The aim of the work is to give characteristics of the SWOT-analysis, to decode its components using schematic display of the process of occurrence of a crisis situation, in which the influence of factors of the external and internal environment of the enterprise is reflected. From this point of view, it is possible to consider the SWOT-analysis as one of the basic aspects, which are necessary for the effective application of a technique of crisis management. One of the major principles of the strategy of crisis management is constant monitoring of the external and internal environment of a company in order to detect an approaching threat of a crisis as soon as possible. Crisis management of a company begins from the moment when its mission is chosen, i.е. from the answer to the question: "What to do?” At all following stages of the development of a company, the attention of its management should be concentrated to the duly "catching" of the signals testifying to possible weakening of the position of a company, its competitive status. In order to do it, it is necessary to build the system, which would allow to combine the quantitative and qualitative analysis of threat "signals" that a crisis condition is approaching, thus, decreasing the competitive status of a company. As a basis of such system the analysis of opportunities, resources and risks, the so-called SWOT-analysis can be accepted (S – strength; W – weakness; O – opportu¬nity; T – threat).