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Glossario Apparound

This section contains a collection of terms related to the digitization of sales processes, the latest innovations in technology and marketing, each accompanied by an explanation of the meaning or other observations.

SWOT Analysis: What It Is and How It's Used

SWOT analysis represents a specific methodology adopted by businesses in startup phases, seeking improvement, or aiming to differentiate themselves, in order to identify the strengths, weaknesses, threats, and opportunities of the business.

Analisi SWOT-1

This strategic tool enables the development of a personalized and effective plan for B2B activities. When used correctly, SWOT analysis reveals essential improvement opportunities for strategic penetration into target markets. This approach allows optimization of both the structural and operational aspects of the company, as well as enhancing the performance of the work team, while remaining aligned with market trends.

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The Meaning of SWOT

The acronym SWOT refers to:

  • Strengths

  • Weaknesses

  • Opportunities

  • Threats

Each of these points must be examined with extreme care to plan the growth of a business. These parameters, taken individually, represent a treasure for the activity. They provide a very broad overview of business conditions.


The strengths of a SWOT analysis are represented by internal initiatives that have produced or promise positive results for the company. A comprehensive analysis of these aspects identifies effective strategies to replicate in other business sectors. To perform an adequate analysis of strengths, certain factors must be considered:

  • What is working within the company

  • What distinguishes it from competitors

  • What aspects of business are appreciated by the target audience

For example, in the B2B context, strengths may include effective customer support, fast shipping times, and the originality of products or services offered.


Similarly to strengths, every business also has its weaknesses. Identifying them allows the company to pinpoint areas for improvement. Key questions to identify these points are:

  • Which activities are not producing the desired results?

  • Where can improvements be made?

  • What resources are needed to improve business performance?

Among the weaknesses of a B2B, one may encounter poor brand positioning, internal app issues, poor team communication, and much more.


After analyzing strengths and weaknesses, the company can identify opportunities for improvement. These may involve using available resources to address identified shortcomings, identifying market segments not yet covered, or achieving predefined business objectives.


Threats represent external factors that could negatively influence the business. Identifying them allows the company to prepare for potential future issues. Here are some questions that can be asked to identify them:

  • What are the changes in my industry that could cause concern?

  • What will be the future market trends

  • Where do our competitors outperform us?

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How is SWOT analysis practically carried out?

Analisi Swot - a cosa serve

SWOT analysis is typically performed using a SWOT matrix, divided into four quadrants. This tool allows for clear visualization of the analysis results and facilitates solution finding.

Often, this process involves a work team to stimulate creativity and generate winning ideas. The information obtained from SWOT analysis is fundamental for improving business processes and planning business growth.

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SWOT analysis is a strategic methodology that allows businesses to map out their Strengths, Weaknesses, Opportunities, and Threats. It's essential for guiding business decisions, planning growth, and addressing competition.

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, each offering a different perspective on a company's position in its competitive environment.

An effective SWOT analysis requires honest and thorough exploration of each of the four components, involving the work team in creative brainstorming and identifying strategies to capitalize on strengths and opportunities, improve weaknesses, and mitigate threats.

SWOT analysis can be used for a variety of purposes, including strategic planning, improving business operations, optimizing team performance, and adapting to market trends.

Identifying weaknesses allows businesses to recognize areas that need improvement, creating opportunities to strengthen their competitive position and increase operational effectiveness.