How to Conduct a SWOT AnalysisStrengths-Weaknesses-Opportunities-Threats

This is usually carried out as part of a Business Plan, or Competition Analysis. It should produce an action plan for the business.

1. First, define the scope of the SWOT- the company, a department, an individual, a product

Then define the competitors you will compare against.

2. Produce a table like this;-

Strengths Weaknesses
Opportunities Threats

Fill in;-

Strengths-where you are better than competitors

Weaknesses-where you are worse than competitors

Opportunities– that affect everyone in the business or sector

Threats -that affect everyone in the business or sector

Strengths which will help to deliver the business strategy may be;-

  • Skills
  • People
  • Products
  • Processes
  • Past successes
  • Technological advances
  • Knowledge

Weaknesses which will hinder the business strategy could be;-

  • Lack of skills
  • Poor performance
  • Failures
  • Causes of customer complaint

Opportunities which if exploited will help to deliver the business strategy could be;-

  • Favourable changes in the market
  • Technology
  • Learning
  • New products
  • New services

Threats which may pose a risk to delivering the business strategy could be ;-

  • Unfavourable changes in the market
  • Changes in customer requirements
  • Economic changes
  • Technological changes

3. Identify actions and develop an action plan

Link up strengths and opportunities to create an attack plan

Link weaknesses with threats to create a defensive strategy

List any viable actions which arise as a result of the linking or listing process.

Prioritise actions on a cost/benefit basis



How to Conduct a SWOT Analysis — 147 Comments

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