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SWOT Analysis: A Comprehensive Guide for Strategic Planning


A SWOT analysis is a useful tool for strategic planning that helps you evaluate your strengths and weaknesses, opportunities, and threats. It’s easy to use and can help you identify potential risks as well as growth opportunities. This guide will give you everything you need to know about SWOT analysis: what it is, how to do it effectively, and how to put the results into action!

Man holding a closed laptop in his hands with SWOT analysis diagram depicted over picture

What is SWOT analysis?

SWOT analysis is a technique that can help you make better strategic decisions. It's a tool for understanding your company's strengths, weaknesses, opportunities, and threats (SWOT) to guide strategy development.

It's also useful for understanding your competitors' strengths, weaknesses, opportunities, and threats (SWOT) so that you can devise more effective strategies than they do.

Meeting where SWOT diagram is drawn on easel and facilitator is engaging with attendees

SWOT Strengths

Strengths are the internal factors that give your company a competitive advantage. They include:

- High-quality products or services

- Excellent customer service

- Profitable growth

SWOT Weaknesses

Weaknesses are areas where your company is lacking. Weaknesses can be internal or external, but they're usually things that could hold you back from achieving your goals. For example, if the product isn't selling well and the marketing budget is low, this might be an opportunity for competitors to gain market share by offering better deals on their products or better customer service than you do.

Two people looking at a graph with one person pointing to a specific point whilst the other is making notes

SWOT Opportunities

SWOT opportunities are external factors that can help a company grow. They're not threats, but they do present an opportunity for growth if you act on them correctly. For example: A new technology emerges in your industry and it improves your product's efficiency by 20%. This is a SWOT opportunity because it gives you the chance to use this new technology and improve your product or service (and thus gain market share).

SWOT Threats

While the strengths and weaknesses of your business are important, you also need to consider the threats. These are the potential negative effects that could happen if you don't take action. For example, if a competitor were to enter your market with a similar product at a lower price point, this would be a threat.

Red graphs with money falling out of container indicating losses

In general, threats will differ depending on the industry and company; however, in many cases, they are also influenced by external factors such as government regulations or economic conditions.

For example: A hotel chain may have an advantage over its competitors because it has more locations than anyone else in its city - but if there's construction happening near one of those hotels (and no other hotels), then this could cause problems for guests who want easy access during their stay.

A hotel in construction

A thorough analysis of the strengths, weaknesses, opportunities, and threats a company faces can help you make better strategic decisions.

As part of your SWOT analysis, think about what matters most to your organization - or what could matter in the future if handled correctly (i.e., opportunities). Then consider all possible threats that could impact those areas, either now or in the future (i.e., threats).


A SWOT analysis is a great way to evaluate your company's strengths and weaknesses. It can also help you identify opportunities and threats that might go unnoticed. The key is to make sure that your analysis is thorough, accurate, and relevant--and that takes some work!

But if you follow this guide step by step and make sure all of your data is up-to-date when conducting each section, then you'll be on track toward creating an effective SWOT analysis.

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