MKTG 6000: Marketing Strategy

A SWOT Analysis is a tool used in marketing that can be used to identify the strengths, weaknesses, opportunities, 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 Analysis in Marketline Advantage

To find a SWOT Analysis in this database:

1. Type in the company's name in the search box.
2. Select the company to view the company profile.
3. 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.

SWOT Analysis in Business Source Premier

To search for SWOT Analyses in this database:

1. type the company name in the search box, and leave the default AND operator from the drop down menu.
2. In the second box, type in "SWOT analysis", the click Search.
3. On the results page, select the most recent date of SWOT Analysis available for that company.