A SWOT analysis of an organization involves evaluating its strengths, weaknesses, opportunities, and threats. This method follows the idea that good performance within a company is the result of adequate interaction of the management of a business with its internal and external environment, represented by internal strengths and weaknesses and by external opportunities and threats. SWOT analysis can help to identify and to evaluate these competitive characteristics of a company by surveying the different management areas and giving insight into their significance within the framework of the company. Visualized in the SWOT matrix, also called IE matrix (internal-external), the SWOT analysis represents a company’s current status and its development potential, offering a base for suitable actions.

As this method appears to be easy to use for ...

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