1. Continue with your SWOT by considering which limitationsinsidethe company you consider to be its weaknesses. List 2-3 bullet points about these weaknesses, explaining why each might be a problem. Separately, write 2 sentences explaining how you can improve and try to convert these weaknesses into strengths.

2. For your SWOT analysis, look at opportunitiesoutsidethe company that you may be able to exploit by matching them with strengths. Consider what these opportunities mean for competitors, as well. List 2-3 bullet points about these opportunities and how they fit with your firm's strengths.

3. The final element in your SWOT analysis is assessing threatsoutsidethe company that you can try to convert into opportunities. In what ways could these threats change the market or the competitive landscape? List 2-3 bullet points about these threats. Separately, write 2 sentences about possible approaches to minimizing threats or converting them into opportunities.

4. This is a good time to establish your marketing objectives. An objective is quantifiable and measurable, and shows flow from what you have done in your SWOT Analysis. Take a moment to review your SWOT matrix. Think about resources (raw materials, expertise, etc.) the company can access, and the approximate size of the marketing budget. Also think about the potential market for your product and what that means for higher market share, revenue, brand awareness, and other frequently-used measures of marketing success. Draft a series of objectives, stating each clearly, making it measurable, and specifying a time frame. Be sure your objectives make sense in the context of the mission and the company's situation, and the strengths and weaknesses you've identified. Here's an example: "Our company will sell 200 units per week during the first six months after product introduction." Write at least 2 (and as many as 4) specific objectives you will seek to achieve by implementing this marketing plan.