SWOT analysis as a tool to attain competitive edge in marketing.

SWOT as a Strategic Marketing Tool
One of the most important strategic marketing tools is the SWOT analysis. The tool, which stands for “strengths,” “weaknesses,” “opportunities,” and “threats,” can be employed by an organization to attain a competitive edge in a particular niche. According to Gürel and Tat (2017), SWOT analysis examines an organization’s internal and external environment to develop an optimal strategy. From the internal environment, an organization determines its strengths and weaknesses and consequently the capabilities and resources that are likely to drive competitive advantage. An analysis of the external environment helps an organization determine vital threats and opportunities. Given these capabilities of SWOT analysis, an organization can plan well its marketing strategies while taking into account its resources and the existing and potential marketing opportunities. Therefore, SWOT analysis is an integral part of strategic marketing as it guides the direct...