SWOT Matrix
The SWOT matrix is the culmination of a strategic diagnosis in the sense that it synthesizes the elements collected at the level of external and internal analyses. The tool serves to present the company’s differentiation potential or that of any given SBA. In other words, the matrix makes it possible to:
- Identify the forces (or the areas in which the company does well) and to maximize them;
- Spot the weaknesses (or the areas in which the company does less well than the competition) and to remedy them;
- Detect external constraints which threaten the company in order to deal with them;
- Rely on the opportunities offered by the external environment.
Generally, SWOT analysis is carried out for each SBA that is identified in the strategic segmentation. It is not useful to include everything but rather to list 5 or 6 elements which are essential.
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