MKT 802 - Advanced Market Planning

This page will be particularly helpful for finding secondary research for the SWOT Analysis section of your Marketing Audit and the Situation Analysis section of the Marketing Plan.

Below, you'll find:

• Where to find information to support your SWOT analysis

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Existing SWOT Analyses are a good starting point for developing your own SWOT analysis. Do not just copy and paste, this is plagiarism. Use multiple sources to develop your own analysis. Here are some strategies for finding existing SWOT analyses.

1. IBISWorld contains SWOT Analysis in its industry reports. These will be broad but helpful for informing you about the larger strengths, weaknesses, opportunities, and threats within your industry.

2. Business Source Complete contains thousands of SWOT analyses. Search your company name followed by SWOT analysis in the search bar. If there are no results, look for a larger company that is similar to the company you've been assigned.

3. GlobalData Explorer contains SWOT analyses for some of the larger companies. Search your company name and look under the left hand side menu to navigate to the SWOT Analysis section. The smaller companies don't always have this section. Try looking for a larger company that is similar to the company you've been assigned.