An overview of what the company does its history and its product/service range

KPMG is a multinational leading professional services firm, which deals with both audit and tax with over 10,000 partners and staff. They have achieved a vast amount of awards for both employment and health and safety, and this in turn reflects their dedication to excellence in their services. In 2008, KPMG merged with other firms in Europe, which formed KPMG Europe LLP. This therefore makes the company the largest integrated accountancy firm in Europe, with the headquarters based in Frankfurt. KMPG has a wide range of human resources, and these results in a diverse and highly skilled workforce. Furthermore, it can be seen that KPMG treat their workforce as
Opportunities

1) Product and service expansion
2) Entry into emerging markets.
3) Future acquisitions.
4) Increased expenditure on infrastructure could increase demand for advisory services. Threats

1) Dynamic and competitive environment.
2) Increased regulation, resulting in a need for a throughout service.
3) Exchange rate fluctuations
4) Changes in the economic environment.
5) Global economic slowdown.

The SWOT analysis indicates that the firm has strengths, which aid their position in a competitive market. Furthermore, it can be noted that the firm use such strengths to position themselves in the marketplace; in turn this promotes the resource-based view of strategy which focuses around the notion of ‘core competencies’ (Barney, 1991 p.99). The threats outlined can be responded to by reviewing the macro environment, and the implementation of strategic tools, which may help to overcome any weaknesses. Finally, the opportunities outlined suggest that the firm should internationalize outside of Europe, this would extend the firms client base, and would allow them to tap in to developing markets such as China and India. This is in line with the BRICS study (Wilson and Purushothaman, 2003 p.19): which, indicates that by 2050 China will be the world’s largest economy. Thus, an appreciation of the Eastern world is needed by KPMG to ensure success in the future.

Evidence of an audit of key competences within the