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This analysis allows managers to decide if they should invest their resources to better their strengths or on their “weaknesses to at least make them competitive” (Hunger & Wheelen, 2002, p. 109).
The two main advantages of the SWOT analysis are that it recognizes the impact the external environment can have on any firm and also when compared to other models, this analysis can be relatively simpler. Some disadvantages of this analysis include the fact that this analysis does not “suggest how the firm should go about identifying and assessing its specific strengths and weaknesses and specific environmental opportunities and threats” (Self, Weiner & Dunlop, n...
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