The
purpose of the SWOT analysis is to identify strengths,
weaknesses, opportunities and threats that occur during the operation of
the enterprise market. It is a relatively simple analysis can be a very useful tool for studying permanent situation. Through
this analysis though identification of forces (strengths) and weaknesses
of establishment shall be determined and the potential opportunities and
threats arising from matching / not-matching permanent knowledge and
resources of the business unit or enterprise changes in
macro environment.
Forces
(strengths) of the enterprise related to the work in which the company
has achieved excellent results, while weaknesses relate to things that
the company needs to correct. Opportunities and threats relating to the external environment of the enterprise.
The main task of the company after-crafted SWOT - analysis is:
- To turn weaknesses into strengths.
- To turn threats (constraints) into opportunities.
- Using their own forces (strengths) to seize opportunities and turn them into higher profits.Weaknesses and limitations (threats) that can not be converted into strengths or opportunities should be minimized and avoided. Strengths
and weaknesses arising from internal analysis and OJ most cases, the
company may affect them, while identifying opportunities and constraints
arising from the external analysis and rule them company can not affect
only to adjust and take into account in defining marketing objectives and marketing strategy. Strengths may be the availability of large financial resources, a well-known
brand, patents, good image, superior management team, partnership with
other companies, excellent employees, superior quality etc.. Weakness
it could be the lack of strategic direction in the development of small
allocations for research and development, a very narrow range, outdated
products, poor image, modest managerial knowledge and skills etc.. Opportunities
you may be a high rate of growth in the market, changes in customer
behavior, opening foreign markets, new uses, the emergence of new
technology, application of other enterprises to enter into alliances
with the company etc.. Limitations
it could appear as a new entry konkuirent market introduction of
substitutes, changes in customer needs and desires, recession, the
emergence of new technology, barriers to foreign market, new strategies
of competitors, etc..
