SWOT Analysis


A scan of the internal and external environment is an important part of the strategic planning process. This concept describes SWOT analysis and discusses its strengths and weaknesses.

Technique Overview

SWOT Analysis Definition

SWOT is a technique for analysing the internal and external environments of an organisation through the identification and assessment of its strengths, weaknesses, opportunities, and threats (SWOT). SWOT analysis entails a distillation of the findings of an internal and external audit that draws attention, from a strategic perspective, to the critical organisational strengths and weaknesses and the opportunities and threats facing the organisation (Kotler and Armstrong, 2011).

SWOT Analysis Description *

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Business Evidence

SWOT Analysis Strengths *

SWOT Analysis Weaknesses *

Examples of SWOT Analysis *

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Business Application

SWOT Analysis Implementation *

Success Factors of SWOT Analysis *

Measures of SWOT Analysis *

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Professional Tools

SWOT Analysis Videos *

SWOT Analysis Downloads *

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Further Reading

SWOT Analysis Web Resources *

SWOT Analysis Print Resources *

SWOT Analysis References (4 of up to 20) *

  • Brassington, F. and Pettitt, S. (2006), Principles of Marketing, 4th edition, Financial Times/Prentice Hall, UK.
  • Chase, R.B., and Aquilano, N.J. (2004) Operations Management for Competitive Advantage, 10th Edition, Irwin Professional Publishing.
  • Dyson, R.G. (2004) Strategic Development and SWOT Analysis at the University of Warwick, European Journal of Operational Research, Vol. 152 (3), pp. 631-640.
  • Ferrell, O. C. and Hartline, M. D. (2011) Marketing Strategy, Cengage, Mason, OH.

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