We understand how valuable SWOT Analysis is for strategic decision-making and marketing audits. Valentin (2001) considers SWOT analysis as an instrument to look for ways for maintaining a profitable fit between the venture and its environment. This has been witnessed in the dynamic strategies of certain brands where threats have been converted into opportunities.
Can you think of ways in which organisations would be able to convert their threats to opportunities? Do you know of any examples of brands that were successful this way and consequently gained a competitive edge?
Reference:
Valentin, E.K., (2001) ‘SWOT analysis from a resource-based view', Journal of Marketing Theory and Practice, 9(2) pp. 54-69.