SWOT analysis is a strategic planning tool used to assess a company's internal strengths and weaknesses, along with external opportunities and threats. It is crucial for business growth, allowing companies like Starbucks and Nike to identify competitive advantages, vulnerabilities, potential growth avenues, and external risks. Regularly updating SWOT analyses can enhance decision-making and brand success.

1. SWOT Analysis
Adam Levine

2. What is SWOT?
● SWOT analysis is a situation planning analysis that helps assess and
identify the internal environment (Strengths and Weaknesses), as well as
the external environment (Opportunities and Threats) of a company or
brand.
● It is the 2nd step in a marketing plan, after defining a business’s mission
and objectives.

3. Why is it Important?
● With the information that is gathered from SWOT analysis, a company
can anticipate and understand change.
● This allows a company to gather appropriate resources to keep their
business running strong.

4. Strengths
● Strengths are things that your organization is good at.
● It is a part of the internal environment.
● Strengths could be qualities that give you a competitive advantage and
distinguishes you from your competitors.

5. Example of Strength
● Starbucks has a number of strengths; two of them are a strong brand
image, and an extensive global supply chain. They are known all over the
world, with 28,218 stores, and have a great reputation.
● Nike is another good example of a company that has many strengths.
Some of their strengths are having great iconic relationships, and a huge
customer base. Nike teamed up with Michael Jordan, which has turned
into a huge strength for them. Nike has stores in 170 countries, resulting in
a vast amount of customers.

6. Weaknesses
● Weaknesses are things that your organization lacks.
● It is important to be honest with yourself and identify these.
● Ask yourself or your company, “What do your competitors do better at
than you?”
● No matter how good a company is run, they at least have a few
weaknesses/ negative attributes.

7. Example of Weakness
● Starbucks, like every company, has multiple weaknesses. One of their
weaknesses are high price points. Some of their drinks on the menu are
priced at almost $6.
● One weakness of Nike is poor working conditions for employees. There are
many articles written that target Nike for forcing employees to work in
unsafe environments, with low wages.
● Weaknesses are things that everyone has, and are forced to deal with.
They can range from little things to big issues.

8. Opportunities
● Opportunities are positive external aspects of an environment.
● They include possible opportunities for business growth and development.

9. Example of Opportunities
● To continue with the example of Starbucks, one of their opportunities
includes partnerships and great relationships with other firms. They have
made an amazing partnership with Spotify, which enables employees of
Starbucks to get a premium membership to Spotify for free. They have
plenty of opportunities to add new partnerships
● Nike, over the years, has extended to get technology to track fitness and
health. They have plenty of opportunities to use their technology to create
new and creative products.

10. Threats
● Threats include anything that can negatively affect your business from
an external aspect.
● Threats are known to limit business potential and performance.
● It is important to think of and anticipate threats to take action against
them before they can hurt the company.

11. Examples of Threats
● One of Starbucks’ weaknesses relates to one of their threats. Other low
costing coffee companies are a big threat to Starbucks. If a person is not a
loyal customer at Starbucks, they might overlook the company because it
is the most expensive.
● Another one of Starbucks’ threats that Nike also struggles with, as well as
many companies, is copying. So many people could take a Starbucks
recipe and/or a Nike clothing item and twist it a little to make it theirs and
sell it for a lower price.
● Negative press about a company is another threat that companies suffer
from, since it is hard to change a customer’s mind about a bad experience.

12. Conclusion
● In conclusion, SWOT analysis is a key tool to use for yourself and/or your
company and should be continually updated as things change.
● SWOT analysis could help you make business decisions that positively
impact you and help your brand or company flourish.
● I used Starbucks and Nike as two great examples throughout this entire
presentation to stay consistent. I also wanted to show behind the scenes
at marketing plans huge corporations created.
● SWOT analysis is a quick step in the marketing planning process, but is
essential to complete!

13. Works Cited
Grewal, Dhruv, and Michael Levy. Marketing. McGraw-Hill, 2021.
Lombardo, Jessica. “Starbucks Coffee Company SWOT Analysis & Recommendations.” Panmore
Institute, 14 Feb. 2019,
panmore.com/starbucks-coffee-swot-analysis#:~:text=In%20the%20SWOT%20analysis%2
0model,quality%20of%20Arabica%20coffee%20beans.
SG. “Nike SWOT 2020: SWOT Analysis of Nike.” Business Strategy Hub, 2 Mar. 2020,
bstrategyhub.com/swot-analysis-of-nike-nike-swot-analysis/.