SWOT (Strengths, Weaknesses, Opportunities, and Threats) Analysis (see Exhibit 8-6)A SWOT analysis divides the information into two main categories: internal and external factors.Based on SWOT analysis, marketing executives can construct alternative strategies.The aim of any SWOT analysis should be to isolate the key issues that will be important to the future of the firm and that will be addressed by subsequent marketing strategy.
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