1. Situation Analysis (SWOT)
Lesson 5.4 – The
Situation Analysis (SWOT)
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2. S W O T The Situation (S.W.O.T.) Analysis Strengths Weaknesses
LESSON 5.4
The Marketing Plan
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
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
Copyright © 2010 by Sports Career Consulting, LLC

3. Situational (S.W.O.T.) Analysis
LESSON 5.4
The Marketing Plan
Situational (S.W.O.T.) Analysis
Strengths
Weaknesses
Opportunities
Threats
Copyright © 2010 by Sports Career Consulting, LLC

4. Examples of strengths include:
LESSON 5.4
The Marketing Plan
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
Copyright © 2010 by Sports Career Consulting, LLC

5. Examples of weaknesses could include:
LESSON 5.4
The Marketing Plan
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
Copyright © 2010 by Sports Career Consulting, LLC

6. Examples of opportunities could include:
LESSON 5.4
The Marketing Plan
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
Copyright © 2010 by Sports Career Consulting, LLC

7. Examples of threats could include:
LESSON 5.4
The Marketing Plan
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
Government regulation
Copyright © 2010 by Sports Career Consulting, LLC

8. The Situational (S.W.O.T.) Analysis
LESSON 5.4
The Marketing Plan
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
Copyright © 2010 by Sports Career Consulting, LLC

9. Strengths might include:
LESSON 5.4
The Marketing Plan
The Situational (S.W.O.T.) Analysis S
Strengths
Resources and capabilities that can be used
as a basis for developing a competitive advantage
Strengths might include:
Steady and consistent growth in profits
Innovative new technology (lightweight, stretchable
fabric) that increases consumer performance
Products tied to effective endorsement campaign
(Serena Williams wears your new technology during
games)
Copyright © 2010 by Sports Career Consulting, LLC

10. Weaknesses might include:
LESSON 5.4
The Marketing Plan
The Situational (S.W.O.T.) Analysis W
Weaknesses
Qualities that give a business a competitive disadvantage
Weaknesses might include:
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)
Low brand awareness (not enough consumers are
familiar with your brand)
Dependency on sales of apparel products with a
track record of limited growth in footwear (75% of
total sales come from the apparel category)
Copyright © 2010 by Sports Career Consulting, LLC

11. Opportunities might include:
LESSON 5.4
The Marketing Plan
The Situational (S.W.O.T.) Analysis O
Opportunities
Events that could facilitate company profit and growth
Opportunities might include:
Well defined objectives with company-wide support
(everyone in the company is behind the goal of
increasing footwear sales in the next fiscal year)
Positive industry outlook (forecasts call for substantial
growth in the footwear and apparel markets for the
next three to five years)
Copyright © 2010 by Sports Career Consulting, LLC

12. Opportunities might include:
LESSON 5.4
The Marketing Plan
The Situational (S.W.O.T.) Analysis O
Opportunities
Events that could facilitate company profit and growth
Opportunities might include:
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)
Copyright © 2010 by Sports Career Consulting, LLC

13. Threats might include:
LESSON 5.4
The Marketing Plan
The Situational (S.W.O.T.) Analysis T
Threats
Events that could have a negative impact on the company
Threats might include:
Competitors launching new, similar product (Puma
is launching a similar lightweight, stretchable fabric
apparel line in the upcoming year)
Rising raw material prices (the cost of producing
products will rise)
Poor economic conditions (consumers are spending
less)
Copyright © 2010 by Sports Career Consulting, LLC

14. Blank Slide Available for Teacher Edits
LESSON 5.4
The Marketing Plan
Blank Slide Available for Teacher Edits
Copyright © 2010 by Sports Career Consulting, LLC

15. LESSON 5.4 REVIEW (ANSWERS)
The Marketing Plan
1) Explain the purpose of a situation analysis
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).
Copyright © 2010 by Sports Career Consulting, LLC

16. 1- Strengths 2- Weaknesses 3- Opportunities 4- Threats
LESSON 5.4 REVIEW (ANSWERS)
The Marketing Plan
2) Identify the four elements of a situation analysis
1- Strengths
2- Weaknesses
3- Opportunities
4- Threats
Copyright © 2010 by Sports Career Consulting, LLC