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The aim is to identify the extent to which the current strategy of an organisation and it's more specific strengths and weaknesses are relevant to and capable of dealing with, the changes taking place in the business environment.
This simple technique provides a method of organising information in identifying possible strategic direction. The basic principle of SWOT analysis is that any statement about an organisation or its environment can be classified as follows:
In SWOT, strengths and weaknesses are internal factors. For example:A strength could be:
? Your specialist marketing expertise...
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