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Marketing tip of the month

Arnold Fewell
Understand your marketing environment by completing a SWOT analysis

September 2006

Understand your marketing environment by completing a SWOT analysis which identifies Strengths, Weaknesses, Opportunities and Threats.  Strengths and weaknesses are internal to the business and opportunities and threats are external.  A SWOT analysis is a good way to start your marketing plan. 

One thing to bear in mind is that something or someone that you may see as a strength could also be a weakness.  For example you may identify a member of staff who has worked for you for 20 years as a strength, bringing many years experience, knowledge of the business and loyalty.  However they could also be identified as a weakness as they may not be receptive to change in the business. 

Once you have completed your SWOT analysis you need to turn your weaknesses into opportunities for the business and build on your strengths. 



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