Conducting a SWOT (Strengths, Weaknesses, Opportunities & Threats) Analysis is a common marketing tool in business today.  A SWOT is often done annually during the planning exercises for the next fiscal year.

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I was speaking to an old friend this week who works for an international industrial equipment supply company in another part Canada.  He has a new boss who started three weeks ago and next week his company is having their international sales meeting in the USA.  My friend’s boss being new obviously wants to get up to speed as quickly as possible especially since he came from another market sector.  He asked my friend along with the other two regional managers to conduct a   SWOT analysis for the sales region they manage.  The instructions stated to just outline the facts and he wanted nothing flashy, just the results from the SWOT analysis in point form so he could get up to speed as quickly as possible.

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