The
purpose of the SWOT (Strengths, Weaknesses, Opportunities,
and Threats) Analysis is to identify internal strengths
and weaknesses and to scan the external environment
for opportunities and threats. This will guide a company
in the effort of transforming weaknesses to strengths
and turning threats to opportunities. The matching of
strengths to opportunities allows a company to develop
strategies for the future.
SWOT
Analysis allows a company to focus efforts and resources
on long-range considerations rather than on short-term
cost cutting. The basis of differentiation is the ability
to move weaknesses to strengths and threats to opportunities.
SWOT Analysis provides a road map for the marketing
mix strategies.
