Situation or SWOT Analysis

"A detailed marketing plan is needed for each business, product, or brand." Chapter 2, page 56

Strengths:
Chips come in a slightly thick, paper bag so the chips won't be crushed as much as other bags would.
Chips help satisfy random urges of eating throughout the day
Chips are a bit thicker and squared-shape compared to thin, circular chips

Weaknesses:
Requires time to create and make.
There may be people who are allergic to fish or omega 3
May take time to actually get known by everyone since there are already top competitors

Opportunities:
Chips are considered healthy and organic
There's no age group specified but unintentionally, may become popular by people who are in the fish-lovers' group

Threats:
Costs to advertise considering Phileas Fogg's chips are trying to come back from the dead
Competition
Costs to make the chips

"Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives. Weaknesses include internal limitations and negative situational factors that may interfere with the company's performance. Opportunities  are favorable factors or trends in the external environment that the company may be able to explicit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance." Chapter 2, page 55