Page 22 - BrewDog Industry Analysis
P. 22
To this end a variety of diagnostic tools are available to help
build a picture of the industry and the strategy the company
needs to exploit it.
A scan of the internal and external environment is essential
when engaging in the development of the strategic planning
process. Environmental factors fall into two categories the
first are those internal to the firm its (S) strengths and (W)
weaknesses and second those in the external environment,
classified as opportunities (O) or threats (T).
A SWOT analysis provides information that is helpful in
matching the firm's resources and capabilities to its
competitive environment. Consequently, it is influential in
strategy formulation and selection. The following diagram
shows how a SWOT analysis fits into an environmental scan:
