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SWOT-analysis is an analysis of the strengths and weaknesses of the company(as characteristics of its inner environment), its opportunities and threats in the market (in conditions of its interaction with outer environment). The received data is used in strategic marketing planning that allows estimating the opportunities of the company in the market and the potential of various activities for products and services promotion.
Abbreviation SWOT means:
• Strengths
• Weaknesses
• Opportunities
• Threats
For the SWOT-analysis it is necessary to conduct complex research that allows estimating the situation from different points of view. Methods of research of the company’s inner and outer environment are selected in accordance with needs and specifics of the client. |
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