What is SWOT analysis?

SWOT Analysis

An overall evaluation of the company’s Strengths (S), Weakness (W), Opportunities (O), and Threats (T)

Strengths Internal capabilities that may help a company reach its objectives.	Weaknesses Internal limitations that may interfere with a company’s ability to achieve its objectives
Opportunities External factors that the company may be able to exploit to its advantage	Threats Current and emerging external factors that may challenge the company’s performance

Internal

External .................Positive...............................Negative...............

The company must analyze its markets and marketing environment to find attractive opportunities and identify environmental threats. It must analyze company strengths and weaknesses as well as current and possible marketing actions to determine which opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats. Marketing analysis provides inputs to each of the other marketing management functions.