INTRODUCTION
         SWOT Analysis
         
          In SWOT Analysis:
          ◦S implies for Strength
          ◦W indicates Weakness
          ◦O stands for Opportunities and 
          ◦T stands for Threat
         
          SWOT analysis is the analysis of 
          organization’s    or    company’s 
          strengths,            weaknesses, 
          opportunities and threats.
     IMPORTANCE OF SWOT ANALYSIS
     SWOT  Analysis  helps  in  identifying  and 
      understanding  the  internal  and  external 
      factors faced by the organization.
       Internal factors include strength and weaknesses
       Opportunities and threats are external factors.
      SWOT analysis is helpful in deciding about 
      the firms' resources and capabilities 
       In accordance with the competitive environment 
       in which it operates and 
       is  therefore  an  important  contribution  to  the 
       strategic planning process. 
     It  is  a  dynamic  process  because  the 
      business environments keep on changing.
     Importance and Uses of SWOT 
     Analysis
     SWOT analysis provides information on an 
      organisation's  Strengths  and  Weaknesses 
      after based on analysis of its resources and 
      capabilities.
     It  also  provides  a  list  of  Threats  and 
      Opportunities  after  an  analysis  of  its 
      environment. 
     The  future  strategy  should  be  built  to 
      capitalize the strengths for harnessing the 
      opportunities  by  addressing  threats  and 
      overcoming weaknesses.
      Guidelines for Preparing SWOT Matrix
     Opportunity and Threat Matrices
      ◦  helps in assessment of the ‘likelihood probability’ and 
       ‘impact’ of such factors on the organisation. 
     A  scoring  system  may  be  used  to assign 
      importance to factors. 
      ◦ A factor which have a high score on both 'probability of 
       occurrence' and 'likely impact on the organisation or 
       business', needs close attention and play a significant 
       part in the development of a strategic plan. 
     In the same manner, strengths and weaknesses 
      should be assessed by using a scoring approach 
      to  identify  the  factors  according  to  their 
      significance (i.e. major, minor, neutral) and level 
      of importance (high, medium, low).
              Guidelines for Preparing SWOT Matrix
       Involve  people  who  have  experience  and 
          knowledge  in  the  analysis  to  identify  the 
          factors.
       The outcome of the analysis is the matrix 
         ◦ that  presents  the  most  important  strengths, 
           weaknesses,     opportunities    and    threats    for 
           the organization
         ◦ so  that  major  issues  can  be  can  be  taken  into 
           account  when  subsequently  drawing  up  strategic 
           plans for an organization.
       It  is  possible  to  represent  this  analysis  in  a 
          Performance-Importance matrix .
       A  SWOT  analysis  is  based  on  hard  facts. 
          These can be time-consuming and costly to 
          gather.