The SWOT Matrix illustrates how management can match the external opportunities and threats facing your institution with its internal strengths and weaknesses to yield four sets of possible strategic alternatives. The SWOT Matrix framework lends itself to brainstorming to create alternative strategies that you might not otherwise consider.

Basically four main strategies are proposed:

• SO STRATEGIES

These strategies are based on institutional strengths to take advantage of market opportunities.

• WO STRATEGIES

These strategies are based on overcoming institutional weaknesses to take advantage of market opportunities.

• ST STRATEGIES

These strategies are based on institutional strengths to avoid market threats.

• WT STRATEGIES

These strategies are based on overcoming/minimizing institutional weaknesses to avoid market threats.