Usage of SWOT-analysis for evaluation and forecasting of company’s work
The paper presents the features of SWOT-analysis use which allow to evaluate strong and weak sides of company’s work together with analysis of opportunities and threats. Modernization of SWOT-analysis matrix is presented. The essence of it lies in the pairedfactors values multiplication in each of the four fields. The author recommends four-stage analysis, which will allow to develop not only a management strategy, but also a marketing strategy of the company.