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SWOT analysis reveals your strengths, weaknesses, opportunities and threats. It is a good way of summarising your position in each key market segment vis-à-vis your competitors.
Identify the critical success factors for you and your competitors. Give each factor a weighting (out of ten) according to its importance.
Score your business for each factor and multiply the core by its weighting. Then repeat the process for each competitor.
Identify opportunities and threats by brainstorming ideas using two headings:
Market Route Mapping provides specialist business management, retail marketing, product development and staff training for Hospitality, Retail and Tourism in the UK.