SWOT Analysis


A SWOT analysis is used to identify the strengths, weaknesses, opportunities, and threats of a particular business. It can also be used for all sorts of business situations. For example, a SWOT analysis can be used to assess an investment opportunity, potential partnership, new business ideas, products or brand, outsourcing opportunity, method of sales distribution, etc.




  • Competitive advantage?
  • Product/services?
  • Resources, assets, people?
  • Leadership?
  • Management experience, knowledge?
  • Core competencies
  • Financial reserves?
  • Price, value, quality
  • Location
  • Culture, attitudes, behavior?



  • Lack of a competitive strength?
  • Product/service?
  • Resources, assets, people?
  • Leadership?
  • Management experience, knowledge?
  • Lack of core competencies?
  • Financial constraints, cash flows?
  • Price, value, quality?
  • Location?
  • Culture, attitude, behavior?



  • Market development?
  • Competitor vulnerabilities?
  • Government regulations?
  • Industry or lifestyle trends?
  • Global influences?
  • New market, vertical/horizontal?
  • Niche target market?
  • New capabilities, technology?
  • Partnerships, distribution?
  • Volume, production, economies?
  • Seasonal, weather, fad?



  • Political?
  • Legislative?
  • Environmental?
  • New competitors?
  • New technology, services, ideas?
  • Market demand?
  • Supplier power?
  • Loss of key staff/management?
  • Seasonal, weather, fad?
  • Economy?
  • Financial constraints?


Once your SWOT analysis is complete, identify actions deriving from SWOT findings. Develop strategies to:


  • Maintain, build and leverage strengths.
  • Prioritize and optimize opportunities.
  • Remedy and reduce weaknesses.
  • Mitigate and counter threats.