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"A process of monitoring both internal and external changes which will ensure company awareness and assist in the prediction of future trends. It matches company capabilities with the wants of the customer and isolates restraining influences." SWOT analysis can be a very useful way of summarising many of the other analyses and combining them with the key issues from environmental analysis. The aim is to identify the extent to which the current strategy of an organisation and it's more specific strengths and weaknesses are relevant to and capable of dealing with, the changes taking place in the business environment. This simple technique provides a method of organising information in identifying possible strategic direction. The basic principle of SWOT analysis is that any statement about an organisation or its environment can be classified as follows (hover pointer over diagram for annotations): A Weakness... is simply any aspect of the company which may hinder the achievement...

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