Situation/SWOT Analysis

"The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats." (Page 55, Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing).  "The main section of the plan presents a detailed SWOT analysis of the current marketing situation as well as potential threats and opportunities." (Page 55, Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing).