“SWOT is an acronym for the internal Strengths and Weaknesses of a firm and the environmental Opportunities and Threats facing that firm. SWOT analysis is a widely used technique through which managers create a quick overview of a company’s strategic situation. The technique is based on the assumption that an effective strategy derives from a sound “fit” between a firm’s internal resources (strengths and weaknesses) and its external situation (opportunities and threats). A good fit maximizes a firm’s strengths and opportunities and minimizes its weaknesses and threats. Accurately applied, this simple assumption has powerful implications for the design of a successful strategy.”

Abercrombie & Fitch

Abercrombie & Fitch (A&F) is a specialty retailer selling sportswear apparel, personal care products and accessories. A&F operates in the US, the UK and Canada. The company is headquartered in New Albany, Ohio and employs about 22,000 people.