SWOT analysis
Philip Kotler
A SWOT analysis is an overall evaluation of a company's strengths, weaknesses, opportunities, and threats. A SWOT analysis summarises the key issues in the business environment and the strategic capabilities most likely to impact an organisation's strategy development.
EXTERNAL ENVIRONMENT ANALYSIS
Every company has to monitor key macro-environment forces (e.g., economic, political/legal, demographic, technological, and social/cultural) and significant micro-economic actors (e.g., customers, competitors, distributors, and suppliers) that affect its ability to make a profit. For each trend or development, management needs to identify the associated opportunities and threats. Opportunities can be classified according to their attractiveness...