? Is the market growing, static, diminishing? What are the
growth trends?
? What is the evidence? What research are you using to
determine market growth?
? How will you address the market if it is growing, static, or
diminishing?
2.2 SWOT Analysis (refer back to Chapter 2 of your Kotler text
for a thorough explanation of a
SWOT analysis)
2.2.1 Strengths – list and describe at least three positive
internal aspects that add value
2.2.2 Weaknesses – list and describe at least three negative
internal aspects that place you at
competitive disadvantage
2.2.3 Opportunities – list and describe at least three
opportunities external to your business that will
lead to your success
2.2.4 Threats – list and describe at least three threats external
to your business that will threaten your
success (e.g., it is common to include unexpected acts of nature,
government and regulatory
concerns, and competition in this section of the SWOT)