SWOT Analysis - Concept 
                    links
                Competitiveness
                Competitiveness
      Competitive             Benchmarking 
      Competitive             Benchmarking 
       advantage                & KPIs
       advantage                & KPIs
                   SWOT 
       PESTLE      SWOT        Strategic 
       PESTLE      Analysi     Strategic 
       Model       Analysi     decisions
       Model         s         decisions
                     s
     What is SWOT Analysis?
      SWOT Analysis 
      SWOT Analysis 
     helps a business 
     helps a business 
        assess its 
        assess its 
       competitive 
       competitive 
     strength and the 
     strength and the 
       nature of its 
       nature of its 
         external 
         external 
       environment
       environment
     SWOT Analysis Overview
     STRENGTHS WEAKNESSES
     STRENGTHS WEAKNESSES
       Internal to the 
       Internal to the 
          Business
          Business
    OPPORTUNITIE
    OPPORTUNITIE  THREATS
         S        THREATS
         S
       External to the 
       External to the 
          Business
          Business
    Assessing Strengths & 
       Weaknesses
    Competitive 
    Competitive 
    Advantages
    Advantages
     Role for Benchmarking
     Role for Benchmarking
    Key Performance 
    Key Performance 
    Indicators
    Indicators
   Likely Evidence of Strengths & 
         Weaknesses
   • Market share (%)
   • Profitability (operating profit %)
   • Efficiency (unit costs)
   • Brand recognition & loyalty
   • Market capitalisation (value & 
    growth)
   • Reputation for quality