ABSTRACT
This chapter covers the ways in which SWOT has been applied to the contexts, before considering the general principles of SWOT analysis. These are resources that are relied on and consequently (although external to the organization) are integral to success, so it is argued that it is legitimate to consider them as strengths or weaknesses, rather than opportunities or threats. Importantly, though, the final SWOT presented should be based on a thorough, wide-ranging, detailed audit and assessment of an organization and its environment. Thus, the SWOT should be seen primarily as representing the end point of the analytical stage (rather than the starting point) in which findings can be presented in a clear, concise manner but that nevertheless are grounded in a robust framework of analysis.
