Introduction to SWOT What is a SWOT analysis? It is a simple method of planning that compartmentalizes important internal factors (strengths and weaknesses) and external factors (opportunities and threats) that an organization faces. Simply stated, it is a highly effective planning technique to identify actions that will have a positive impact on business strategy and outcome. The items revealed in your assessment should be looked at as more than just a list of things you hope to accomplish or may eventually find the time to develop. They are actionable results to drive specific business change. Organizations that ignore or fail to understand, evaluate and leverage their strengths, weaknesses, opportunities and threats will find themselves blindsided by trends in the marketplace and their competitors. Why Use SWOT? To evaluate a new product or business idea. As a tool to help plan marketing, sales or general business strategy. As a method to improve, re-evaluate, revise or correct an existing offering. To identify a new solution to an existing problem. To uncover potential business challenges. To proactively respond to changes and trends. To better understand how you and your competitors are perceived in the marketplace. When to Use SWOT? As a way to identify and improve on weaknesses, turning them into strengths. To determine areas where opportunities exist and how best to exploit them. As a tool to help expose and neutralize risks and threats. To better understand your business environment and competitive landscape. Types of SWOT SWOT is valuable in gaining perspective on one’s position within an environment. It’s a high level examination often performed early in a project, not as a detailed analysis. It’s best used to understand conceptual or strategic needs instead of tactical execution. Here are some typical types of SWOT analysis: Business Team SWOT – A SWOT analysis performed by an executive team, product team or other business group. Product Launch / Re-launch SWOT – SWOT analysis is commonly used in planning and positioning a product or service offering in the marketplace. Business Launch – SWOT analysis helps Entrepreneurs identify opportunities and position their offering in the marketplace. It’s a key step in building a business plan. 3rd Party (external) SWOT Analysis – An outside inspection can often uncover gaps or deficiencies in strategy. SWOT is an effective tool to gain that external perspective. Marketing or Sales SWOT – From branding to differentiation, SWOT helps define messaging and the unique selling proposition (USP). Personal SWOT – This frequent use of SWOT analysis is to perform a self-assessment of one’s skills and career SWOT can be applied to products and services, or departments such as sales, marketing, operations, and financial management.

1. SWOT Analysis
SWOT is a simple method to
identify and categorize strengths,
weaknesses, opportunities and
threats. It’s a highly effective
facilitation tool to identify actions that
will have a positive impact on business
strategy.
Why Use SWOT?
Considerations When Using SWOT:
SWOT is a highly effective, simple means to
develop business strategy.
It’s a flexible tool, easily customized to meet
various circumstances and topics.
SWOT Analysis implies each quadrant as
equal importance. Yet strengths and
opportunities often far outweigh weaknesses
in business strategy.
SWOT is valuable in gaining perspective on one’s position within an environment. It’s
a high level examination often performed early in a project, not as a detailed analysis.
It’s best used to understand conceptual or strategic needs instead of tactical
execution. Typical types of SWOT analysis include the following.
Getting Started With SWOT
S
W
O T
S
Strengths
O
Opportunities
W
Weaknesses
T
Threats
The results of SWOT Analysis do not readily
transition into measureable actions.
Identify new
solutions to
existing
problems
Plan a business
launch
Revise an
existing
offering
Plan or re-plan
business,
marketing, &
sales strategy
Find a new
solution to
an existing
problem
Better understand
how you and your
competitors are
perceived in the
marketplace
Respond to changes
and trends
Evaluate a new
product or
business idea
Types of SWOT
A SWOT analysis performed
by an executive team,
product team or other
business group.
SWOT analysis is commonly
used in planning and
positioning a product or
service offering in the
marketplace.
SWOT analysis helps
Entrepreneurs identify
opportunities and position
their offering in the
marketplace. It’s a key step
in building a business plan.
An outside inspection can
often uncover gaps or
deficiencies in strategy.
SWOT is an effective tool to
gain that external
perspective.
From branding to
differentiation, SWOT helps
define messaging and the
unique selling proposition
(USP).
This frequent use of SWOT
analysis is to perform a self-assessment
of one’s skills
and career.
What are one's internal strengths
or areas of excellence? What
types of resources do have
available to you? (i.e., people,
technology, reputation, skills,
education, etc.) Where does one
have a unique advantage or
significant head start? What things
are unique to your organization
that add value or give you a
competitive edge?
What are one's internal
weaknesses or vulnerabilities?
Where are we less effective or
behind the competition?
Where can we take advantage of
market trends; where can we
exploit our strengths and the
competition's weaknesses? How
are we perceived in the
marketplace?
Which competitors are coming on
strong? Where are market trends
working against us? What are our
greatest risks presented by
competitors, marketplace trends
including consumer behavior?
Then for each of the four quadrants, identify and rank the points that best describe your
situation. It’s often best to prioritize and limit the number of items in each quadrant to
keep the SWOT analysis manageable.
Additional Resources
Articles on SWOT Analysis: http://bit.ly/1pXXkCZ
(Examples, Sample Questions, Checklist)
Ready to use SWOT Template: http://bit.ly/1vpB3iv
www.CenterforBusinessModeling.com
Business
Team
Product
Launch
Business
Planning
Personal
External
(3rd Party)
Marketing
or Sales