At first the results of the analysis are composed in the form of a „chances & risks catalogue“. Then they are contrasted with the “strengths & weaknesses profile” of an internal analysis in the form of a matrix.
The SWOT- analysis shows the further development possibilities of chances and also possible risks in competition, which have to be taken care of in the development. Actual weaknesses are discussed as well as the expandability of internal strengths.
The bases for strategic success are equal external conditions (chances and risks) as well as internal possibilities (strengths and weaknesses).