“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.”

Aetna  

The US-based Aetna provides health care, dental, pharmacy, group life, disability, and long term care benefits. The company offers its range of products and services under three categories: healthcare, group insurance and large case pensions. In recent years, a comprehensive product portfolio and strong revenue growth have enabled Aetna to boost investor confidence and enhance its market position. Excessive dependence on the US market and increasing operating expenditure remain a concern for the company. Additionally, increased medical costs can affect the company's returns.