Paper Three: SWOT,
Target Market,
Positioning
MKTG 241
Due: March 8, 2012
25 points

Strengths, Weaknesses,
Opportunities and Threats
◦ Conduct a SWOT Analysis – using data from
environmental, competitive and customer
analysis
◦ Outline your conclusions and implications for
your marketing strategy
Paper Three: SWOT, Target
Market(s) and Positioning
SWOT Analysis
Internal to your
business
Strengths
External to your
business
Opportunities
Weaknesses
Threats

Target Market Description and Analysis
◦ Identify and describe your target market segment(s)
using segmentation variables.
◦ Size and growth rate: What are the important and
potentially important submarkets? What are their size
and growth characteristics? What are the driving forces
behind sales trends?
◦ Profitability: For each major submarket or target
market, consider: 1) is the segment likely to be
profitable? 2) How intense will be the competition be? 3)
How attract will this market be now and in the future?
◦ Cost Structure: What are the major costs and valueadded components required for the market?
◦ Distribution systems: What distribution channels are
needed to address the market?
◦ What are the trends in the market?
◦ What are the key success factors for the market?

Marketing Strategy
◦ Marketing objectives and relationship to overall
corporate (or enterprise) objectives
◦ Identify key strategies issues such as:
 Value proposition and competitive advantage
 Positioning relative to the competition