Rolul indicatorilor financiari în fundamentarea analizei SWOT: Studiu de caz privind Meta Platforms
The Role of Financial Indicators in Supporting SWOT Analysis: A Case Study of Meta Platforms

Summary/Abstract: SWOT analysis is one of the most widely used managerial tools, facilitating the assessment of a company’s strategic position by integrating information related to both its internal capabilities and the external environment in which it operates. In the current business landscape, characterised by rapid technological advancement and intensifying global competition, grounding SWOT analysis in financial indicators enhances the objectivity of the decision-making process and supports the identification of strategic directions for strengthening organisational performance. This study focuses on Meta Platforms, Inc. by examining the evolution of its key financial indicators over the 2022–2025 period and relating them to the four dimensions of SWOT analysis, namely strengths, weaknesses, opportunities, and threats. The research employs a comprehensive set of financial indicators covering asset and capital structure, liquidity, solvency, accounts receivable and trade payable turnover, profitability, financial performance, and market value in order to provide a quantitative foundation for assessing the company’s strategic position. The findings indicate that integrating financial indicators into SWOT analysis facilitates the identification of competitive advantages, internal vulnerabilities, and the opportunities and threats arising from the external environment, supporting more objective and evidence-based managerial decision-making aimed at improving organisational performance.

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