SWOT is an acronym for strengths, weaknesses, opportunities and threats, which guides an organization in identifying the positive and negative aspects that exist both inside and outside the company. In general, SWOT compares a companys strengths, weaknesses, opportunities and threats, while assisting executives in formulating business strategies (Bateman & Snell, 2007, p.134). This paper will describe the SWOT technique while applying the convenience of this system to the Nike Corporation. In addition, an explanation will follow concerning when a company would or would not use the SWOT technique. Description of Tool or Technique SWOT, sometimes also called TOWS, is an instrument used in assessing a business and its surrounding atmosphere. This method is most helpful in the initial phase of planning in which it facilitates market researchers on strategic elements. In SWOT, the strengths and weaknesses are internal factors that affect an organization. Some of the strengths addressed are the companys marketing expertise, new and innovative products or services, location, quality ......

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