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Creating a Marketing Plan

Need to write a marketing plan? This guide will offer tips and link you to resources such as books, articles and website to get you started.

SWOT Analysis

What is a SWOT Analysis?

An internal and external environmental scan: Strengths & Weaknesses (internal), Opportunities & Threats (external).

Sources for SWOT Analyses

You can use the databases below to find SWOT Analyses which have already been created for various companies. Typically, the SWOT Analyses found in these databases are for larger companies, but they may provide a good jumping-off point for your own.


Business Source Complete Icon





Creating a SWOT Analysis

If there isn't a SWOT analysis from the sources above, you can do your own SWOT analysis by collecting information from multiple sources, such as company profiles, industry & market information, and news.  

If you are doing a SWOT analysis on a private company, here are some suggestions:

  • Interview the company, if possible. Call and ask politely, stating that you are a student researching the company for a class. Most of the "internal information" (e.g., HR practices) of small private firms is highly unlikely to be available in secondary sources, so talking with the company may be the only way to obtain this information.
  • Explore the company website and consider the following:
    • What kind of service/product do they provide?
    • What kind of customer needs are they meeting?
    • Are they meeting these needs better than their competitors, at a better price?
  • Take a look at their competitors (you can find them through ReferenceUSA or LexisNexis) 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)?

See the environmental scan page for more information:

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