“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.”

CMS Energy Corporation

CMS Energy Corporation (CMS) is an integrated energy company. Through its two principal subsidiaries, Consumers Energy and CMS Enterprises, CMS is engaged in providing natural gas and electricity. The company primarily operates in the US. It is headquartered in Jackson, Michigan and employs about 7,900 people.