Use this SWOT table and accompanying PESTLE table to lay out your insights from different
sources and analyses. Read more on our guide to SWOT analysis.
Internal and External Factors
Internal factors are those that can be controlled. Strengths are things the company does
well and weaknesses are areas where the company is vulnerable.
External factors might affect the company for better or worse, so there are both
opportunities and threats.
Internal Strengths Weaknesses
External Opportunities Threats
As part of evaluating External factors use PESTLE to map your company’s specific threats.
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PESTLE Table
Use the PESTLE table to help evaluate your own external factors.
PESTLE Current Trends Future Trends
Political
Economic
Social
Technological
Environmental
Legal
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Fill out your SWOT Table
1. S-O Strategies (Offensive) – Use strengths to take advantage of opportunities. Ask:
Which opportunities can we best exploit using our strengths?
2. S-T Strategies (Defensive) – Use strengths to counter threats. Ask: How can we
leverage our strengths to reduce risks from external threats?
3. W-O Strategies (Adaptation) – Use opportunities to improve weaknesses. Ask: Can
external opportunities help us overcome internal weaknesses?
3. W-T Strategies (Survival) – Minimize weaknesses to avoid threats. Ask: Where are we
most vulnerable, and how can we reduce risk?
SWOT Strengths Weaknesses
<Enter strengths here> <Enter weaknesses here>
Opportunities S-O Strategies W-O Strategies
<Enter opportunities here>
Threats S-T Strategies W-T Strategies
<Enter threats here>
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Here’s an example of a SWOT table for a producer of high-performance athletic sportswear.
SWOT Strengths Weaknesses
W1-Low brand profile when
S1- High-quality products with compared to the large players
very attractive designs. in the market.
S2- Lower than average cost due W2- Most product lines and
to investment in automation. promotions are focused on
men.
Opportunities S-O Strategies W-O Strategies
Matching S1 with O1: Matching W2 with O1
Offensive strategy: Considering Adaptation strategy: Develop
how the company’s products are more female-focused products,
O1 - Rapidly growing social attractive in design, it can targeting conventional athletic
trend of athleisure. develop a strategy targeting non- use and athleisure trends.
O2 - Many local athletes and athletes with everyday athletic
sports teams are gaining wear.
global fame.
Threats S-T Strategies W-T Strategies
S-T strategies W-T strategies
Matching S2 with T2 Matching W1 with T1
Defensive strategy: Prepare for Survival strategy: Deter new
T1 - Many new entrants in
the economic downturn by entrants by enhancing the
the market from low-cost
lowering prices or offering a company’s brand profile, by
countries.
lower-price product line, which investing more in branding
T2- War and energy crises
can be maintained by lower activities. This can also be
expected to lower consumer
costs. done by noting O2 and
spending.
partnering with local athletes
and sports teams to enhance
brand visibility.
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