Editing SWOT analysis (section)

=== Marketing ===
{{Main|Marketing management}}
{{See also|Marketing mix}}
In [[competitor analysis]], marketers can use SWOT analysis to detail and profile the competitive strengths and weaknesses of each competitor in the market. This process may involve analysing competitors' cost structures, sources of profits, resources and competencies, competitive positioning, [[product differentiation]], degree of [[vertical integration]], historical responses to industry developments, among other factors. Relevant [[marketing research]] methods may include:
* [[Qualitative marketing research]] such as focus groups
* [[Quantitative marketing research]] such as statistical surveys
* Experimental techniques such as test markets
* Observational techniques such as ethnographic (on-site) observation

Marketing managers may also design and oversee various [[Market environment|environmental scanning]] and [[competitive intelligence]] processes to help identify trends and inform the company's marketing analysis.

{| class="wikitable"
|+SWOT analysis of the market position of a small management consultancy with a specialism in human resource management<ref name="Armstrong1990">{{cite book |last=Armstrong |first=Michael |url=https://archive.org/details/managementproces0000arms |title=Management processes and functions |date=1990 |publisher=Institute of Personnel Management |isbn=0-85292-438-0 |series=Management studies series |location=London |oclc=21301791 |url-access=registration}}</ref>
|-
! Strengths
! width=25% | Weaknesses
! width=25% | Opportunities
! width=25% | Threats
|- valign=top
| Reputation in marketplace
| Shortage of consultants at operating level rather than partner level
| Well established position with a well-defined market niche
| Large consultancies operating at a minor level
|- valign=top
| Expertise at partner level in HRM consultancy
| Unable to deal with multidisciplinary assignments because of size or lack of ability
| Identified market for consultancy in areas other than HRM
| Other small consultancies looking to invade the marketplace
|- valign=top
|}