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What is this objective about?
 It’s the process of going over the SWOT analysis of the past year, crossing existing strengths and weaknesses with upcoming opportunities and threats - as shown in Table 24,
and locating relevant marketing objectives > learn more
| TOWS matrix |
Strengths
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Weaknesses
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| Opportunities |
SO
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WO
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| Threats |
ST
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WT
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Table 24
A practical tip!
In order to be able to turn weaknesses into feasible opportunities (WO), which is the most challenging category, creativity is required. If you know right-brain people, especially if you are a left-brain person, try to involve them in the process of ideation, generating ideas on how to turn existing weaknesses into marketing-oriented opportunities. Try to use closed-end methodologies such as the SCAMPER technique.
Selected "quotes" from
sample marketing plans
Next tourism season, we would highlight the restaurant as a "family-size Mediterranean-atmosphere tavern" in order to address the inconvenient lack of space (33 square meters, excluding back of the house) in a positive manner.
Lebanese restaurant, Seattle, USA
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> more tools
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What can you write in YOUR marketing plan?
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We have extracted the following marketing objectives, based on the SWOT analysis, as follows...
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The next objective in your marketing plan
>> Position and perceptual gaps
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