SWOT, is strength, weakness, opportunities and threats. To conduct a swot analysis and create strategies, one should first figure out ones own companies strength and weakness, from this transit to value chain. Then one figures the opprtunities and threats and transit to find out the five threat areas like, new entrants, markets, regulations, substitutes, government etc;. Now you have two streams of transitions with enough information. Using these two streams one transits to story writing about the whole marketing program something like a case study. Once this is over one transits to create emerging strategies and to a comprehensive strategic plan.
Take a pen and paper and draw out the transitions starting with sw and ot moving to value chain and five threats then both transiting on to story telling and it moving to emerging strategies to strategic plan.