Dialogue 1

A:  We are meeting today to make a SWOT analysis for our company,  based on our performance over the last year.  Just to remind you,  SWOT stands for strengths,  weaknesses,  opportunities,  and threats.  Let's start right from the top.  What do you think about our strengths?

B:  I think our main competitive advantage is the strength of our marketing team and advertising.  We've been able to have a great deal of market penetration and have established a strong presence in the market,  both in sales and in identity. 

A:  I agree,  we've put a lot of emphasis on market development.  That leads directly to our weakness,  I think,  because we have focued heavily on marketing,  we have not made much leeway in product development.  To keep our reputation with consumers,  we need to put more effort into product quality. 

B:  Well,  let's talk about opportunities,  shall we? I think that by focusing on improving our weakness and coming up with a wider range of high quality products,  we can reach even more of a consumer base than we are now.  Because of our status in the market,  if we boosted our product development,  we could dominate the market. 

A:  So what about our threat? Are there any strong competitors out there?

Dialogue 2

A:  Do you agree with the SWOT that came out of our annual review meeting?

B:  I agree with parts of it,  but I just don't think the evaluation of current opportunities is realistic or even viable. 

A:  What do you mean? The report said we could boost our sales by addressing international distribution problems.  You don't think that would work?

B:  No,  I agree solving problems with our import and export side would help to boost revenue,  but I just don't think we could achieve as much as 50% more,  which is what the analysis yielded.  The problems are more complex than the SWOT took into account. 

A:  Do you at least agree with the threat analysis?

B:  Yes,  I think determinig our competitors' strenghts and weaknesses is much more straightforward.  We can list our threats on one hand,  there's Spalding,  Mercid,  and Yaleford.