Academic Leadership: The Online Journal


SWOT analysis was developed to help companies define their strategies in the context of the ever emerging and competitive business environments. This decision-making tool owes its name to the fact that it examines the strengths and weaknesses within the firm, as well as the opportunities and threats of the external market. According to Meyer (2003), the SWOT analysis suggests that a sound strategy should match the firm’s strengths(S) and weaknesses (W) to the opportunities (O) and threats (T) encountered in the firm’s environment. It is meant to spark strategic insight and distil fragmentary facts and figures into coherent backdrops for strategic planning (Mintzberg, 1994).