The SWOT analysis extracts from the information identified in the strategic audit, the critical strengths and weaknesses of the company, but also the opportunities and threats that limit the company's activity (Cambridge, 2019). Benjamin Künzli defines the tool as follows: "denotes a tool with which strengths and weaknesses of an organizational unit are analyzed and assessed in the context of its environment. In addition, it can provide strategic options, SWOT is an acronym for "Strengths Weaknesses, Opportunities and Threats." The SWOT analysis is usually presented in the form of a matrix, as can be seen in the following figure (Künzli, 2012).
Figure: SWOT analysis Künzli, 2012)