DO THIS USING NIKE AS THE COMPANY

n the chapter you also learned about the key situation analysis areas of external macrolevel environmental factors, competitive forces, and internal environmental factors that marketing managers must consider in marketing planning. You also saw how this information can be conveniently summarized and portrayed in a SWOT analysis.

1. Using the chapter discussion on situation analysis along with Exhibit 2.10 as a guide, develop a short list of internal strengths and weaknesses and external opportunities and threats. Focus on issues that you believe will be most important to your marketing planning over the next year or so.

2. Exhibit 2.10 suggests that you consider the four different scenario combinations of the SWOT to begin to brainstorm possible strategies. Based on what you know at present, develop one idea for a marketing strategy that might be appropriate for each of the four situational scenario combinations represented in the exhibitthat is, one strategy that uses internal strengths to take advantage of external opportunities you have identified; one strategy that uses internal strengths to avoid external threats you have identified; one strategy that takes advantage of opportunities by overcoming internal weaknesses you have identified; and one strategy that minimizes internal weaknesses and avoids external threats.