SWOT Analysis: The Key To Unlocking Business Potential

People conducting a swot analysis around a white board

In today’s world, knowing how to make intelligent decisions is vital for businesses and individuals. A powerful method to help you understand your business’s strengths, weaknesses, opportunities, and threats is a SWOT analysis.

But what is a SWOT analysis? Simply put, it is a method that can help you evaluate the current situation by looking at external and internal factors. Understanding these factors allows you to capitalize on your strengths, improve weaknesses, take opportunities, and minimize threats.

In this in-depth article, we’ll explore the ins and outs of SWOT analysis and show how it can help you gain better insights to achieve your goals. So, let’s dive in and discover how SWOT analysis can transform your decision-making, corporate planning, and strategic management process.

What is a SWOT analysis?

A SWOT analysis is a type of analysis that is used mainly in business management to evaluate a company’s competitive position and develop a strategic planning. It looks at factors that (can) positively or negatively impact the company. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats.

The goal of conducting a SWOT analysis is to help businesses gain complete insights into all the factors that are involved in making a business decision. By looking at several factors, a SWOT analysis can help a company determine and continue what they do best while it protects itself from any internal weaknesses or external threats.

When and why should you conduct a SWOT analysis?

A SWOT analysis is a method businesses can employ to gain valuable insights before committing to any company actions or initiatives, Whether they’re exploring new routes or changing the course midway through an existing route.

With the help of a SWOT analysis, businesses can discover areas where they are performing optimally and areas where operations need improvements.

The SWOT analysis is often used as part of a strategic planning progress and is seen as a powerful support for decision-making. By incorporating the analysis into certain workflows, you gain new insights into where a business is and help develop the right strategy to get the company where you want it to be.

To conduct the SWOT analysis as effectively as possible, you need to involve a cross-functional team capable of sharing thoughts and ideas freely and using actual experiences and data to build the analysis. By honestly recognizing and including business issues and concerns, a good SWOT analysis also helps identify opportunities for success and highlights business threats.

The components of a SWOT analysis

A SWOT analysis is a way to figure out a company’s strengths, weaknesses, opportunities, and threats. These four categories help assess a company’s competitiveness and market position.

You can use a simple square with four sections labeled for each category for a SWOT analysis. Then you can start to list things that fit into the categories.

For example, in the ‘strengths’ section, you can list things your company does better than the competition, while in the ‘weaknesses’ section, you can write down things your company needs to improve.

When analyzing all four categories, a SWOT analysis helps companies determine where they are doing well and where to improve. These insights can help them make better decisions.

swot analysis template


Strengths in a SWOT analysis refer to what a company does well or its competitive advantages. These can include a strong brand, a loyal customer base, or strong processes.

When thinking of your company’s strengths, consider what makes it unique and what values drive it. Then, identify and analyze your Unique Selling Proposition (USP) and add this to the Strengths section.

Examining your company’s internal strengths helps you understand what is already working and allows you to use the techniques that made those areas work to improve lacking areas.


The weaknesses in a SWOT analysis are areas where a company needs to improve to remain competitive. These can include a weak brand, high debt, or lacking technologies. Every company has weaknesses; identifying them is the first step to solving them. So, it’s essential to be honest and realistic about them.

To identify weaknesses, consider what you could do better and what practices you should avoid altogether. Next, consider how your competitors are doing better than you and what you might lack.

Identifying your company’s weaknesses provides a clear starting point for improving those areas. When you know what aspects are lacking, you can develop strategies and action plans to improve these aspects.


Opportunities in a SWOT analysis refer to outside factors that could benefit a company, like new laws or technological changes. These opportunities can give you a competitive edge, but you must identify and take advantage of them.

Opportunities can come from many sources, like new technologies or changes in your market. You should also keep an eye on changes in government policy and social trends that could create new opportunities.

To discover these opportunities, consider using your strengths to improve your weaknesses. You can also identify opportunities by considering gaps in the market, your business goals, and what your competitors offer.


Threats in a SWOT analysis are factors that can harm a business, such as changes in the market, new competition, or manufacturing issues. These are external factors that a company can’t control. That is why it is essential to anticipate these threats early and take action to mitigate them.

Always keep analyzing what your competitors are doing and whether you should change paths to meet the challenge. You can identify external threats by looking at changes in the industry, new emerging market trends, and where your competitors are outperforming you.

How to conduct a SWOT analysis

With a SWOT analysis, the outcome’s success lies in the preparations. Conducting one consists of several steps:

Step 1: Determine your objective

A SWOT analysis that is focused on a specific goal is more helpful. For example, a company may want to analyze if it should launch a new product.

Determining an objective helps the company know what they want to achieve at the end of the process. In the example above, the SWOT analysis will help decide whether or not a new product should be introduced.

Step 2: Gather resources

Every SWOT analysis is unique, and a company may need specific information to fill in different SWOT tables. This is why you should start by understanding the available information, data limitations, and how trustworthy your external sources are.

In addition to data, a company should know the right mix of team members to involve in the analysis. For example, some employees have better external connections, while others better understand what’s happening inside the company.

Step 3: Compile ideas

To start a SWOT analysis, the assigned group should generate ideas for the four components: strengths, weaknesses, opportunities, and threats. The group can use the questions in the example below as a guide to generate ideas for each category.

1. What do we do well?
2. In what areas are we better than our competitors?
3. What is unique about our business, products, or services?
1. What can we improve?
2. What are our stakeholders dissatisfied with?
3. Where do we fall behind our competitors?
1. What (upcoming) trends can we take advantage of?
2. What adjacent markets can we tap into?
3. Which of our strenghts can be valuable to potential partners?
1. What are our competitors doing?
2. How could our weaknesses leave us vulnerable?
3. What market trends are we unprepared for?

Internal factors

A company can look within its operations to find information for the strengths and weaknesses categories of the SWOT analysis. Internal factors include financial resources, employees, assets such as brand name, and how the company operates.

Some questions that could help list these factors are:

  • What are we doing well? (strength)
  • What is our strongest asset? (strength)
  • What is holding us back? (weakness)
  • What are our lowest-performing services/products? (weakness)

External factors

External factors are crucial to a company’s success, just like internal factors. These factors include things outside the company, such as changes in the market, government policies, and suppliers. They can be used to create a list of opportunities and weaknesses.

Here are some questions to help you list external factors:

  • What are evident trends in the market? (opportunity)
  • What demographics are we not targeting? (opportunity)
  • How many competitors do we have, and what is their market share? (threat)
  • Are there new regulations that could harm our operations or products? (threat)

Companies can hold a brainstorming session using whiteboards or sticky notes during this step. All participants should feel comfortable sharing their ideas, and there are no right or wrong answers. The goal is to generate as many ideas as possible, even if they are later discarded, to encourage creativity and inspiration among the team.

Step 4: Refine the findings

After listing ideas within each category, it is important to narrow down and organize the list. This involves refining the thoughts to focus on the best ideas or biggest risks to the company. This process may involve a lot of discussion among analysis participants and require upper management’s input to prioritize ideas.

Step 5: Develop the strategy

Once the SWOT analysis is complete and the strengths, weaknesses, opportunities, and threats are refined, you should create a strategic plan based on the findings. Use the list of items within each category to develop an action plan that aligns with the objective from step 1.

Benefits of a SWOT analysis

Although a SWOT analysis doesn’t answer every question, it offers insights that make strategic decision-making much more straightforward.

By assessing internal and external factors, a SWOT analysis helps identify areas for improvement and plan for future growth. This differs from a competitive analysis, which focuses solely on external factors. By looking at the company and the market, a SWOT analysis can provide valuable insights that can help a company succeed.

A SWOT analysis is not just for business; it can also be helpful for personal growth. By examining your own strengths, weaknesses, opportunities, and threats, you can identify areas of your life that need improvement.

1. It identifies areas of opportunity

Performing a SWOT analysis identifies areas of opportunity for startups and teams that want to improve but don’t know where to start.

These opportunities can arise from both external and internal factors. Seizing these opportunities is a great way to grow your business.

2. It identifies areas that could be improved

By identifying weaknesses and threats, a company can create an effective strategy to mitigate these.

The best way to improve is by learning from previous mistakes. Then, once you have identified areas that need improvement, you can work with your team to come up with a plan for this improvement.

3. It identifies areas that could be at risk

It is crucial to spot risks before they can do any damage, even without a risk register. A SWOT analysis can help you identify items affecting your risk management.

You can strengthen your SWOT analysis with a PEST analysis to consider external factors like politics, society, and technology, which can help you identify and plan for project risks.

Tips for writing the best SWOT analysis

A SWOT analysis can be done in numerous ways—some teams like brainstorming using a whiteboard, while others use a SWOT chart. Creativity with your planning helps new ideas come, leading to more special solutions.

Here are some tips to ensure your SWOT analysis is complete. Let’s check them out to help you begin.

Tip 1: Consider internal factors

Sometimes, strengths and weaknesses come from inside processes. These are usually easier to fix because you can control them. You can make things better in a few ways when you find inside factors:

  • Talk to people from different departments to make a plan to improve the situation.
  • Look for and use new tools like a project management tool to improve the processes.
  • Act fast on things that can be changed in a day or less. If you can’t do it, give these tasks to others with deadlines.

How you fix inside factors depends on the problem. If it’s harder, you might need to use a mix of these ways or a more detailed problem-solving process.

Tip 2: Evaluate external factors

Outside factors come from things you can’t control. This includes competitors, market trends, and anything else that affects your organization from the outside.

Outside factors are harder to fix because you can’t directly control the result. However, you can change your processes to lessen outside factors’ bad effects.

You can try to solve these problems by:

  • Competing with market trends
  • Predicting market trends before they happen
  • Getting better at adapting to improve how fast you react
  • Watching competitors using tools that update you when changes happen

Even though you can’t control the outside world, you can control how your organization responds.

For example, if you want to compete with a market trend, like a competitor’s new product doing better than yours, you can’t remove their product. But you can work to launch a better product or marketing campaign to make up for any drop in sales.

Tip 3: Hold a brainstorming session

Coming up with new and creative ideas can spark imagination and motivate action. To have a great brainstorming session, you should:

  • Ask team members from different departments to join. This way, ideas from all parts of the company are included.
  • Think carefully about how many people to invite, as too many can make it hard to focus or participate. The best number for a good brainstorming session is around ten teammates.
  • Use various brainstorming methods that work for different people.
  • Make the goal of the session clear.

Tip 4: Get creative

To create new ideas, you need to encourage them first. Make it fun to think of possibilities. You can try randomly picking anonymous ideas, discussing bad examples, or playing team-building games to excite the team.

Tip 5: Prioritize opportunities

Next, put the opportunities in order. You can do this with the whole team or a smaller group of leaders. Discuss each idea and give it a score from one to 10. After you decide on the best ideas considering your team’s skills, abilities, and overall effect, putting them into action is simpler.

Tip 6: Take action

It’s common to feel done at this point, but the real work is just starting. After your SWOT analysis, you’ll have a list of important opportunities. Now, it’s time to change them into strong points.

Use a planned method like a business case, project plan, or implementation plan to describe what needs to be done and how you plan to do it.

To wrap it all up

So, the SWOT analysis is a powerful method that can help make informed decisions and plan for the future. By evaluating positive and negative factors, your company will be better equipped to succeed in various aspects.

In a constantly changing world, staying adaptable and aware is crucial. By regularly conducting SWOT analyses, you can track your progress and tackle challenges effectively. Don’t hesitate to incorporate SWOT analysis into your planning process and embrace its positive impact on your personal or professional life.

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SWOT Analysis: The Key To Unlocking Business Potential
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