SWOT Analysis's Creator
Albert Humphrey was specialised in organizational management and cultural change. At the Stanford Research Institute he produced a method which created SOFT analysis that was developed into SWOT analysis...
Description of the SWOT analysis Canvas
SWOT analysis aims to identify the key internal and external factors seen as important in achieving the company's objective or event. It groups key pieces of information into two main categories:
the strengths and weaknesses internal to the organization. The examined internal factors are classified as strengths or weaknesses depending upon their effect on the organization’s objectives. People performing the SWOT analysis have to keep in mind that strengths with respect to one objective may be weaknesses for another.
the opportunities and threats presented by the environment external to the organization. These external factors may include macroeconomic matters, technological change, legislation, and socio-cultural changes, as well as changes in the marketplace or in competitive position.
People or groups of people using SWOT analysis have to keep in mind that this categorization technique has its own weaknesses. It may indeed tend to persuade its users to compile lists rather than to critically think about actual important factors in achieving objectives. Used alone, it also can mislead a company in thinking that weak opportunities may appear to balance strong threats.