to all people. Always keep your target market in mind.

Take a look at the competitors (you can find them through Mergent Online/PrivCo) and consider:

• What kind of service/product do the competitors provide?
• What are your company's competitive advantages (e.g., unique product/service, location, size, customer service, price, etc..)? How does your company differentiate itself from others (i.e., what's its niche)?

Research the industry: 

• Current industry landscape
• Industry forecast and emerging trends

Do an environmental scan: what environmental factors may have an impact on the market your company's in? Any emerging trends? Disruptive forces? What are the opportunities and threats? Feel free to incorporate your personal observations and experiences.