MKT 301: Principles of Marketing

MKT 301 Marketing Plan: SWOT Analysis Example This is a SWOT analysis for a fictitious firm based near our campus called University Express. It provides a shuttle service between the campus and area night spots on Thursday through Saturday evenings. It is new, and is owned and operated by graduates of the University.

INTERNAL

Strengths Weaknesses

Increases student safety Limited experience of management team

Provides economical transportation Low capital reserves

High demand among students High liability

Parental support Driver unreliability

Perceived as being “green”

In each of the cases above, the firm has some, and in many cases a good deal, of control over the issue.

EXTERNAL

Opportunities Threats

DUI laws motivate students to not drive Low barrier to entry

Parents concerned about students driving Students prefer flexibility of their own cars

Peer pressure to party on weekends Limited student budgets

No one wants to be “designated driver” High-volume traffic conditions in targeted areas are unpredictable, impacting promised schedules

Law enforcement DUI task forces (roadblocks, special patrols)

Student perception of the service (it’s not cool, inconvenient)

Bar/club liability

For each of the cases above, the firm has little control regarding the issue; however, the firm can still respond to the issue.