... for Company E in this context. Benchmarking, SWOT Analysis, Balanced Scorecard and considering Organisational Development are the main tools and practices we would encourage Company E to use in order to gain competitive edge in their market niche. SWOT Analysis SWOT Analysis is a very effective way of identifying ones Strengths and Weaknesses, and of examining the Opportunities and Threats a business faces. Carrying out an analysis using the SWOT framework helps to focus the activities into areas where the company is strong and where the greatest opportunities for it lie1. For example, Company E could identify some of the following as their strengths, weaknesses in their internal environment and map out the opportunities and threats they face in the external environment (See Diagram D1). Strengths might be specialist marketing expertise, new innovative products or service, location of the business, quality processes and procedures or any other aspect of the business that ...

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