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a swot analysis is a framework used by financial analysts entrepreneurs and management consultants to help understand the internal and external forces that may create opportunities or risks for an organization swot stands for strengths weaknesses opportunities and threats with strengths and weaknesses being internal factors and opportunities and threats being external strengths are characteristics of an organization that give it a relative advantage over its competition things like a strong brand an embedded network effect or best-in-class turnover ratios meaning greater efficiency than its peers weaknesses are characteristics that put an organization at a relative disadvantage examples include low or maybe declining margins an inexperienced management team or high customer concentration the opportunities section of the analysis should identify external factors that may offer growth prospects for or improvements within the organization because opportunities and threats emerge from the external business environment it's common to first conduct other types of analysis like the pastel framework or porter's five forces examples of opportunities include technological innovations that are improving productivity in the sector changes in social norms that might serve as tailwinds and low or decreasing supplier bargaining power threats are forces in the external environment that represent significant risks to the business or its operations threats may include disruptive technological advancements changing social norms that make a product less attractive or perhaps it's an industry in decline more broadly findings from a swot analysis are used to help inform and modify model assumptions to support credit analysis to help formulate growth strategies and even to help identify acquisition opportunities [Music]