SWOT Analysis: How to do it with table and example (2023)

What is the SWOT Analysis?

The SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis is a framework for evaluating acompany's competitive positionand develop strategic planning. The SWOT analysis evaluates internal and external factors as well as current and future potential.

A SWOT analysis is intended to provide a realistic, fact-based, and data-backed view of the strengths and weaknesses of an organization, initiatives, or within its industry. The organization must maintain analytical accuracy by avoiding preconceived notions or gray areas and instead focusing on real contexts. Businesses should use it as a guide and not necessarily a recipe.

the central theses

  • SWOT analysis is a strategic planning technique that provides assessment tools.
  • Identifying key strengths, weaknesses, opportunities and threats leads to an analysis based on facts, new perspectives and new ideas.
  • A SWOT analysis draws information from internal sources (the company's strengths or weaknesses) as well as from external forces that can have uncontrollable effects on decisions (opportunities and threats).
  • SWOT analysis works best when different groups or voices within an organization can provide realistic data points rather than prescribed messages.
  • The results of a SWOT analysis are often synthesized to support a single goal or decision a company is facing.



Understand SWOT analysis

SWOT analysis is a technique for evaluating the performance, competition, risk and potential of a company and part of a company e.g. B. a product line or a business unit, an industry or another entity.

Useinternal and external data, the technique can steer companies towards strategies most likely to be successful and away from those where they have been or are less likely to be successful. Independent SWOT analysts, investors or competitors can also tell you if and why a company, product line or industry might be strong or weak.

SWOT analysis was first used to analyze companies. Today it is widely used by governments, non-profit organizations and individuals including investors and entrepreneurs. There are seemingly limitless uses for SWOT analysis.

Components of SWOT Analysis

Each SWOT analysis includes the following four categories. Although the elements and results within these categories vary from company to company, a SWOT analysis is not complete without each of these elements:


Strengths describe where an organization excels and wheresets you apart from the competition: a strong brand, loyal customer base, solid balance sheet, unique technology, etc. For example, a hedge fund may have developed its own trading strategy that produces results that outperform the market. You then need to decide how to use those results to attract new investors.

(Video) How to Perform a SWOT Analysis


Weaknesses prevent an organization from performing at its best. These are areas where the company needs to improve to remain competitive: a weak brand, above-average sales, high levels of debt, an inadequate supply chain, or a lack of capital.


Opportunities refer to favorable external factors that could give a company a competitive advantage. For example, if a country lowers tariffs, an automaker can export its cars to a new market, increasing salesmarket share.


threats they relate to factors that have the potential to harm an organization. For example, a drought is a threat to a wheat-producing company because it can destroy or reduce crop yields. Other common threats are things like rising material costs, increased competition and labor shortages. and so.

SWOT table

Analysts present a SWOT analysis as a square divided into four quadrants, each dedicated to a SWOT element. This visual layout provides a quick overview of the company's position. While not all items under a given heading have the same meaning, they should represent all key ideas about the balance of opportunities and risks, pros and cons, and so on.

The SWOT table is often presented with the internal factors on the top row and the external factors on the bottom row. Also, the items on the left side of the table are more positive/favorable aspects, while the items on the right side are more worrying/negative aspects.

How to conduct a SWOT analysis

A SWOT analysis can be broken down into several steps with actionable elements before and after analyzing the four components. In general, a SWOT analysis involves the following steps.

Step 1: Determine your goal

A SWOT analysis can be comprehensive, although more value is likely to be generated when the analysis is aimed directly at a goal. For example, the goal of a SWOT analysis may only focus on whether or not to manufacture a new product.unroll. With a goal in mind, a company receives guidance on what it hopes to achieve at the end of the process. In this example, the SWOT analysis is intended to help determine whether the product should be launched or not.

Step 2: Gather resources

Every SWOT analysis is different, and a company may require different sets of data to support the collection of different SWOT analysis tables. A company must first understand what information it has access to, what data limitations it faces, and how trustworthy its external data sources are.

In addition to the data, a company needs to know the right workforce mix to be involved in the analysis. Some employees may be more connected to external forces, while different employeesmanufacturingÖsaleDepartments can better understand what is happening internally. A wide range of perspectives is also more likely to result in diverse and value-added contributions.

Step 3: Gather ideas

For each of the four components of the SWOT analysis, the group of people tasked with conducting the analysis should begin by listing ideas within each category. See the table below for examples of questions to ask or consider for each group.

internal The factor

What is happening in the company serves as an excellent source of information for the strengths and weaknesses categories of the SWOT analysis. Examples of internal factors are financial andhuman resources, tangible and intangible assets (brand name) and operational efficiency.

Possible questions to list internal factors are:

  • (Strength) What are we doing right?
  • (Strength) What is our strongest asset?
  • (weakness) Who are our critics?
  • (Weakness) What are our underperforming product lines?

External Factors

What happens outside the company is just as important to a company's success as internal factors. External influences such asmonetary policy, market changes and supplier access are categories from which you can create a list of opportunities and weaknesses.

Possible questions to list external factors are:

  • (Chance) What trends are emerging in the market?
  • (Opportunity) What demographics are we not targeting?
  • (Threat) How many competitors are there and what is their market share?
  • (Threat) Are there any new regulations that could harm our operations or products?
1. What is our competitive advantage?
2. What resources do we have?
3. Which products work well?
1. Where can we improve?
2. Which products are underperforming?
3. Where are we lacking resources?
1. What new technology can we use?
2. Can we expand our activities?
3. What new segments can we test?
1. Which regulations are changing?
2. What are the competitors doing?
3. How are consumer trends changing?

Organizations can complete this step as a "whiteboard" or "sticky note" session. The idea is that there is no right or wrong answer; All participants should be encouraged to share their thoughts. These ideas can later be discarded; In the meantime, the goal should be to create as many items as possible to inspire creativity and inspiration in others.

Step 4: Refine the results

With the list of ideas in each category, it's now time to clean up the ideas. By refining the thoughts everyone had, a company can focus only on the best ideas or the biggest risks to the company. This phase may require extensive discussions between the analysis participants, including the involvement ofthe high directionto prioritize.

Step 5: Development of the strategy

Armed with the ranking of strengths, weaknesses, opportunities, and threats, it's time to turn the SWOT analysis into a strategic plan. Analysis team members take the bulleted list of items within each category and create a synthesized plan that provides guidance to the original goal.

For example, the company considering launching a new product may have found that it is a market leader for its existing product and has the opportunity to expand into new markets. Rising material costs, overloaded sales lines, the need for additional staff and unpredictable productsQuestionsYou can overcome strengths and opportunities. The analysis team develops the strategy to review the decision in six months, hoping that the costs will decrease and the market demand will become more transparent.

Use a SWOT analysis to identify the challenges affecting your business and the opportunities that can improve it. However, remember that this is one of many techniques, not a recipe.

Benefits of SWOT Analysis

A SWOT analysis will not answer all important questions about a company. However, there are a number of benefits of a SWOT analysis that make it easier to make strategic decisions.

  • A SWOT analysis makes complex problems more manageable.There can be an overwhelming amount of data that needs to be analyzed and relevant points considered when making a complex decision. In general, a SWOT analysis that has been prepared by collapsing all ideas and prioritizing points by importance will pack a large and potentially overwhelming problem into a more digestible report.
  • A SWOT analysis requires an external perspective.All too often companies are tempted to only consider internal factors when making decisions. However, there are often elements beyond the company's control that can affect the outcome of a business decision. A SWOT analysis includes both internal factors that a company can control and external factors that may be more difficult to control.
  • A SWOT analysis can be applied to almost all business issues.The analysis can relate to an organization, a team or an individual. You can also do a full analysisproduct range, brand change, geographic expansion or an acquisition. SWOT analysis is a versatile tool that has many uses.
  • A SWOT analysis uses different data sources.A company is likely to use inside information to learn more about its strengths and weaknesses. The company also needs to collect external information regarding broad markets, competitors, etcmacroeconomicForces of opportunity and threats. Rather than relying on a single, potentially biased source, a good SWOT analysis pulls together multiple perspectives.
  • Preparing a SWOT analysis must not be too expensive.Some SWOT reports don't have to be overly technical; Therefore, many different collaborators can contribute to its creation without external training or advice.

Example of a SWOT analysis

In 2015, a SWOT analysis of The Coca-Cola Company's value line pointed to strengths such as the world-renowned brand, vast distribution network and new market opportunities. But he also pointed to weaknesses and threats such as exchange rate fluctuations, growing public interest in “healthy” drinks and competition from health drink suppliers.

The SWOT analysis prompted Value Line to ask some tough questions about Coca-Cola's strategy, but also to note that the company "is likely to remain a leading beverage company" that offers conservative investors "a reliable source of income and a bit of capital." . To get attention."

Five years later, Value Line's SWOT analysis proved effective, as Coca-Cola is still the sixth-strongest brand in the world (as it was then). Coca-Cola shares (trading under the symbol KO) have appreciated more than 60% in the five years since the analysis was completed.

To get a better picture of a SWOT analysis, consider the example of a fictional organic smoothie company. To better understand how you compete in the Smoothie market and what you can do better, you conducted a SWOT Analysis. Through this analysis, he identified good ingredient sourcing, personalized customer service, and strong supplier relationships as his strengths. Looking inside his operations, he identified some weaknesses: poor product diversification, high turnover rates, and obsolete equipment.

By examining how the external environment affects his business, he identified opportunities in new technologies, untapped demographics and a cultural shift towards healthy living. Threats such as a crop-damaging winter frost, a global pandemic, and supply chain issues were also identified. Along with other planning techniques, the company used SWOT analysis to leverage its external strengths and opportunities to eliminate threats and strengthen areas where it is weak.

What is the SWOT Analysis?

SWOT (Strengths, Weaknesses, Opportunities, and Threats) Analysis is a method for identifying and analyzing internal strengths and weaknesses as well as external opportunities and threats that shape current and future operations and help develop strategic goals. SWOT analysis is not limited to companies. People can also use SWOT analysis to engage in constructive introspection and formulate personal improvement goals.

What is an example of a SWOT analysis?

Home Depot performed a SWOT analysis and created a balanced list of its internal advantages and disadvantages and external factors that threaten its market position and growth strategy. Quality customer service, strong brand awareness and positive supplier relationships were some of its notable strengths; while a tight supply chain, interdependence in the US market and a replicable business model were listed as weaknesses.

Home Depot's threats, closely tied to its weaknesses, were the presence of close competitors, available substitutes, and the state of the US market. From this study and other analysis, it was clear that expanding its supply chain and global footprint would be key to its growth.


What are the 4 steps of SWOT analysis?

The four steps of SWOT analysis encompass the SWOT acronym: Strengths, Weaknesses, Opportunities, and Threats. These four aspects can be divided into two analysis steps. First, a company assesses its internal capabilities and determines its strengths and weaknesses. So, a company looks outward and evaluates the external factors affecting its business. These external factors can create opportunities or jeopardize existing processes.

How do you write a good SWOT analysis?

Creating a SWOT analysis involves identifying and analyzing a company's strengths, weaknesses, opportunities, and threats. It is recommended that you first create a list of questions to answer for each item. The questions serve as a guide for completing the SWOT analysis and creating a balanced list. The SWOT framework can be created in a list format, as free text, or more commonly as a 4-cell table with dedicated quadrants for each item. Strengths and weaknesses are listed first, followed by opportunities and threats.

Why is SWOT analysis used?

A SWOT analysis is used to strategically identify areas for improvement or competitive advantages for a company. The SWOT analysis examines not only what a company does well, but also the most disadvantageous negative elements of a company. Armed with this information, a company can make smarter decisions to preserve what it does well, leverage its strengths, mitigate risks associated with weaknesses, and plan for events that could negatively impact the business in the future.

The final result

A SWOT analysis is a great way to lead business strategy meetings. It's effective when everyone in the room discusses the company's key strengths and weaknesses, defines opportunities and threats, and brainstorms. Often the SWOT analysis you see before the session changes to reflect factors you were not aware of and would never have understood without the group's input.

A company can use aSWOT for general business strategy sessions or for a specific segment such as marketing, production or sales. This allows you to see how the overall strategy developed from the SWOT analysis trickles down to the segments below before committing to it. You can also work the other way around with a segment-specific SWOT analysis that feeds into an overall SWOT analysis.

Despite being a useful planning tool, SWOT has limitations. It is one of several business planning techniques to consider and should not be used alone. Also, not every item listed within the categories has the same priority. SWOT does not take weight differences into account. Therefore, a deeper analysis using a different planning technique is required.

(Video) SWOT Analysis - What is SWOT? Definition, Examples and How to Do a SWOT Analysis

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(Video) Example SWOT Analysis created using MS Word and SWOT action tracker using Excel

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(Video) How to Make SWOT Analysis in Excel (with BEST Prompting Questions)



What is SWOT analysis explain with example? ›

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. Strengths and weaknesses are internal to your company—things that you have some control over and can change. Examples include who is on your team, your patents and intellectual property, and your location.

What is SWOT analysis in tabular form? ›

The SWOT table is often laid out with the internal factors on the top row and the external factors on the bottom row. In addition, the items on the left side of the table are more positive/favorable aspects, while the items on the right are more concerning/negative elements.

What is SWOT * Your answer? ›

SWOT stands for: Strength, Weakness, Opportunity, Threat. A SWOT analysis guides you to identify your organization's strengths and weaknesses (S-W), as well as broader opportunities and threats (O-T). Developing a fuller awareness of the situation helps with both strategic planning and decision-making.

What are 4 examples of opportunities? ›

What are some examples of opportunities?
  • Get help on projects.
  • Propose working groups.
  • Get testers for new ideas or products.
  • Create a team to work on an idea you have.
  • Share your expertise or best practices in a particular field.

How do you write a SWOT analysis for a student? ›

How to Write SWOT Analysis for Students?
  1. Identify Goals.
  2. Identify Strengths and Weaknesses.
  3. Identify Opportunities.
  4. Identify Threats.
  5. Prioritize.
Dec 7, 2021

How do I create a SWOT analysis chart in Word? ›

How to create a SWOT analysis in Word
  1. Open Word and create a new document. Open the Microsoft Word application on your computer. ...
  2. Insert a table. ...
  3. Design your chart. ...
  4. Label your quadrants with headings. ...
  5. Enter your SWOT text. ...
  6. Save your SWOT chart. ...
  7. Share your SWOT chart.
Apr 8, 2022

What are the 4 steps of SWOT analysis? ›

Strengths, Weakness, Opportunities and Threats

The purpose of this step is to find all internal and external factors that affect your work. You can list your strengths and weaknesses as internal factors and all your opportunities and threats as external factors.

What is the best way to present a SWOT analysis? ›

The presenter should first talk about the strengths and weaknesses followed by the opportunities and threats. The negative aspects unearthed in a SWOT analysis are bound to elicit reactions and may even become controversial.


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