Marketing Plan Worksheet Template Page 8
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13E.
The SWOT Matrix
Strengths:
Opportunities:
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Weaknesses:
Threats:
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F.
Matching, Converting, Minimizing, and Avoiding Strategies
Describe ways that the firm can match its strengths to its opportunities to create
capabilities in serving customers' needs.
Can the firm convert its weaknesses into strengths or its threats into opportunities?
If not, how can the firm minimize or avoid its weaknesses and threats?
Does the firm possess any major liabilities (unconverted weaknesses that match
unconverted threats) or limitations (unconverted weaknesses or threats that match
opportunities)? If so, are these liabilities and limitations obvious to customers?
Can the firm do anything about its liabilities or limitations, especially those that
impact the firm's ability to serve customers' needs?
IV.
Marketing Goals and Objectives
A.
Marketing Goal A: __________________________________________________
Objective A1: ______________________________________________________
Specific and measurable outcome:
Time frame:
Responsible unit/person:
Objective A2: ______________________________________________________
Specific and measurable outcome:
Time frame:
Responsible unit/person:
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