What is a SWOT Analysis?

The acronym SWOT stands for Strengths, Weaknesses, Opportunities and Threats. The SWOT analysis is an instrument of strategic management and serves mainly to determine the position in strategy development.

The result of a SWOT analysis is often presented in a matrix:

The interpretation of a SWOT matrix is not difficult.
  • Top left: the strengths
  • Top right: the weaknesses
  • Below left: the chances
  • Below right: the risks

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