SWOT Analysis - Strengths, Weaknesses, Opportunities, Threats

A SWOT Analysis is an instrument used to assess the Strengths, Weaknesses, Opportunities, and Threats in the process of a project or in a business venture or in any other situation obliging a decision in strategic planning. It entails monitoring the marketing surroundings internal and external to the company.

It is a central tool for auditing the overall strategic position of a business and its environment.

Once, key strategic issues have been identified, they feed into business objectives, particularly marketing objectives. SWOT analysis can be used in combination with other tools for audit and analysis, such as PEST Analysis and Porter's Five-Forces analysis.