| SWOT 分析是一種運用在企業管理與策略發展上的思考、分析工具。它是優勢 ( strengths ) 、劣勢 ( weaknesses ) 、機會 ( opportunities ) 、威脅 ( threats ) 的縮寫合稱。當中，優勢與劣勢是屬於內部環境條件的思考與分析。機會與威脅是外部環境的影響因素。
優勢與劣勢是內在影響因素。思考的面向包括：
優勢可以是：
• your specialist marketing expertise
• a new, innovative product or service
• location of your business
• quality processes and procedures
• any other aspect of your business that adds value to your product or service
劣勢可能是：
• lack of marketing expertise
• undifferentiated products or services (i.e. in relation to your competitors)
• location of your business
• poor quality goods or services
• damaged reputation
機會與威脅是外在影響因素。舉例如下：
機會是指：
• a developing market such as the Internet
• mergers, joint ventures or strategic alliances
• moving into new market segments that offer improved profits
• a new international market
• a market vacated by an ineffective competitor
威脅則可能為：
• 新的競爭對手出現
• 價格競賽
• 對手提出新的產品或服務
• competitors have superior access to channels of distribution
• taxation is introduced on your product or service |
