swot analysis case study

• About / Contact
• Privacy Policy
• Alphabetical List of Companies
• Business Analysis Topics

Walmart SWOT Analysis & Recommendations

This SWOT analysis of Walmart Inc. presents the company’s strengths and weaknesses, as well as the business opportunities and threats relevant to the condition of the retail industry. As a leading retailer, the company has competitive advantages linked to its market position and organizational size. However, to fulfill Walmart’s mission statement and vision statement in the long term, the business needs to match its strategic decisions to the issues arising from the SWOT factors. For instance, the company must account for opportunities and threats that represent external forces in the retail market. Walmart optimizes its operations based on a variety of internal and external factors, including the ones examined in this SWOT analysis.

This SWOT analysis includes an internal analysis of Walmart’s strengths and weaknesses (internal strategic factors) and an external analysis of business opportunities and threats (external strategic factors). These strengths, weaknesses, opportunities, and threats provide a picture of the strategic planning options available to the retail corporation. The SWOT variables enumerated below affect the company, as well as its customers, business partners, suppliers, and competitors in the retail industry.

Strengths (Internal Strategic Factors)

Walmart’s strengths are business characteristics that enable growth, expansion, and profitability. In this part of the SWOT analysis, such characteristics strengthen the business against external forces, such as the threat of competition. The following internal factors are Walmart’s strengths:

• Dominant brick-and-mortar retail presence
• High-efficiency logistics and global supply chain
• Strong bargaining power against suppliers and manufacturers

Walmart’s industry position comes with a dominant brick-and-mortar retail presence, which is a business strength in this SWOT analysis. This strength enables the company to maintain a stable market share, despite aggressive competitors, like Amazon and Target. The large brick-and-mortar presence, along with the operations of the subsidiary, Sam’s Club, helps protect Walmart from competition, which includes Amazon’s relatively small brick-and-mortar operations. In addition, the high-efficiency logistics and global supply chain are a strength that this SWOT analysis links to the retail company’s growth potential. This internal strategic factor facilitates the ability to offer low prices, in support of Walmart’s generic competitive strategy and intensive growth strategies . This SWOT analysis also points to the retail company’s bargaining power as a strength for influencing suppliers and manufacturers. Based on the company’s large organizational size, this internal factor strengthens the business in imposing low prices on goods sold at its stores. This pricing strategy affects suppliers and manufacturers, while ensuring low selling prices at the company’s stores and e-commerce website. To support high efficiencies and large-scale operations, Walmart’s operations management involves advanced business information systems and related technologies. These technological applications help minimize costs, errors, and delays in retail business processes. Walmart’s inventory management is also a foundation that supports the strengths mentioned in this part of the SWOT analysis.

Walmart’s Weaknesses (Internal Strategic Factors)

Walmart’s weaknesses impose challenges in withstanding external forces, such as the threats identified in this SWOT analysis. Business weaknesses are internal factors related to the retail company’s ability for further business development, additional competencies, and higher profits. The following are Walmart’s weaknesses:

• Limited e-commerce operations
• Absent or insignificant operations in international shipping
• Competitive disadvantage relative to specialty sellers’ product quality

Despite its efforts to grow in the online retail space, Walmart’s e-commerce operations are small compared to Amazon’s. In this SWOT analysis, such a limitation is an internal strategic factor that weakens Walmart’s ability to capture a larger share of the retail market. Also, absent or insignificant operations in international shipping constrain potential growth based on international purchases. This weakness is in contrast to Amazon’s integrated international shipping options. Considering such a weakness, this SWOT analysis accounts for the trend of growing international online sales in more markets and market segments worldwide, among other trends described in the PESTEL/PESTLE analysis of Walmart Inc . Furthermore, because of its emphasis on low costs and low prices, the company is at a competitive disadvantage relative to specialty retailers’ product quality. Specialty retailers offer differentiated goods and services, such as high-quality customer service and high-end groceries. This competitive disadvantage is a weakness in this SWOT analysis of Walmart because it reduces the business ability to attract customers who prefer high-end shopping experiences.

Opportunities for Walmart (External Strategic Factors)

Walmart’s opportunities are options for growing the business, based on external forces or conditions in the retail industry environment. This part of the SWOT analysis shows the external factors that the company can pursue to improve its business performance, especially in e-commerce and international operations. The following are Walmart’s opportunities:

• Global expansion of e-commerce operations
• Establishment of international shipping
• Expansion of brick-and-mortar operations to more countries

The opportunity for global e-commerce expansion addresses the weakness of Walmart’s limited e-commerce operations. As mentioned earlier in this SWOT analysis, such a weakness limits the company’s share of the retail market. Thus, global e-commerce operations can boost the company’s international market share. In relation, the company can establish international shipping operations that support global e-commerce. In this SWOT analysis of Walmart, international shipping is an opportunity for the company’s multinational success. Moreover, considering its primary dependence on sales in the United States, the company has opportunities for establishing brick-and-mortar stores in more countries in order to increase profits. Walmart’s marketing mix or 4Ps can support marketing campaigns to exploit these opportunities. For instance, promotional tactics can facilitate the success of new stores in new markets. Also, appropriate modifications to Walmart’s organizational structure or corporate structure , such as new managerial teams for new business processes, can facilitate multinational operations to grow the company based on the opportunities shown in this part of the SWOT analysis.

Threats (External Strategic Factors)

The threats to Walmart’s business are linked to the retail market condition, human resource availability, and international relations. This part of the SWOT analysis shows how external forces in the industry environment can hamper the retail company’s improvement. The following external factors are threats to Walmart:

• Competitive threat from online and brick-and-mortar firms
• Supply chain disruptions due to political, economic, and health factors
• Labor market disruptions

Competition presents a major threat in the retail industry, as shown in the Five Forces analysis of Walmart Inc . For example, the company competes against Amazon ’s brick-and-mortar stores, marketplace, and e-commerce services; and eBay’s marketplace. Also, Walmart experiences competitive pressure from Target, Home Depot , Costco , and Best Buy, as well as Kroger, Lowe’s, Rakuten, and 7-Eleven. In this SWOT analysis, such a diversity of competitors creates a strong external force in the retail industry.

On the other hand, supply chain disruptions also threaten Walmart’s business. These disruptions are external strategic factors connected to the political and economic aspects of international relations, as well as health concerns, such as pandemics. In this SWOT analysis, these disruptions are a threat to the stability of supply chains and, consequently, the stability of Walmart’s operations, which depend on importing low-cost goods.

Labor market disruptions are linked to social trends that affect the availability and willingness of people to work for companies, like Walmart. This external factor is a threat that affects the retail company’s human resources. In this SWOT analysis, such labor market issues directly relate to the company’s capacity to provide its online and brick-and-mortar services to customers. This external strategic factor emphasizes the importance of Walmart’s human resource management in maintaining an adequate workforce to support business operations. Also, Walmart’s organizational culture or corporate culture  can provide support for maintaining an attractive workplace, in order to minimize turnover. Support from the organizational culture can improve job satisfaction and, in turn, stabilize the company’s human resources. Furthermore, Walmart’s corporate social responsibility strategy is significant in this part of the SWOT analysis. Corporate citizenship and stakeholder management efforts can enhance the company’s corporate image and workers’ perception about the business.

Recommendations based on this SWOT Analysis of Walmart Inc.

This SWOT analysis shows that Walmart has the business strengths to support growth through e-commerce expansion and international operations, which are opportunities in the global retail industry. However, this SWOT analysis also shows that the company needs to implement new strategies to overcome its weaknesses, such as the limited international presence; and the threats to its retail business, like competition and supply chain disruptions. Based on these internal and external strategic factors, an applicable recommendation is for growing Walmart’s e-commerce operations. It is also recommended that the company establish more locations outside its current retail markets. Ultimately, the goal should be to make Walmart a leading retail and e-commerce company that provides its goods and services globally.

• Benzaghta, M. A., Elwalda, A., Mousa, M. M., Erkan, I., & Rahman, M. (2021). SWOT analysis applications: An integrative literature review. Journal of Global Business Insights, 6 (1), 55-73.
• Ismail, R. E., & Jokonya, O. (2023). Factors affecting the adoption of emerging technologies in last-mile delivery in the retail industry. Procedia Computer Science, 219 , 2084-2092.
• Risberg, A. (2023). A systematic literature review on e-commerce logistics: Towards an e-commerce and omni-channel decision framework. The International Review of Retail, Distribution and Consumer Research, 33 (1), 67-91.
• Taherdoost, H., & Madanchian, M. (2021). Determination of business strategies using SWOT analysis; Planning and managing the organizational resources to enhance growth and profitability. Macro Management & Public Policies, 3 (1), 19-22.
• U.S. Department of Commerce – International Trade Administration – Retail Trade Industry .
• Walmart Inc. – America at Work .
• Walmart Inc. – Form 10-K .
• Walmart Inc. – Opportunity .
• Copyright by Panmore Institute - All rights reserved.
• This article may not be reproduced, distributed, or mirrored without written permission from Panmore Institute and its author/s.
• Educators, Researchers, and Students: You are permitted to quote or paraphrase parts of this article (not the entire article) for educational or research purposes, as long as the article is properly cited and referenced together with its URL/link.

SWOT Analysis: How To Do One [With Template & Examples]

Published: October 05, 2023

As your business grows, you need a roadmap to help navigate the obstacles, challenges, opportunities, and projects that come your way. Enter: the SWOT analysis.

This framework can help you develop a plan to determine your priorities, maximize opportunities, and minimize roadblocks as you scale your organization. Below, let’s go over exactly what a SWOT analysis is, a few SWOT analysis examples, and how to conduct one for your business.

When you’re done reading, you’ll have all the inspiration and tactical advice you need to tackle a SWOT analysis for your business.

What is a SWOT analysis? Importance of a SWOT Analysis How to Write a Good SWOT Analysis SWOT Analysis Examples How to Act on a SWOT Analysis

What is a SWOT analysis?

A SWOT analysis is a strategic planning technique that puts your business in perspective using the following lenses: Strengths, Weaknesses, Opportunities, and Threats. Using a SWOT analysis helps you identify ways your business can improve and maximize opportunities, while simultaneously determining negative factors that might hinder your chances of success.

While it may seem simple on the surface, a SWOT analysis allows you to make unbiased evaluations on:

• Your business or brand.
• Market positioning.
• A new project or initiative.
• A specific campaign or channel.

Practically anything that requires strategic planning, internal or external, can have the SWOT framework applied to it, helping you avoid unnecessary errors down the road from lack of insight.

Free SWOT Analysis Template

A free SWOT analysis template, plus other helpful market research resources.

Opportunities

You're all set.

Click this link to access this resource at any time.

Importance of a SWOT Analysis

You’ve noticed by now that SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. The framework seems simple enough that you’d be tempted to forgo using it at all, relying instead on your intuition to take these things into account.

But you shouldn’t. Doing a SWOT analysis is important. Here’s why.

SWOT gives you the chance to worry and to dream.

A SWOT analysis is an important step in your strategic process because it gives you the opportunity to explore both the potential risks and the exciting possibilities that lie ahead.  You’re giving yourself the space to dream, evaluate, and worry before taking action. Your insights then turn into assets as you create the roadmap for your initiative.

For instance, when you consider the weaknesses and threats that your business may face, you can address any concerns or challenges and strategize on how to mitigate those risks. At the same time, you can identify strengths and opportunities, which can inspire innovative ideas and help you dream big. Both are equally important. 

SWOT forces you to define your variables.

Instead of diving head first into planning and execution, you’re taking inventory of all your assets and roadblocks. This process will help you  develop strategies that leverage your strengths and opportunities while addressing and mitigating the impact of weaknesses and threats.

As a result, you'll gain a comprehensive understanding of your current situation and create a more specific and effective roadmap. Plus, a SWOT analysis is inherently proactive. That means you'll be better equipped to make informed decisions, allocate resources effectively, and set realistic goals. 

SWOT allows you to account for mitigating factors.

As you identify weaknesses and threats, you’re better able to account for them in your roadmap, improving your chances of success.

Moreover, accounting for mitigating factors allows you to allocate your resources wisely and make informed decisions that lead to sustainable growth. With a SWOT analysis as a guide, you can confidently face challenges and seize opportunities.

SWOT helps you keep a written record.

As your organization grows and changes, you’ll be able to strike things off your old SWOTs and make additions. You can look back at where you came from and look ahead at what’s to come.

In other words, SWOT analyses serve as a tangible history of your progress and provide a reference point for future decision-making. With each update, your SWOT analysis becomes a living document that guides your strategic thinking and helps you stay agile and adaptable in an ever-changing business landscape.

By maintaining this written record, you foster a culture of continuous improvement and empower your team to make data-driven decisions and stay aligned with your long-term vision.

Parts of a SWOT Analysis

Conducting a SWOT analysis will help you strategize effectively, unlock valuable insights, and make informed decisions. But what exactly does a SWOT analysis include?

Let’s explore each component: Strengths, Weaknesses, Opportunities, and Threats.

Your strengths are the unique advantages and internal capabilities that give your company a competitive edge in the market. A strong brand reputation, innovative products or services, or exceptional customer service are just a few examples. By identifying and capitalizing on your strengths, you can foster customer loyalty and build a solid foundation for growth.

No business is flawless. Weaknesses are areas where you may face challenges or fall short of your potential. It could be outdated processes, skill gaps within the team, or inadequate resources. By acknowledging these weaknesses, you can establish targeted initiatives for improvement, upskill your team, adopt new technologies, and enhance your overall operational efficiency.

Opportunities are external factors that can contribute to your company's progress. These may include emerging markets, technological advancements, changes in consumer behavior, or gaps in the market that your company can fill. By seizing these opportunities, you can expand your market reach, diversify your product offerings, forge strategic partnerships, or even venture into untapped territories.

Threats are external factors that are beyond your control and pose challenges to your business. Increased competition, economic volatility, evolving regulatory landscapes, or even changing market trends are examples of threats. By proactively assessing and addressing them, you can develop contingency plans, adjust your strategies, and minimize their impact on your operations.

In a SWOT analysis, you’ll have to take both internal and external factors into account. We’ll cover those next.

Free Market Research Kit

5 Research and Planning Templates + a Free Guide on How to Use Them in Your Market Research

• SWOT Analysis Template
• Survey Template
• Focus Group Template

SWOT Analysis Internal and External Factors

A SWOT analysis typically has internal (i.e., within your organization) and external (i.e., outside your organization) factors at play. Here's a breakdown of each.

Internal Factors

Internal factors refer to the characteristics and resources within your organization that directly influence its operations and performance. These factors are completely within your organization's control, so they can be modified, improved, or capitalized upon.

In a SWOT analysis, strengths and weaknesses are categorized as internal factors. Let’s look at a few examples.

• Brand reputation
• Unique expertise
• Loyal customer base
• Talented workforce
• Efficient processes
• Proprietary technology
• Outdated technology
• Inadequate resources
• Poor financial health
• Inefficient processes
• Skill gaps within the team

External Factors

External factors are elements outside the organization's control that have an impact on its operations, market position, and success. These factors arise from the industry climate and the broader business environment. You typically have no control over external factors, but you can respond to them.

In a SWOT analysis, opportunities and threats are categorized as external factors. Let’s look at a few examples.

• Emerging markets
• Changing consumer trends
• Technological advancements
• Positive shifts in regulations
• New gaps in the market you could fill
• Intense competition
• Economic downturns
• Disruptive technologies
• Changing regulations
• Negative shifts in consumer behavior

Remember, a well-rounded SWOT analysis empowers you to capitalize on strengths, address weaknesses, seize opportunities, and navigate threats — all while making informed decisions for the future.

Now, let’s take a look at how you can write a good SWOT analysis for yourself or for stakeholders.

How do you write a good SWOT analysis?

There are several steps you’ll want to take when evaluating your business and conducting a strategic SWOT analysis.

1. Download HubSpot's SWOT Analysis Template.

There’s no need to start from scratch for your analysis. Instead, start by downloading a free, editable template from HubSpot. Feel free to use the model yourself, or create your own as it suits your needs.

3. Identify your objective.

Before you start writing things down, you’ll need to figure out what you’re evaluating with your SWOT analysis.

Be specific about what you want to analyze. Otherwise, your SWOT analysis may end up being too broad, and you’ll get analysis paralysis as you are making your evaluations.

If you’re creating a new social media program, you’ll want to conduct an analysis to inform your content creation strategy. If you’re launching a new product, you’ll want to understand its potential positioning in the space. If you’re considering a brand redesign, you’ll want to consider existing and future brand conceptions.

All of these are examples of good reasons to conduct a SWOT analysis. By identifying your objective, you’ll be able to tailor your evaluation to get more actionable insights.

4. Identify your strengths.

“Strengths” refers to what you are currently doing well. Think about the factors that are going in your favor as well as the things you offer that your competitors just can’t beat.

For example, let’s say you want to use a SWOT analysis to evaluate your new social media strategy.

If you’re looking at a new social media program, perhaps you want to evaluate how your brand is perceived by the public. Is it easily recognizable and well-known? Even if it’s not popular with a widespread group, is it well-received by a specific audience?

Next, think about your process: Is it effective or innovative? Is there good communication between marketing and sales?

Finally, evaluate your social media message, and in particular, how it differs from the rest of the industry. I’m willing to bet you can make a lengthy list of some major strengths of your social media strategy over your competitors, so try to dive into your strengths from there.

5. Identify your weaknesses.

In contrast to your strengths, what are the roadblocks hindering you from reaching your goals? What do your competitors offer that continues to be a thorn in your side?

This section isn’t about dwelling on negative aspects. Rather, it’s critical to foresee any potential obstacles that could mitigate your success.

When identifying weaknesses, consider what areas of your business are the least profitable, where you lack certain resources, or what costs you the most time and money. Take input from employees in different departments, as they’ll likely see weaknesses you hadn’t considered.

If you’re examining a new social media strategy, you might start by asking yourself these questions: First, if I were a consumer, what would prevent me from buying this product, or engaging with this business? What would make me click away from the screen?

Second, what do I foresee as the biggest hindrance to my employees’ productivity, or their ability to get the job done efficiently? What derails their social media efforts?

6. Consider your opportunities.

This is your chance to dream big. What are some opportunities for your social media strategy you hope, but don’t necessarily expect, to reach?

For instance, maybe you’re hoping your Facebook ads will attract a new, larger demographic. Maybe you’re hoping your YouTube video gets 10,000 views and increases sales by 10%.

Whatever the case, it’s important to include potential opportunities in your SWOT analysis. Ask yourself these questions:

• What technologies do I want my business to use to make it more effective?
• What new target audience do I want to reach?
• How can the business stand out more in the current industry?
• Is there something our customers complain about that we could fix?

The opportunities category goes hand-in-hand with the weaknesses category. Once you’ve made a list of weaknesses, it should be easy to create a list of potential opportunities that could arise if you eliminate your weaknesses.

7. Contemplate your threats.

It’s likely, especially if you’re prone to worry, you already have a good list of threats in your head.

If not, gather your employees and brainstorm. Start with these questions:

• What obstacles might prevent us from reaching our goals?
• What’s going on in the industry, or with our competitors, that might mitigate our success?
• Is there new technology out there that could conflict with our product?

Writing down your threats helps you evaluate them objectively.

For instance, maybe you list your threats in terms of least and most likely to occur and divide and conquer each. If one of your biggest threats is your competitor’s popular Instagram account, you could work with your marketing department to create content that showcases your product’s unique features.

SWOT Analysis Chart

Download a free SWOT analysis chart included in HubSpot’s free market research kit .

A SWOT analysis doesn’t have to be fancy. Our SWOT analysis chart provides a clear and structured framework for capturing and organizing your internal strengths and weaknesses, and external opportunities and threats. It's the perfect visual aid to make sense of the wealth of information gathered during your analysis.

(Plus, you can always customize and paste it into a document you plan to share with stakeholders.)

But remember: Filling out the SWOT chart is just one step in the process. Combine it with our entire market research kit , and you'll have all the tools necessary to help your organization navigate new opportunities and threats.

SWOT Analysis Examples

The template above helps get you started on your own SWOT analysis.

But, if you’re anything like me, it’s not enough to see a template. To fully understand a concept, you need to see how it plays out in the real world.

These SWOT examples are not exhaustive. However, they are a great starting point to inspire you as you do your own SWOT analysis.

Apple’s SWOT analysis

Here’s how we’d conduct a SWOT analysis on Apple.

First off, strengths. While Apple has many strengths, let’s identify the top three:

• Brand recognition.
• Innovative products.
• Ease of use.

Apple’s brand is undeniably strong, and its business is considered the most valuable in the world . Since it’s easily recognized, Apple can produce new products and almost ensure a certain degree of success by virtue of the brand name itself.

Apple’s highly innovative products are often at the forefront of the industry. One thing that sets Apple apart from the competition is its product inter-connectivity.

For instance, an Apple user can easily sync their iPhone and iPad together. They can access all of their photos, contacts, apps, and more no matter which device they are using.

Lastly, customers enjoy how easy it is to use Apple’s products. With a sleek and simple design, each product is developed so that most people can quickly learn how to use them.

Next, let’s look at three of Apple’s weaknesses.

• High prices
• Closed ecosystem
• Lack of experimentation

While the high prices don’t deter Apple’s middle- and upper-class customer base, they do hinder Apple’s ability to reach a lower-class demographic.

Apple also suffers from its own exclusivity. Apple controls all its services and products in-house, and while many customers become loyal brand advocates for this reason, it means all burdens fall on Apple employees.

Ultimately, Apple’s tight control over who distributes its products limits its market reach.

Lastly, Apple is held to a high standard when it comes to creating and distributing products. Apple’s brand carries a high level of prestige. That level of recognition inhibits Apple from taking risks and experimenting freely with new products that could fail.

Now, let’s take a look at opportunities for Apple.

It’s easy to recognize opportunities for improvement, once you consider Apple’s weaknesses. Here’s a list of three we came up with:

• Expand distribution options.
• Create new product lines.
• Technological advancement.

One of Apple’s biggest weaknesses is its distribution network, which, in the name of exclusivity, remains relatively small. If Apple expanded its network and enabled third-party businesses to sell its products, it could reach more people globally, while alleviating some of the stress currently put on in-house employees.

There are also plenty of opportunities for Apple to create new products. Apple could consider creating more affordable products to reach a larger demographic, or spreading out into new industries — Apple self-driving cars, perhaps?

Finally, Apple could continue advancing its products’ technology. Apple can take existing products and refine them, ensuring each product offers as many unique features as possible.

Finally, let’s look at threats to Apple.

Believe it or not, they do exist.

Here are three of Apple’s biggest threats:

• Tough competition.
• International issues.

Apple isn’t the only innovative tech company out there, and it continues to face tough competition from Samsung, Google, and other major forces. In fact, Samsung sold more smartphones than Apple did in Q1 of 2022 , shipping 17 million more units than Apple and holding 24% of the market share.

Many of Apple’s weaknesses hinder Apple’s ability to compete with the tech corporations that have more freedom to experiment, or that don’t operate in a closed ecosystem.

A second threat to Apple is lawsuits. Apple has faced plenty of lawsuits, particularly between Apple and Samsung . These lawsuits interfere with Apple’s reputable image and could steer some customers to purchase elsewhere.

Finally, Apple needs to improve its reach internationally. The company isn’t number one in China and doesn’t have a very positive relationship with the Chinese government. In India, which has one of the largest consumer markets in the world, Apple’s market share is low , and the company has trouble bringing stores to India’s market.

If Apple can’t compete globally the way Samsung or Google can, it risks falling behind in the industry.

Starbucks SWOT Analysis

Now that we’ve explored the nuances involved with a SWOT analysis, let’s fill out a SWOT template using Starbucks as an example.

Here’s how we’d fill out a SWOT template if we were Starbucks:

Download this Template for Free

Restaurant Small Business SWOT Analysis

Some small business marketers may have difficulty relating to the SWOTs of big brands like Apple and Starbucks. Here’s an example of how a dine-in Thai restaurant might visualize each element.

Small restaurants can lean into their culinary expertise and service skills to find opportunities for growth and brand awareness. A SWOT analysis can also help identify weaknesses that can be improved, such as menu variation and pricing.

While a restaurant might not be as worried about high-level lawsuits, a small business might be more concerned about competitors or disruptors that might enter the playing field.

Local Boutique SWOT Analysis

In another small business example, let’s take a look at a SWOT analysis for a local boutique.

This shop might be well known in its neighborhood, but it also might take time to build an online presence or get its products in an online store.

Because of this, some of its strengths and opportunities might relate to physical factors while weaknesses and threats might relate to online situations.

How to Act on a SWOT Analysis

After conducting a SWOT analysis, you may be asking yourself: What’s next?

Putting together a SWOT analysis is only one step. Executing the findings identified by the analysis is just as important — if not more.

Put your insights into action using the following steps.

Take advantage of your strengths.

Use your strengths to pursue opportunities from your analysis.

For example, if we look at the local boutique example above, the strength of having affordable prices can be a value proposition. You can emphasize your affordable prices on social media or launch an online store.

Address your weaknesses.

Back to the boutique example, one of its weaknesses is having a poor social media presence. To mitigate this, the boutique could hire a social media consultant to improve its strategy. They may even tap into the expertise of a social-savvy employee.

Make note of the threats.

Threats are often external factors that can’t be controlled, so it’s best to monitor the threats outlined in your SWOT analysis to be aware of their impacts on your business.

When to Use a SWOT Analysis

While the examples above focus on business strategy in general, you can also use a SWOT analysis to evaluate and predict how a singular product will play out in the market.

Ultimately, a SWOT analysis can measure and tackle both big and small challenges, from deciding whether or not to launch a new product to refining your social media strategy.

Editor's note: This post was originally published in May 2018 and has been updated for comprehensiveness.

Don't forget to share this post!

Related articles.

Market Research: A How-To Guide and Template

20+ Tools & Resources for Conducting Market Research

What's a Competitive Analysis & How Do You Conduct One?

TAM SAM SOM: What Do They Mean & How Do You Calculate Them?

How to Run a Competitor Analysis [Free Guide]

5 Challenges Marketers Face in Understanding Audiences [New Data + Market Researcher Tips]

Causal Research: The Complete Guide

Total Addressable Market (TAM): What It Is & How You Can Calculate It

What Is Market Share & How Do You Calculate It?

3 Ways Data Privacy Changes Benefit Marketers [New Data]

Free Guide & Templates to Help Your Market Research

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

SWOT analysis: how-to, example and alternatives

Oct 24th, 2023

What is SWOT analysis?

How to do a swot analysis, swot analysis example - amazon case study, swot analysis alternatives.

• Share this article

To succeed, businesses should evaluate their operations to see what they do well and what areas require improvement. Understanding the features of your company will help you grow and increase profitability. In contrast, you risk falling behind if you don't keep up with the competition by consistently enhancing every element of your business. However,  auditing your organization to learn how you can improve it may seem intimidating. SWOT analysis can facilitate this process.

This framework will help you collect the necessary information and come up with ideas on how to strengthen your weaknesses, get rid of dangers, and highlight your advantages. In this article, we will describe the purpose of SWOT analysis and demonstrate how to apply it in practice.

SWOT analysis is a framework used to assess a company’s strategic position and analyze internal and external aspects that impact its success. This technique will help your business determine competitive advantages, address issues, discover new possibilities, and minimize risks. With this framework, you can gain new insights and identify areas for improvement.

Companies use SWOT analysis to uncover internal and external factors that can influence a business decision. In the 1960s, business and management consultant Albert Humphrey developed this technique to understand the reasons for the failures of corporate planning. Since then, SWOT analysis has become one of the most valuable tools for business owners to evaluate a company’s current landscape and make necessary adjustments.

You can use SWOT analysis to examine an organization, a project, or a new venture. For example, your marketing department can analyze the email marketing strategy and determine how the competition differs from your company in this regard. Moreover, the technique can be a helpful tool for market research . Using the framework, you can identify your unique selling proposition and find market gaps or new niches. In addition, with this technique, you can assess the viability and profitability of a new product, service, or market segment.

SWOT analysis comprises four components: strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors that influence a company’s objectives, such as manufacturing capabilities, personnel, and finance. Opportunities and threats are external factors or aspects your company cannot control, such as technological development, macroeconomics, and legislation. We will cover internal and external elements of the SWOT framework in more detail below.

Strengths are areas where your business excels. These components may include the organization’s accomplishments or resources. For example, if you assess the company’s marketing strategy, these factors might contain a strong mission statement or consistent branding.

On the other hand, if you consider an organization’s overall strengths, they can include great brand awareness or a solid reputation. Moreover, some potential examples of these factors are employee skills, effective processes, exclusive technology, and customer loyalty. Your strengths should set you apart from competitors and highlight what you do better than anyone else.

Weaknesses are areas that the company must strengthen to stay competitive. These are fields where you need more proficiency and factors that keep you from achieving your company objectives. Knowing your vulnerabilities is crucial since they expose a company to risk.

Some weaknesses may include a weak supply chain, lack of funds, employee skill gaps, low customer satisfaction , or substantial debt. Weaknesses may prevent you from taking advantage of opportunities. However, these factors are mostly within your control, so you can improve these areas with the appropriate strategy and tools.

Opportunities

Opportunities are favorable external factors that can provide a competitive edge for a company. These elements can arise from the target market , rivalry, industry, and technology. A business can take advantage of conditions in the environment to develop and execute effective strategies.

Some examples of opportunities are improvements in governmental policies, new business models, unexplored markets , and lowered export tariffs. If you evaluate your marketing strategy, your options might include digital advertisements or new techniques you haven’t used before.

Threats are factors that can negatively affect an organization. They occur when conditions in the external environment endanger the dependability and profitability of an organization's operations. When threats relate to weaknesses, they increase vulnerability. It is crucial to foresee future dangers to protect the company and promote its success.

Examples of threats include declining industry and technological advancements that may disrupt an already existing company's operations. Other aspects may be changing societal standards that make products less appealing to customers, growing production costs, or the seasonality of your business.

You can determine these factors at any point by performing a SWOT analysis. However, it is critical to conduct this study before taking any action that can impact your organization. You can use SWOT analysis to make better decisions when considering new initiatives, changing the business strategy, or establishing partnerships with other businesses. 

We will break the SWOT analysis process into six steps with actionable recommendations. Let us take a closer look at this framework.

Step 1. Set an objective for your analysis

A SWOT analysis may be general, but it will be more practical if narrowed down to one particular objective . As you perform a study before making significant business choices, each opportunity calls for a comprehensive evaluation.

For example, the goal of a SWOT analysis would be to decide whether or not to introduce a new product. Your company will clearly understand what you want to achieve at the end of the process if the employees have an objective in mind.

Step 2. Gather your team and brainstorm ideas

While doing a SWOT analysis, you need a diversified team from various departments. The analysis should include input from every company unit to provide a thorough picture of your business. Choose team members whose responsibility will be to perform a study. In addition, you may also hire a third-party expert or group to advise you on the process.

The team charged with conducting the study should start compiling ideas related to each category of SWOT analysis. Take into account the following areas: innovation, productivity, service, quality, and technological procedures. Evaluate the company’s achievements, recent risks and obstacles, customers’ complaints, employee turnover rate, new industry trends, changes in regulations, and rivals.

List all the suggestions. Some problems may appear on many lists. For instance, a business or department could excel at providing outstanding customer service, but it might also have weaknesses or deficiencies in that area. The objective of this phase is to write down as many ideas as possible. You will evaluate them later. 

Step 3. Identify strengths, weaknesses, opportunities, and threats

When defining strengths, consider what you do well, including your most valuable asset and positive qualities. Strengths typically include product quality, innovation, productivity, and leadership. Understand your competitive advantage , resources, best products, and things that help your company reach its objectives.

Then, analyze weaknesses. Assess your business's shortcomings. To identify potential weaknesses, you can collect feedback from team members, stakeholders, and consumers. Analyzing profit margins and assessing whether teams achieve their goals are other ways to collect more objective data. In addition, examine underperforming product lines, lack of resources, and aspects of the company that interfere with your objectives, including a high staff turnover rate.

Defining your opportunities and threats can be more challenging since you do not consider them frequently. However, these elements are crucial to a company's success as internal factors. Opportunities might include emerging markets, new technology, cost reduction, or geographic expansion. Evaluate how you can benefit from existing economic or market trends and what products or services are popular with your customers. Furthermore, explore new demographics you may want to target.

Finally, analyze the threats. These factors may include the entrance of a new rival, regulations that can affect production, and a declining market. While threats and weaknesses are similar, threats often haven't significantly impacted the company yet. However, they can cause stress on your employees, so it is crucial to recognize threats and create strategies to cope with them.

Step 4. Refine and organize the ideas

Now, it is time to organize the ideas and focus on the greatest opportunities or considerable risks for your business. This stage typically requires serious discussion, so you need to involve top management to summarize and prioritize the findings.

Before developing an action plan for larger company projects, you need to review tasks that may be completed quickly rather than putting them off. Once you identify the most crucial ideas, add them to your SWOT matrix.

Step 5. Develop an action plan

At this stage, you can start turning a SWOT analysis into a strategic plan . First, brainstorm future possible steps with your team. Then, use the bulleted list of factors under each category to create a final strategy.

For example, you are going to launch a new product, and you discover that there is an opportunity to grow to new niche markets . However, weaknesses like rising material costs, the need for more employees, and unpredictable product demand may exceed opportunities and strengths. As a result, you can develop an action plan and reconsider the decision in six months when expenses decline and market demand becomes more transparent.

Step 6. Apply knowledge in practice

Make a final document that is easily accessible for team members so they can check it if necessary. You may review your SWOT analysis quarterly, monthly, or annually to ensure you meet your objectives. Use the document with your findings as a reference while making future decisions or handling other company issues.

Conducting a SWOT analysis is a great way to visualize where you are now and the future objectives you want to reach. By following these steps, you can accomplish the goals and motivate the team at the same time. 

This Amazon SWOT analysis demonstrates how the biggest online retailer utilized its advantages over rivals to dominate the industry. We will examine the company’s strengths, weaknesses, opportunities, and threats and observe how these factors impact Amazon's business strategy. 

Amazon strengths

One of the company’s main strengths is its strong brand reputation. Over the years, Amazon has developed a reputation as an innovative and reliable brand that offers excellent customer service and convenient delivery options. Another strength is its diverse product portfolio, which includes electronics, clothing, books, and household goods. Moreover, Amazon is a customer-oriented brand that provides fast delivery, easy returns, customer reviews, and personalized recommendations.

Amazon employs logistics and delivery methods that are incredibly effective, such as set pricing for various delivery periods. The company also uses AI and sophisticated algorithms to gather insights into user behavior and adjust pricing in response to demand. The global presence in numerous countries and a large number of third-party vendors allow the company to reach a wider audience, increase client trust, and compete with local retailers.

Amazon weaknesses

The main weaknesses include a business model that is simple to copy and inauthentic products. What’s more, the company's dependence on outside vendors creates substantial risks. The possibility of fraud or the sale of poor-quality products on the platform is the key concern, as these factors might negatively affect Amazon's brand image.

Even though Amazon makes significant investments in its delivery infrastructure, there are still occasions when it falls short of consumer expectations, particularly during busy periods of the year and bad weather. Furthermore, Amazon's extensive consumer data collection raises questions about privacy and possible security vulnerabilities. In addition, Amazon's monopoly on the market has sparked worries about potential antitrust violations and anti-competitive behavior.

Amazon opportunities

A significant way to grow Amazon’s client base is to enter new markets . For instance, Amazon can focus on markets with little to no presence, like some countries in South America or Asia. Moreover, the company can engage more third-party sellers to showcase their products on the website and grow the advertising business within the platform.

Besides this, the company can increase the number of its physical stores. Despite having fewer physical locations than other retailers, the firm has been experimenting with other models, including its Amazon Go shops.

Amazon Prime has more than 200 million active subscribers. By spending more on creative content, such as original TV episodes, films, animated series, and documentaries, the company will be able to compete with other large streaming services and draw in more customers. 

Amazon threats

The primary Amazon threats are severe competition and regulatory issues. Since the company operates in various markets, it must make sure that all national and international regulations are followed. This covers laws governing taxes, cross-border trade, labor, and employment practices. Moreover, like other technological companies, Amazon is exposed to cybersecurity threats that can cause the breach of private consumer data, including financial and personal information.

Amazon's extensive supply chain involves interactions with thousands of manufacturers. Thus, any disruption might impact delivery schedules, product availability, and customer satisfaction. It includes challenges like natural catastrophes, delays in manufacturing, traffic congestion, changes in fuel prices, as well as incorrect demand predictions. The other threat is an economic recession, which may affect consumer spending and cause a decline in the company's sales and profitability.

Amazon is an organization that dominates the online retail industry. A large consumer base, a variety of products, and a solid brand identity are some of its strengths. However, the business must also deal with several challenges, such as fierce rivalry, legal problems, and cybersecurity risks. The recommendations for Amazon might include increasing its market presence by opening physical stores, entering developing markets in different countries, and improving technological security measures to address cyber threats and fraud. 

SWOT analysis is one of the most widely used strategic planning methods, but it has several drawbacks. It demonstrates an organization's vulnerabilities and threats as a problem that may do significant harm, as opposed to other analytical techniques that portray them as issues that must be solved. For this reason, let us review the other tools for strategic planning that can help you achieve better results.

SOAR analysis. This framework is similar to SWOT analysis, but it replaces weaknesses and threats with aspirations and results. Aspirations focus on the organization’s objectives, target audience, and geographic scope. The results allow monitoring of the company’s performance and ensuring its objectives are met. SOAR analysis is more suitable for younger companies that are establishing their identity or brand and have yet to understand their weaknesses. 

NOISE analysis. This method enables analysts to estimate the company's situation and develop a strategic improvement plan. The analysis includes needs, opportunities, improvements, strengths, and exceptions. NOISE is more solution-focused than SWOT analysis. Instead of focusing on challenges, such as weaknesses and threats, the framework highlights the resources you need to achieve the goal. The exception emphasizes what a business currently accomplishes in the other four groups.

SCORE analysis. This method comprises strengths, challenges, options, responses, and effectiveness. Similar to SWOT, the SCORE model is adaptable enough to be used for both small projects and comprehensive corporate strategies. The overlap of threats and vulnerabilities in a SWOT analysis may be discouraging. In contrast, SCORE's challenges combine the two elements to help in more constructive problem-solving.

The secret to having a profitable company is establishing and accomplishing goals. SWOT analysis is crucial for assessing objectives and potential paths to success. Work with your team to improve your strategic business planning by identifying your internal strengths and external opportunities.

• Marketing Strategy & Branding
• Content Marketing & SEO
• Product Focused Marketing
• Digital Experience Design
• Marketing Automation
• Video Production

© 2023 Awware

How it works

For Business

Join Mind Tools

Article • 17 min read

SWOT Analysis

Understanding Your Business, Informing Your Strategy

By the Mind Tools Content Team

Key Takeaways:

SWOT stands for S trengths, W eaknesses, O pportunities, and T hreats.

A "SWOT analysis" involves carefully assessing these four factors in order to make clear and effective plans.

A SWOT analysis can help you to challenge risky assumptions, uncover dangerous blindspots, and reveal important new insights.

The SWOT analysis process is most effective when done collaboratively.

What Is a SWOT Analysis?

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, and so a SWOT analysis is a technique for assessing these four aspects of your business.

SWOT Analysis is a tool that can help you to analyze what your company does best now, and to devise a successful strategy for the future. SWOT can also uncover areas of the business that are holding you back, or that your competitors could exploit if you don't protect yourself.

A SWOT analysis examines both internal and external factors – that is, what's going on inside and outside your organization. So some of these factors will be within your control and some will not. In either case, the wisest action you can take in response will become clearer once you've discovered, recorded and analyzed as many factors as you can.

In this article, video and infographic, we explore how to carry out a SWOT analysis, and how to put your findings into action. We also include a worked example and a template to help you get started on a SWOT analysis in your own workplace.

Why Is SWOT Analysis Important?

SWOT analysis can help you to challenge risky assumptions and to uncover dangerous blindspots about your organization's performance. If you use it carefully and collaboratively, it can deliver new insights on where your business currently is, and help you to develop exactly the right strategy for any situation.

For example, you may be well aware of some of your organization's strengths, but until you record them alongside weaknesses and threats you might not realize how unreliable those strengths actually are.

Equally, you likely have reasonable concerns about some of your business weaknesses but, by going through the analysis systematically, you could find an opportunity, previously overlooked, that could more than compensate.

How to Write a SWOT Analysis

SWOT analysis involves making lists – but so much more, too! When you begin to write one list (say, Strengths), the thought process and research that you'll go through will prompt ideas for the other lists (Weaknesses, Opportunities or Threats). And if you compare these lists side by side, you will likely notice connections and contradictions, which you'll want to highlight and explore.

You'll find yourself moving back and forth between your lists frequently. So, make the task easier and more effective by arranging your four lists together in one view.

A SWOT matrix is a 2x2 grid, with one square for each of the four aspects of SWOT. (Figure 1 shows what it should look like.) Each section is headed by some questions to get your thinking started.

Figure 1. A SWOT Analysis Matrix.

Swot analysis template.

When conducting your SWOT analysis, you can either draw your own matrix, or use our free downloadable template .

How to Do a SWOT Analysis

Avoid relying on your own, partial understanding of your organization. Your assumptions could be wrong. Instead, gather a team of people from a range of functions and levels to build a broad and insightful list of observations.

Then, every time you identify a Strength, Weakness, Opportunity, or Threat, write it down in the relevant part of the SWOT analysis grid for all to see.

Let's look at each area in more detail and consider what fits where, and what questions you could ask as part of your data gathering.

Strengths are things that your organization does particularly well, or in a way that distinguishes you from your competitors. Think about the advantages your organization has over other organizations. These might be the motivation of your staff, access to certain materials, or a strong set of manufacturing processes.

Your strengths are an integral part of your organization, so think about what makes it "tick." What do you do better than anyone else? What values drive your business? What unique or lowest-cost resources can you draw upon that others can't? Identify and analyze your organization's Unique Selling Proposition (USP), and add this to the Strengths section.

Then turn your perspective around and ask yourself what your competitors might see as your strengths. What factors mean that you get the sale ahead of them?

Remember, any aspect of your organization is only a strength if it brings you a clear advantage. For example, if all of your competitors provide high-quality products, then a high-quality production process is not a strength in your market: it's a necessity.

Weaknesses, like strengths, are inherent features of your organization, so focus on your people, resources, systems, and procedures. Think about what you could improve, and the sorts of practices you should avoid.

Once again, imagine (or find out) how other people in your market see you. Do they notice weaknesses that you tend to be blind to? Take time to examine how and why your competitors are doing better than you. What are you lacking?

Be honest! A SWOT analysis will only be valuable if you gather all the information you need. So, it's best to be realistic now, and face any unpleasant truths as soon as possible.

Opportunities

Opportunities are openings or chances for something positive to happen, but you'll need to claim them for yourself!

They usually arise from situations outside your organization, and require an eye to what might happen in the future. They might arise as developments in the market you serve, or in the technology you use. Being able to spot and exploit opportunities can make a huge difference to your organization's ability to compete and take the lead in your market.

Think about good opportunities that you can exploit immediately. These don't need to be game-changers: even small advantages can increase your organization's competitiveness. What interesting market trends are you aware of, large or small, which could have an impact?

You should also watch out for changes in government policy related to your field. And changes in social patterns, population profiles, and lifestyles can all throw up interesting opportunities.

Threats include anything that can negatively affect your business from the outside, such as supply-chain problems, shifts in market requirements, or a shortage of recruits. It's vital to anticipate threats and to take action against them before you become a victim of them and your growth stalls.

Think about the obstacles you face in getting your product to market and selling. You may notice that quality standards or specifications for your products are changing, and that you'll need to change those products if you're to stay in the lead. Evolving technology is an ever-present threat, as well as an opportunity!

Always consider what your competitors are doing, and whether you should be changing your organization's emphasis to meet the challenge. But remember that what they're doing might not be the right thing for you to do. So, avoid copying them without knowing how it will improve your position.

Be sure to explore whether your organization is especially exposed to external challenges. Do you have bad debt or cash-flow problems, for example, that could make you vulnerable to even small changes in your market? This is the kind of threat that can seriously damage your business, so be alert.

Use PEST Analysis to ensure that you don't overlook threatening external factors. And PMESII-PT is an especially helpful check in very unfamiliar or uncertain environments.

A SWOT Analysis Example

Imagine this scenario: a small start-up consultancy wants a clear picture of its current situation, to decide on a future strategy for growth. The team gathers, and draws up the SWOT Analysis shown in Figure 2.

Figure 2. A Completed SWOT Analysis.

As a result of the team's analysis, it's clear that the consultancy's main strengths lie in its agility, technical expertise, and low overheads. These allow it to offer excellent customer service to a relatively small client base.

The company's weaknesses are also to do with its size. It will need to invest in training, to improve the skills base of the small staff. It'll also need to focus on retention, so it doesn't lose key team members.

There are opportunities in offering rapid-response, good-value services to local businesses and to local government organizations. The company can likely be first to market with new products and services, given that its competitors are slow adopters.

The threats require the consultancy to keep up-to-date with changes in technology. It also needs to keep a close eye on its largest competitors, given its vulnerability to large-scale changes in its market. To counteract this, the business needs to focus its marketing on selected industry websites, to get the greatest possible market presence on a small advertising budget.

Frequently Asked Questions About SWOT Analysis

1. who invented swot analysis.

Many people attribute SWOT Analysis to Albert S. Humphrey. However, there has been some debate on the originator of the tool, as discussed in the International Journal of Business Research .

2. What Does SWOT Analysis Stand For?

SWOT Analysis stands for Strengths, Weaknesses, Opportunities and Threats.

3. What Can a SWOT Analysis Be Used For?

SWOT analysis is a useful tool to help you determine your organization's position in the market. You can then use this information to create an informed strategy suited to your needs and capabilities.

4. How Do I Write a SWOT Analysis?

To conduct a SWOT analysis, you first need to create a 2x2 matrix grid. Each square is then assigned to one of the four aspects of SWOT. You can either draw this grid yourself or use our downloadable template to get started.

5. How Do SWOT Analysis and the TOWS Matrix compare?

While SWOT analysis puts the emphasis on the internal environment (your strengths and weaknesses), TOWS forces you to look at your external environment first (your threats and opportunities). In most cases, you'll do a SWOT Analysis first, and follow up with a TOWS Matrix to offer a broader context.

6. What Are the Biggest SWOT Analysis Mistakes?

• Making your lists too long. Ask yourself if your ideas are feasible as you go along.
• Being vague. Be specific to provide more focus for later discussions.
• Not seeing weaknesses. Be sure to ask customers and colleagues what they experience in real life.
• Not thinking ahead. It's easy to come up with nice ideas without taking them through to their logical conclusion. Always consider their practical impact.
• Being unrealistic. Don't plan in detail for opportunities that don't exist yet. For example, that export market you've been eyeing may be available at some point, but the trade negotiations to open it up could take years.
• Relying on SWOT Analysis alone. SWOT Analysis is valuable. But when you use it alongside other planning tools (SOAR, TOWS or PEST), the results will be more vigorous.

How to Use a SWOT Analysis

Use a SWOT Analysis to assess your organization's current position before you decide on any new strategy. Find out what's working well, and what's not so good. Ask yourself where you want to go, how you might get there – and what might get in your way.

Once you've examined all four aspects of SWOT, you'll want to build on your strengths, boost your weaker areas, head off any threats, and exploit every opportunity. In fact, you'll likely be faced with a long list of potential actions.

But before you go ahead, be sure to develop your ideas further. Look for potential connections between the quadrants of your matrix. For example, could you use some of your strengths to open up further opportunities? And, would even more opportunities become available by eliminating some of your weaknesses?

Finally, it's time to ruthlessly prune and prioritize your ideas, so that you can focus time and money on the most significant and impactful ones. Refine each point to make your comparisons clearer. For example, only accept precise, verifiable statements such as, "Cost advantage of $30/ton in sourcing raw material x," rather than, "Better value for money."

Remember to apply your learnings at the right level in your organization. For example, at a product or product-line level, rather than at the much vaguer whole-company level. And use your SWOT analysis alongside other strategy tools (for example, Core Competencies Analysis ), so that you get a comprehensive picture of the situation you're dealing with.

SWOT Analysis Tips

Here are four tips for getting more out of a SWOT analysis:

• Be specific. The more focused and accurate you are about the points you write down, the more useful your SWOT analysis will be.
• Work backwards. Experiment with filling in the four sections of your SWOT analysis in a different order, to stimulate new ways of thinking. Working backwards, in particular, from threats to strengths, may cast new light on the situation.
• Get together. Highlight the most useful people to contribute to your SWOT analysis, then gather information and ideas from them all.
• SWOT your competition ! To stay ahead of your competitors, carry out a regular SWOT analysis on them . Use everything you know about them to evaluate their situation, and use SWOT analysis to plan your competitive strategies accordingly.

It's also possible to carry out a Personal SWOT Analysis . This can be useful for developing your career in ways that take best advantage of your talents, abilities and opportunities.

SWOT Analysis Infographic

See SWOT Analysis represented in our infographic :

SWOT Analysis helps you to identify your organization's Strengths, Weaknesses, Opportunities, and Threats.

It guides you to build on what you do well, address what you're lacking, seize new openings, and minimize risks.

Apply a SWOT Analysis to assess your organization's position before you decide on any new strategy.

Use a SWOT matrix to prompt your research and to record your ideas. Avoid making huge lists of suggestions. Be as specific as you can, and be honest about your weaknesses.

Be realistic and rigorous. Prune and prioritize your ideas, to focus time and money on the most significant and impactful actions and solutions. Complement your use of SWOT with other tools.

Collaborate with a team of people from across the business. This will help to uncover a more accurate and honest picture.

Find out what's working well, and what's not so good. Ask yourself where you want to go, how you might get there – and what might get in your way.

Download Template Worksheet

You've accessed 1 of your 2 free resources.

Get unlimited access

Discover more content

Personal swot analysis.

Seeing Strengths, Weaknesses, Opportunities, and Threats

Add comment

Comments (1)

SWOT is useless. When you try it and you find Weaknesses box bulging, but Strengths & Opportunities completely empty, what can that possibly achieve?

Team Management

Learn the key aspects of managing a team, from building and developing your team, to working with different types of teams, and troubleshooting common problems.

Sign-up to our newsletter

Subscribing to the Mind Tools newsletter will keep you up-to-date with our latest updates and newest resources.

Subscribe now

Business Skills

Personal Development

Leadership and Management

Member Extras

Most Popular

Newest Releases

How to Build a Strong Culture in a Distributed Team

Mind Tools Store

About Mind Tools Content

Discover something new today

Top tips for delegating.

Delegate work to your team members effectively with these top tips

Ten Dos and Don'ts of Change Conversations

Tips for tackling discussions about change

How Emotionally Intelligent Are You?

Boosting Your People Skills

Self-Assessment

What's Your Leadership Style?

Learn About the Strengths and Weaknesses of the Way You Like to Lead

Recommended for you

Get your ideas off the ground.

Turning Ideas Into Reality

Business Operations and Process Management

Strategy Tools

Customer Service

Business Ethics and Values

Handling Information and Data

Project Management

Knowledge Management

Self-Development and Goal Setting

Time Management

Presentation Skills

Learning Skills

Career Skills

Communication Skills

Negotiation, Persuasion and Influence

Working With Others

Difficult Conversations

Creativity Tools

Self-Management

Work-Life Balance

Stress Management and Wellbeing

Coaching and Mentoring

Change Management

Managing Conflict

Delegation and Empowerment

Performance Management

Leadership Skills

Developing Your Team

Talent Management

Problem Solving

Decision Making

Member Podcast