Assigning Weights in SWOT Analysis

SWOT Analysis
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Student, Malaysia

Assigning Weights in SWOT Analysis

SWOT analysis is a basic tool for any strategist/marketing manager to determine their future strategies. But just listing the strengths, weaknesses, opportunities and threats is not enough, especially for the challenging business environment. Sometimes managers might find many elements in the SWOT analysis and are unable to decide to take advantage of which element.
Therefore, we can add a weights to each element in each S, W, O and T quadrant.
For example, this will help to distinguish which element is more important or provides a better advantage (opportunity) over the others. By doing this the manager can first consider the elements of highest weight. By adding weightage to the elements, managers can also determine how well-built is their company (strengths).
So, by adding weights to the strengths and opportunities and weaknesses and threats respectively, one can compare their value and analyze whether their company's underlying business is more towards positive or negative changes.


Sanjit Keskar
Professor, India

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Divide and Conquer Approach to SWOT
Involve Stakeholders in SWOT Analysis
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