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Company > Allegion PLC: Business Model, SWOT Analysis, and Competitors 2023

Allegion PLC: Business Model, SWOT Analysis, and Competitors 2023

Published: Jun 13, 2023

Inside This Article


    In this blog article, we will delve into the business model, SWOT analysis, and competitors of Allegion PLC, a leading global provider of security products and solutions. As a company, Allegion focuses on creating innovative security solutions to protect people and property, serving both residential and commercial markets. Through an in-depth SWOT analysis, we will evaluate the company's strengths, weaknesses, opportunities, and threats, providing valuable insights into its future prospects. Furthermore, we will identify and analyze Allegion's key competitors in the industry, exploring how they stack up against each other in the evolving security market landscape.

    What You Will Learn:

    • Who owns Allegion PLC and the significance of their ownership in the company.
    • The mission statement of Allegion PLC and how it guides their overall business strategy and operations.
    • How Allegion PLC generates revenue and the various sources of income for the company.
    • An in-depth explanation of Allegion PLC's Business Model Canvas and how it helps illustrate their key activities, resources, and value proposition.
    • A comprehensive overview of the competitors of Allegion PLC and the competitive landscape they operate in.
    • An insightful SWOT analysis of Allegion PLC, highlighting their strengths, weaknesses, opportunities, and potential threats in the industry.

    Who owns Allegion PLC?

    Major Shareholders

    Allegion PLC, a leading global provider of security solutions, has a diverse ownership structure. The company's ownership is spread among various entities, including institutional investors, mutual funds, and individual shareholders.

    One of the major shareholders of Allegion PLC is The Vanguard Group, a renowned investment management company. As of the latest available data, The Vanguard Group holds a significant stake in the company, indicating their confidence in Allegion's business prospects. This large institutional investor's ownership demonstrates the interest from long-term investors in the security solutions sector.

    Another major shareholder is BlackRock, Inc., one of the world's largest asset management firms. BlackRock's ownership in Allegion PLC signifies their belief in the company's potential for growth and profitability. With their extensive expertise in the investment industry, BlackRock's involvement further solidifies Allegion's position as an attractive investment opportunity.

    Insider Ownership

    In addition to institutional investors, Allegion PLC also has a noteworthy level of insider ownership. Insider ownership refers to the shares held by the company's executives, directors, and other key individuals associated with the organization. These insiders have a vested interest in the company's success and are often aligned with the long-term goals of the business.

    Notable insiders who own shares in Allegion PLC include its senior executives, members of the board of directors, and other key personnel. Their ownership signifies their commitment to the company's performance and their confidence in its ability to deliver value to shareholders.

    Public Shareholders

    Apart from institutional investors and insiders, Allegion PLC also has a significant number of public shareholders. These shareholders are individual investors who own shares of the company through various channels, such as brokerage accounts or retirement funds. Public shareholders play an essential role in the company's ownership structure as they contribute to the overall liquidity of the stock and provide a diverse investor base.

    The ownership of Allegion PLC by public shareholders reflects the company's appeal to a broad range of investors. It indicates that the company's stock is accessible to both retail investors and larger investment firms, making it a popular choice among different types of shareholders.


    The ownership of Allegion PLC is widely distributed among major institutional investors, insiders, and public shareholders. This diverse ownership structure signifies the confidence and belief in the company's potential for growth and profitability. With major shareholders like The Vanguard Group and BlackRock, Inc., as well as a substantial insider ownership, Allegion PLC demonstrates its appeal as an investment opportunity in the security solutions sector. Additionally, the involvement of public shareholders highlights the accessibility and broad investor base of the company's stock.

    What is the mission statement of Allegion PLC?

    Understanding Allegion PLC's Mission Statement

    Allegion PLC, a global leader in security products and solutions, has a clear and concise mission statement that guides its actions and strategic decisions. The company's mission statement can be summarized as follows:

    "To keep people safe and secure where they live, work, and visit."

    This mission statement reflects Allegion PLC's commitment to providing innovative security solutions that protect individuals and their assets in various environments. Whether it is residential, commercial, or institutional spaces, Allegion PLC aims to create a sense of safety and security.

    Emphasizing Safety and Security

    By prioritizing safety and security, Allegion PLC demonstrates its understanding of the importance of protecting people's well-being. The company's mission statement highlights its dedication to ensuring that individuals feel safe and secure in their everyday lives.

    Allegion PLC achieves this mission by designing and manufacturing a wide range of products and solutions that address different security needs. These include mechanical and electronic locks, access control systems, door closers, exit devices, and more. By offering a comprehensive portfolio of products, Allegion PLC aims to meet the diverse security requirements of its customers.

    Holistic Approach

    The mission statement also indicates Allegion PLC's recognition that security is not limited to a single aspect or location. It encompasses various settings where people spend their time, including residential properties, commercial buildings, educational institutions, healthcare facilities, and hospitality establishments. Allegion PLC's mission underscores its commitment to providing security solutions across these different environments.

    Moreover, the inclusion of "where they live, work, and visit" in the mission statement suggests that Allegion PLC recognizes the different contexts in which individuals require security. Whether it is residential homes, office spaces, or public venues, Allegion PLC aims to offer tailored solutions to ensure the safety and peace of mind of its customers.

    Continuous Innovation

    Allegion PLC's mission statement implies its dedication to innovation. By striving to keep people safe and secure, the company understands the importance of staying ahead of evolving security threats and challenges. This necessitates continuous research, development, and improvement of their products and services.

    Through a combination of cutting-edge technology and a deep understanding of customer needs, Allegion PLC aims to provide innovative security solutions. By doing so, the company endeavors to offer effective, reliable, and user-friendly products that address the ever-changing security landscape.


    Allegion PLC's mission statement serves as a guiding principle for the company's endeavors. By emphasizing safety and security, adopting a holistic approach, and promoting continuous innovation, Allegion PLC demonstrates its commitment to keeping people safe and secure in various environments. With its diverse portfolio of security products and solutions, the company strives to provide effective and reliable security measures that instill confidence and peace of mind in individuals worldwide.

    How does Allegion PLC make money?

    Revenue Streams

    Allegion PLC generates its revenue through a variety of sources, primarily centered around its core business of providing security products and solutions. The company operates in two main segments: Americas and International.

    1. Product Sales

    The majority of Allegion's revenue comes from the sale of its extensive range of security products. These products include mechanical and electronic locks, access control systems, door closers, exit devices, and biometric solutions. Allegion serves a diverse customer base, including residential, commercial, and institutional customers, as well as original equipment manufacturers (OEMs) and distributors. The company's wide product portfolio allows it to cater to a broad range of security needs, driving sales across various sectors.

    2. Service and Maintenance Contracts

    In addition to product sales, Allegion also generates revenue from service and maintenance contracts. These contracts provide ongoing support and maintenance services for the company's security products and systems. Allegion offers comprehensive service packages that include regular inspections, repairs, and upgrades to ensure the optimal performance and longevity of its security solutions. By providing these services, Allegion enhances customer satisfaction and loyalty while creating a recurring revenue stream.

    3. Software and Technology Solutions

    Allegion has been increasingly focusing on leveraging technology to offer innovative security solutions. The company develops and markets software and technology solutions that complement its physical security products. These solutions include cloud-based access control systems, mobile apps for keyless entry, and integrated security management platforms. By providing software and technology solutions, Allegion enhances its product portfolio and creates additional revenue streams that cater to customers' evolving security needs.

    Geographic Breakdown

    Allegion generates revenue from both the Americas and International segments, which have slightly different dynamics.

    1. Americas Segment

    The Americas segment represents the largest source of revenue for Allegion. This segment includes North America and Latin America, where the company has a strong market presence. Allegion serves a wide range of customers in this region, including residential, commercial, and institutional clients. The Americas segment generates revenue through product sales, service contracts, and software solutions. Additionally, the segment benefits from the robust construction activity in the region, which drives demand for Allegion's security products.

    2. International Segment

    The International segment encompasses Europe, the Middle East, Africa, and the Asia-Pacific region. While this segment represents a smaller portion of Allegion's overall revenue, it has been growing steadily over the years. Allegion focuses on expanding its market presence in these regions by leveraging its strong brand reputation and offering innovative security solutions tailored to local market requirements. The International segment generates revenue primarily through product sales, service contracts, and software solutions.

    In conclusion, Allegion PLC makes money through various revenue streams, including product sales, service and maintenance contracts, and software and technology solutions. The company's geographic breakdown allows it to tap into diverse markets, catering to a wide range of customers globally. With its commitment to innovation and customer satisfaction, Allegion continues to grow its revenue while maintaining a strong position in the security industry.

    Allegion PLC Business Model Canvas Explained

    Introduction to Allegion PLC

    Allegion PLC is a leading global provider of security products and solutions. With a diverse portfolio of brands, including Schlage, LCN, and Von Duprin, Allegion serves both residential and commercial markets. The company's business model revolves around delivering innovative security solutions that protect people and property, while also creating value for its stakeholders.

    Key Partnerships

    Allegion has established strategic partnerships with various stakeholders to enhance its business model. Collaborating with architects, contractors, and distributors allows the company to reach a wider customer base and offer comprehensive security solutions. Allegion also partners with technology companies to integrate its products with advanced security systems, providing customers with seamless and cutting-edge solutions.

    Key Activities

    The key activities of Allegion revolve around designing, manufacturing, and distributing security products. The company invests heavily in research and development to continuously innovate and stay ahead of the rapidly evolving security industry. Additionally, Allegion focuses on marketing and promoting its products to increase brand awareness and customer demand. The company also provides technical support and training to its partners and customers to ensure the successful implementation of its products.

    Key Resources

    Allegion's key resources include its extensive product portfolio, strong brand reputation, and a global distribution network. The company offers a wide range of security products, including locks, door closers, access control systems, and electronic security solutions. This diverse product portfolio allows Allegion to cater to various customer needs and market segments. The company's strong brand reputation, built on trust and reliability, enables it to maintain a competitive edge in the market. Moreover, Allegion's global distribution network ensures efficient and timely delivery of its products to customers worldwide.

    Value Proposition

    Allegion's value proposition lies in providing high-quality, innovative security solutions that enhance safety and security for individuals and businesses. The company's products are designed to meet the ever-evolving security challenges faced by customers, offering peace of mind and protection against unauthorized access and intrusions. Allegion's solutions are not only reliable and efficient but also customizable to meet specific customer requirements. By delivering value through its products, Allegion aims to build long-term relationships with its customers and create a positive impact on society.

    Customer Segments

    Allegion serves a diverse range of customer segments in both residential and commercial markets. In the residential sector, the company caters to homeowners, builders, and contractors who seek reliable and stylish security products for their properties. In the commercial sector, Allegion targets various industries, including healthcare, education, hospitality, and government, where security is of paramount importance. By understanding the unique needs of each customer segment, Allegion can tailor its products and services to meet their specific requirements effectively.

    Cost Structure

    Allegion's cost structure is primarily driven by its manufacturing operations, research and development, marketing, and distribution activities. The company invests significant resources in its manufacturing facilities to ensure high-quality production and efficient operations. Research and development expenses are incurred to drive product innovation and stay ahead of competition. Marketing efforts, including advertising and promotional activities, are undertaken to create brand awareness and generate demand. Lastly, the cost of maintaining a global distribution network is essential to deliver products to customers worldwide.

    Revenue Streams

    Allegion generates revenue through the sale of its security products and solutions. The company earns revenue through direct sales to customers as well as through its network of distributors and partners. Additionally, Allegion offers maintenance and support services, generating recurring revenue from customers who require ongoing assistance with their security systems. By diversifying its revenue streams, Allegion ensures a stable and sustainable financial position.


    Allegion PLC's business model revolves around delivering innovative security solutions that meet the unique needs of customers across different markets. Through strategic partnerships, extensive product offerings, and a strong brand reputation, Allegion has established itself as a global leader in the security industry. By continuously investing in research and development and focusing on customer-centric solutions, Allegion is well-positioned to sustain its growth and success in the years to come.

    Which companies are the competitors of Allegion PLC?

    Competitors of Allegion PLC

    Allegion PLC operates in the security and safety solutions industry and faces competition from several key players. These companies are also engaged in providing products and services that aim to enhance security and safety for residential, commercial, and institutional customers. The major competitors of Allegion PLC include:

    1. Assa Abloy AB: Assa Abloy AB is a global leader in door opening solutions, offering a comprehensive range of products such as locks, access control systems, and security doors. The company has a strong presence in both developed and emerging markets, making it a significant competitor for Allegion PLC.

    2. dormakaba Holding AG: dormakaba Holding AG is a leading provider of access control and security solutions, including door hardware, electronic access systems, and entrance systems. With a wide product portfolio and a global presence, dormakaba is a formidable competitor for Allegion PLC.

    3. Stanley Black & Decker, Inc.: Stanley Black & Decker, Inc. is a diversified global provider of tools, security solutions, and industrial products. The company's security segment offers a range of products, including electronic security systems, access control, and door hardware solutions. With its well-established brand and extensive product offerings, Stanley Black & Decker poses a significant competitive threat to Allegion PLC.

    4. Honeywell International Inc.: Honeywell International Inc. offers a broad range of security and safety solutions, including access control systems, video surveillance, and intrusion detection systems. The company's portfolio also includes fire and life safety solutions, making it a strong competitor in the overall security market.

    5. Johnson Controls International PLC: Johnson Controls International PLC is a multinational conglomerate that provides a wide array of products and services, including security and fire safety solutions. With its diversified offering and global reach, Johnson Controls provides stiff competition for Allegion PLC.

    These companies compete with Allegion PLC in terms of product quality, innovation, pricing, and market share. The competition among these industry players fosters innovation and drives the development of advanced security technologies, benefiting customers seeking reliable and effective security solutions.

    Allegion PLC SWOT Analysis


    Allegion PLC boasts several strengths that contribute to its success in the market.

    1. Diverse Product Portfolio: Allegion offers a wide range of security products and solutions, including locks, access control systems, door closers, and electronic security products. This diverse portfolio allows the company to cater to various customer needs and capture a larger market share.

    2. Strong Brand Reputation: Allegion has established a strong brand reputation over the years, known for its high-quality and reliable security solutions. This reputation not only attracts loyal customers but also enables the company to command premium prices and gain a competitive advantage in the market.

    3. Global Presence: With operations in more than 130 countries, Allegion enjoys a global footprint. This widespread presence allows the company to tap into different markets, benefit from diverse customer preferences, and mitigate risks associated with regional economic fluctuations.

    4. Technological Innovation: Allegion prioritizes continuous technological innovation to stay ahead of the competition. The company invests significantly in research and development, enabling it to introduce cutting-edge security solutions that align with evolving customer needs and market trends.


    Despite its strengths, Allegion also faces certain weaknesses that could potentially hinder its growth and performance.

    1. Dependence on Construction Industry: Allegion's business heavily relies on the construction industry, as its products are primarily used in new construction projects and renovations. Any slowdown or downturn in the construction sector could negatively impact the company's sales and revenue.

    2. Limited Market Penetration: While Allegion has a strong presence in many countries, it still faces challenges in penetrating certain markets. Cultural differences, regulatory barriers, and intense competition from local players can pose hurdles for Allegion's expansion efforts in some regions.

    3. High Research and Development Costs: Although Allegion's focus on innovation is a strength, it also involves substantial research and development costs. This can strain the company's financial resources, particularly during periods of economic uncertainty or when market conditions are challenging.


    Allegion has various opportunities that it can leverage to further enhance its market position and profitability.

    1. Growing Demand for Smart Security Solutions: The increasing adoption of smart home technologies and the Internet of Things (IoT) presents a significant opportunity for Allegion. By developing and marketing more smart security solutions, the company can tap into this emerging market and cater to tech-savvy consumers' needs.

    2. Expansion into Emerging Markets: Allegion can explore opportunities in emerging markets, where the demand for security products is rising due to urbanization and increasing crime rates. By strategically entering these markets and adapting its offerings to local preferences, Allegion can capture new customers and drive revenue growth.

    3. Strategic Partnerships and Acquisitions: Collaborating with strategic partners or acquiring complementary businesses can help Allegion expand its product offerings and enter new market segments. By leveraging the expertise and resources of these partners, Allegion can accelerate its growth and strengthen its competitive position.


    Despite its strengths and opportunities, Allegion faces various threats that could potentially impact its performance and market position.

    1. Intense Competition: The security industry is highly competitive, with numerous players vying for market share. Allegion faces competition from both established companies and new entrants, which can lead to price pressures, loss of market share, and reduced profitability.

    2. Economic Volatility: Allegion's business is susceptible to economic downturns and fluctuations. During periods of economic instability, customers may reduce spending on construction projects, impacting the demand for Allegion's products. Additionally, currency exchange rate fluctuations can affect the company's financial performance, especially in international markets.

    3. Rapid Technological Advancements: The security industry is characterized by rapid technological advancements. Allegion needs to continually invest in research and development to stay ahead of competitors and meet evolving customer expectations. Failure to keep up with technological advancements could lead to a loss of market share and relevance.

    Overall, a thorough SWOT analysis of Allegion PLC highlights its strengths, weaknesses, opportunities, and threats. By capitalizing on its strengths and opportunities while addressing its weaknesses and mitigating threats, Allegion can position itself for continued success in the dynamic security industry.

    Key Takeaways

    • Allegion PLC is owned by individual and institutional investors who hold shares of the company's common stock.
    • The mission statement of Allegion PLC is to make the world safer and more secure by providing innovative security solutions.
    • Allegion PLC generates revenue primarily through the sale of security products and solutions, including locks, key systems, access control systems, and door hardware.
    • The Allegion PLC Business Model Canvas encompasses key elements such as key partners, key activities, value proposition, customer segments, channels, customer relationships, revenue streams, resources, and cost structure.
    • Competitors of Allegion PLC include companies like Assa Abloy, dormakaba, Stanley Black & Decker, and Honeywell International.
    • In a SWOT analysis, Allegion PLC's strengths include its strong brand reputation and wide range of security solutions, while its weaknesses include dependence on certain markets and potential vulnerabilities in the cyber security space. Opportunities for Allegion PLC include growing demand for smart security solutions, while threats include intense competition and economic downturns.


    In conclusion, Allegion PLC is a global leader in security solutions, providing a wide range of products and services. As for ownership, Allegion PLC is a publicly traded company, meaning it is owned by its shareholders.

    The mission statement of Allegion PLC is to make the world safer and more secure by delivering innovative solutions and providing exceptional customer experiences. This mission drives the company's commitment to developing cutting-edge security products and services.

    Allegion PLC generates its revenue through various channels. The company primarily makes money by selling its security products, including locks, access control systems, and door hardware, to customers worldwide. Additionally, Allegion PLC offers installation, maintenance, and consulting services, contributing to its overall revenue stream.

    The Business Model Canvas of Allegion PLC provides a comprehensive overview of how the company creates, delivers, and captures value. It highlights key aspects such as customer segments, key activities, resources, and partnerships, illustrating the company's strategic approach to its operations.

    In terms of competition, Allegion PLC faces competition from several companies in the security solutions industry. Some of its notable competitors include Assa Abloy, Dormakaba, Stanley Black & Decker, and Honeywell International. These companies also provide a range of security products and services, creating a competitive landscape in the industry.

    Finally, conducting a SWOT analysis of Allegion PLC allows us to evaluate its strengths, weaknesses, opportunities, and threats. The company's strengths lie in its strong brand reputation, innovative product portfolio, and global presence. However, weaknesses such as dependence on key customers and exposure to economic fluctuations should be considered. Moreover, opportunities in emerging markets and advancements in technology provide avenues for growth, while threats such as intense competition and regulatory challenges should be monitored.

    Overall, Allegion PLC's ownership structure, mission statement, revenue generation methods, business model, competition, and SWOT analysis provide valuable insights into the company's operations and position in the security solutions industry.


    How can I find a SWOT analysis on a company?

    There are several ways to find a SWOT analysis on a company:

    1. Company websites: Start by visiting the official website of the company you are interested in. Many companies include a section on their website dedicated to investor relations or corporate information, where you can find annual reports, presentations, and sometimes even SWOT analyses.

    2. Business databases: Access business databases like Bloomberg, Thomson Reuters, or Hoovers, which provide comprehensive company information, financial data, and SWOT analyses. Some databases may require a subscription or access through a library or educational institution.

    3. Industry reports: Look for industry-specific reports from research firms and consulting companies. These reports often include SWOT analyses of major companies within the industry. Examples of such reports include those from McKinsey, PwC, or Deloitte.

    4. Market research reports: Explore market research companies such as MarketResearch.com, IBISWorld, or Euromonitor International. They often provide SWOT analyses as part of their reports on specific industries or companies.

    5. News articles and press releases: Search for news articles, press releases, or interviews related to the company you are interested in. Sometimes, these sources may include SWOT analyses or insights from industry experts.

    6. Academic journals and publications: Check academic journals, business magazines, or publications related to the industry or company. These sources often contain in-depth analysis, including SWOT assessments.

    Remember that SWOT analyses can vary in terms of quality and accuracy. It's always recommended to cross-reference information from multiple sources to get a well-rounded understanding of a company's strengths, weaknesses, opportunities, and threats.

    What is a SWOT analysis of a company brand?

    A SWOT analysis of a company brand is an evaluation of the brand's strengths, weaknesses, opportunities, and threats. It helps identify the internal and external factors that impact the brand's performance and success. Here is a breakdown of each component of a SWOT analysis for a company brand:

    1. Strengths: These are the positive attributes and advantages of the brand. It could include factors such as a strong reputation, loyal customer base, unique selling proposition, high-quality products/services, effective marketing strategies, or a well-established brand image.

    2. Weaknesses: These are the internal factors that hinder the brand's growth or competitiveness. It could include issues like poor brand recognition, limited resources, lack of innovation, negative customer perception, or inefficient distribution channels.

    3. Opportunities: These are external factors that can be leveraged to benefit the brand. It could include emerging market trends, new customer segments, technological advancements, changes in consumer behavior, or untapped geographic markets.

    4. Threats: These are external factors that pose risks or challenges to the brand's success. It could include intense competition, economic downturns, changing regulations, negative publicity, shifting consumer preferences, or disruptive technologies.

    By conducting a SWOT analysis of a company brand, businesses can gain valuable insights into their position in the market, identify areas for improvement, capitalize on opportunities, and mitigate potential threats. This analysis serves as a foundation for developing effective brand strategies, making informed decisions, and staying competitive in the industry.

    What is a SWOT analysis of a public organization?

    A SWOT analysis of a public organization involves evaluating its strengths, weaknesses, opportunities, and threats. This analysis can help the organization identify areas for improvement, understand its competitive position, and develop strategies to leverage its strengths and address challenges. Here is an example of a SWOT analysis for a public organization:


    1. Established reputation: The organization has a long-standing history and strong brand recognition.
    2. Skilled workforce: The organization has a highly qualified and experienced team.
    3. Access to resources: It has access to financial, technological, and other resources.
    4. Strong stakeholder relationships: The organization has built strong relationships with key stakeholders, including government agencies, community groups, and partners.
    5. Broad range of services: It offers a diverse range of programs and services to meet the needs of the public.


    1. Bureaucracy: The organization may face bureaucratic processes and decision-making, leading to delays and inefficiencies.
    2. Lack of innovation: It may struggle with adapting to new technologies or implementing innovative practices.
    3. Limited financial resources: The organization may face budget constraints, impacting its ability to invest in necessary infrastructure or projects.
    4. Inflexible organizational structure: The organization's structure may hinder agility and responsiveness to changing needs.
    5. Lack of transparency: There may be a lack of transparency in decision-making processes, leading to mistrust among stakeholders.


    1. Technological advancements: The organization can leverage new technologies to enhance service delivery, efficiency, and communication.
    2. Collaboration: There may be opportunities to collaborate with other public or private organizations to improve service provision or share resources.
    3. Policy changes: Changes in government policies or regulations may create new opportunities for the organization to expand or enhance its services.
    4. Public support: Positive public sentiment and advocacy can lead to increased funding and support for the organization's mission.
    5. Community engagement: Strong community engagement can help the organization gain insights into public needs and preferences, enhancing service delivery.


    1. Funding cuts: Reductions in public funding or budget constraints can limit the organization's ability to operate effectively.
    2. Political changes: Changes in government leadership or policies can impact the organization's strategic direction and funding.
    3. Competition: Other public or private organizations may provide similar services, creating competition for resources and public support.
    4. Changing demographics: Shifting demographics or societal trends may require the organization to adapt its programs and services to meet new needs.
    5. Public perception: Negative public perception or lack of trust can impact the organization's reputation and support.

    What is the SWOT analysis PDF?

    The SWOT analysis PDF is a document or file in the Portable Document Format (PDF) that provides information about the SWOT analysis. SWOT analysis is a strategic planning tool used to evaluate the strengths, weaknesses, opportunities, and threats of a business, project, or organization. The SWOT analysis PDF typically includes explanations, examples, templates, and guidelines on how to conduct a SWOT analysis effectively. It can be used as a reference or resource for individuals or teams involved in strategic planning, marketing, management, or decision-making processes.

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