“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.”

Banco Santander

Banco Santander Central Hispano (Banco Santander or ‘the group’) is a Spanish banking group which offers retail and wholesale banking, asset management and insurance services. The group operates in Spain, the UK, other European countries and Latin America. It is headquartered in Madrid, Spain and employs about 131,819 people.