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MKTG 6000: Marketing Strategy: SWOT Analysis

What is a SWOT Analysis?

SWOT Analysis is a tool used in marketing that can be used to identify the strengthsweaknessesopportunities, and threats within an organization, market sector, or industry.

Strengths-what are the strengths of an industry or company?

Weakness-what are the weakness of an industry or company?

Opportunities-what are the areas for potential growth or expansion within a company or industry?

Threats-what factors or risks could jeopardize the success within a company or industry?


SWOT Analyses for specific companies can be found using library databases.

Locating SWOT Analyses in Library Databases

To find a SWOT Analysis in the MarketLine Advantage database, search for the company's name and view the company profile. On the left-hand side of the screen, choose the menu option "SWOT Analysis." Here, you will be able to view a brief overview of the SWOT report. Scroll down for more detailed information. You can also export the SWOT Analysis as a Word Document or a PDF by clicking the "Export Section" option in the upper right-hand corner of the screen.

Starbucks company profile in MarketLine Advantage with SWOT Analysis highlighted in left menu. Export options highlighted on upper right.

To search for SWOT Analyses in Business Source Premier, type the company name in the search box. Ensure that the search box is set to contain the AND operator from the drop down menu. In the second box, type in SWOT analysis. 

EBSCO Business Source Premier search bar with Starbucks typed in first search box. Dropdown menu box set to "AND" operator. Second search box contains term "SWOT Analysis."