SWOT (strengths, weaknesses, opportunities, threats)

The Strengths, Weaknesses, Opportunities, Threats (SWOT) Analysis is one of the most commonly misunderstood marketing tools. It is actually little more than a visual representation of the marketing audit process.

In the SWOT Analysis, internal factors (which are within the control of an organisation) are classed as Strengths or Weaknesses. These can be seen from the Internal Environmental Analysis. External factors (which are not within an organisation's control) are classed as Opportunities or Threats.

Hence an Opportunity might be: "Reduced interest rates" - the Opportunities section is NEVER for future options such as "Export the product to France". These come later in a marketing plan.