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Chapter 9

Corporate appraisal (SWOT)

5.1 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:

Weaknesses:

Opportunities:

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

Once identified, management can consider:

 matching strengths to opportunities may highlight new areas for organisational
development

or

 methods of removing weaknesses or dealing with the threats the organisation
faces

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