“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.”

Altria Group 

Altria Group (Altria) is the largest packaged consumer goods company in the world. It owns brands, such as Marlboro, Virginia Slims, Basic, L&M, Parliament, Prince Albert, Carter Hall, Middleton’s and Kentucky Club. Some of Altria’s brands have a global presence. Strong brand image provides Altria a powerful brand recall and enables the group to command a premium for its products. However, tobacco litigations could adversely affect the revenues and the profitability of the group.