SWOT MATRIX

SWOT stands for strengths, weaknesses,

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opportunities and threats. The Swot Framework

maybe used in a company level analysis, internal
factors are inherent to firms and external factors
pertain to factors in the firm’s industry.
STRENGTHS

 Strength vary across firms and across

industries, but identifying the strengths
of a firm largely requires analyzing the
internal processes and core competencies
of the firm.
WEAKNESSES

 In contrast to strengths, these are

the factors that are causing
negative impacts on a company’s
performance.
OPPORTUNITIES

 Are the positive external forces that impact

the firms industry or several industries.
Opportunities are external factors in your
business environment that are likely to
contribute to your success.
THREATS

 Are external factors that you have no control

over. You may want to consider putting in
place contingency plans for dealing them if
they occur. Forces that are somehow harmful
to a business and outside its control are
considered threats.