How To Do A SWOT Analysis

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SWOT refers to the four factors evaluated in a SWOT analysis: the company’s strengths, weaknesses, opportunities, and threats.

The Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis is a helpful method for assessing a business’s current state and prospects.

In addition to highlighting opportunities and threats, SWOT analysis can help you identify weak spots in your company’s operations.

When conducting a SWOT analysis, it is essential to look at your business’s internal and external environments. So, you’ll have some say in some things, but others will be out of your hands. Once you’ve found, recorded, and examined as many aspects as possible, the best course of action you can take will become more apparent.

In this piece, we’ll go through the basics of conducting a SWOT analysis and discussing how to put your results into practice.

Why Is It Necessary to Perform a SWOT Analysis?

Using a SWOT analysis can assist you in challenging risky assumptions and locating blind spots about the functioning of your firm. Suppose you utilize it thoughtfully and in collaboration with other people. In that case, it can provide you with new insights into the state of your company and assist you in developing the most appropriate plan for any given circumstance.

Some of your organization’s strengths may be obvious, but until you document them alongside flaws and threats, you may not understand how unreliable they are, for example.

Equally, you probably have genuine concerns about some of the shortcomings in your firm. Still, if you go through the analysis methodically, you might discover an opportunity that you had previously overlooked that could more than compensate for those weaknesses.

The SWOT Analysis Process

It would help if you didn’t rely on your limited internal knowledge of the company. You can be mistaken in your assumptions. Instead, combine a group of employees from different departments and levels to compile a well-rounded set of insights.

Then, record each advantage, disadvantage, chance, and threat in the appropriate boxes of the SWOT analysis grid.

Let’s take a closer look at each category and consider what belongs where and what questions you may ask as part of your data collection.


Your company’s strengths are the areas in which you excel and where you stand out from the competition. Identify the benefits your company offers over competitors. Some examples of such advantages include highly motivated employees, ready access to raw resources, and efficient production procedures. Consider what makes your business tick and how your strengths contribute.

In what ways do your personal beliefs shape your company’s operations? What unique or reasonable resources do you have access to that others don’t?

Locate and evaluate your company’s USP (Unique selling proposition), so you can include it in the section devoted to your strengths.

Then, switch gears and consider what advantages your competitors might view you have. What distinguishes you from others and ensures that you win the business? Remember that every facet of your business is only a strength if it helps you in some tangible way.

If, for instance, all of your competitors also produce high-quality items, having a rigorous quality assurance procedure is not a competitive advantage but a precondition for survival in your industry.

To better understand your abilities, consider the following three questions:

  1. What sets us apart from the rest of the bunch?
  2. What do our clients and customers love about us?
  3. How do we excel over competing groups?


As with strengths, weaknesses are built into your company’s DNA; to address them, look within at your organization’s people, resources, systems, and processes. Contemplate how you can get better and what you must avoid doing.

Think about (or better yet, find out) how your target audience perceives you. Do they pick up on your flaws while you may be oblivious to them? Spend some time thinking about who is succeeding and why. Where are your deficiencies?

Don’t lie! For a SWOT analysis to be helpful, it must be based on complete and accurate data. Therefore, it is advisable to be pragmatic and confront any unsettling facts as quickly as possible.

Here are three questions to help you zero in on your areas of weakness:

  1. Might you suggest ways we can enhance our company or our product?
  2. What do people/customers say we should change/improve?
  3. What should we keep away from?


The key to maximizing opportunities is seizing them when they present themselves. They originate from factors external to your company and necessitate planning.

They may appear due to shifts in your service industry or the tools at your disposal. The capacity to anticipate and capitalize on opportunities can significantly impact a company’s competitiveness and market leadership.

Try to envision promising openings that you can seize right away. These don’t need to be massive to boost your company’s competitiveness. Is there anything new and exciting in the market that you know of that could affect you?

Furthermore, keep an eye out for any policy shifts the government might make that could affect your work. Changes in social norms, demographics, and way of life might also present novel development opportunities.

To better assess your options, consider the following three questions:

  1. How can you gain an edge through the latest technology developments?
  2. Can you think of any laws, policies, or economic conditions that would help your case?
  3. Is there anything going on that you could take advantage of?


Several external factors might have a detrimental impact on a company. These include disruptions in the supply chain, changes in customer demand, and a lack of qualified employees. Preventing growth-halting setbacks requires foreseeing potential obstacles and taking measures to remove them.

Consider your challenges in bringing your product to market and generating sales. Keeping ahead of the competition may require adapting to shifting product quality standards and specifications. The ever-evolving nature of technology presents both constant danger and promising new possibilities.

It would help if you always kept an eye on what other businesses in your industry are up to and evaluated whether or not you need to shift your focus to match the competition. But remember that you don’t have to follow in their footsteps if you don’t want to. In other words, don’t try to imitate them blindly and hope that it helps you.

Inquire as to whether or not your company is particularly vulnerable to external pressures. Is your company susceptible to even moderate shifts in the market due to issues such as bad debt or a lack of cash flow? This is the kind of risk that can destroy your company, so stay vigilant.

You can better assess your vulnerabilities by asking yourself the following three questions:

  1. What technological trends could disrupt or negatively affect us?
  2. Is the current state of the economy, laws, or policies likely to have a detrimental effect on us?
  3. Is our company susceptible to any financial market risks?

Using a SWOT Analysis

Before settling on a new strategy, conduct a SWOT Analysis to evaluate the existing state of your company. Determine what is succeeding and what is failing. Consider your end goal, possible routes to get there, and potential roadblocks.

Assuming you’ve completed a thorough SWOT analysis, the next step is to capitalize on your advantages, fix any weaknesses, prevent threats, and make the most of any openings. You’ll likely have to choose from several different options.

But make sure you’ve given some thought to the details of your plan before you move on. Investigate the possible links between the matrix’s quadrants. Could you, for instance, capitalize on some of your skills to create new doors of opportunity? And if you were to eliminate any of your flaws, would even more doors open for you?

Now is the moment to brutally cull and rank your ideas so that you may devote resources to the ones with the most impact. Polish each detail to make the contrasts more obvious.

Implementing what you’ve learned at the appropriate level of the organization is essential.

A more specific level of analysis would be at the product or product line level rather than the overarching corporate level. Include the SWOT analysis among your other strategic tools.

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