ABSTRACT
This chapter suggests that the quantified SWOT analysis is one of people most valuable marketing planning tools. SWOT Analysis is a method for integrating and cross-analysing all the data people have collected in the market audit, environmental audit, product audit and company audit. From the company audit people know the major strengths and weaknesses of the company. The chapter explores people and their marketing colleagues a mechanism to arrive at a number of marketing decisions. In the market and environmental audits people will have identified several market segments which are potentially viable for their product. In people product audit their have established the actual position of people product in each segment. Thereafter, when people need to update the model or to input some new information so that people can assess the knock-on effects on all the other marketing variables, the task is much easier to complete.
