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A SWOT Analysis is a method of strategic planning a company can use to identify it Strengths, Weaknesses, Opportunities and Threats (SWOT) in the marketplace. The analysis provides decision makers with an overview of the company's exploitable characteristics, areas that need improvement, products to improve and push along with possible market shares to infiltrate, and finally their competitive position.

The analysis can vary greatly in terms of size and detail. Smaller companies that are only servicing a small geographic area will probably not need the scope of analysis that a company would that is servicing multiple areas, whether from multiple locations, or only one, via their website for instance.

Our analysis can include qualitative marketing research such as focus groups; quantitative marketing research, like statistical surveys; experimental techniques, such as a test market, along with observational methods like on-site observation. Reports can include competitive profiles, location analysis, both online and offline consumer usability reports and more.

As part of the development of strategies and plans to enable the organization to achieve its objectives, the SWOT analysis can be used with the PESTLE (Political, Economic, Social, Technological, Environment and Legal) analysis to make critical business decisions such as:  

  • Set objectives – defining what the organization is going to do
  • Environmental scanning
  • Internal appraisals of the organization's SWOT, this needs to include an assessment of the present situation as well as a portfolio of products/services and an analysis of the product/service life cycle
  • Analysis of existing strategies, this should determine relevance from the results of an internal/external appraisal. This may include gap analysis which will look at environmental factors
  • Strategic Issues defined – key factors in the development of a corporate plan which needs to be addressed by the organization
  • Develop new/revised strategies – revised analysis of strategic issues may mean the objectives need to change
  • Establish critical success factors – the achievement of objectives and strategy implementation
  • Preparation of operational, resource, projects plans for strategy implementation
  • Monitoring results – mapping against plans, taking corrective action which may mean amending objectives/strategies.
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