Question
How can I do a SWOT analysis?
Answer
A SWOT analysis is a strategic planning tool that helps you assess a business or project by considering four dimensions: Strengths, Weaknesses, Opportunities, and Threats. It is usually presented in a four-box matrix, but can also be written in prose or bullet form.
- Strengths and Weaknesses are internal factors. For example, a strong cash flow is a strength, while high staff turnover might be a weakness.
- Opportunities and Threats are external factors. A growing market is an opportunity, while a competitor opening nearby could be a threat (Johnson et al., 2013).
To complete a SWOT:
- Start with a template. You can get a free SWOT analysis template here.
- List the key factors in each category, grounded in evidence (financial data, market research, operational records).
- Analyse their relative importance. Do certain strengths help you seize specific opportunities? Do weaknesses make you vulnerable to threats?
- Use this analysis to shape your recommendations. The point is not just to list factors, but to show their strategic impact.
For example, a business might identify several opportunities for expansion but also face a major competitive threat. Analysing which factor carries more weight will guide the strategy—whether to invest in growth, focus on defending market share, or pursue both with a balanced approach.
A good SWOT is concise, analytical, and prioritised. Avoid long descriptive lists; instead, explain why each factor matters and how it influences strategy.
References
Johnson, G., Whittington, R., Scholes, K., Angwin, D., and Regnér, P. (2013) Exploring Strategy Text & Cases. 10th Edition. Cambridge: Pearson
