SWOT is an acronym used to describe the particular Strengths, Weak- ness, Opportunities, and Threats that appear to be strategic factors for a specific company.<\/h5>\n
The external environment consists of variables<\/h5>\n
(opportunities &threats) that are outside the organisation and not typically within the short-run control of top management.<\/h5>\n
These variables form the context within which the corporation exists.<\/h5>\n
I. SWOT approach<\/h4>\n
Assessing the external environment is of crucial importance as it helps the organization discover ‘Where are we now?’, but it also injects realism in the response to the question ‘Where do we want to be?’.<\/h5>\n
Vision is clearly a key input to ‘Where do we want to be?’ but an organisation’s ambitions for the future state need to be checked against external realities – and these become apparent through an assessment of the environment.<\/h5>\n
After external analysis, some organizations may modify their goals for the future state to which they aspire. Market realities may lead the organisation to conclude that it should continue to operate and develop opportunities in existing markets that play to its current strengths.<\/h5>\n
Some may choose to enter completely new markets and acquire new resources and capabilities, while others may decide to reinvent themselves.<\/h5>\n
In this section, we examined the strategic planning tools available to evaluate the macro and industry environment.<\/h5>\n
In the next section, we shall examine how to analyse the closest rivals in the competitive environment.<\/h5>\n
Keep in mind that these tools also provide insights into the future and guide the strategic direction in the context of ‘Where do we want to be?<\/h5>","protected":false},"comment_status":"open","ping_status":"closed","template":"","class_list":["post-53465","lesson","type-lesson","status-publish","hentry"],"yoast_head":"\nLesson 2: SWOT Analysis - Certifeka-edu<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/certifeka-edu.com\/ar\/programs\/planning-for-strategic-managers-module-ucam-university\/lessons\/lesson-2-swot-analysis-2-4-2\/\" \/>\n<meta property=\"og:locale\" content=\"ar_AR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lesson 2: SWOT Analysis - Certifeka-edu\" \/>\n<meta property=\"og:description\" content=\"Lesson 2: Macro Environmental scanning – Part One SWOT Analysis SWOT is an acronym used to describe the particular Strengths, Weak- ness, Opportunities, and Threats that appear to be strategic factors for a specific company. The external environment consists of variables (opportunities &threats) that are outside the organisation and not typically within the short-run control […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/certifeka-edu.com\/ar\/programs\/planning-for-strategic-managers-module-ucam-university\/lessons\/lesson-2-swot-analysis-2-4-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Certifeka-edu\" \/>\n<meta property=\"og:image\" content=\"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/logos-png-01-296x57-1.png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u0648\u0642\u062a \u0627\u0644\u0642\u0631\u0627\u0621\u0629 \u0627\u0644\u0645\u064f\u0642\u062f\u0651\u0631\" \/>\n\t<meta name=\"twitter:data1\" content=\"\u062f\u0642\u064a\u0642\u062a\u0627\u0646\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":[\"WebPage\",\"webpage\"],\"@id\":\"https:\\\/\\\/certifeka-edu.com\\\/programs\\\/planning-for-strategic-managers-module-ucam-university\\\/lessons\\\/lesson-2-swot-analysis-2-4-2\\\/\",\"url\":\"https:\\\/\\\/certifeka-edu.com\\\/programs\\\/planning-for-strategic-managers-module-ucam-university\\\/lessons\\\/lesson-2-swot-analysis-2-4-2\\\/\",\"name\":\"Lesson 2: SWOT Analysis - Certifeka-edu\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/certifeka-edu.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/certifeka-edu.com\\\/programs\\\/planning-for-strategic-managers-module-ucam-university\\\/lessons\\\/lesson-2-swot-analysis-2-4-2\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/certifeka-edu.com\\\/programs\\\/planning-for-strategic-managers-module-ucam-university\\\/lessons\\\/lesson-2-swot-analysis-2-4-2\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/certifeka-edu.com\\\/wp-content\\\/uploads\\\/2025\\\/04\\\/logos-png-01-296x57-1.png\",\"datePublished\":\"2026-04-03T11:42:50+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/certifeka-edu.com\\\/programs\\\/planning-for-strategic-managers-module-ucam-university\\\/lessons\\\/lesson-2-swot-analysis-2-4-2\\\/#breadcrumb\"},\"inLanguage\":\"ar\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/certifeka-edu.com\\\/programs\\\/planning-for-strategic-managers-module-ucam-university\\\/lessons\\\/lesson-2-swot-analysis-2-4-2\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"ar\",\"@id\":\"https:\\\/\\\/certifeka-edu.com\\\/programs\\\/planning-for-strategic-managers-module-ucam-university\\\/lessons\\\/lesson-2-swot-analysis-2-4-2\\\/#primaryimage\",\"url\":\"https:\\\/\\\/certifeka-edu.com\\\/wp-content\\\/uploads\\\/2025\\\/04\\\/logos-png-01-296x57-1.png\",\"contentUrl\":\"https:\\\/\\\/certifeka-edu.com\\\/wp-content\\\/uploads\\\/2025\\\/04\\\/logos-png-01-296x57-1.png\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/certifeka-edu.com\\\/programs\\\/planning-for-strategic-managers-module-ucam-university\\\/lessons\\\/lesson-2-swot-analysis-2-4-2\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"home\",\"item\":\"https:\\\/\\\/certifeka-edu.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Lessons\",\"item\":\"https:\\\/\\\/certifeka-edu.com\\\/lesson\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Lesson 2: SWOT Analysis\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/certifeka-edu.com\\\/#website\",\"url\":\"https:\\\/\\\/certifeka-edu.com\\\/\",\"name\":\"certifeka\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/certifeka-edu.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/certifeka-edu.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"ar\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/certifeka-edu.com\\\/#organization\",\"name\":\"certifeka\",\"url\":\"https:\\\/\\\/certifeka-edu.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"ar\",\"@id\":\"https:\\\/\\\/certifeka-edu.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/certifeka-edu.com\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/cropped-certifeka-removebg-preview.png\",\"contentUrl\":\"https:\\\/\\\/certifeka-edu.com\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/cropped-certifeka-removebg-preview.png\",\"width\":366,\"height\":104,\"caption\":\"certifeka\"},\"image\":{\"@id\":\"https:\\\/\\\/certifeka-edu.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Lesson 2: SWOT Analysis - Certifeka-edu","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/certifeka-edu.com\/ar\/programs\/planning-for-strategic-managers-module-ucam-university\/lessons\/lesson-2-swot-analysis-2-4-2\/","og_locale":"ar_AR","og_type":"article","og_title":"Lesson 2: SWOT Analysis - Certifeka-edu","og_description":"Lesson 2: Macro Environmental scanning – Part One SWOT Analysis SWOT is an acronym used to describe the particular Strengths, Weak- ness, Opportunities, and Threats that appear to be strategic factors for a specific company. The external environment consists of variables (opportunities &threats) that are outside the organisation and not typically within the short-run control […]","og_url":"https:\/\/certifeka-edu.com\/ar\/programs\/planning-for-strategic-managers-module-ucam-university\/lessons\/lesson-2-swot-analysis-2-4-2\/","og_site_name":"Certifeka-edu","og_image":[{"url":"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/logos-png-01-296x57-1.png","type":"","width":"","height":""}],"twitter_card":"summary_large_image","twitter_misc":{"\u0648\u0642\u062a \u0627\u0644\u0642\u0631\u0627\u0621\u0629 \u0627\u0644\u0645\u064f\u0642\u062f\u0651\u0631":"\u062f\u0642\u064a\u0642\u062a\u0627\u0646"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":["WebPage","webpage"],"@id":"https:\/\/certifeka-edu.com\/programs\/planning-for-strategic-managers-module-ucam-university\/lessons\/lesson-2-swot-analysis-2-4-2\/","url":"https:\/\/certifeka-edu.com\/programs\/planning-for-strategic-managers-module-ucam-university\/lessons\/lesson-2-swot-analysis-2-4-2\/","name":"Lesson 2: SWOT Analysis - Certifeka-edu","isPartOf":{"@id":"https:\/\/certifeka-edu.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/certifeka-edu.com\/programs\/planning-for-strategic-managers-module-ucam-university\/lessons\/lesson-2-swot-analysis-2-4-2\/#primaryimage"},"image":{"@id":"https:\/\/certifeka-edu.com\/programs\/planning-for-strategic-managers-module-ucam-university\/lessons\/lesson-2-swot-analysis-2-4-2\/#primaryimage"},"thumbnailUrl":"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/logos-png-01-296x57-1.png","datePublished":"2026-04-03T11:42:50+00:00","breadcrumb":{"@id":"https:\/\/certifeka-edu.com\/programs\/planning-for-strategic-managers-module-ucam-university\/lessons\/lesson-2-swot-analysis-2-4-2\/#breadcrumb"},"inLanguage":"ar","potentialAction":[{"@type":"ReadAction","target":["https:\/\/certifeka-edu.com\/programs\/planning-for-strategic-managers-module-ucam-university\/lessons\/lesson-2-swot-analysis-2-4-2\/"]}]},{"@type":"ImageObject","inLanguage":"ar","@id":"https:\/\/certifeka-edu.com\/programs\/planning-for-strategic-managers-module-ucam-university\/lessons\/lesson-2-swot-analysis-2-4-2\/#primaryimage","url":"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/logos-png-01-296x57-1.png","contentUrl":"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/logos-png-01-296x57-1.png"},{"@type":"BreadcrumbList","@id":"https:\/\/certifeka-edu.com\/programs\/planning-for-strategic-managers-module-ucam-university\/lessons\/lesson-2-swot-analysis-2-4-2\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"home","item":"https:\/\/certifeka-edu.com\/"},{"@type":"ListItem","position":2,"name":"Lessons","item":"https:\/\/certifeka-edu.com\/lesson\/"},{"@type":"ListItem","position":3,"name":"Lesson 2: SWOT Analysis"}]},{"@type":"WebSite","@id":"https:\/\/certifeka-edu.com\/#website","url":"https:\/\/certifeka-edu.com\/","name":"certifeka","description":"","publisher":{"@id":"https:\/\/certifeka-edu.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/certifeka-edu.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"ar"},{"@type":"Organization","@id":"https:\/\/certifeka-edu.com\/#organization","name":"certifeka","url":"https:\/\/certifeka-edu.com\/","logo":{"@type":"ImageObject","inLanguage":"ar","@id":"https:\/\/certifeka-edu.com\/#\/schema\/logo\/image\/","url":"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/03\/cropped-certifeka-removebg-preview.png","contentUrl":"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/03\/cropped-certifeka-removebg-preview.png","width":366,"height":104,"caption":"certifeka"},"image":{"@id":"https:\/\/certifeka-edu.com\/#\/schema\/logo\/image\/"}}]}},"_links":{"self":[{"href":"https:\/\/certifeka-edu.com\/ar\/wp-json\/wp\/v2\/lesson\/53465","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/certifeka-edu.com\/ar\/wp-json\/wp\/v2\/lesson"}],"about":[{"href":"https:\/\/certifeka-edu.com\/ar\/wp-json\/wp\/v2\/types\/lesson"}],"replies":[{"embeddable":true,"href":"https:\/\/certifeka-edu.com\/ar\/wp-json\/wp\/v2\/comments?post=53465"}],"version-history":[{"count":0,"href":"https:\/\/certifeka-edu.com\/ar\/wp-json\/wp\/v2\/lesson\/53465\/revisions"}],"wp:attachment":[{"href":"https:\/\/certifeka-edu.com\/ar\/wp-json\/wp\/v2\/media?parent=53465"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
![\"\"](\"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/logos-png-01-296x57-1.png\")
\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n![\"\"](\"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/SWOT-768x1024.jpg\")
\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n