SWOT analysis is used to assess four aspects of a business. SWOT analysis stands for strengths, weaknesses, opportunities, and threats. SWOT analysis is an effective way of analysing a business as it can reduce the risk of failure by understanding where weaknesses are as well as threats. It allows organisations to examine what the strengths of a certain business are, allowing the business to work on their strengths as a company and keep improving on them. The analysis is also a technique that shows the business where its opportunities are which then enables the company to exploit those opportunities (Helms and Nixon, 2010; Babu, 2012).
References
Helms, M.M. and Nixon, J., 2010. Exploring SWOT analysis–where are we now?. Journal of strategy and management.
Babu, H.S., 2012. SWOT analysis for opening of FDI in Indian Retailing. European Journal of Business and Management, 4(3), pp.55-65.
Understanding Reebok 