SWOT ANALYSIS: A THEORETICAL REVIEW
Date
2017-08-11
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Abstract
This study is a literature review on SWOT, qualitative and descriptive in nature. The study will examine SWOT Analysis in a
historical, theoretical, time frame perspective, as an effective situation analysis technique which plays an important role in the fields of
marketing, public relations, advertising and in any fields of requiring strategic planning. SWOT Analysis is an analysis method used to
evaluate the ‘strengths’, ‘weaknesses’, ‘opportunities’ and ‘threats’ involved in an organization, a plan, a project, a person or a business
activity. In this qualitative and descriptive study, firstly the position of SWOT Analysis in the strategic management process is
explained, secondly the components of SWOT Analysis is examined. The study includes an international sports wear brand’s SWOT
Analysis; historical origins of SWOT, advantages-disadvantages and the limitations of SWOT is also reviewed.
Keywords: SWOT Matrix, TOWS Analysis, TOWS Matrix, Planning, Strategic Planning.
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Keywords
Swot Analysis, Strategic Planning., Planning