SWOT Analysis
Strategize effectively by identifying internal strengths & weaknesses, and external opportunities & threats.
Strengths
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Weaknesses
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Opportunities
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Threats
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Understanding SWOT Analysis
What is SWOT Analysis?
SWOT Analysis is a strategic planning framework developed in the 1960s at Stanford Research Institute. It provides a structured approach to evaluate an organization, project, or individual by examining four key dimensions: Strengths, Weaknesses, Opportunities, and Threats. This framework remains one of the most widely used tools in business strategy, marketing planning, and personal development.
The Four Quadrants Explained
Strengths (Internal, Positive)
What do you do well? What unique resources do you have? What advantages do you have over competitors? These are internal factors within your control.
Weaknesses (Internal, Negative)
What could you improve? Where do you lack resources? What do competitors do better? Honest assessment of weaknesses enables improvement.
Opportunities (External, Positive)
What trends could you leverage? Are there gaps in the market? What changes in technology, policy, or society could benefit you?
Threats (External, Negative)
What obstacles do you face? What are competitors doing? Are there regulatory or economic changes that could hurt you?
How to Conduct a SWOT Analysis
- Define your objective: What decision are you trying to make? A clear goal focuses the analysis.
- Gather diverse perspectives: Include team members from different roles to capture blind spots.
- Brainstorm each quadrant: List items without judgment first, then refine and prioritize.
- Be specific: "Good customer service" is vague. "24/7 support with 15-minute response time" is actionable.
- Develop strategies: Use the TOWS matrix to match strengths with opportunities and address weaknesses.
From SWOT to Action: The TOWS Matrix
SWOT becomes powerful when you use it to generate strategies. The TOWS Matrix pairs quadrants to create actionable approaches:
- S-O:Use Strengths to capitalize on Opportunities
- W-O:Overcome Weaknesses by pursuing Opportunities
- S-T:Use Strengths to mitigate Threats
- W-T:Minimize Weaknesses to avoid Threats