Introduction
SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis is a tool for auditing an organization and its environment (Marketing Teacher Ltd, 2012). Internal analysis is the first step in conducting SWOT analysis of a firm. It is an integral part of strategy formulation process of a firm. It provides inputs for effective strategy planning by helping identify a firm’s key strengths, its inherent weaknesses and main competitive advantages over its competitors. The competencies and strengths of a firm are linked to its available resources. Thus, Resource Based View (RBV) framework of strategy is an important tool of internal analysis. The paper aims at conducting ...
