Activity 15SWOT
Overview
SWOT analysis emanated from the Stanford Research Institute in the mid-1960s. The model is a mnemonic (for strengths, weaknesses, opportunities and threats) representing the factors to consider when assessing a business or a proposition. It is a popular analysis tool within the category management process, as it helps the category team explore existing and new suppliers, as well as gain a perspective on the team’s possible leverage/negotiation position.
Elements
SWOT analysis necessitates an understanding both of an organisation’s environment and of its resource capabilities. The matrix is divided ...
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