Welcome to "Create Your Ow

This Excel template is designed for you to create a detailed summ

Please note that there is an "how to use" video ava

For any questions, please email me at: geoff@marke

Copyright 2020 [Link].

Please work through the below tabs in sequence… start with Strengt
 ate Your Own SWOT"
eate a detailed summary SWOT table within minutes

ow to use" video available at the Marketing Study Guide

me at: geoff@[Link]

[Link]

… start with Strengths, then to Weaknesses, and so on…

STEP 1 - Choose POSSIBLE Strengths to Include
Remember that you will have the chance to edit your selecti
Or add your own wording at the bottom of this pre-s
Ideally you should aim to choose 10-20 strengths - add more now, p

CAPABILITY-BASED
Ability to leap-frog competitor's technology
Ability to predict future trends
Access to a customer database
Adaptive to change
Good identifier of market insights
Effective new product development process
Effective use of marketplace data
Efficient logistics system
First-mover skills
Good speed-to-market
Good understanding of the market
High marketing effectiveness
High service levels
Highly agile
Highly automated systems
Highly innovative
IT/software expertise
Low-cost logistics system
Manufacturing expertise
Ongoing patent protection
Ownership of key patents
Propriety market modelling
Propriety software
Sophisticated marketing-mix models
Strong R&D expertise and team
Strong technical expertise
Successful international expansion
Valuable customer database information
FINANCIALLY-BASED
Beneficial economies of scale
Consistent growth in revenue
Easy access to capital and funding
Highly cost efficient
High profit margins
Low cost structure
Relatively low cost of capital
Solid financial reserves
Stable cash flows
Strong profitability levels
 CULTURE-BASED
Effective sales and service culture
Focus on internal marketing
Good corporate culture
High quality staff
Highly motivated staff
Low staff turnover
Staff flexibility
Strong service levels
Strong staff skills and expertise
Team-based culture
CUSTOMER-BASED
Attracting many new customers
Clear segments targeted effectively
Clear brand personas identified
Clear value proposition
Close to the customer
Effective CRM program
Effective niche marketer
Good fit to customer's needs
Good understanding of the customer journey
Great customer experience delivered
Growing customer lifetime values
High level of customer loyalty
High levels of customer satisfaction
High share of target markets
Stable customer expectations
Strong customer relationships
Strong market share
Strong net promoter scores
Strong overall customer equity
Strong share-of-customer
Targeting price inelastic markets
PRODUCT-BASED
Broad product range
Clearly differentiated products
Easy-to-use products
Great value products
High quality products
No real product gaps
Product leadership
Successful product line extensions
Superior product design
Unique product features
MARKETING-BASED
Analytical marketing approach
Attractive store design/layout
Broad sales area coverage
 Clear market positioning
Clear marketing strategy
Clearly defined and successful strategy
Continued strategic success
Customer-centric strategy
Easily able to generate publicity
Global coverage and reach
Good local market knowledge
Highly convenient locations
Highly effective sales team
In markets with stable price levels
Interesting and engaging marketing communications
Large sales team
Lots of key locations
Multi-channel success
Ongoing marketing success
Operating in growing markets
Proven track-record of performance
Reaching emerging market segments
Strong relationships with influencers
Strong value proposition
Success in entering new markets
BRAND-BASED
Able to charge a price premium
Broad market appeal
Clear brand associations
Clear positioning
Consumer "love" for the brand
Growing brand equity
High brand awareness
Perceived as the market leader
Positive attitudes to the brand
Seen as having strong corporate social responsibility
Strong brand consistency
Strong brand equity
Strong international brand
Strong market share
Successful brand extensions
Successful multi-brand strategy
Usually the preferred brand
DIGITAL-BASED
Digital marketing expertise
Easy-to-use apps
Engaging website
High ratings on review websites
Lots of social media likes/followers
Online advertising expertise
Strong relationships with online "influencers"
 Strong relationships with media
Strong social media engagement
Success in creating engaging online content
Success with online comparison websites
Successful online sales channel
CHANNEL-BASED
Broad channel access
Effective online channels
Established strategic alliances
Good bargaining power with retailers
Good bargaining power with suppliers
Good outsourcing partnerships
No channel conflict
Sought after channel partner
Strong franchisee relationships
Strong retailer relationships
Strong supplier relationships
Well regarded in the industry
COMPETITOR-BASED
Cost leadership advantage
Limited competitive set
Limited emerging new entrants
Limited price-based competition
Limited substitute competitive products
Recent acquisition of key competitors
Significant barriers to entry to the market
Stable competitive landscape
Weak existing competitors
ADD YOUR OWN STRENGTHS (or wording)
ngths to Include in Your SWOT
ance to edit your selections in Step 5
he bottom of this pre-set list
ngths - add more now, prioritize them later
Include in SWOT? (Yes/No)

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1 1 Ability to predict future trends
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2 2 Low cost structure
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3 3 Attracting many new customers
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4 4 Easy-to-use products
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5 5 Attractive store design/layout
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6 6 Interesting and engaging marketing communication
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7 7 Lots of social media likes/followers
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keting communications
 STEP 2 - Choose POSSIBLE Weaknesses to Include
Remember that you will have the chance to edit your selections
Or add your own wording at the bottom of this pre-set li
Ideally you should aim to choose 10-20 weaknesses - add more now, pri

CAPABILITY-BASED
A high-cost logistics system
A market follower
Being a market laggard
Ineffective new product development process
Inefficient logistics system
Limited ability to keep up with technology
Limited access to marketplace data
Limited customer database information
Limited IT/software expertise
Limited marketing effectiveness
Limited ownership of key patents
Limited R&D expertise and team
Limited time for patent protection
No access to propriety software
No real ability to identify market insights
No use of marketing-mix models
Poor customer database information
Poor manufacturing expertise
Poor service levels
Poor speed-to-market
Poor understanding of the market
Reliance on generic market modelling
Reliance on manual systems
Resistance to change
Slow to change and adapt
Unable to truly understand where the market is heading
Unsuccessful international expansion/s
Weak technical expertise
FINANCIALLY-BASED
Difficult to access to capital and funding
Fluctuating cash flows
High cost of capital
High cost structure
No growth in revenue
No real economies of scale
 Poor cost efficiencies
Tight profit margins
Weak financial reserves
Weak profitability levels
CULTURE-BASED
High staff turnover
Inflexible staff structure
Limited staff skills and expertise
Mixed quality staff
No consideration of internal marketing
No real sales or service culture
Poor corporate culture
Poor service levels
Silo-based culture
Under-performing sales teams
Unmotivated staff
CUSTOMER-BASED
Declining net promoter scores
High level of customer turnover
Limited market share
Limited niche marketing success
Limited number of new customers
Limited overall customer equity
Low levels of customer satisfaction
No clear segments targeted
No real sense of the target consumer
No structured CRM program
No understanding of the customer journey
Not meeting changing consumer needs
Not overly close to the customer
Poor customer experience provided
Poor overall fit to customer's needs
Poor share of target markets
Poor share-of-customer
Reducing customer lifetime values
Targeting price elastic markets
Vague value proposition
Weak customer relationships
PRODUCT-BASED
Imitative product design
Limited product range
Low quality products
Low value products
Many product gaps
No distinct product features
 Products seen as hard-to-use
Seen as a product follower
Undifferentiated products
Unsuccessful product line extensions
MARKETING-BASED
Awkward locations
Cannot access emerging market segments
Continued strategic failures
Creative marketing approach only
Difficult to generate publicity
Fluctuating marketing success
Limited access to key locations
Limited engagement from marketing communications
Limited sales area coverage
Limited strategy success
No global access or reach
No strong relationships with influencers
Operating In declining markets
Operating in markets with fluctuating prices
Poor market knowledge
Product-centric strategy
Recent failures in entering new markets
Reliant on one main channel
Small sales team
Uncertain marketing strategy
Unclear market positioning
Underperforming sales team
Up and down track-record of results
Weak overall value proposition
BRAND-BASED
Declining brand equity
Have to price under the market
Limited market appeal
Low brand awareness
Many negative attitudes to the brand
No clear brand associations
No consumer connection to the brand
No international brand awareness
Perceived as a me-too player
Recent failed brand extensions
Reliance on a single brand
Seen as being disinterested in corporate social responsibility
Seen as having a inconsistent brand
Unclear positioning
Usually the substitute brand only
 Weak brand equity
Weak market share
DIGITAL-BASED
Limited online advertising experience
Limited social media success
No company app
No experience with online comparison websites
No expertise in creating engaging online content
No real relationships with online "influencers"
No/poor online sales channel
Poor ratings on review websites
Poor social media engagement
Relatively new to digital marketing
Static website
Weak/no relationships with media
CHANNEL-BASED
An unappealing channel partner
Awkward franchisee relationships
Ineffective online channels
Limited channel access
No use of strategic alliances
Poor retailer relationships
Poor supplier relationships
Poor/no outsourcing partnerships
Poorly regarded in the industry
Significant channel conflict
Weak bargaining power with retailers
Weak bargaining power with suppliers
COMPETITOR-BASED
Broad competitive set
Cost disadvantage
Dynamic competitive landscape
Losing acquisition opportunities to key competitors
Low barriers to entry to the market
Many emerging new entrants
Many substitute competitive products
Significant price-based competition
Strong existing competitors
ADD YOUR OWN WEAKNESSES (or wording)
nesses to Include in Your SWOT
ance to edit your selections in Step 5
he bottom of this pre-set list
nesses - add more now, prioritize them later
Include in SWOT? (Yes/No)

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1 1 High cost of capital
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2 2 Limited overall customer equity
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STEP 3 - Choose POSSIBLE Opportunities to Include in
Remember that you will have the chance to edit your selections in
Or add your own wording at the bottom of this pre-set list
Ideally you should aim to choose 10-20 opportunities - add more now, prior

CAPABILITY-BASED
Become a first-mover in an emerging markets
Build our IT/software expertise
Create appropriate outsourcing partnerships
Data mining of our customer database
Develop propriety software
Develop strategic alliances
Improve our analytical marketing capabilities
Improve our manufacturing expertise and experience
Leap-frog competitor's technology
Leverage our big data
Leverage our superior logistics system
Streamline our internal processes
Use automation to improve performance
CULTURE-BASED
Develop a customer relationship culture
Develop a high service culture
Develop an innovation culture
Further develop our sales/service team
Recruit more high quality staff
Shift from silos to a team-based culture
Use automation to fine-tune staffing levels
Use cross-functional teams to develop new products
Use cross-functional teams to streamline processes
Use high quality employees to cross-train other staff
FINANCIALLY-BASED
Generate license revenue streams from key patents
Increase margins across-the-board
Increase margins for our patent-protected products
Pursue greater economies of scale
Raise capital funding to invest in new ventures
Work to generate cost efficiencies
CUSTOMER-BASED
Attract new customers through special offers
Build stronger customer relationships
Develop a clearer value proposition
 Develop and implement a CRM program
Develop and implement a loyalty program
Develop and target clear brand personas
Focus on growing share-of-customer
Grow customer loyalty/retention
Grow market share to become the market leader
Improve offering to increase customer satisfaction scores
Improve offering to increase net promoter scores
Improve the overall customer experience
Increase customer loyalty
Map out and target the steps in the customer journey
Modify marketing mix to better fit to customer's needs
More effectively manage customer expectations
Shift to a customer-centric marketing outlook
Target more price inelastic markets
Target niche markets
PRODUCT-BASED
Add increased product augmentation
Add more product line extensions
Broaden our product range to offer multiple price points
Broaden our product range to target new segments
Broaden our product range to eliminate product gaps
Build product value to increase unit margins
Develop break-through new products
Develop higher quality products to target new segments
Develop new products for international markets
Develop products for the global market
Develop products to target key segments
Expand our product mix
Extend our brand into new areas (brand extension)
Identify and pursue relevant market gaps
Improve overall product quality product design
Improve product quality
Introduce low-cost products under a new brand name
Introduce new products faster than competitors
Modify marketing spend towards digital marketing
More clearly differentiate our product offering
Rationalize and simplify our product range
Reposition weaker products
Streamline product features to reduce costs
Supply private label brands for key retailers
Tailor products to better fit consumer needs
Unique product features/design
MARKETING-BASED
Broaden our geographic reach
 Build relationships with influencers
Compete less on price
Compete more on price
Conduct more marketing experiments
Develop a clearer marketing strategy and direction
Develop marketing-mix models
Develop relationships with media outlets
Expand internationally
Expand our number of stores/outlets
Improve our overall market positioning
Leverage our market insights
Redesign our key stores/outlets
Shift to more high-traffic locations
Strengthen/clarify our value proposition
Target high growth markets
BRAND-BASED
Acquire a competitor's successful brand
Build online engagement with our brand
Build our brand awareness
Build our brand internationally
Charge a greater price premium
Create/build "consumer love" for our brand
Develop a new brand
Improve attitudes towards our brand
Increase our corporate social responsibility image
Position our brand as the market leader
Pursue co-branding opportunities
Reposition our brand
Utilize key sponsorships to broaden our brand
Utilize more brand extensions
Utilize publicity to help build our brand
DIGITALLY-BASED
Advertise on online comparison websites
Build an online sales channel
Build/acquire digital marketing expertise
Create more interesting (and viral) videos
Creating more engaging social media content
Develop relationships with online "influencers"
Expand our use of social media platforms
Improve overall social media engagement
Increase level of online advertising
Increase website engagement
Introduce an app
Target review websites for better ratings
Use campaigns to gain more social media followers
 CHANNEL-BASED
Expand geographic reach
Expand number of retailers
Expand our number of channels
Leverage bargaining power with retailers
Leverage bargaining power with suppliers
Move to a franchisee model
Shift our channel focus to a more online emphasis
Work closer with key channel partners
COMPETITOR-BASED
Acquire key competitors
Aggressively challenge new players
Aggressively challenge substitute offerings
Under-price in order to attack competitors
Use channel relationships to defer new competitors
Use low price points to target specialist competitors
Use media announcements to defer new competitors
MACRO-ENVIRONMENT-BASED
Become a disruptive innovator
Demand for home delivery services
Develop environmentally-friendly products
Google algorithm changes
Government de/regulation
Government subsidies/incentives
Introduce new, modern technology and/or systems
Leverage improving economic conditions
Lobby the government for improved legislation
Low inflation outlook
Promote an "environmentally-aware" corporate image
Rapid technological change
Shared-economy services
Shift to online shopping
The gig economy
Use environmental issues to reduce our cost structure
ADD YOUR OWN OPPORTUNITIES (or wording)
ortunities to Include in Your SWOT
chance to edit your selections in Step 5
at the bottom of this pre-set list
ortunities - add more now, prioritize them later
Include in SWOT? (Yes/No)

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4 4 Charge a greater price premium
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5 5 Increase level of online advertising
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o reduce costs
 STEP 4 - Choose POSSIBLE Threats to Include in Yo
Remember that you will have the chance to edit your selections in
Or add your own wording at the bottom of this pre-set list
Ideally you should aim to choose 10-20 threats - add more now, prioritiz

CAPABILITY-BASED
Becoming a market laggard or a me-too player
Being leap-frogged by competitor's technology
Being too slow to adapt to change
Declining profits as patents run-off
Deteriorating strategic alliances
Enterprise bargaining issues
High staff turnover
Impact of logistical inefficiencies
Inexperienced staff
Inflexible internal processes
Limited internal marketing
Our business model becoming outdated
Over-reliance on manual systems
Poor service culture
FINANCIALLY-BASED
Ability to meet cash flow requirements
Declining unit margins
High debt levels reducing profit potential
Increased operating/technology costs
Limited profit levels
Poor profitability leading to higher cost of capital
Rising fixed costs
Slower growth due to poor profitability
Slower growth due to the inability to raise funds
CUSTOMER-BASED
A disconnected, and less loyal, customer base
Changes in consumer spending patterns
Consumers becoming more demanding
Consumers becoming more price sensitive
Consumers not buying product line extensions
Declining share-of-customer
Geographic shifts by consumer markets
Losing key/valuable customers
Loss of a key customer account
Lost of market share
 Reaching market saturation
Shift to an experience economy
Significant change in consumer behavior
Weakening customer relationships
Weakening customer satisfaction
PRODUCT-BASED
Becoming a me-too player, due to product mix
Decline stage of the product life cycle
Failed brand extensions
Lost of unique product features
New products cannibalizing our existing sales
Possible new product failures
Products becoming outdated
Too slow in the development of new products
MARKETING-BASED
Becoming overly price competitive
Being too ethnocentric
Excessive cost of big data
Expensive CRM program
Inability to grow the customer base long-term
Increased market fragmentation
Increased media fragmentation
Limited success in creating engaging content
Loss of market share
Ongoing weak social media engagement
Poor marketing efforts damaging our brand
Poor marketing ROI
Poor publicity in the media
Poor ratings on review websites
Weakening value proposition
BRAND-BASED
Adverse media attention
Being perceived as slow and outdated
Brand damage due to "viral" videos
Brand damage due to media stories
Falling brand awareness
Limited corporate social responsibility brand image
Negative attitudes to the brand
Organized consumer lobby groups
Perceived brand inconsistency
Poor brand fit to international markets
Poor/negative publicity
Potential new product failures damaging our brand
Product recalls and brand damage
Unclear positioning
 Vague brand associations
Weakening brand equity
CHANNEL-BASED
Deteriorating franchisee relationships
Increase in supplier costs
Loss of a key retailer/channel
Loss of a key supplier
Retailers not accepting our product line extensions
Untenable channel conflict
Weak bargaining power abused by retailers
Weak bargaining power abused by suppliers
Weakening retailer relationships
Weakening supplier relationships
COMPETITOR-BASED
Aggressive price cutting
Being challenged by well-funded start-ups
Being outperformed by data-driven competitors
Being under-priced by more efficient competitors
Competitor's acquisitions/mergers program
Competitors introducing better/improved products
Competitors introducing break-through new products
Competitors more able to diversify income streams
Competitors providing more "value add"
Competitor's strengthening their brand
Competitors targeting our product gaps
Competitors targeting our key customers/segments
Cost leadership advantage
Disruptive new competitors
Fast growing competitors
Growing competitive set
Highly-financed competitors being able to grow faster
Industry price-war
IT-savvy competitors gaining more efficiencies
Many emerging new entrants
More aggressive competitor behavior
More efficient competitors, competing on price
More insightful competitors outperforming us
New international competitors emerging
MACRO-ENVIRONMENT-BASED
Breach of data/privacy issues
Declining economic conditions
Disruptive innovation
Disruptive technology
Economic downturn
Foreign exchange risk
 Google algorithm changes
Government de/regulation
Growing natural environmental concerns
Hacking/lost of data
High levels of inflation
High levels of unemployment
Shift to home delivery
Increase in commodity prices
Increased corporate tax rates
Oil/energy costs
Online fraud
Potential political instability or government change
Product piracy
Rapid technological change
Shared-economy services
Shift to online shopping
Terrorism and impact
The gig economy
Uncertain market conditions
Global health issues
ADD YOUR OWN THREATS (or wording)
hreats to Include in Your SWOT
chance to edit your selections in Step 5
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hreats - add more now, prioritize them later
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 Step 5
On this page you will choose up to 20
items per box to include in your SWOT
Also chose the order they will be placed in
Duplicated numbers will NOT be included, check for RED text

List of Strengths Selected

Number of strengths initially selected = 7
Ideally you should aim to choose 10-20 strengths. Do not Place in order from
number the items you no longer wish to include. 1 to 20

1 Ability to predict future trends 1

2 Low cost structure 2
3 Attracting many new customers 3
4 Easy-to-use products 4
5 Attractive store design/layout 5
6 Interesting and engaging marketing communications 6
7 Lots of social media likes/followers 7
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 List of Weaknesses Selected
Number of weaknesses initially selected = 3
Ideally you should aim to choose 10-20 weaknesses. Do not Place in order from
number the items you no longer wish to include. 1 to 20

High cost of capital 1

Limited overall customer equity 2
Limited product range 3
 List of Opportunities Selected
Number of opportunities initially selected = 6
Ideally you should aim to choose 10-20 opportunities. Do not Place in order from
number the items you no longer wish to include. 1 to 20

Develop a customer relationship culture 1

Improve product quality 2
Streamline product features to reduce costs 3
Charge a greater price premium 4
Increase level of online advertising 5
Shared-economy services 6
 List of Threats Selected
Number of threats initially selected = 4
Ideally you should aim to choose 10-20 threats. Do not Place in order from
number the items you no longer wish to include. 1 to 20

Competitor's strengthening their brand 1

Fast growing competitors 2
Economic downturn 3
Global health issues 4
1 Ability to
2 Low cost s
3 Attractin
4 Easy-to-us
5 Attractive
6 Interestin
7 Lots of soc
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1 High cost o1 Develop a 1 Competitor's strengthening their brand
2 Limited ov2 Improve pr2 Fast growing competitors
3 Limited pr3 Streamline3 Economic downturn
0 4 Charge a g4 Global health issues
0 5 Increase le0
0 6 Shared-ec0
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 SWOT Analysis for
Strengths
1 Ability to predict future trends
2 Low cost structure
3 Attracting many new customers
4 Easy-to-use products
5 Attractive store design/layout
6 Interesting and engaging marketing communications
7 Lots of social media likes/followers
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Opportunities
1 Develop a customer relationship culture
2 Improve product quality
3 Streamline product features to reduce costs
4 Charge a greater price premium
5 Increase level of online advertising
6 Shared-economy services
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18
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Template by [Link]
 Weaknesses
High cost of capital
Limited overall customer equity
Limited product range

Threats
Competitor's strengthening their brand
Fast growing competitors
Economic downturn
Global health issues
by [Link]
Enter Name of
Firm
 Copy/paste your Final SWOT
here to edit if needed

1
Use Paste as Values, so you
can edit 2
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/[Link]/free-swot-maker-using-excel/
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 SWOT Analysis for Nescafe
Strengths
Ability to predict future trends
Low cost structure
Attracting many new customers
Easy-to-use products
Attractive store design/layout
Interesting and engaging marketing communications
Lots of social media likes/followers

Opportunities
Develop a customer relationship culture
Improve product quality
Streamline product features to reduce costs
Charge a greater price premium
Increase level of online advertising
Shared-economy services
Template by [Link]
Analysis for Nescafe
Weaknesses
High cost of capital
Limited overall customer equity
Limited product range

Threats
Competitor's strengthening their brand
Fast growing competitors
Economic downturn
Global health issues
by [Link]