SWOT Analysis - Strengths, Weaknesses, Opportunities, Threats
SWOT Analysis is an effective method of identifying your Strengths and Weaknesses, and to examine the Opportunities and Threats
you face. Often carrying out an analysis using the SWOT framework will be enough to reveal changes that can be usefully made. The
purpose of SWOT analysis is to isolate key issues and to facilitate a strategic approach. You can use a SWOT Analysis to identify and
analyze the Strengths and Weaknesses of your organization (internal), as well as the Opportunities and Threats revealed by the
information you have gathered on the external environment. While developing a strategic plan, or planning a solution to a problem,
after you have analyzed the external environment (for example, the culture, economy, health, sources of funding, demographics,
etc.).To carry out a SWOT Analysis answer the following questions:
Consider this from your own point of view and from
Behaviors or circumstances that help the point of view of the people you deal with. Don't
you achieve your goals: be modest, be realistic. If you are having any
S Strengths What are your advantages? difficulty with this, try writing down a list of your
What do you do well? characteristics. Some of these will hopefully be
Again this should be considered from an internal and
What could be improved? external basis - do other people perceive weaknesses
W Weaknesses What is done badly? that you don't see? Do your competitors do any
What should be avoided? better? It is best to be realistic now, and face any
unpleasant truths as soon as possible.
Useful opportunities can come from such things as:
Identify the additional and/or Changes in technology on both a broad and narrow
unexpected chances for success: scale
O Opportunities Where are the good chances facing Changes in local or state policies
you? Changes in social patterns, population profiles,
What are the interesting trends? lifestyle changes, etc.
What obstacles do you face?
What are the aspects of a situation that What is your competition doing?
T Threats inhibit, harm, or threaten your chance Are the required specifications for your job, products
to achieve a desired goal. or services changing?
Is changing technology threatening your position?
Carrying out this analysis is will often be illuminating - both in terms of pointing out what needs to be done, and in putting problems into
perspective. You can use this information to help you develop a strategy that uses the strengths and opportunities to reduce the weaknesses and
threats, and to achieve the objectives of your organization.
Project teams for hypothetical companies – each must develop a new slogan:
Group 1 – for a soft-drink company
Group 2 – for a cereal company
Group 3 – for a toothpaste company
Group 4 – for a hair replacement therapy provider
After your group has developed its slogan, each individual should conduct a personal SWOT
assessment of his/her listening skills during this exercise. When all members have completed their
assessments, compare and discuss your assessment with the other members of your group.
Potential Internal Strengths Potential Internal Weaknesses
Potential External Opportunities Potential External Threats