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Chapter 4
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SWOT Matrix
A method to appraise each strength, weakness, opportunity, and
threat to determine its total impact on the firm's marketing
efforts.
Its a four-cell array that managers can use to categorize
information at the conclusion of the SWOT analysis.
The manager should begin by assessing the magnitude (+3 = most
favorable & -3 = most unfavorable) and importance (3 = highest
importance & 1 lowest importance) of each element in the SWOT matrix.
These ratings should ideally be based on customers' perceptions rather
than those of the manager.
Those elements with the highest absolute numerical rankings should
receive the greatest attention
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