SWOT Analysis

SWOT stands for Strengths, Weaknesses, Opportunities and Threats. It is a way of 
summarizing the current state of a company and helping to devise a plan for the future,
one that employs the existing strengths, redresses existing weaknesses, exploits
opportunities and defends against threats.


• Identify skills and capabilities that you have.
• What can you do particularly well, relative to rivals?
• What do analysts consider to be your strengths?
• What resources do you have?
• Is your brand or reputation strong?


• What do rivals do better than you?
• What do you do poorly?
• What generates the most customer dissatisfaction and complaints?
• What generates the most employee dissatisfaction and complaints?
• What processes and activities can you improve?


• Where can you apply your strengths?
• How are your customers and their needs changing?
• How is technology changing your business?
• Are there new markets for your strengths? (e.g. foreign)
• Are there new ways of producing your products?
• Are your rivals’ customers dissatisfied?


• Are customers able to meet their needs with alternative products?
• Are customers needs changing away from your product?
• What are your competitors developing?
• Are your rivals improving their product offerings or prices?
• Is new technology making your product obsolete?
• Is your cash-flow and debt position healthy?
• Are your employees satisfied? Is turnover high?
• Is new competition coming?
• Are sales growing slower than the industry average?