How to write SWOT analysis in marketing?

S (strength) is an advantage, W (weakness) is a disadvantage, O (opportunity) is an opportunity, and T (threat) is a threat. According to the complete concept of enterprise competitive strategy, strategy should be an organic combination of what an enterprise can do (that is, the advantages and disadvantages of the organization) and what it can do (that is, the opportunities and threats of the environment).

The so-called SWOT analysis, that is, the situation analysis based on the internal and external competitive environment and conditions, is the main internal strengths, weaknesses, external opportunities and threats that will be closely related to the research object.

List and arrange in matrix form through investigation, and then make matching analysis of various factors with the idea of system analysis, and draw a series of corresponding conclusions, which are usually decision-making.

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In a sense, SWOT analysis belongs to the internal analysis of enterprises, that is, according to the conditions of enterprises themselves, analysis is carried out in a certain period of time. SWOT analysis has its foundation.

The competitive theory put forward by Michael Porter, a famous competitive strategy expert, thoroughly analyzes and explains the "possibility" of an enterprise from the perspective of industrial structure, while competency-based management scientists use the value chain to deconstruct the value creation process of an enterprise and pay attention to the analysis of the company's resources and capabilities.

On the basis of synthesizing the former two, SWOT analysis combines the internal analysis of the company with the external analysis of the industry competitive environment represented by the ability school (the central theme of early strategic research, represented by Andrews and Michael Porter) to form its own structured balanced system analysis system.

Compared with other analysis methods, SWOT analysis has obvious structural and systematic characteristics from the beginning. As far as structure is concerned, firstly, in form, SWOT analysis is to construct a SWOT structure matrix and give different analytical meanings to different areas of the matrix.

Secondly, the main theoretical basis of SWOT analysis also emphasizes the analysis of the external environment and internal resources of enterprises from the perspective of structural analysis.

Baidu encyclopedia -SWOT analysis