SWOT ANALYSIS: A THEORETICAL REVIEW

This study is a literature review on SWOT, qualitative and descriptive in nature. The study will examine SWOT Analysis in a historical, theoretical, time frame perspective, as an effective situation analysis technique which plays an important role in the fields of marketing, public relations, advertising and in any fields of requiring strategic planning. SWOT Analysis is an analysis method used to evaluate the ‘strengths’, ‘weaknesses’, ‘opportunities’ and ‘threats’ involved in an organization, a plan, a project, a person or a business activity. In this qualitative and descriptive study, firstly the position of SWOT Analysis in the strategic management process is explained, secondly the components of SWOT…