SWOT analysis is a straightforward model that analyses the microenvironment of an organisation to evaluate a company's competitive position and to develop strategic planning. The framework examines an organisation's strengths, weaknesses, opportunities, and threats relating to the assessment of both internal and external factors, as well as current and future potential intending to create the foundation of a marketing strategy. Additionally, the main aim of a SWOT analysis is based on the identification and assignment of all significant factors that could positively or negatively have effects on the success to either of the four categories, providing an objective and in-depth look at your business ( Arshad et al., 2017 ). SWOT analysis, therefore, is highly useful in healthcare to develop and confirm the healthcare's goals incorporating the four categories to provide specific insights that can be used to ensure quality and improved healthcare services.
The strengths category summarises the positive attributes that are internal in the organisation and within its control. Some of the strengths of CMC include the use of state-of-the-art medical equipment, investments in healthcare informatics, and a focus on community healthcare improvement projects (Rao et al., 2016) . The current strengths have prompted outstanding organisational performance. The weaknesses category outline factors within the company's control that hinder the ability to achieve a competitive edge and thus reducing healthcare quality, for example, ageing healthcare facilities and lack of continuity in clinical processes. The opportunities category enlists the external factors acting as motivations for the company to exist and prosper within the market place, for instance, the new business initiatives available to a healthcare organization, for example, increased funding for healthcare informatics and introduction of new clinical protocols to improve quality and efficiency. Lastly is the threat category which highlights external factors that could negatively affect the performance of healthcare, for example, political and economic instability, budget deficits and the increasing pressure to reduce healthcare costs.
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References
Arshad, A., Noordin, M. F., & Othman, R. B. (2017). A synthesis on swot analysis of public sector healthcare knowledge management information systems in Pakistan. IJACSA) International Journal of Advanced Computer Science and Applications , 8 (8).
Rao, Y., Zhao, Q., Zhang, X., Yang, H., Lou, Y., & Zhang, X. (2016). Current status and future prospects of the development of clinical Pharmacy in China: A SWOT analysis. Pakistan journal of pharmaceutical sciences , 29 (2).
