SWOT ANALYSIS

MKT 228 Milestone Two Guidelines and Rubric Summary A SWOT analysis is an internal document used to identify and explain your strengths, weaknesses, opportunities, and threats. The most critical aspect of the SWOT analysis is for a retailer to determine its unique characteristics in terms of its strengths and weaknesses as compared to its competition. A strengths and weaknesses analysis indicates how well the business can seize opportunities (items the business has control over) and avoid harm from threats (items the business has NO control over) in the environment. The following two tables provide a visual representation of SWOT. The analysis is a detailed summary of each category. Students are required to submit both a chart summarizing the SWOT as well as a detailed analysis (narrative). Guidelines Specifically include one the following charts, with appropriate answers:

Format: Milestone Two must follow these formatting guidelines: double spacing, 12-point Times New Roman font, 1-inch margins, and appropriate citations (retailer’s website, social media sites, product review pages, etc.). Page length requirements: one page for chart, two to three pages for analysis; use more if appropriate or needed. Two resources are required with this submission.

Instructor Feedback: Students can find their feedback in the Grade Center. This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. For more information, review these instructions.

Rubric Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

SWOT Chart

Provides a clear, concise summary (in a chart) of the retailer’s strengths, weaknesses, opportunities, and threats that clearly shows the unique characteristics of the retailer

Includes a summary (in a chart) of the retailer’s strengths, weaknesses, opportunities, and threats and uses appropriate examples for each section

Includes a summary (in a chart) of the retailer’s strengths, weaknesses, opportunities, and threats; however, chart is not comprehensive and does not capture the key characteristics of the retailer

Does not include a summary (in a chart)

30

SWOT Analysis: Strengths

Meets “Proficient” criteria and cites clear and relevant examples to illustrate the strengths of the retailer

Contains a well-developed narrative providing retailer- specific details regarding each of the strengths of the retailer

Contains a narrative providing retail-specific details, but does not explain how the details are strengths

Does not include a narrative on strengths

15

SWOT Analysis: Weaknesses

Meets “Proficient” criteria and cites clear and relevant examples of weaknesses of the retailer

Contains a well-developed narrative providing retailer- specific details regarding each of the weaknesses of the retailer

Contains a narrative providing retail-specific details, but does not explain how the details are weaknesses

Does not include a narrative on weaknesses

15

SWOT Analysis: Opportunities

Meets “Proficient” criteria and cites clear and relevant examples of opportunities of the retailer

Contains a well-developed narrative providing retailer- specific details regarding each of the opportunities of the retailer

Contains a narrative providing retail-specific details, but does not explain how the details are opportunities

Does not include a narrative on opportunities

15

SWOT Analysis: Threats

Meets “Proficient” criteria and cites clear and relevant examples of threats of the retailer

Contains a well-developed narrative providing retailer- specific details regarding each of the threats of the retailer

Contains a narrative providing retail-specific details, but does not explain how the details are threats

Does not include a narrative on threats

15

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

10

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