Page 15 - E2 Integrated Workbook STUDENT 2018

Strategy and the rational/formal approach

Corporate appraisal (SWOT)

Corporate appraisal (SWOT) provides the framework to summarise the key outputs
from the external and internal analysis.

The strengths and weaknesses normally result from the organisation’s internal
factors, and the opportunities and threats relate to the external environment.

The tools and techniques used to provide the SWOT analysis will be covered in the
next few chapters.

STRENGTHS WEAKNESSES
Internal

External
OPPORTUNITIES THREATS

Strengths: things we do well and need to keep doing

Weaknesses: things we do badly and need to improve

Opportunities: events or changes in the external environment that can be exploited

Threats: events or changes in the external environment which we need to protect
ourselves against

Illustrations and further practice

Try case study style question 2 from Chapter 1 of the Study Text.

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