WHAT IS SWOT ANALYSIS?
SWOT analysis is a tool to survey an organisation, company or project situation, by analysing its internal features (Weaknesses and Strengths) and its external conditioning features (Threats and Opportunities), in order to plan its strategy.
DAFO combines two kinds of analysis:
Internal analysis We have to identify our Strengths, that is, the aspects that could be the source of competitive advantages for the company; but also our Weaknesses, which might create disadvantageous situations for us in the market. To elaborate it, it is necessary to have deep knowledge of the company or the project we are studying.
External analysis: Once we have carried out the market survey (see section “the market survey”) we will be able to detect the Threats and Opportunities coming from outside (customers, competitors, sector, environment). The external analysis allows knowing what happens around us to be able to adapt our business strategy.
SWOT |
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INTERNAL ANALYSIS |
EXTERNAL ANALYSIS |
Weaknesses |
Threats |
Strengths |
Opportunities |