SWOT-analysis of a company considered to be a mandatory preliminary step in the development of marketing and strategic plans.The results obtained in the situation analysis will become the basis for the strategic goals and objectives of the enterprise.Method of SWOT analysis of the company comes down to the definition of its strengths and weaknesses, opportunities and threats of the external environment.
Strengths, strengths, reflect existing enterprise benefits.Weaknesses, weaknesses, show its flaws.Opportunities, the possibility - that the surrounding medium companies can use to create enterprise market advantages.Threats, threats - something that in the surrounding environment, the company has the potential to change for the worse position of the enterprise in the market.The final form of a SWOT-analysis of the enterprise is a matrix shown in the table below.Its implementation takes place in several stages (steps).
| O - Opportunities | T - Threats | |
| S Strengths | SO * | ST * |
| W Weaknesses | WO * | WT * |
* - type of strategy
Initially established strengths and weaknesses.For this purpose, a list of the factors on which the organization will be evaluated, and then each of them is determined that - weak, and that - forte.Then the selected meaningful, which will include the matrix.The SWOT-analysis of the enterprise usually get the following parameter groups: organization, finance, production, innovation, and marketing.
The next step is assessment of the market, made to study the situation in the surrounding area, the company is established, what are the opportunities and what are the threats.At this stage, SWOT-analysis of building enterprise similar to the first step.Also, a list of parameters that assesses the market situation, it is determined that one - the threat, and that - a possibility to choose the most relevant for subsequent inclusion in a matrix of indicators.Usually, when analyzing the study the following groups of factors: demand, competition, marketing, socio-demographic, economic, legal and political, scientific, technological, socio-cultural, ecological and natural, international.
In the third step SWOT-analysis consists of a comparison of the company's strengths and weaknesses with the threats and opportunities.Results of the third phase are the strategic conclusions that allow the organization to decide four questions.First - how to use the external environment and the strengths of the company.The second - that within the organization may hinder its plans.Third - what strengths will help to minimize the threat environment.Fourth - any negative environmental factors to be feared most.
information about the strengths and weaknesses for a SWOT typically obtained from internal documents that characterizes this or that sphere of activity of the organization (accounting records, reports, industrial services, audit data of the enterprise, etc.).Getting data about the threats and opportunities of the external environment - the process is more complicated.For this purpose, statistics, surveys in the public domain, case studies carried out by experts on a contractual basis.
