The SWOT Analysis. An Instrument of Strategic Corporate Management? (PDF)

Seminar paper from the year 2014 in the subject Business economics - Business Management, Corporate Governance, grade: 1,0, University of applied sciences, Marl, language: English, abstract: Constant change is the norm. With it comes an impact on long-established thinking, methods and strategic thrusts. Across the globe, business leaders are considering where opportunities exist or where risky threats may arise. The current situation is complicated by the highly dynamic nature of the business environment, which makes it difficult to ensure ongoing resilience and the associated security of business planning. It is therefore not surprising that the global economy has been plunged into an unprecedented crisis. As a result, not only internationally operating corporations but even entire countries have been hit hard. Almost daily, these companies therefore report effects on their business figures or announce conditions that threaten their existence. Nevertheless, there is hope: There are companies that use this situation as an opportunity and, through improved positioning, will even come out of this crisis situation better than they came in.

However, since market opportunities must be identified in order to be able to exploit them successfully, indicators are needed that highlight these opportunities and, in this context, also express how the respective opportunity can be exploited. However, risks should also be revealed and the company's personal strengths and weaknesses taken into account. After all, only those who have a sophisticated strategy can face market events with confidence and achieve success in the long term. The SWOT analysis can be described as such an indicator and is therefore the subject of this work.