Recently, a Domino's pizza franchise in southwest Ohio made the strategic decision to stay open for 24 hours a day. The manager, Steve Martin, made this decision about a month ago in response to increased demand for Domino's pizza. Other Domino's franchise owners are now considering adopting a similar strategy. In this activity, you will categorize a set of statements regarding activities in the internal and external environments as they relate to Domino's pizza, and a potential initiative of staying open 24 hours a day. These statements will identify either a Strength, Weakness, Opportunity, or Threat.

Developing a marketing plan consists of five steps. The second step in the process, after developing a mission, is to conduct a situation analysis, using a SWOT analysis. This tool allows firms to assess both the internal environment in regards to its Strengths and Weaknesses and the external environment in regards to its Opportunities and Threats.