The SWOT analysis can be used by both existing and new businesses. As the market continues to change and evolve, companies should be able to adapt to these changes. Therefore, existing companies use SWOT analysis to keep themselves informed about different changes and evaluate the changes made to remain competitive. It is recommended to conduct a SWOT analysis at least once a year in existing businesses. On the other hand, new businesses conduct a SWOT analysis to begin the strategic planning process. They must know their strengths and weaknesses to position themselves correctly in theirs