Week 2
(1) Perform a detailed SWOT (Strengths, Weaknesses, Opportunities and Threats)
Analysis.
􀂃 Strengths and Weaknesses stem from internal environment i.e. within the
company. It includes (but not limited to):
o Production costs
o Marketing skills
o Financial resources
o Company/brand image
o Employees capabilities
o Available technology
o Turnover rate
o Limited capacity
􀂃 Opportunities and Threats involved analyzing the external environment i.e.
outside the company. It includes (but not limited to):
o Political / Legal – change in government regulations
o Economic – recession, inflation
o Social – stigma towards certain product
o Technological – advancement in technology or new inventions
o Demographics – change in the demographic landscape e.g. more aging
population
(2) Identify the Target Customer Segment(s) and their Needs / Demands
􀂃 Key segmentation variables & bases:
o Geographic – country, region or climate
o Demographic –......

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Title: My Marketing Project
Approximate Word Count: 291
Approximate Pages: 2 (250 words per double-spaced page)

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