When performing SWOT analysis, which two groups are critical to include when examining internal data?

In a SWOT analysis, which stands for Strengths, Weaknesses, Opportunities, and Threats, focusing on internal factors is crucial for determining a company's current position. Employees and customers are vital groups to consider when examining internal data because they provide insights that directly relate to the company's strengths and weaknesses.

Employees are often the backbone of an organization; they have first-hand knowledge of internal processes, the company culture, operational efficiency, and areas needing improvement. Their insights can reveal strengths such as a skilled workforce or innovative practices, as well as weaknesses like low morale or high turnover rates.

On the other hand, customers play a significant role in understanding how the company’s offerings are perceived in the market. Their feedback helps identify which products or services are strong and well-received, as well as areas that might need enhancement, indicating weaknesses. Understanding customer satisfaction, loyalty, and areas for improvement is essential for informed strategic planning.

Thus, incorporating the perspectives of employees and customers enriches the internal analysis of a SWOT framework, facilitating a well-rounded understanding of the company's capabilities and areas for growth.