“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.”

Morgan Stanley 

Morgan Stanley is a financial services firm providing investment banking, conventional banking, securities brokerage, asset management and credit card services. In the fiscal year ended November2007, Morgan Stanley was ranked number one in global completed mergers and acquisition (M&A)deals, number two in global announced M&A and number three in global initial public offerings. The company is key player in the financial services industry and leverages its reach, brand name and market position to increase association with top clients. However, weak performance of institutional securities division and consolidation in the financial services industry could result in further decline in profitability and market share as well.