SWOT Analysis is a useful technique to develop a strong business strategy by understanding your Strengths and Weaknesses, and to identify the open Opportunities and Threats you face. Conducting a SWOT Analysis of your business is a lot more fun than it sounds.

All companies of all sizes have relied heavily on SWOT for competitive marketing analysis. What makes SWOT particularly powerful is that it can help you uncover opportunities that you are well-placed to exploit. And understand the weaknesses of your business, and manage and eliminate threats. Also, using SWOT, you can start to craft a strategy that helps you compete successfully in the market.

Strengths and Weaknesses are often internal to your business such as reputation, patents, location and etc. Opportunities and Threats related to external factors such as suppliers, competitors, prices and etc. That’s why SWOT is also called Internal-External Analysis and the SWOT Matirx is sometimes called an IE Matrix.

New & Existing Businesses

Existing businesses can use a SWOT Analysis at any time to assess a changing environment and respond proactively. Experts recommends a Strategy Review Meeting once a year minimum that begins with a SWOT Analysis. New businesses should use SWOT Analysis as part of their planning process.

SWOT Analysis Example


Business owners should be involved in creating a SWOT Analysis, they might come up with ideas to better capitalize the business strength and improve and/or eliminate weaknesses. SWOT Analysis is the right technique to organize information, present solutions, identify roadblocks and emphasizing opportunities.

When to use SWOT?

  • Explore possibilities for new efforts or solutions to problems
  • Make decisions and identify your opportunities for success in context of threats to success can clarify directions and choices.
  • Determine where change is possible
  • A new opportunities can open wider avenues, while new threats can close existing ones.