“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.”

Macy's 

Macy’s (formerly Federated Department Stores) is one of the premier retailers in the US. The company’s focus on the upscale fashion apparel market has enabled it to address the needs of the niche market, giving it a specialized brand identity. However, if the US economy continues to recede, it would further impact the consumer’s discretionary spending capacity with consumers switching to cheaper brands. This could in turn affect the demand for the company’s upscale luxury products adversely.