SWOT stands for strengths, weaknesses, opportunities and threats and it is a planning tool which helps companies to self-evaluate across a number of parameters and this furthers the strategic positioning of the company (Helms & Nixon, 2010). SWOT is being conceived as a robust mechanism for appreciating the company’s competitive advantage by harnessing the potentials and capabilities in an optimum manner (Agarwal, Grassl & Pahl, 2012).
Key words: SWOT , Analysis , Emirates
|
