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SWOT analysis stands for Strengths, Weaknesses, Opportunities and Threats Analysis. The technique looks at where the company has an advantage compared to its industry and where it is weak.The SWOT model is based on identifying the organization's internal strengths and weaknesses, and threats and opportunities of the external environment, and consequentially identifying the company's distinctive competencies and key success factors. These, along with considerations of societal and company values, lead to creation, evaluation, and choice of strategy. SWOT's objective is to recommend strategies that ensure the best alignment between the external environment and internal situation.
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