SWOT analysis(SWOT)
Strategy and planning
Strategy and planning
A SWOT analysis puts strengths and weaknesses (internal) next to opportunities and threats (external), so you can make choices that match what your organisation can actually deliver.
The value isn't in filling the four boxes, it's in the confrontation afterwards: which strength do we apply to which opportunity, and which weakness makes a threat genuinely dangerous?
Keep it concrete and evidenced. 'Great service' is not a strength if you can't prove it with numbers, reviews or customer research.
In practice
A SWOT without a next step is a slide. Always tie two or three decisions to it that you execute in the coming months.
Related terms
- PositioningPositioning is the place you occupy in your audience's mind: who you're for, how you differ, and why that difference matters.
- USPA USP is a characteristic that demonstrably sets you apart from alternatives and delivers something to the customer.
- Marketing planA marketing plan sets out your audience, the result you want, the channels and the budget — and how you measure whether it works.