56 SWOT analysis 

==swot analysis== - helps Business asses its competitive strength and nature of its external environment

==Strengths, Weaknesses,==

internal factors ^^^^

• comp advantage
• role of benchmarking ( measuring performance against comp in same market)
• key performance indicators

evidence of strengths and weaknesses;

• market share
• profitability compared to comp- ( operating profit %)
• efficiency (unit costs)
• brand recognition and customer loyalty
• market capitalisation ( value and growth )
• reputation for quality - customer service levels , market rep for quality

==opportunity, threat==

external to Business- outside business control ^^^

==PESTLE== ^^^^ for external environment

• how to take advantage if opportunities
• how to protect against threats
• role of risk management

ads of SOWT ;

• logical structure
• focuses on strategic issues
• encourages anwyslis of external environment - factors out of business control

dis;

• lacks focus
• less useful if being made by team who chooses decisions
• can become out of date