25 Need-To-Know Management Models

Chapter 4

SWOT analysis

• Why use it? SWOT analysis provides helpful information for matching resources and capabilities to the competitive environment in which the organisation operates.
• What does it do? A SWOT analysis is a valuable self-assessment tool for management. Comprising four elements – strengths, weaknesses, opportunities and threats – it may appear deceptively simple. In fact, deciding what the strengths and weaknesses of a company are, as well as assessing the likelihood and impact of the opportunities and threats in the external environment, is far more complex than it appears at first sight.
• When to use it? The model can be used as an instrument for devising and selecting strategy, and is applicable in any decision-making ...