The analysis of Strengths and Weaknesses, and Opportunities and Threats is probably the most common and widely‐recognised tool for conducting a strategic marketing audit. The authors suggest SWOT analysis has suffered from familiarity breeding contempt and that the technique is normally used very badly and to little effect. The article draws on experience of marketing planning process management in a variety of companies to propose a five‐point approach to make SWOT analysis work effectively.
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