What is a SWOT Analysis?

By Aresha Nawaz4 min read · Posted Feb 27, 2024


What is a SWOT Analysis?

Over the past 50 years, SWOT Analysis has been utilized in strategic management as a helpful planning and decision-making tool. Various analysis techniques are employed in the strategic management process to accomplish an organization's long-term objectives.

The acronym SWOT stands for strengths, weaknesses, opportunities, and threats. SWOT analysis is a strategic planning tool that determines and comprehends a project or business venture's strengths, weaknesses, opportunities, and threats. It thoroughly summarizes all the internal and external elements that can determine a venture's likelihood of success or failure. Although SWOT analysis has only a few acknowledged creators, Albert Humphrey is historically credited with developing the strategy in the 1960s.

A SWOT analysis aims to help with a practical, fact-based, data-driven examination of the advantages and disadvantages of a company, projects, or the industry as a whole. To maintain the analysis's accuracy, the organization must avoid gray areas and preconceived notions in favor of real-world scenarios. It should serve as a guide for businesses rather than a strict prescription.

It is necessary for marketers to use a SWOT analysis template to evaluate their business environment and make decisions. For instance, your marketing team may perform a SWOT analysis of your email marketing plan, assess its advantages and disadvantages, and examine any strategies the competitor may use differently. As a corporate leader, you may use a personal SWOT analysis to identify your goals.

How to Conduct a SWOT Analysis

Conducting a SWOT analysis is easy. Follow these steps to perform a SWOT analysis in which the matrix is the most important.

Determine Objectives

While a broad SWOT analysis is acceptable, focusing the study on a single goal will probably yield more significant value. The purpose of a SWOT analysis, for instance, might be limited to determining whether or not to launch a new product. A corporation will know precisely what it wants to accomplish at the end of the process if it has an objective. The SWOT analysis should be helpful when deciding whether to introduce the product or implement a marketing plan. The following questions may be raised while determining objectives:

  • What do we hope to achieve for our company?
  • What Key Performance Indicators do we have for marketing?
  • Are our key performance indicators (KPIs) SMART—specific, measurable, realistic, aspirational, and time-bound?
  • Do our marketing metrics and KPIs help us accomplish our primary goal?

Collect Data

Each SWOT analysis is unique, and to support the creation of multiple SWOT analysis tables, a business might require distinct data sets. A company should start by determining what data it can access, what data restrictions apply, and how trustworthy its external data sources are.

A business should know which personnel combination is best for the analysis in addition to the data. While some employees in the manufacturing or sales departments might be more aware of what's happening internally, others might be more connected to external forces. Diverse, valuable contributions are also more likely to result from having a wide range of perspectives.

SWOT Analysis Template

Analysts display a SWOT analysis template as a square with four quadrants, each representing a different SWOT element. This visual layout gives a summary of the company's position. While not every point under a given heading will be equally important, each should provide an essential context for understanding how strengths, weaknesses, opportunities, threats, and other factors are balanced.

The team behind the analysis should start by listing concepts under the four SWOT analysis components: strengths, weaknesses, opportunities, and threats. Organize the information into a SWOT matrix. Rank each factor based on its impact and likelihood.

What are the Four SWOT Analysis Templates?

Here's how to carry out a SWOT analysis:

  1. Identify Strengths: The internal factors that set a company or project apart from competitors are strengths. These may include elements like an excellent reputation for the brand, a knowledgeable workforce, cutting-edge goods, or effective procedures.
  2. Determine Weakness: Internal issues known as weaknesses make a company less competitive or perform poorly. These could be limited market size, antiquated technology, bad management, or a lack of resources.
  3. Analyze Opportunities: Opportunities are external factors that create ideal conditions for a company to expand or prosper. These could be new technological developments, shifting consumer preferences, emerging market trends, or business partnerships.
  4. Identify Threats: Threats are external factors that present difficulties or dangers to a company's ability to succeed. Regulatory changes, economic downturns, fierce competition, disruptive technologies, and altered market dynamics are a few examples.

The internal factors are typically on the top row of the SWOT table, and the external factors generally are on the bottom. Furthermore, the elements on the left side of the table represent more favorable aspects, while the elements on the right represent more unsettling or negative aspects. 95d0e025-49c8-42b5-8424-022eaf728860.png

The numerous guidelines to consider when drafting your SWOT analysis are as follows. Consider the following factors, though it's not a comprehensive list, to help you create your SWOT analysis:

  • Clients

  • Market percentage

  • Competitors

  • Team

  • Product price point

  • Growth of businesses

  • Accessibility

  • Online Reputation

  • Clients Retention

  • Corporate culture, and many more.

Develop Strategies:

It's time to turn the SWOT analysis into a strategic plan with the ranked list of strengths, weaknesses, opportunities, and threats. The analysis team takes each category's list of items and creates a synthesized plan to guide the original goal. For instance, the business debating whether to launch a new product may have determined that it leads the market for its current offering and has room to grow into other areas. Nevertheless, the drawbacks could outweigh the benefits due to rising material costs, congested supply chains, more employee requirements, and erratic product demand. The analysis team devises a plan to review the choice in six months to reduce costs.


SWOT analysis has been a popular method for supporting strategic decision-making by analyzing internal and external environments. The growing body of research on the SWOT method demonstrates that SWOT alone is insufficient for strategic planning.


SWOT Analysis SWOT ANALYSIS: A THEORETICAL REVIEW SWOT analysis applications: An integrative literature review

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Aresha Nawaz

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