SWOT analysis is deeply flawed and should not be applied as a modern Essay - 1

SWOT analysis is deeply flawed and should not be applied as a modern marketing tool - Essay Example These include evaluating the progress of the existing strategy (Aaker, 2001, p.18). Evaluation should be done from a qualitative perspective such evaluation of completeness, internal consistency, rationale and the suitability. More so, quantities point of view should be put into consideration including the strategic and financial outcomes for the strategy (Sanchez and Heene, 2010, p.11). With stronger company’s overall performance, there is no need for changes. Secondly, the evaluation is important because company’s competitive capabilities and the core competencies are identified. The capabilities which are most logical lay a foundation for company’s achievement (Aaker, 2001, p.19). The most strategic competences are competitive rare and hard to imitate or to find substitute. Previously, a good strategy to size up company’s resource strength was the SWOT analysis. It is powerful in determining the company’s strengths and competitive deficiencies, opportunities and other external threats empowering its future (Thompson, Strickland and Gamble, 2010, p.10). However, recent investigation has pointed out some weakness in SWOT analysis. Despite the longevity and extensive use of the analysis in firms and classrooms, SWOT analysis has been shown to yield misleading consequences that some of the authors have advised scrapping it (Smith, 2006, p.2). DOE analyzes the firms system resulting to better information when surveying internal and external nexus (Valentin, 2005 p.54). The paper addresses the intrinsic worth of SWOT analysis framework. SWOT analysis is a criteria used to define business internal context in terms of strength, weakness, opportunities and threats. It provides strategic insight of a business to fragment facts and figures for effective planning. Such superior and strategic approach enhances competitive advantage to a firm (Smith, 2006, p.4; Valentin 2005, p 53). Organization strengths include all the skills