SWOT ANALYSIS

SWOT ANALYSIS

◊ Acronym for Strengths, Weaknesses, Opportunities, and Threats.

◊ The SWOT analysis was created in the 1960s by business gurus, Edmund P. Learned, C.
Roland Christensen, Kenneth Andrews, and William D. Book in their book, Business
Policy, Text and Cases (Irwin 1969).

◊ SWOT Analysis is a strategic planning technique used to evaluate the strength,

weaknesses, opportunities and threats of any business or organization or a product or
a process or a methodology.

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 STRENGTHS

• What advantages does you have? 

• What do you do better than any one else?
• What do people in your market see as your
strength?
• What factors get you sale?
• What unique or low cost resources
do you have access to?

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 WEAKNESSES

• What could you improve?

• What should you avoid?
• What factors lose you sale?

• What the strength of rivals?

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 OPPORTUNITIES

• What are the good opportunities facing you?

• What are the interesting trends you are aware of?

• Changes in government policy related your field?

• Rapid market growth

• Rival firms are complacent

• Changing customer needs/tastes
• Sales decline for a substitute product

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 THREATS

• What obstacle do you face?

• What is your competition doing that you should be worried?

• Is changing technology threatening your position?

• Are the required specifications for your jobs, products &

services changing?

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 When do you use SWOT?

Effectiveness in Market

Decision Making
Product Launch

Personal Development Planning

Competitor Evaluation
Product Evaluation

Strategic Planning
Brainstorming Meetings

Goods & Services Evaluation

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 1. Analyze Internal & 2. Perform SWOT Analysis
3. Prepare Action Plans
External Environment & Document

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1. Analyze Internal & External Environment

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2. Perform SWOT Analysis & Document

Carry your findings forward

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Evaluate listed ideas against Objectives

4 List Strengths,
Weaknesses,

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Create a workshop environment Opportunities, & threats

Select contributors

2 Allocate research & information gathering tasks

1 Establish the objectives -

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 3. Prepare Action Plans

Once the SWOT analysis has been completed, mark each point with:

Things that MUST be addressed immediately

Things that can be handled now

Things that should be researched further

Things that should be planned for the future

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