Introduction

SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework used to evaluate a company's competitive position and to develop strategic planning. SWOT analysis assesses internal and external factors, as well as current and future potential. A SWOT analysis is designed to facilitate a realistic, fact-based, data-driven look at the strengths and weaknesses of an organization, initiatives, or within its industry.
Key Points
SWOT analysis is a strategic planning technique that provides assessment tools.
Identifying core strengths, weaknesses, opportunities, and threats leads to fact-based analysis, fresh perspectives, and new ideas.
A SWOT analysis pulls information from internal sources (strengths or weaknesses of the specific company) and external forces that may have uncontrollable impacts on decisions (opportunities and threats).
SWOT analysis works best when diverse groups or voices within an organization can provide realistic data points rather than prescribed messaging.
The findings of a SWOT analysis are often synthesized to support a single objective or decision that a company is facing.
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