S.W.O.T. Analysis

The S.W.O.T. analysis (English acronym for Strengths, Weaknesses, Opportunities and Threats) is a strategic planning tool.

It is used to determine the position and strategy development of companies and other organizations as well as in personnel and management development.

Opportunities are, for example, opportunities to attract customers or retain regular customers through new or improved products and services. These opportunities can be jeopardized by (attractive) offers from competitors or by technological and economic policy changes (risks). As soon as the risks become too great from the point of view of those responsible, appropriate measures must be taken. The selection of actions depends on the decision-makers' assessment of their own strengths and weaknesses (compared to the competition).