ABSTRACT
The SWOT analysis examines a business’s position, resources, management and trading practices, product, people, promotion, pricing and distribution in terms of internal operational, resource and organizational strengths and weaknesses. Those issues that are visible to targeted customers and place the business at a disadvantage versus competitors should be prioritized for remedial action. The SWOT utilizes a marketing department’s understanding of the marketing environment to identify key externally oriented opportunities and threats. In any SWOT, the points cited must be objectively considered with supporting evidence to justify their inclusion, they should be presented in ranked order of importance, while their implications for the business should be identified and stated.
