ABSTRACT
This chapter explains the route from SWOT to marketing mix and discusses the combination analysis, SWOT-matrix working procedure, the marketing mix of retail and the approach through the Store Compass. The preparation of a SWOT begins with the straightforward identification of strengths, weaknesses, opportunities and threats. The second step consists of making the combinations. This is a time consuming matter, because all elements on the list of the first step should be assessed for their possible combination with other elements. The third step consists of elaborating on the combinations, and the translation of the combinations into a manageable terminology. The fourth and final step is to cluster the results to focus areas. The clustering aims at isolating SWOT combinations that deal with specific parts of the policy. The clustering to parts should preferably match the elements of the marketing mix.
