As circumstances, capabilities, threats, and strategies change, the dynamics of a competitive environment may not be revealed in a single matrix.
You can also include quantitative information like the number of marketing emails sent per week or the number of units shipped per quarter. Weakness of The Gap, Inc. Although the SWOT analysis is widely used as a strategic planning tool, the analysis does have its share of limitations.
SWOT analysis: Strengths 1. Promising sales trends are reported in Gap Inc. One of the reason why the days inventory is high compare to its competitors is that Gap is not very good at demand forecasting thus end up keeping higher inventory both in-house and in channel.
Lower inflation rate — The low inflation rate bring more stability in the market, enable credit at lower interest rate to the customers of The Gap, Inc. The marketing of the products left a lot to be desired.