SWOT analysis is a simple framework for generating strategic alternatives from a situation analysis. It is applicable to either the corporate level or the business unit level and frequently appears in marketing plans.
SWOT (sometimes referred to as TOWS) stands for Strengths, Weaknesses, Opportunities, and Threats. A SWOT analysis consists of the following two activities:
* An assessment of the organization’s internal Strengths and Weaknesses and
* An assessment of the Opportunities and Threats posed by its external environment
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