In the 60s swot analysis was invented at the Harvard business School for the purpose of analysing case studies,it was the efforts of two business policy professors ; professor George Albert Smith and professor C Roland Christensen. At Harvard in 1963 where a business policy conference was held about the SWOT analysis in which it has been thoroughly discussed and also considered as an important advance in the strategic thinking (Panagiotou 2003)
Since then the swot analysis has been hardly ever used, up until 1982 when Weihrich have first introduced the swot matrix as we all know it today.(appendix 1)
(Appendix1) (Adapted from Ghazinoory, S Et al.2011)
As shown in the matrix swot analysis is composed of four main elements Strength, weaknesses, opportunities, and threats. The top part of the swot matrix containing strengths and weaknesses analyses the internal environment of the organisation means whatever it is happening inside the business, such as new product development and human resources management, the elements from the internal environment are much more controllable than the ones in the external environment, in other words managers can control the internal environment of the organisation when making their decisions. However, the bottom part of the swot matrix which analyses the opportunities and threats means what the external environment of the business is offering, as far as this part is concerned it is very difficult to control and what businesses usually do, they try to cope with threats...