A SWOT analysis is useful for any kind of strategic planning. It is a relatively quick way to look at organizational strengths, weaknesses, opportunities, and threats. The overall purpose of a SWOT analysis is to examine the internal and external factors that help or hinder in achieving each of the objectives. It can be used as a brainstorming tool or to help focus attention on key areas. A SWOT analysis can be used as a means of gathering information from a range of perspectives or to be able to use the results to strategic advantage by either matching strengths to opportunities or converting threats or weaknesses into strengths or opportunities. The analysis of the environment presupposes a research of all the important features of the outer and inner environment in order to identify strategic factors which can determine the future of the company. The analysis of the environment and the identification of strategic factors can be seen as support to the decision process when formulating the strategy and is carried out at the very beginning of the process of strategic management. The SWOT analysis is used to analyse the situation of the company. It serves to identify key factors in the outer environment which are recognized as opportunities or threats and factors from the inner environment which can be described as strengths or weaknesses. The SWOT analysis does not show the various connections between the outer and inner factors so that the TOWS matrix was developed in order to develop strategies. They can be founded on strengths, can eliminate weaknesses, use opportunities or face threats. Also the identification of the most important strategic factors is a key part in the SWOT analys.