Abstract

The tool SWOT is introduced as being one element of the overall Marketing Plan and Planning Process. The companies “Fisherman’s Friend” (FF) and the “Smart Micro Compact Car GmbH” (Smart) are used to illustrate a more or less successful application of the tool. The paper stresses the need for a deliberate consideration and finally determination on Critical Factors for Success which is argued to provide a basis for successful action on the market itself. Main criticism of the SWOT- analysis are outlined and related to both examples.