SWOT Analysis

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Identifying Strengths, Weaknesses, Opportunities and Threats. Explanation of SWOT analysis.


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SWOT Analysis

What is a SWOT analysis? Description

A SWOT analysis is a tool, used in management and strategy formulation. It can help to identify the Strengths, Weaknesses, Opportunities and Threats of a particular company. 

 

Strengths and weaknesses are internal factors that create value or destroy value. They can include assets, skills, or resources that a company has at its disposal, compared to its competitors. They can be measured using internal assessments or external benchmarking.

 

Opportunities and threats are external factors that create value or destroy value. A company cannot control them. But they emerge from either the competitive dynamics of the industry/market or from demographic, economic, political, technical, social, legal or cultural factors (PEST).

 

Typical examples of factors in a SWOT Analysis diagram:

 

Strengths

  • Specialist marketing expertise
  • Exclusive access to natural resources
  • Patents
  • New, innovative product or service
  • Location of your business
  • Cost advantage through proprietary know-how
  • Quality processes and procedures
  • Strong brand or reputation

Weaknesses

  • Lack of marketing expertise
  • Undifferentiated products and service (i.e. in relation to your competitors)
  • Location of your company
  • Competitors have superior access to distribution channels
  • Poor quality of goods or services
  • Damaged reputation

Opportunities

  • Developing market (China, the Internet)
  • Mergers, joint ventures or strategic alliances
  • Moving into new attractive market segments
  • A new international market
  • Loosening of regulations
  • Removal of international trade barriers
  • A market that is led by a weak competitor

Threats

  • A new competitor in your own home market
  • Price war
  • Competitor has a new, innovative substitute product or service
  • New regulations
  • Increased trade barriers
  • A potential new taxation on your product or service

 

Any organization must try to create a fit with its external environment. The SWOT diagram is a very good tool for analyzing the (internal) strengths and weaknesses of a corporation and the (external) opportunities and threats. However, this analysis is just the first step. To really create the fit with the external environment is often the most difficult work.

 

Confrontation Matrix

A tool to combine the internal factors with the external factors is the Confrontation Matrix.

 

 

Opportunities

Threats

Strengths

  

Offensive

make the most of these

 

 Adjust

restore strengths

Weaknesses

  

Defensive

watch competition closely

 

 Survive

turn around

 

Often in reality the two columns of the SWOT diagram are pointing in opposite directions. Strategists must still deal with the paradox of creating alignment. This can be done via Outside-in strategy formulation (market-driven strategy) or Inside-out strategy formulation (resource-driven).


Note: you can also apply a SWOT analysis to competitors, often providing interesting new perspectives.

 

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SWOT Analysis Forum

Recent User Comments
Rob Miller - New Zealand Combine SWOT Analysis with 5 Ps "I always do a SWOT analysis against the 5 Ps. People, Product, Promotion, Place and last of all Price."    0
Sienna Regis - St Lucia Design Shool Theory vs. SWOT "Whats the difference between a SWOT analysis and the design shool theory?"    0
Mukisa Simon Peter - Uganda Turning Competitor's Weakanesses Into Opportunities "How can I turn my rival's internal weaknesses into my opportunities since some companies succeed in keeping their internal weaknesses as a secret to themselves?"    0
Ser Wah Oh - Singapore My Takes on SWOT "I view the internal factors of SWOT as the resources the company owns and the external factors as the environment that is affecting the biz. We could then use our business model as strength, and comparative weaknesses as weaknesses. To identify external factors, we could use PESTEL.
After constructing the SWOT, we should start looking at the external factors as drivers for the biz. Only focus on key drivers in terms of impact, not trend. And then look at the internal factors to see whether the company could capture these drivers. In doing so, all 4 quadrants should be studied in a static and dynamic manner.
For the static analysis, we want to see how the strengths of the company can be used to tackle the opportunities available and avoid the threats.
For the dynamic analysis, we want to see how the weaknesses can be developed in order to grab the opportunities in the future while avoiding the threats.
All these analysis might eventually affect the strategy and business model of the company."		    0
Rob - UK SWOT and Strategic Marketing Process "How does the SWOT analysis relate to the strategic marketing process (SMP)?"    0



Best User Comments
Poonam Mehta - india SWOT analysis "As an MBA student, when we started to learn SWOT analysis it was difficult for us to understand, but once I found that it is so simple to learn. once we learnt it properly it became very easy to interprete it. SWOT analysis is simple and easy way to judge any organization or you can say any brand. its simply balance card of positive and negative sides of organization or brand. if there is imbalance in that balance card, whole organization or brand has to pay for that mean it high lights loss part of firm. "    35
Fred Moran - USA SWOT Process Steps "Here's a list of typical phases in a medium size SWOT process (modify as needed).
1. Determine clear objective(s)
2. Determine SWOT team (size, level, find good facilitator and contributors (mix of experts and creative people)
3. Gather Information / Research (who does what)
4. Prepare SWOT workshop (timing, find a suitable room, create a free open atmosphere, agenda with times, send invitations)
5. Workshop - Brainstorm and list the Strengths
6. Workshop - Brainstorm and list the Weaknesses
7. Workshop - Brainstorm and list the Opportunities
8. Workshop - Brainstorm and list the Threats
9. Workshop - Evaluate and Prioritize (use objectives)
10. Communicate the Results
11. Implement the Results
12. Monitor the Results"		    27
Ayub - Canada SWOT - Absolutely essential "This is the most important tool companies around the globe will need to survive and grow in our current uncertain economic climate!"    22
Sabelo - SA Significance of SWOT Analysis "I have been given an assignment on SWOT Analysis and had no clue of what SWOT Analysis is, but in my research I became aware of what is it all about. I have noticed its significance and seen that realy all organizations are using it. It is realy confirmed to me that if it is used to the best it yields good results."    21
Khushboo - India What is SWOT analysis? "A SWOT analysis is like showing a mirror to oneself. It tells where the person stands. Strength: gives power. One should analyse his Weakness. Opportunities should be grabbed and one should overcome his Threats."    21
Lorenzo - UK Opportunity or Threat? "There can be considerable debate about what is a threat and what is an opportunity. When a company spots a new trend early and acts upon it well, then it has an opportunity. If another company does not see the same trend coming, or fails to act upon it well, then it is facing a threat. Furthermore, people with an entrepreneurial or can-do mentality view almost anything as an opportunity, while pessimistic, bureaucratic people view almost anything as a threat."    20
Debbie Rosaforte - US Uses of SWOT analysis "A SWOT analysis is frequently used in an early stage of strategic or marketing planning for decision-making, problem solving, and as a tool to increase the awareness of certain people about the situation the firm is in. But you can also use SWOT as a personal career planning tool to assess and reflect upon your own personal Strenghts, Weakenesses, Opportunites and Threats. Likewise, within the personnel department we can use SWOT to assess candidates for a function. You can even perform a SWOT on your football or hockey team..."    18
Lesley - England SWOT Reference "I need to reference the SWOT model.. Can anyone give a definitive source for the SWOT? I see it was adapted from an original model by Albert Humphrey who developed the SOFT model. I need to reference for my Post Grad course."    14
Gianvittorio - Netherlands SWOT or (maybe better) TOWS? "While I was teaching Business Policy, I noted the limitation of the SWOT analysis because students did not take the next step in developing alternative strategies based on the internal strengths and weaknesses and the external opportunities and threats. Consequently, I developed the TOWS Matrix. The original article "The TOWS Matrix--A Tool for Situational Analysis" was published in LONG RANGE PLANNING, Vol. 15, No. 2, 1982, pp. 54-66. This model has been used for research and strategy formulation around the globe. In the meantime, I applied the concept to career strategy as well as for analyzing the competitive advantages of nations. More information can be found on my website shown below. I trust that I shed some light at the origin and further development of the TOWS Matrix concept. usfca.edu/fac_staff/weihrichh/docs/tows.pdf"    14
Jake Vance - US SWOT Strengths and VRIO test "In order to analyze true, valid strengths in a SWOT Analysis, you can use the VRIO test: VALUE - Does the strength generate efficiency or more effectiveness? RARE - Is the strength also posessed by many competitors? IMITABILITY - Hard to copy / imitate? ORGANIZATIONAL - Can it be exploited by this organization?"    14
Duncan - Holland Ranking model for the Opportunities and Threats "In order to remove subjectivity in ranking Opportunities and Threats I am looking for a ranking model/theory/approach which could be used to rank the Opportunities and Threats. Does anyone have experience in using a ranking model, other than using the outcome of a brainstorm session. When working in a small team or as an individual this would be too subjective for my use. Thanks in advance for any thoughts on this matter. Duncan"    12
Mark - DK SWOT as a tool "It is my experience that the SWOT analysis as a standalone tool is not better than a simple brainstorming process focused on the four different issues. In order to make it work, it is necessary to work several other analysis e.g. value chain analysis, competitor analysis, PEST analysis, Porters five forces, financial analysis etc before you can determine if you have a solid case. Otherwise you don't have any kind of proof to support why you think that your technology for instance is superior to your competitors, or that lack of size is a threat in the global competition.
Only after you have done the initial work, you will be able to harvest the real value of the SWOT and if you decide to go a step further the TOWS matrix (=confrontation matrix)."		    11
Thijs Verhoeven - Netherlands Confrontation Matrix "I am using the SWOT analysis with my research and find it really helpfull. This site however displays a wrong confrontation matrix. The T/S cell must be Defending and the O/W cell must be Improvement. So or change this or put the SWOT in right order by putting Strengths and Weaknesses horizontal and Opportunities and Threats vertical."    10
Bayo - USA SWOT - research is important "A swot analysis can only be effectively executed if detailed and proper research work has been carried out. With detailed research you won't be groping in the dark, you have a comprehensive concept of both the internal and external factors and how to creatively and innovatively develop a strategy that is directional, cost effective and of course executable."    7
Carlos Alberto Marques - Brazil Well suited for Crisis too "In this moment of crisis, I never see a better tool for help us in our decisions. This analysis model gives the necessary matrix for fast and proper action."    5
Venugopal - Dubai SWOC "The "T" in SWOT can be changed to "C" for Challenge to take a more positive attitude."    4
pradeep - India Competetive Analysis with SWOT "Is only a SWOT Analysis enough for competitive analysis or should it be combined with other techniques?"    3
Myo Min Htut - Thailand SWOT Analysis for Beginners "SWOT analysis in the simplest mode of understanding is to take advantage of Strengths over Weaknesses and of Opportunities over Threats."    2
Carlo N. Diaz - Philippinies SWOT: the simpliest and user-friendly tool "Using the SWOT Analysis and Matrix is very user-friendly and direct to the point. In my training, the S/O cell is the Maxi-Maxi strategies: strategies to optimize Strengths and Opportunities of business. The S/T is the Maxi-Mini strategies: how to use business' Strengths to counter the Threats. The W/O cell is the Mini-Maxi strategies: how business W not be a hindrance to the Os. And the W/T is the Mini-Mini strategies: strategies to prevent the Weaknesses and Threats of your business. Regarding ranking models, maybe using EFE (External Factors Evaluation) or IFE (Internal Factor Evaluation) may do Mr. Duncan"    2
Vivian Uhunoma - United Kingdom Swot Analysis Well Suited as First Step "Swot becomes an effective tool for analysing competitiveness only when it is used as first step. Other frame work such as Porters' five forces, benchmarking and pest need to come into play before final analysis, decisions and strategy is formulated."    2
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  └► Ahmad Dawoud (Jordan) SWOT Always Needed for Strategy "I think no marketing strategy would be accomplished unless it goes under an internal and external analysis because we need to know information about the market and our firm we will work or build our strategy for."


  └► Coen ter Kuile (Netherlands) Add the Deming Circle "I agree with Fred Moran; the Deming Circle could be added to the SWOT after 10. communication of the SWOT."

  └► Muhammad Iqbal (Indonesia) SWOT is Essential "I Agree.. But SWOT is used to generate strategies. You need the Balanced Scorecard to implement them."

  └► Claudious Nyuke (Zimbabwe) SWOT Analysis "SWOT Analysis is important in evaluating the true business position. Business Managers often want to talk about the positives ie Strengths and Opportunities without talking much about the weaknesses and threats. It is in my view that for a true position to be reflected all the 4 elements of SWOT have to be scrutinized and a strategy be adopted."
  └► Abd Almoneim Ali Gussmelseed (Saudi Arabia) SWOT Analysis not Enough "From my experience doing internal analysis using functional approach is not enough to be clear about the organization's strengths and weaknesses. I believe a functional analysis should be included using value chain analysis in order to make better use of the results in achieving a competitive advantage in the market place."


  └► kamekish (India) Pessimistic and bureaucratic "I think the combination of two words like pessimistic and bureaucratic speaks volume about today's trend. Bureaucratic people are equally dangerous to well conected civilized society as pessimistics are. Especially in a country like India where bureaucratic prevails like hell and get continuous support from top political leaders. This situation is very dangerous to growing society. This must vanish. The world of today demand new social as well as organisational system to make use of opportunities. Further research in this direction is paramount for sustainable growth of a society."

  └► Joan Russ (UK) More SWOT applications "Other SWOT application areas include assessing potential: - Product Development options, - R&D efforts, - Brand Management options, - Supplier Management options, Outsourcing options, - Acquisition options, - Partnership options."
  └► Catherine Abou-Zaid (Bahrain) SWOT analysis "Thank you Debbie I was just sitting writing an appraisal and saw your comment very informative and I will do a swot analysis on this persons strengths and weaknesses. Thanks"
  └► Hugh (USA) Applying a SWOT for change "Nice applications of SWOT Debbie, Joan and Catherine. One key element of SWOT, touched on by Rodger, is it's subjectivity/time-sensitivity to the person COMPILING the diagram. Using it broadly in staff/management perception analysis(either collectively at workshops, or individually through self-completion or qualitative interviews), for perspectives around in the company. Then"Objectize"(my word) the final company SWOT to make overall analysis meaningful and accessible to all stakeholders. Do"hierarchy/strata/level", "Team" or even "Departmental" opinion, SWOTs, with the same purpose.Assess the fit between the perception of vertical or horizontal strategies. Understanding and committing to a company change or policy is vital to making that change effectively . Apply a GAP approach,looking to envision what the company would like the SWOT to say at some time in the future, to provide a powerful and attractive strategic picture to work towards."
  └► Jim McC (USA) Green, friendly, sustainable use? "Can SWOT be an effective tool for use in developing a green\-friendly, sustainable business model?"
  └► Jim W (USA) SWOT usage "A SWOT analysis can be used to effectively evaluate and refine a green-friendly model, but it will be of limited use in developing one. A SWOT analysis of a related business may reveal opportunities for pursuing a green-friendly model."
  └► Professor Bill (USA) Identifying Opportunities "The SWOT process finds its roots in the strategic planning process. The value of using this tool is to assist in identifying opportunities, that if developed and employed, would result in some contribution to an organization's competitive advantage. Over time the SWOT process has been used as a tool to identify opportunities that range from strategic planning to enhancing teaming behaviors to intrapersonal goal development. It is in fact, just a tool. It is used to "suggest" direction. There are more appropriate approaches/templates that will facilitate a much more effective business plan that the SWOT process. A good business model template will demand detailed evaluation of the managerial, marketing and financial dimesions of the planned enterprise and lead you (and your investors) to a "go" or "no go" decision."
  └► Vivek Joshi (India) SWOT to open up minds "I have foud the SWOT to be very useful in opening up the minds of managers, particularly in small firms driven by promoters. The systematic analysis actually demonstrates to them that there are various aspects within and outside their firms which they have never studied systematically. This opening up of minds leads to willingness to progress further in Strategy Formulation. In many such cases, the first analysis is best done qualitatively."
  └► Emilie Young (USA) Usage of SWOT "The SWOT Analysis is an immensely useful tool which can be applied in any area or discipline - from marketing to management to your personal life. Organizations must use it to assess itself and its environment in order to gain competitive advantage and increase productivity and profitability."


  └► Ricky Wong (Hong Kong) The TOWS theory "Hi Professor, Thanks for sharing, I've learn so much on that. Best Regards"


  └► Steven Jelle (The Netherlands) Re: Ranking model for the Opper and Threats "Maybe use a risk-label as a way to reduce the subjective level . effect and probabillity=>>risk. Or the confidence as Roger McCauly proposes 5 levels like Easy to cope with upto Disastrous vs Highly probable upto Very unlikely"

  └► Sienty Niono (Indonesia) SWOT for Marketing Strategy of a Museum "Can we use SWOT analysis as a tool to know the marketing strategy in museum? How? Are there any examples for non-profit organization to use this method? Thank you."

  └► Editor (NL) Confrontation Matrix is OK "Thijs, thanks for your reaction. I reviewed and checked the diagram but it is correct!
Note that by definition threats and opportunities are EXTERNAL and can NOT be controlled by the organization.
- The T/S cell means there are external threats and your internal organizational capabilites are strong. An Adjust Strategy is your only option. It is no use having strenghts that nobody needs. Defending I find misleading; you need to act and adjust to the external environment, not merely defend.
- The O/W cell means there are external opportunities but they are not attainable since your internal organizational capabilites are weak. You could try to strengthen or improve your capabilites by being creative, but in the mean time you need to use a Defensive Strategy against competitors who are stronger than you in capturing this opportunity."

  └► Ben Bult (Netherlands) SWOT research "A SWOT is like making a photoshot from an organization. The more research, the more pixels. However, there is a moment that you've got enough pixels. Don't analyse just for the sake of analyzing. So a SWOT is always a good step in analyses because "if you don't know where you are, any direction is good" ( read direction as Strategy). So Swotting is a valuable tool for getting the right number of pixels and it gives you the possibility to make change scenario's as well. Good tool, a base for formulating strategies and a proven tool for gap analysis."


  └► Jagdish B Acharya (India) SWOC for Tactics and SWOT for Strategy "There is perceptible difference between challenge and threat. Threat is usually with bigger dimension and on a long term horizon. Challenge on the other hand is something which can be achieved by tactics and on a smaller time scale. Sometimes positive and negative words are used so often by trainers that we fail to see motivational value of strong negative words. Replacing threat with challenge and opportunities with benefits or advantages may defeat the whole purpose of the exercise. So I suggest that we should stick to the original word in SWOT analysis and use it as a strategic tool."

  └► Alec Fraher (England) competetive analysis "I've mapped the 'market' using Porters 5 Forces and force field analysis - it helps to understand the competitive dynamic needed to either break through, create leverage or substitute."