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How does SWOT fit into the overall marketing process? SWOT stands for strengths, weaknesses, opportunities and threats. The strengths and weaknesses categories are based on internal issues, while opportunities and threats are based on external issues. SWOT analysis is really a decision-making tool. 1. Once you understand the external environment from your environmental analysis, you can combine any identified significant external opportunities or threats with an internal survey of your organization’s significant strengths and weaknesses. Thus, SWOT provides a framework identifying and highlighting issues that are critical in determining decisions made about your organization. 2. Once you identify the elements of your internal and external environment, you can translate the SWOT into TOWS actions. The SWOT measures the present situation, while you need to do TOWS to plan actions. 

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