For the brand Garmin, Identify and focus on the internal factors (strengths and weaknesses) and external factors (opportunities and threats) derived from the preceding situation analysis that give advantages and disadvantages to the product and firm. At the conclusion of the SWOT, the focus of the marketing plan is to address the strategic focus and competitive advantages to be leveraged in the strategy. Match the strengths with market opportunities to create value for the customers identified in the STP processes from Section 3 of Part 1 of the plan