Objectives of knowledge management

Organisational and IS SWOT analysis
You will know that 
SWOT analysis
is a relatively simple yet powerful tool that can help 
organisations analyse their internal resources in terms of strengths and weaknesses and match 
them against the external environment in terms of opportunities and threats. We recommend 
that to get the most from SWOT analysis it’s of greatest value when it is used not only to ana-
lyse the current situation, but also as a tool to formulate strategies. To achieve this it is useful 
once the strengths, weaknesses, opportunities and threats have been listed to combine them, 
as shown in Figure 5.8. This can be used to develop strategies to counter the threats and take 
advantage of the opportunities and can then be built into the digital business strategy.
Figure 5.9 gives an example of a digital marketing SWOT using the approach shown in 
Figure 5.8.
SWOT analysis
Strengths, weaknesses, 
opportunities and threats.
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Chapter 5
Digital business strategy
Figure 5.8
SWOT analysis
Stengths – S
1 Existing brand
2 Existing customer base
3 Existing distribution
SO strategies
Leverage strengths to
maximise opportunities