Key Management Models, 3rd Edition

14

SWOT analysis

The big picture

Any company undertaking strategic planning must at some point assess its strengths and weaknesses. When combined with an inventory of opportunities and threats within or beyond the company’s environment, the company is making a so-called SWOT analysis (or TOWS analysis), establishing its current position in the light of its strengths, weaknesses, opportunities and threats (Figure 14.1)

Figure 14.1 Situation analysisSource: after Weihrich (1982)

When to use it

The SWOT analysis provides helpful information for ...