A study undertaken by an organisation to identify its internal strengths and weaknesses, as well as its external opportunities and threats.
Example SWOT analysis
A SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis is a simple framework used to evaluate a company’s competitive position.
Strengths and Weaknesses are things that a company does well or could improve on. They are sometimes referred to as ‘internal’ factors that are focused specifically on the company.
Opportunities and threats are things that the company could take advantage of, or cause the company harm if not addressed. They are sometimes referred to as ‘external’ factors that other companies may also be affected by.
Internal factors
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Strengths
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Weaknesses
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Well established brand name and loyal customer base
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No social media presence
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External factors
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Opportunities
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Threats
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Recent regulation changes mean the company’s products can now be sold overseas
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Several new competitors have entered the market and are generating a lot of interest
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