{"id":37824,"date":"2026-01-16T14:29:53","date_gmt":"2026-01-16T13:29:53","guid":{"rendered":"https:\/\/www.hs-nordhausen.de\/?post_type=zusatzmaterial&p=37824"},"modified":"2026-01-19T12:59:14","modified_gmt":"2026-01-19T11:59:14","slug":"2-1-use-of-swot-analysis-in-marketing-practice","status":"publish","type":"zusatzmaterial","link":"https:\/\/www.hs-nordhausen.de\/en\/zusatzmaterial\/2-1-einsatz-der-swot-analyse-in-der-marketingpraxis\/","title":{"rendered":"2-1: Use of the SWOT analysis in marketing practice"},"content":{"rendered":"

Marketing textbook, Keywords<\/span><\/p>\n\n\n\n

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Entrepreneurial prerequisites for market-oriented action \u2192 Marketing management process \u2192 Analysis of the marketing situation (chapter 2.2)<\/p>\n<\/div>\n\n\n

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The SWOT analysis serves to clearly summarise the most important findings about the current situation of a company in a four-field matrix. While the internal view refers to the results of the analysis of the company's strengths and weaknesses, the external view reflects the opportunities and threats identified in the company's environment (Kaufmann, 2021, p. 289ff.). Figure 1 illustrates the four-field matrix of the SWOT analysis. The results of the SWOT matrix then serve as the basis for deriving marketing strategies, through which the strengths and opportunities are to be exploited and weaknesses and risks minimised.<\/p>\n\n\n\n

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Figure 1: Four-field matrix of the SWOT analysis<\/h3>\n

Source: Kaufmann, 2021, p. 292<\/p>\n

\n \n\n \n \n
\n Internal\ninfluencing factors <\/td>\n \n Strengths\n(\u201estrengths\u201c)\t\t\t <\/td>\n \n Weaknesses\n(\u201eweaknesses\u201c)\t\t\t <\/td>\n <\/tr>\n
\n External\nInfluencing factors <\/td>\n \n Opportunities\n(\u201eopportunities\u201c)\t\t\t <\/td>\n \n Risks\n(\u201ethreats\u201c)\t\t\t <\/td>\n <\/tr>\n <\/table>\n<\/div>