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This empirical study is in the direction of exploring the linkage of SWOT and financial performance. Strengths, Weaknesses, Opportunities and Threats (SWOT) analyses a firm's strengths, weaknesses, opportunities and threats (SWOT) and formulates its strategies based on that analysis. The result of the analysis can also be helpful for the correction of the existing strategies. SWOT analysis can reveal how a firm is placed in the business environment. The opportunities, threats, strengths anddoi:10.19026/rjaset.8.1236 fatcat:uccmucrj7rcj5p3m232m2opfsy