the SWOT Analysis Marketing Plan

For each of the four parts of the SWOT Analysis, at least four factors are required; however, more may be
needed depending on the product or service. Part of the grade will depend on how well the critical SWOT
factors are addressed. Bullets may be used, but grammar, punctuation, and spelling will count.
Submit the Marketing Plan: SWOT Analysis to the Assignment box no later than Sunday 11:59 PM
EST/EDT of Module 3. (This Assignment box maybe linked to Turnitin.)
Criteria A B C D F
Punctuality On time. 10% for each day. 10% for each day. 10% for each day. 10% for each day.
Grammar
One-point deduction
for each error in
APA, grammar,
spelling, or
punctuation.
One-point deduction
for each error in
APA, grammar,
spelling, or
punctuation.
One-point
deduction for each
error in APA,
grammar, spelling,
or punctuation.
One-point
deduction for each
error in APA,
grammar, spelling,
or punctuation.
One-point
deduction for each
error in APA,
grammar, spelling,
or punctuation.
Length
Full points for
meeting the length
requirement.
10-point deduction
for 75%.
30-point deduction
for 50%.
40-point deduction
for 25%.
50-point deduction
for less than 25%.
Content
Full points for fully
meeting the content
requirements.
10-point deduction
for 75%.
20-point deduction
for 50%.
30-point deduction
for 25%.
40 points and up
for missing content
beyond 25% of
what is required

MKT 301
Marketing Plan: SWOT Analysis Example
This is a SWOT analysis for a fictitious firm based near our campus called University Express. It provides
a shuttle service between the campus and area night spots on Thursday through Saturday evenings. It is
new, and is owned and operated by graduates of the University.
INTERNAL
Strengths Weaknesses
Increases student safety Limited experience of management team
Provides economical transportation Low capital reserves
High demand among students High liability
Parental support Driver unreliability
Perceived as being “green”
In each of the cases above, the firm has some, and in many cases a good deal, of control over the issue.
EXTERNAL
Opportunities Threats
DUI laws motivate students to not drive Low barrier to entry
Parents concerned about students driving Students prefer flexibility of their own cars
Peer pressure to party on weekends Limited student budgets
No one wants to be “designated driver” High-volume traffic conditions in targeted areas are
unpredictable, impacting promised schedules
Law enforcement DUI task forces (roadblocks,
special patrols)
Student perception of the service (it’s not cool,
inconvenient)
Bar/club liability
For each of the cases above, the firm has little control regarding the issue; however, the firm can still
respond to the issue.