SWOT analysis

Analysis of the strengths and weaknesses of the company, marketing opportunities and threats.

The term "SWOT-analysis" is formed from the first letters of the English words "strength, weakness, opportunities and threats" (Strength, Weakness, Opportunities, Threats).

SWOT-analysis is the internal and external factors of the marketing environment, the analysis of which makes it possible to determine the positive or negative impact on the company's marketing activities.

The main tasks of a SWOT analysis include:

1. Search for marketing opportunities, according to the resources of the company.

2. Identification of marketing threats and development of means to reduce their impact.

3. Finding the strengths of the company and comparing them with market opportunities.

4. Determination of the company's competitive advantages and the formation of strategic priorities.

The essence of the SWOT matrix is the possibility of different combinations of strengths and weaknesses, opportunities and threats to form an optimal marketing strategy for the company according to the conditions of the market environment.

According to the SWOT matrix, there are 4 main types of strategy:

1. A strategy that uses the strengths of the company to realize marketing opportunities. One of the most promising strategies.

2. A strategy that uses the strengths of the company to eliminate marketing threats.

3. A strategy aimed at minimizing the weaknesses of the company through the use of marketing opportunities

4. A strategy aimed at minimizing the company's weaknesses and potential marketing threats.