SWOT Analysis Example (Strengths, Weaknesses, Opportunities, Threats)

A SWOT Analysis Example for a Marketing Action Plan

SWOT Analysis
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Here is a SWOT analysis example (Strengths, Weaknesses, Opportunities, Threats) for a working on developing a . The small business used in this example is a .

(See for details on what SWOT analysis is and how best to use it for .)

SWOT Analysis Example for Delightful Dog Grooming

Purpose: to create a action plan.

(Note that this SWOT analysis example is specifically focused on the marketing of this small business. While a SWOT analysis may be conducted as an overview of a business, they're particularly useful for purposes when they're focused on a specific aspect of a business's operations or as an aid for making decisions - in this case, decisions about how best to market this fictional dog grooming business.)


  • Have many
  • Customer satisfaction - customers do say they like the and give by recommending grooming services to others
  • Do get some walk-in business
  • Mobile grooming van has eye-catching and gives some exposure when performing on-site services


  • Don't pay much attention to marketing – dependent on word-of-mouth and
  • Website purely informational and static
  • Don't have a


  • Take advantage of the increasing popularity of dogs
  • Increasing use of  - place some social media ads
  • Increase the amount of walk-in traffic
  • Local annual Pet Fair
  • Kennel clubs, rescue societies, local SPCA (Society for the Prevention of Cruelty to Animals)


  • Other dog grooming businesses in town, is increasing
  • One dog grooming business has a series of radio ads running and is also running newspaper ads once a week
  • Another competitor has partnered with the local SPCA to host a dog washing and grooming day every few months (by donation to the SPCA)
  • Expense of running media ads

SWOT Analysis:

Do Strengths Open Any Opportunities?

  • As customers say they like services and are willing to recommend them, could create some type of referral reward program to .
  • A for repeat customers could be developed.
  • Could try to increase walk-ins by having an .
  • Consider to a location that would get more walk-in traffic.
  • Look into setting up a booth at the local annual Pet Fair.
  • See if kennel clubs, rescue societies, etc. are interested in partnerships.
  • Increase the use of  and investigate other .

    How Can We Convert Weaknesses to Strengths?

    Looking at opportunities and listed weaknesses, looks like . Instead of just having an informational website, our business could and to try and reach out to old (and new) customers. (Because dogs are so popular, might be helpful to tweet as a dog, e.g. ""Rover" could talk about how regular grooming makes him happy and healthy").  or Instagram might also be good options - pictures of cute pets are very popular.

    Could also pursue setting up ads on various social media platforms. 

    What Do We Have to Do to Use Opportunities?

    • Set up social media business accounts/pages. (Am already familiar with Facebook and Twitter through personal accounts.) Set aside time or assign staff person to update / Twitter accounts. Set up a Pinterest  and/or Instagram account, purchase a camera, and train a staff person to take photos of animals and post images.
    • Learn details about social media advertising, and start regular advertising campaigns.
    • Canvas staff for Facebook contest ideas.
    • Find out details of annual Pet Fair, such as when it runs and how much a booth/table would cost there. (Remember will also have cost/logistics of manning the booth or table, too.)
    • Scout out some possible new business locations. Contact a realtor and ask about a more centralized business location where many people walk their pets.
    • And/or use mobile grooming van strategically - take it out on weekends to popular dog walking trail locations and park it for the afternoon to advertise and attract business.
    • Canvas kennel clubs and dog rescue groups for possible partnership opportunities.
    • Contact window artists for quotes on a window display.
    • Decide on referral discount and customer loyalty schemes and notify existing customers.

      How Do We Best Neutralize Threats?

      Without a bigger , we can’t run competing radio and newspaper . Might be able to off-set the competition's newspaper and radio campaigns through developing our online presence as above and .

      Results of the SWOT Analysis Example: As you see above, this SWOT analysis has created the seeds of an , providing clear direction for how this small business can counter their competitions' marketing efforts and increase their own customer base.

      SWOT Analysis Matrix

      Positive Factors Negative Factors
      Internal Factors Strengths Weaknesses
      External Factors Opportunities Threats