2002). ▲▲MistakesofSWOTanalysis Aswementionedabove,SWOTanalysisisimportantindevelopingamarketingstrategy,however,itiseasyviewedonasuperficiallevelwhenusingit.SWOTanalysisshouldnotbeoperatedinisolationanditneedsconnectwithotheranalysistoolssuchasPorter’sFiveForceModel.Also,SWOTanalysisneedsconsiderthechangesintheexternalenvironment. First,SWOTanalysisasaprocessofmarketingstrategy,itdoesnotmerelyliststrengths,weaknesses,pany,theimportanceisassessmentandmatching,itneedstomatchstrengthswithopportunities.Strengthswillnotbeusefulifitdoesnotmatchanopportunity.AllthefourfactorsinSWOTchartareinterdependent. Second,parativeanalysis.pany’petitors(Hooley,Saunders&Piercy,2004a).Forexample,petitorsprovidehighqualityproducts,thenahighqualityproductionprocessisnotastrengthinthemarket,itisanecessity.Acompa
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