The SWOT Analysis
Seminar paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Applied Sciences Berlin, language: English, abstract: Marketing offers numerous valuable tools to analyze a company's current situation. Though, most of them have the weakness of providing only a very isolated view that is not suitable for a long-term entrepreneurial decision. The SWOT analysis, however, pursues an integrated approach including key company and environmental variables. The objective is the confrontation of the company's internal strengths and its weaknesses as well as company-external business opportunities and risks in order to generate possible strategic options. The SWOT analysis particularly supports a combined and integrated approach of the current company situation enabling well-balanced and comprehensive decisions. One main benefit is thus the reduction of complexity through the integrated approach, leaving the key factors and strategies as analytical residue. In practice, the SWOT method is a well established tool to analyze business units in larger companies and smaller start-ups in particular during their launch. The SWOT analysis though reveals limited possibilities when analyzing all business units of large companies. For this task other, more holistic, approaches as the share-holder-value concept or the portfolio analysis are appropriate. However, this large field of tools will not be treated in this assignment. The SWOT analysis is though, despite its disadvantages, one of the most important instruments for the internal analysis of a company's situation that - in every case - delivers a pretty comprehensive and resilient foundation for further entrepreneurial decisions and strategic planning.
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actual and potential Adapted from Nieschlag Adjusting strategies ST akademische Texte analysis of opportunities analysis of strengths approach including key Area specific Analysis Brassington & Pettitt business units capability characteristics company and environmental company-external business opportunities company’s actual company’s capabilities company’s internal strengths company’s strategic company’s strengths competitive environment competitor analysis corporate culture deducted Defensive strategies Economic factors e.g. environmental analysis environmental variables Figure GRIN Verlag Homburg & Krohmer including key company Integrated Analysis integrated approach including market analysis market data e.g. markets and environment Matching Strategy neutralization and compilation neutralization Strategy Nieschlag et al opportunities and threats Opportunities Threats possible strategic options potential analysis potential competitors predict the competitor’s profile of strengths qualitative regard risks Nieschlag Runia Scheuch Stapleton & Thomas Strategic Analysis strategic planning Strategy of compilation Strategy of neutralization strengths and weaknesses Surviving strategies WT SWOT Analysis GRIN SWOT Matrix SWOT method threats Nieschlag tools to analyze