Indicative content:
• SWOT is an accurate assessment of the environment in which the business operates.
• It enables the organisation to identify positive and negative influences.
• The influences can then be separated into internal and external influences e.g. strengths
and threats
• Ethiopian Tourism is unlikely to succeed in gaining more visitors if there are many
threats and weaknesses
• The SWOT is very useful as it can enable the organisation to have a realistic plan before
beginning a campaign and to target the opportunities.
Use level of response criteria:
Level 1 (1–3 marks) At this level, candidates will identify 1, 2 or more valid features of a
SWOT analysis: Strength, Weakness, Opportunity, Threat
Level 2 (4–6 marks) At this level, will explain 1, 2 or more reasons why a SWOT analysis is
suitable.
Level 3 (7–9 marks) At this level, candidates will evaluate the use of SWOT and make a
judgement as to the suitability to reach potential customers. The better answers will have a
reasoned conclusion that SWOT forms part of wider strategy such as market research and
compare with other marketing tools such as PEST, situation analysis and competition audit.