12. SWOT Analysis
Description and Purpose
SWOT (strengths, weaknesses, opportunities, and threats) is a common technique for analyzing and exploring a company’s situation and is often popularly referred to as situation analysis. It guides executives in developing an overall marketplace context for the company.
This technique can be applied to many areas of a company, including products, divisions, and services. It is used to evaluate the fit between a company’s internal resources and capabilities (its strengths and weaknesses) and external possibilities (its opportunities and threats).
The simplicity and ease of using this model have made it a popular technique, particularly for determining a company’s ability to deal with its environment. However, ...
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