You will be responsible for selecting a company, product, and/or service. In order to do this analysis properly, you must also look at the competitors. Upon doing enough marketing research, you should be able to calculate out the strengths, weaknesses, opportunities and threats. Remembering that strengths differ from opportunities based on internally be able to control them or not, and the same hold true for weaknesses and threats. Once you have been able to identify these variables in depth, the student will be responsible for converting the weaknesses to strengths and the threats to opportunities. You will illustrate how by matching the strengths to opportunities, you come up with a competitive advantage. It is through this type of strategy that the student will identify how marketing is the driving force of all business. On the average, the SWOT Analysis is between 5-7 pages, typed written, double spaced, 12 pt. font. PLEASE REMEMBER DOING THIS EXERCISE IS ABOUT DEVELOPING AN ADEQUATE STRATEGY. IT IS NOT SUFFICIENT JUST TO REPORT A LIST. We must articulate beyond and build strategy to make key decisions. Please refer to the S.W.OT Analysis Structure Handout when writing up your S.W.O.T. Analysis.