12 Jun SITUATION (SWOT) ANALYSIS ASSIGNMENT
Due: 5/10 (no late assignments) – Southwest Airlines
General Description:
Each student is expected to research the internal strengths and weaknesses of the company assignment and its external opportunities and threats. The SWOT analysis should fit on one page, with endnotes following this one page.
Format:
Hard copy.
Include your first and last name, class name and number/section number, date and “Situation (SWOT) Analysis” on a cover page.
Single-spaced, no smaller than Times Roman 10
Use headers and numbered bullet points under headers.
Sub-headers for Strengths and Weaknesses are primarily based on classes in the Business Administration curriculum, such as “Finance” or “Marketing”
Sub-headers for Opportunities and Threats are noted below. See “TIPSES”
Use Tables to create a SWOT. See last page of this document for a Table example.
Use phrases for bullet points. Save sentences for the summaries due in the Case and Group Projects.
Use numbers in place of bullet points.
Research:
-All numbered bullet points require a footnote. In MS Word, insert footnote (then change to endnote, end of section)
-Use hard data as much as possible.
-Use Chicago Turabian (Library Infoguide) format for all footnotes
-Expect to have at least thirty footnotes and roughly ten different sources.
-Most strengths and weaknesses as well as threats can be found on Harvard cases and the company’s 10k.
-Most opportunities and some threats require further research in Passport, IBIS World, Mintel, Hoover, Mintel, and eMarketer.
-Use hard #s as much as possible, including ratios, CAGR, size of target markets, etc. Ratios can also be useful in comparing to competitors.
A Cautionary Note:
External opportunities are not strategies and do not include the name of the company nor any of its products. They are trends.
External Categories:
For external opportunities and threats use a TIPSES framework:
T – trends in technologies (beyond what the company is doing)
I – International cultural and market trends
P – Political and legal trends, such as changes in major laws, regimes, and trade pacts
S- Sociological trends and changing demographics of current and potential target markets
E – Economic trends in inflation, GDP, discretionary income, rise in classes, etc.
S – Sustainability and ethical trends
Grading Criteria:
Criteria Categories Bullet Points within categories usage of facts, figures and ratios Format Citations use of Chicago Turabian citations per Infoguide Quality
A Many Excellent use Correct Excellent use Several key SWOTs noted in all boxes
B Some Very good use Correct Very good use Many key SWOTs noted in all boxes
C Some Good use Mostly correct Good use Some key SWOTs noted in all boxes
D Few Some use Somewhat correct Some use Few key SWOTs noted in boxes
F None or too few Little or no use Not used Some or no use Few or no key SWOTs note in Boxes
Situation “SWOT” Analysis
Strengths Weaknesses
Marketing
Global brand ranking #12[i]
Finance
Revenue growth…..
Opportunities Threats
[i] Cite source here using Chicago Turabian
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