Developing a marketing plan consists of five steps. The second step in the process, after developing a mission, is to conduct a situation analysis, using a SWOT analysis. This tool allows firms to assess both the internal environment with regard to its strengths and weaknesses and the external environment with regard to its opportunities and threats. This activity is important because the situation analysis gives marketing managers information to begin developing a marketing strategy.

Recently, a Domino's pizza franchise in southwest Ohio made the strategic decision to stay open for $24$ hours a day. The manager, Steve Martin, made this decision in response to increased demand for Domino's pizza. Other Domino's franchise owners are now considering adopting a similar strategy. In this activity, you will categorize a set of statements regarding activities in the internal and external environments as they relate to Domino's pizza and a potential initiative of staying open $24$ hours a day. The goal of this activity is for you to identify strengths, weaknesses, opportunities, and threats.

Select the most appropriate category of the SWOT Analysis for each statement below.

Domino's has national brand recognition.

Some consumers may be looking for healthier food alternatives.

The Domino's franchise does not have enough staff to cover $24-$hour shifts.

Due to changes in time demands, many Americans are working later and looking for more flexible food options.

Many quick service restaurants are staying open until $2$:$00$ and $3$:$00$ am$.$

The Domino's franchise has never managed inventory for late$-$night capacity. The company is worried about perishable items and delivery of shipments.

The Domino's franchise is located in a major metropolitan area near a college campus.