SWOT Analysis

Touro University International

Dr. Paula Stechschulte

SWOT analysis is a tool for auditing an organization

and its environment. It is the first stage of planning and

helps marketers to focus on key issues. SWOT stands for

strengths, weaknesses, opportunities, and threats.

Strengths and weaknesses are internal factors. Weaknesses

and threats are external factors. The TOWS Model is the

taken one step further in that it simply looks at the

negative factors first in order to turn them into positive

factors.

In 1998 when German industrial giant Daimler-Benz AG

merged with American automobile manufacturer, Chrysler

Corporation, Daimler Chrysler came into existence. Daimler-

Benz acquired Chrysler Corporation for $36 billion,

representing one of the largest industrial mergers in

history. This added to the $48 billion value of its Benz’s

existing stock making Daimler Chrysler worth $84 billion.

This merger didn’t result for the big picture that was

expected after this merge. It was thought that this merger

would create a global economy not only between two of the

worlds greatest economy but also capturing the market in

various part of the world. Whereas, underneath this view

there were many issues, which were involved in this merger

of totally two different culture. Daimler-Benz was an

aggressive firm, which believed in hustling every possible

way to make its company the number throu...