A method of analysis a company often uses to help determine the contents of a marketing plan. SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats as areas a company would research.

Strengths: attributes of the business or team that provide an advantage over competitors in the industry.
Weaknesses: attributes that place the business at a disadvantage compared to others.
Opportunities: external chances to make expand sales or profits in the business environment.
Threats: external factors in the environment that could create problems for the business.

See also:
SMART objectives
Business Plan
Business Strategy
Balanced Scorecard
Boston Matrix
Corporate Stratgey
Corporate governance
Cost-benefit analysis
Tactical planning
Vision