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Making SWOT Analysis Work

Nigel Piercy (Cardiff Business School and Strategic Marketing Development Unit, Marlow)
William Giles (Cardiff Business School and Strategic Marketing Development Unit, Marlow)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 May 1989

Abstract

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.

Keywords

Citation

Piercy, N. and Giles, W. (1989), "Making SWOT Analysis Work", Marketing Intelligence & Planning, Vol. 7 No. 5/6, pp. 5-7. https://doi.org/10.1108/EUM0000000001042

Publisher

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MCB UP Ltd

Copyright © 1989, MCB UP Limited