Introduction 

A SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis is an essential tool that enables organizational managers to assess various factors affecting their business. Conducting a SWOT analysis can provide valuable insights into past performance and generate potential solutions for current or future challenges. This analysis can be applied to existing organizations as well as those planning to enter the market soon (Gurl, 2017). 

 SWOT and PESTLE analyses are among the most widely used tools for strategic management. Specifically, SWOT is a fundamental and straightforward model that evaluates a business’s capabilities and limitations, along with potential opportunities and threats. The technique involves examining information from an environmental evaluation and categorizing it into internal factors (strengths and weaknesses) and external factors (opportunities and threats). This helps organizations identify factors that can aid in achieving their objectives and address challenges that need to be mitigated (Namugenyi et al., 2019). Many organizations conduct SWOT analyses during their strategic planning phase to identify and analyze internal and external resources, trends, and patterns that could impact their business outcomes. Examples of such analyses include those for retail stores, Amazon, Tesco, British Airways, Morrisons, and Asda.