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Definition: a SWOT Analysis is a tool used in strategy to help to identify the Strengths, Weaknesses, Opportunities and Threats for a particular company.
- Strengths and weaknesses are internal factors. They can include assets, skills, or resources that a company has at its disposal, compared to its competitors. They can be measured using internal assessments or external benchmarking.
- Opportunities and threats are factors emerging from the firm's external environment.