swot analysis on a case study

SWOT Analysis Case Studies

The SWOT analysis method is the situation analysis method. It was proposed by Weirik, a professor of management at the University of San Francisco in the early 1980s. It is often used in enterprise strategy formulation, competitor analysis and other occasions including analysis of S trengths, W eaknesses, O pportunities, and T hreats. Therefore, the SWOT analysis is a method that comprehensively summarizes the various aspects of the internal and external conditions of the enterprise, and then analyzes the strengths and weaknesses of the organization, opportunities, and threats faced.

Through SWOT analysis, you can help companies to pool resources and actions in their strengths and where there are the most opportunities; and to make their strategy clearer.

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What is a SWOT model

The analysis of strengths and weaknesses focuses on the strength of the company itself and its comparison with competitors, while the opportunity and threat analysis focus on changes in the external environment and possible impact on the company. In the analysis, all internal factors (i.e., strengths and weaknesses) should be grouped together and then evaluated by external forces (opportunities and threats).

Internal Factors (Strengths and weaknesses)

The analysis of strengths and weaknesses (S-W) of internal conditions is an internal method of assessment. The main purpose is to confirm the relationship between expertise and ability of the organization’s internal conditions. The strengths and weaknesses of its internal conditions are internal factors that the organization can control, including financial resources, technical resources, research and development, organizational culture, human resources, product characteristics, and marketing resources.

External Factors (opportunities and threats)

With the rapid development of economy, science and technology and many other aspects, especially the acceleration of globalization and integration of the world economy, the establishment of global information networks and the diversification of consumer demand, the environment in which companies are located are more open and volatile. This change has had a profound effect on almost all businesses. Because of this, environmental analysis has become an increasingly important corporate function.

The Opportunity and Threat (O-T) analysis is a method of evaluating the external environment. The main purpose is to confirm the relationship between the competitions of the industrial environment outside the organization. The opportunities and threats of the external environment are external factors that cannot be controlled by the organization, including factors such as competition, politics, economy, law, society, culture, science and technology, and demographic environment.

What is a Competitive Advantage?

Identifying attractive opportunities in the environment is one thing, and having the necessary competency to succeed in an opportunity is another matter. Each company must regularly check its strengths and weaknesses. When two companies are in the same market or they all can provide products and services to the same customer group, if one of them has higher profitability or profit potential, then we think that the company has a higher competitive advantage than the other. In other words, the so-called competitive advantage refers to a company’s ability to surpass its competitors, and this ability helps to achieve the company’s main goal – profitability. However, it is worth noting that competitive advantage is not necessarily fully reflected in higher profitability, because sometimes companies prefer to increase market share or employees.

Competitive advantage can refer to any superiority in the eyes of a consumer or its product in comparison with its competitors. It can be the breadth of the product line, the size, quality, reliability, suitability, style, and image of the product and services. Although a competitive advantage refers to a company that has a stronger overall advantage than its competitors, it is more meaningful to specify in which area the company has an advantage, because only in this way can we foster strengths and avoid weaknesses, or we can defeat the weakness.

Since the enterprise is a whole and the sources of competitive strengths are very extensive, it is necessary to make a detailed comparison between the company and its competitors from the aspects of the entire value chain when analyzing the strengths and weaknesses. Such as whether the product is novel, whether the manufacturing process is complicated, whether the sales channel is unimpeded, and whether the price is competitive. If an enterprise’s advantage in one aspect or several aspects is the key success factor that a company in the industry should have, then the enterprise’s comprehensive competitive advantage may be stronger. It should be pointed out that to measure whether a company and its products have a competitive advantage can only stand on the perspective of existing potential users, rather than stand on the perspective of the company.

In the process of maintaining a competitive advantage, enterprises must profoundly understand their resources and capabilities and take appropriate measures. Because once a company has a competitive advantage in one aspect, it is bound to attract the attention of competitors. Generally speaking, after a period of hard work, the company establishes a certain competitive advantage; then it is in a situation to maintain this competitive advantage, and competitors start to respond gradually; and if the competitors directly attack the advantage of the company, or Taking other more powerful strategies will weaken this advantage.

The main factors affecting the duration of a company’s competitive strengths are:

• How long does it take to establish this advantage?
• What are the advantages to be obtained?
• How long does it take for a competitor to make a strong reaction?

If the company analyzes these three factors clearly, it will identify itself in establishing and maintaining its competitive advantage.

The company should not correct all its weaknesses, nor should it make use of all its strengths. The main question is whether the company should be limited to the opportunities it already has, or whether it should acquire and develop some strengths to find better opportunities.

SWOT Analysis Strategies

In the process of adaptability analysis, enterprise top management should be based on the determination of internal and external variables, using leverage, inhibitory, vulnerability, and problematic four basic concepts to analyze this model.

• Leverage (S + O).  Leverage effects arise when internal and external opportunities are consistent and adaptive to one another. In this situation, companies can use their internal strengths to pick up external opportunities and fully integrate opportunities and strengths. However, opportunities are often fleeting, so companies must sharply capture opportunities and seize the opportunity to seek greater development.
• Inhibitory (W + O).  Inhibiting means impeding, preventing, influencing and controlling. When the opportunities provided by the environment are not suited to the internal resource advantages of the company, or cannot be overlapped with each other, the strengths of the enterprise will no longer be realized. In this situation, companies need to provide and add certain resources to promote the transformation of internal resources and weaknesses into strengths to cater to or adapt to external opportunities.
• Vulnerability (S + T).  Vulnerability means the decrease or decrease in the degree or intensity of strengths. When environmental conditions pose a threat to the company’s strengths, the strengths cannot be fully exerted and ending up with a fragile situation. In this situation, companies must overcome the threats to take advantage of them.
• Problematic (W + T).  When the company’s internal weaknesses and corporate external threats meet, companies face severe challenges. If they are not properly handled, they may directly threaten the survival of the company.

Steps for Conducting SWOT Analysis

• What is the current strategy?
• Confirm the changes in the external environment of the company (Porter 5 force or PEST)
• According to the company’s resource mix, confirm the company’s key capabilities and key constraints.
• Construct the SWOT Matrix by placing each one of already identified factors. This is an excellent graphic presentation of what is good and what is bad in your company, and what you can expect as an opportunity or threat.
• Define SWOT Strategies
• Choose what strategy to be adopted and determine the future direction and improvement actions to be taken

Case Study 1: Amazon SWOT Analysis

Amazon Detailed SWOT Analysis

• Brand Identity: Amazon is synonymous with online sales services, and Amazon focuses on improving customer satisfaction during the business process.
• Pioneer advantage: Amazon is undoubtedly the leader in the online retail industry.
• Cost structure: Amazon effectively uses its cost advantage, operates on thin profits, and is still profitable in trading.
• Business Development: Amazon continuously improves its service level and provides diversified services.
• Low-profit margins: Amazon has a very thin profit margin to maintain its cost-leading strategy. But low-profit margins make companies vulnerable to external shocks and crises, as well as other market changes.
• Seasonality: There is a seasonal difference between Amazon’s revenue and business scope, with sales and revenue peaking in the fourth quarter of each year.

Opportunity

• Today’s diversification of e-commerce business
• Continues to increase awareness of its own branded products and services.
• Amazon develops more local websites to participate in the international market. With the international expansion of Amazon, some local businesses have the opportunity to enter the international market.
• Promoting the strategic cooperation between Amazon e-commerce and its related affiliated industries will drive positive development of the industry
• Loss of profits due to low-profit margins
• Patent infringement and other aspects of Amazon’s litigation
• E-commerce industry barriers to entry barriers
• Cybersecurity issues

Amazon – Recent Development

What do you need to do next after you understand strengths and weaknesses and identify opportunities and threats? Let us take a look at how Amazon has seized the opportunity to successfully transform itself from an e-commerce company into a global leading technology company! When Amazon realized the limitations of the retail industry, it expanded its business boundaries promptly. In addition to cloud computing and smart voice, Amazon has also contacted third-party platforms such as logistics and suppliers, and even invested in the film and television industry, making its business model more diversify. In 2008, Amazon realized that content can attract and extend users’ time on the platform, and began to provide original content on Prime Instant Video, Amazon’s mainstream media video platform, and as part of the Prime membership service. Amazon’s ecology can be described as a rotating flywheel. This flywheel is centered on Prime’s membership system, and new interests have been added to it, gradually creating an all-encompassing ecology. While continuing to attract new users, it has promoted the development of Amazon’s e-commerce and other new businesses, and it will continue to do so.

Case Study 2: Starbucks SWOT Analysis

• Strengths – The Starbucks Group has strong profitability, with 2004 revenue exceeding $600 million.
• Weaknesses – Starbucks is known for its continuous improvement and innovation. (Translator’s Note: It can be understood as the instability of the product line)
• Opportunity – The launch of new products and services, such as the sale of coffee at the show.
• Threats – rising costs of coffee and dairy products.

Starbucks Detailed SWOT Analysis

• Starbucks Corporation is a very profitable organization, earning more than $600 million in 2004. The company generated revenue of more than $5000 million in the same year.
• It is a global coffee brand built a reputation for fine products and services. It has almost 9000 cafe shop in almost 40 countries.
• Starbucks was one of the Fortune Top 100 Companies to Work For in 2005. The company is a respected employer that values ​​its workforce.
• The organization has strong ethical values ​​and an ethical mission statement as follows, ‘Starbucks is committed to a role of environmental leadership in all facets of our business.’
• Starbucks has a reputation for new product development and creativity. However, they can vulnerable to the possibility that their innovation may falter over time.
• The organization has a strong presence in the United States of America with more than three-quarters of its cafe shop located in the home market. Some people think they need to invest in different countries (national portfolios) to spread business risks.
• The organization is dependent on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise.

Opportunities

• Starbucks is very good at taking advantage of opportunities. E.g. In 2004 the company created a CD-burning service in their Santa Monica (California USA) cafe with Hewlett Packard, where customers created their music CD.
• New products and services that can be retailed in their cafe shop, such as low price products.
• The company has the opportunity to expand its global operations. New markets for coffee such as India and the Pacific Rim nations are beginning to emerge.
• Co-branding with other manufacturers of food and drink and brand franchising to manufacturers of other goods and services both have potential.
• Who knows if the market for coffee will grow and stay in favor with customers, or whether another type of beverage or leisure activity will replace coffee in the future?
• Starbucks is exposed to rises in the cost of coffee and dairy products.
• Since its conception in Pike Place Market, Seattle in 1971, Starbucks’ success has to lead to the market entry of many competitors and copycat brands that pose potential threats.

Case Studies 3: Coca-Cola SWOT Analysis Example

Coca-Cola Detailed SWOT Analysis

• Most sponsored corporate partners.
• Spread across the world in 650 languages ​​and regions.
• The market territory spans nearly 200 countries on five continents.
• To develop new products, the Coca-Cola Company not only sells cola but also other types of beverages.
• Coca-Cola has a long history, so it has a certain status in the market.
• There is no certain integration and the common goal of strategic management.
• The failure to develop new tastes.
• The gradual transfer of customer loyalty.
• Loss of market development opportunities.
• Sponsor the Olympic Games, use this opportunity to replace their brands, products, and make advertisements, especially The Olympic Games is a worldwide movement that allows the world’s population to recognize this product, expand its market reach, and raise awareness of its products.
• Participate in the World Cup, take this world-wide activity to pave the way for your products and gain popularity.
• Enter the Chinese rural market.
• Enter the American film market.
• Pepsi is Coca-Cola’s biggest competitor
• The products produced by the company may not be favored by young people today.
• Coca-Cola is not considered to be good for health by many people

Formulating Actions for SWOT Analysis

Having completed a SWOT Analysis, so what’s next? Is this enough to conduct the SWOT analysis? You need to know when you are analyzing that at the end of the process you need to expect future directions for next actions. Here is an example of formulating actions for a SWOT analysis:

Disclaimer : This case study has been compiled from information freely available from public sources. It is merely intended to be used for educational purposes only.

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3 Great SWOT Analysis Examples with Real Companies

Whether you want to assess the current position of your business, expand to new markets, or simply develop a new strategy, a SWOT analysis is probably one of the first steps that you will probably make in that direction. And, if it wasn’t on your radar, it should be! Today, we will see some of the best SWOT analysis examples to get you inspired, and help you understand how to do use it effectively for optimum results.

If you are not familiar with the concept, a SWOT analysis is a key technique for assessing some of the most important aspects of your business. In fact, its name comes from the abbreviation of these aspects:

Strengths – internal

These are the strengths of your company compared to other industry competitors. For example, what is it that you do particularly well that others don’t? What is your unique selling proposition , or that service or aspect of your business that differentiates you from the rest?

Do you have a particular competitive advantage over your biggest competitors? This could be technology, an easy access to primary resources, more product personalization, and so on.

Assessing your strengths will help you identify your current position on the market. But also, give you insights on those aspects that represent a clear advantage for your business, so you can leverage them even more.

Weaknesses – internal

Weaknesses, as you might have guessed, are the exact opposite of your organization’s strength. In other words, what do your competitors do better than you ? In what aspect do they have a clear advantage over you?

Is it something that you offer but can improve, or is it a service or an aspect that you lack altogether? For example, your customer service might be unsatisfactory. Or maybe, a competitor has a particular technological feature that your product don’t offer at all.

We will see more of this with practical cases in our section of SWOT Analysis examples.

Opportunities – external

The next aspect of the SWOT analysis is evaluating the positive trends that can open a new opportunity for your business. They usually arise from the outside of your organization , such as industry changes, important movements on the competitors’ landscape, or even a change in the laws applicable to your industry.

Analyzing other factors, such as VUCA – the leadership theory on volatility, uncertainty, complexity and ambiguity, can also reveal new opportunities for your business. To identify them, you will have to look around you from an external perspective.

Can you spot any current trends that could represent an opportunity for your business? For example, the COVID-19 pandemic made companies like Nike and Adidas sell protective masks on their website as a part of their product portfolio. And many new businesses opened to profit from the changes.

Threats – external

Threats are another aspect that is external to your business, but can impact you negatively if you aren’t paying attention. Some examples include supply chain problems, shift in market requirements, changes to current laws and regulations, and so on.

Of course, threats are not always easy to identify. You will have to be proactively looking for them – if they are obvious, it is probably too late. What is the competition doing? How is the current technology evolving?

Are you noticing a change in user behavior regarding the consumption of your particular product? All these questions can help you get a better understanding of the market , and what could potentially be harmful to you.

And now, let’s get right to our SWOT analysis examples!

Disclaimer: These examples are merely my own analysis and interpretation of the information that is publicly available online for these companies. I don´t work at any of these companies, and I do not pretend that I actually know what is going on behind the scenes for any of them. It is just a practical exercise with real companies with the purpose of giving you a clear idea of how to perform a SWOT analysis.

1. The Coca Cola Company

First on our list of SWOT analysis examples is this one from The Coca Cola Company.

SWOT Analysis examples #1: The Coca Cola Company

Let’s discuss it in detail.

• Variety of products – one of the biggest strengths that The Coca Cola Company has is their incredible variety of products across different categories. In fact, there are over 500 brands across 200 companies owned by Coca Cola. This not only gives them a higher control on the market, but also more diversified expertise, and less overall competition.
• Market share – with a market share of 43% in the soft drink industry, they have a very solid positioning compared to many other competitors. Which also means that it would be extremely difficult to compete with Coca Cola and its almost unlimited resources.
• Brand recognition – Coca Cola is one of the most recognized brands in the world, which gives them a huge advantage in front of their competitors. It also means that any new product or brand they invest in will gain visibility almost immediately.
• Secret recipes – and last but not least, the company prides itself in having a secret recipe for its flagship product – the Coca Cola. This means that this product will be difficult to replicate by competitors.

• Health trends – one of the biggest weaknesses that the company has is its unability to adapt to current health trends. As people are becoming more and more conscious about the unhealthy food and the amount of sugar they are consuming, soft and sugary drinks are slowly getting substituted by healthier options.
• Sugar substitute – another health-related weakness for the company involves the difficulty of improving their quality of their product without affecting its famous taste. Coca Cola has been actively looking for healthy sugar substitutes for years with no success.
• Current positioning – the current positioning of Coca Cola and its soft drinks is both a blessing and a curse. A blessing, because everyone knows the brand and the product it offers. This kind of brand recognition is something that every company dreams of.

However, this weakness comes with the fact that Coca Cola already has a certain reputation established for itself that is difficult to change. And, considering its sugary drinks with mysterious and secret ingredients, it is certainly not the most positive one.

Opportunities

• Health trends – if The Coca Cola Company closely monitors and responds adequately to current health trends, they have a huge opportunitiy to increase their market share. And get an even bigger chunk of the soft drink industry. Especially if they manage to find a healthy substitute for sugar.
• Few major competitors – considering the dominance of the brand and only a few major competitors for these particular types of products, Coca Cola can quickly introduce new products with the right Marketing strategy.
• Healthier alternatives – although the company is quite dominant when it comes to soft drinks, a lot of other healthier alternatives are arising on the market. Flavoured waters, smoothies, organic drinks, green juices, and so on, are just some of the alternatives that people are starting to prefer as they get more conscious with their health.
• Negative press and media coverage – although The Coca Cola Company is known for its brilliant Marketing strategies and its incredible brand recognition, it also gets a lot of negative coverage for being unhealthy. In-depth research, Youtube videos, and even articles from reputable sources such as The Telegraph might cause serious harm in the long run.

Now that we have seen the first one, let´s move on to the next on our list of SWOT Analysis examples!

Next on our collection of SWOT analysis examples is Airbus, the world’s largest airliner manufacturer, and the one who took the most orders in 2019. So, let’s see what are the strengths, weaknesses, opportunities and threats for Airbus:

SWOT Analysis examples #2: Airbus

• Market share – with an estimated market share of almost 63% , Airbus is the largest aircraft manufacturer in the world, which gives the company a very strong and powerful position in the industry.
• Global network & international presence – with business operations located in Europe, the Americas, Africa & The Middle East, and Asia, Airbus has an incredible international network and presence.
• Innovation & technology – additionally, Airbus is putting a huge focus on investing in technology, innovation, and next generation manufacturing, more than any other competitor in the industry.
• Eco-efficiency – and last but not least, another strength that Airbus counts with is eco-efficiency. The company has been recognized is a leader in proposing and developing solutions for sustainable aviation.
• Delay in delivery – in 2019, Airbus took more orders for aircraft delivery than any other competitor, including its biggest rival Boeing. However, this caused a delay in the delivery of the orders, causing the company to accumulate a lot of backlogs.
• Operational inefficiencies – compared to rivals such as Boeing, Airbus has gained a reputation of being somewhat inconsistent when it comes to executing operations. The company is often delaying launches of its new models – for example, the launch of Airbus A380 was delayed by more than one year. This weaknesses is definitely something that Airbus could work on.
• High production costs – another key weakness of the company is the fact that it has higher production costs than its main rival Boeing, which leaves them with lower profit margins.

• Boom in Travelling – as the travelling industry is booming due to the growing percentage of the middle class, and the lower costs for airplane tickets compared to a decade ago, aircraft manufacturers are receiving more orders than ever. In fact, even in the next few years, the air traffic is anticipated to grow by 4.3% annually. According to Airbus , this alone will require “ 39,200 new passenger and dedicated freighter aircraft over the next 20 years.”
• Technological advances – over the last few years, the industry has gone through a lot of innovation processes and technological improvements. This has allowed Airbus to improve its weaknesses and offer better and faster performance. Also, the fact that aircrafts are becoming more and more secure with the new technologies make people want to travel even more. 
• Competition – the competition in the aerospace industry is practically considered a duopoly. The reason why is because Boeing and Airbus have a combined share of 91% for the whole commercial aircraft market globally. This means that they will not have to fight off small competitors, but also that the competition between both companies is extremely fierce. Which can be a significant threat for Airbus.
• Global pandemic – in 2020, the whole world suffered from the COVID-19 pandemic. This alone had a severe impact on the growth of the commercial aircraft market, as people suddenly had to stop travelling. And although this was a temporary decrease that is slowly starting to recover, aircraft manufacturers like Airbus will be affected at least for the next one year.
• Potential competitors in key markets – of course, the fact that Airbus and Boeing are currently dominating the global market does not mean that this will last forever. Currently, important markets like China and Russia are also planning to develop their own commercial aircraft. If that happens, it will most probably shrink the market share for Airbus.

Next on our list of SWOT Analysis examples is Zara, one of the biggest clothing companies in the world. Zara is a brand owned by Inditex , among with several others such as Bershka, Stradivarius, and Oysho.

SWOT Analysis examples #3: Zara

• Efficient manufacturing & delivery – Zara is one of the most efficient clothing companies in the world when it comes to all operational processes – manufacturing, delivery, supply chain and logistics. Reportedly, the company needs just 1 week to develop a new product and get it to all 2,259 stores it has worldwide, compared to an industry average of 6 months. This gives Zara a huge advantage when it comes to delivering new designs in record time.
• Competitive pricing – additionally, the company also offers a very competitive pricing for the variety and amount of products it offers. Its clothing is targeted to a middle class audience, although it´s also true that the pricing is adapted to the characteristics of each market. For example, the prices for Zara in South Korea are 96% higher than the prices in Spain, taking into account the exchange rate of the study.
• Strong global presence – As we already mentioned, Zara has over 2,200 stores across 96 countries, positioning itself as a strong international brand with a solid support (Inditex, with over 7,000 stores ).
• Fast reaction to new trends – the company is known for imitating high-fashion trends, and it is extremely fast when it comes to spotting and replicating them for its own products.

The company´s strengths is what makes it one of my favourite SWOT analysis examples on this list. They are very well defined, and definitely makes Zara stand out from competitors. However, this does not mean that there are no weaknesses:

• Zero policy advertising – the company is famous for its zero policy advertising. This means that, instead of investing in Marketing and Communication actions, they use the money for opening new stores. Although this policy has some awesome benefits, I think that it´s also a very big weakness. The heavy digital advertising done by competitors can completely overshadow Zara in the long run.
• Limited product stock – because Zara delivers fashion pieces in record time, they don´t produce as much stock as other companies would. Which is not great news for customers who often love a piece, and it is already out of stock – or simply not in the size they need.
• Controversies – additionally, the company is also involved in multiple controversies revolving child labour and paying under minimum wage. As people are getting more and more conscious about these topics, these controversies is doing a lot of harm to the company´s reputation. 
• High fashion imitation – as we already mentioned, Zara is known to imitate fashion trends. Which means that they are not a trend setter, and they do not offer a lot of unique and creative pieces designed exclusively by them.

• Growing demand for high fashion – currently, there is a growing demand for clothing that looks high fashion, but don´t cost thousands of dollars for a single piece. This is a great opportunity for Zara, which does precisely what people want – selling high fashion style for affordable prices.
• Fast fashion – as customer behavior is changing, people get bored with everything faster than ever. And this is true for fashion as well – clothes that people would wear for months and years now get substituted with new pieces much more often. Which is another excellent opportunity for Zara as the so-called “fast fashion is on the rise”.
• Market growth – according to Statista , the growth of the apparel market is steadily increasing by 5-6% every year, which is great news for clothing companies like Zara.

And now, let´s take a look at the external changes that are imposing a threat for this one of our SWOT analysis examples:

• Growing competition – the increasing demand for fashion and apparel also means that competition is growing as well. With huge online providers taking over the Internet such as ASOS, Fashion Nova, Shein and others, Zara´s popularity is becoming threatened by other companies. Especially considering the fact that these providers actually offer products from multiple brands at the same place.
• Increasing costs – another tendency that could impose a significant threat for Zara are the increasing costs for production and raw material. Which, as a consequence, will probably reduce its revenue and profit margins. Especially considering the fact the prices are already relatively low! For now, Zara has managed to develop a well integrated and efficient supply chain that keeps the cost of raw materials low. But this might not last forever, especially if the prices keep rising.
• Regulatory threats – the business industry is gradually getting more and more regulated. On a global scale, governments and legal agencies are regulating all kind of sectors and businesses, and the fashion market is not an exception. This includes labour, quality, customer services, and many other aspects of the industry. All of these regulations might eventually have a negative impact on Zara.

Do you want to learn more about SWOT analysis? You might want to check these articles:

• 9 Effective Ways to Identify Opportunities in SWOT Analysis
• 10 Common SWOT Analysis Mistakes in 2022 & How to Fix Them

Need more SWOT analysis examples? Check out our article on Coca Cola SWOT analysis.

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How do you write a good SWOT analysis?

The first step for writing a good SWOT analysis is to determine your objective - what company and strategy are you going to analyze? Next, take a piece of paper and draw a grid with 4 squares, labeling each one of them as it follows - Strengths, Weaknesses, Opportunities and Threats. The key to a good SWOT analysis is getting as specific as possible with each section in order to get more tangible and clear points of action.

What is a SWOT analysis tool?

SWOT analysis is a technique for strategic planning that allows you to assess and identify the strengths and weaknesses of your company (internal factors), as well as the opportunities and threats that may come from the outside, including market trends and competition (external factors).

Why is SWOT analysis important?

SWOT analysis is important for businesses because it provides them with a simple, but powerful framework to assess their own ability to compete on the market, identifying strengths to highlight and weaknesses to work on improving. It also gives them a quick glance at the market from an outside perspective, allowing them to spot current opportunities and identify potential threats that should be addressed as early as possible.

What is the most difficult part of the SWOT analysis?

While the answer may vary between companies and industries, the most difficult part of the SWOT analysis tends to be Opportunities. The main reason why is because the answer may sometimes require a comprehensive and detailed market research to reveal certain opportunities.

And that was all from me, folks! I hope you liked my in-depth SWOT analysis examples. I think the best way to learn a concept is to see how it is applied in practice. For this reason, I wanted to focus this article from a practical rather than a theoretical perspective. However, if you have any questions, do not hesitate to send me an email at [email protected], or just let me know in the comments below!

Thank you for taking the time to read my article 3 Great SWOT Analysis Examples with Real Companies, and I hope to see you in the next one!

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Hello, and welcome to my blog! Let me present myself.

My name is Ani and I am a trilingual Digital Marketing & Analytics Specialist with 10 years of experience across multiple sectors including Cloud-based services, SaaS, Digital payments, Mobile apps, and Executive Education, among others.

My expertise covers areas such as Google Ads, Google Analytics, Search Engine Optimization, Content Marketing, and Social Media.

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SWOT analysis: Examples and templates

A SWOT analysis helps you identify strengths, weaknesses, opportunities, and threats for a specific project or your overall business plan. It’s used for strategic planning and to stay ahead of market trends. Below, we describe each part of the SWOT framework and show you how to conduct your own.

Whether you’re looking for external opportunities or internal strengths, we’ll walk you through how to perform your own SWOT analysis, with helpful examples along the way. 

What is a SWOT analysis?

A SWOT analysis is a technique used to identify strengths, weaknesses, opportunities, and threats for your business or even a specific project. It’s most widely used by organizations—from small businesses and non-profits to large enterprises—but a SWOT analysis can be used for personal purposes as well. 

While simple, a SWOT analysis is a powerful tool for helping you identify competitive opportunities for improvement. It helps you improve your team and business while staying ahead of market trends.

What does SWOT stand for?

SWOT is an acronym that stands for: 

Opportunities

When analyzed together, the SWOT framework can paint a larger picture of where you are and how to get to the next step. Let’s dive a little deeper into each of these terms and how they can help identify areas of improvement. 

Strengths in SWOT refer to internal initiatives that are performing well. Examining these areas helps you understand what’s already working. You can then use the techniques that you know work—your strengths—in other areas that might need additional support, like improving your team’s efficiency . 

When looking into the strengths of your organization, ask yourself the following questions:

What do we do well? Or, even better: What do we do best?

What’s unique about our organization?

What does our target audience like about our organization?

Which categories or features beat out our competitors?

 Example SWOT strength:

Customer service: Our world-class customer service has an NPS score of 90 as compared to our competitors, who average an NPS score of 70.

Weaknesses in SWOT refer to internal initiatives that are underperforming. It’s a good idea to analyze your strengths before your weaknesses in order to create a baseline for success and failure. Identifying internal weaknesses provides a starting point for improving those projects.

Identify the company’s weaknesses by asking:

Which initiatives are underperforming and why?

What can be improved?

What resources could improve our performance?

How do we rank against our competitors?

Example SWOT weakness:

E-commerce visibility: Our website visibility is low because of a lack of marketing budget , leading to a decrease in mobile app transactions.

Opportunities in SWOT result from your existing strengths and weaknesses, along with any external initiatives that will put you in a stronger competitive position. These could be anything from weaknesses that you’d like to improve or areas that weren’t identified in the first two phases of your analysis. 

Since there are multiple ways to come up with opportunities, it’s helpful to consider these questions before getting started:

What resources can we use to improve weaknesses?

Are there market gaps in our services?

What are our business goals for the year?

What do your competitors offer?

Example SWOT opportunities:

Marketing campaign: To improve brand visibility, we’ll run ad campaigns on YouTube, Facebook, and Instagram.

Threats in SWOT are areas with the potential to cause problems. Different from weaknesses, threats are external and ‌out of your control. This can include anything from a global pandemic to a change in the competitive landscape. 

Here are a few questions to ask yourself to identify external threats:

What changes in the industry are cause for concern?

What new market trends are on the horizon?

Where are our competitors outperforming us?

Example SWOT threats:

New competitor: With a new e-commerce competitor set to launch within the next month, we could see a decline in customers.

SWOT analysis example

One of the most popular ways to create a SWOT analysis is through a SWOT matrix—a visual representation of strengths, weaknesses, opportunities, and threats. The matrix comprises four separate squares that create one larger square. 

A SWOT matrix is great for collecting information and documenting the questions and decision-making process . Not only will it be handy to reference later on, but it’s also great for visualizing any patterns that arise. 

Check out the SWOT matrix below for a simple example. As you can see, each of the quadrants lists out the company's strengths, weaknesses, opportunities, and threats.

When used correctly and effectively, your matrix can be a great toolkit for evaluating your organization’s strengths and weaknesses. 

How to do a SWOT analysis, with examples 

A SWOT analysis can be conducted in a variety of ways. Some teams like to meet and throw ideas on a whiteboard, while others prefer the structure of a SWOT matrix. However you choose to make your SWOT analysis, getting creative with your planning process allows new ideas to flow and results in more unique solutions. 

There are a few ways to ensure that your SWOT analysis is thorough and done correctly. Let’s take a closer look at some tips to help you get started.

Tip 1: Consider internal factors 

Often, strengths and weaknesses stem from internal processes. These tend to be easier to solve since you have more control over the outcome. When you come across internal factors, you can start implementing improvements in a couple of different ways.

Meet with department stakeholders to form a business plan around how to improve your current situation.

Research and implement new tools, such as a project management tool , that can help streamline these processes for you. 

Take immediate action on anything that can be changed in 24 hours or less. If you don’t have the capacity, consider delegating these items to others with deadlines. 

The way you go about solving internal factors will depend on the type of problem. If it’s more complex, you might need to use a combination of the above or a more thorough problem management process.

Tip 2: Evaluate external factors

External factors stem from processes outside of your control. This includes competitors, market trends, and anything else that’s affecting your organization from the outside in. 

External factors are trickier to solve, as you can’t directly control the outcome. What you can do is pivot your own processes in a way that mitigates negative external factors. 

You can work to solve these issues by:

Competing with market trends

Forecasting market trends before they happen

Improving adaptability to improve your reaction time

Track competitors using reporting tools that automatically update you as soon as changes occur 

While you won’t be able to control an external environment, you can control how your organization reacts to it. 

Let’s say, for instance, that you’re looking to compete with a market trend. For example, a competitor introduced a new product to the market that’s outperforming your own. While you can’t take that product away, you can work to launch an even better product or marketing campaign to mitigate any decline in sales. 

Tip 3: Hold a brainstorming session

Brainstorming new and innovative ideas can help to spur creativity and inspire action. To host a high impact brainstorming session, you’ll want to: 

Invite team members from various departments. That way, ideas from each part of the company are represented. 

Be intentional about the number of team members you invite, since too many participants could lead to a lack of focus or participation. The sweet spot for a productive brainstorming session is around 10 teammates. 

Use different brainstorming techniques that appeal to different work types.

Set a clear intention for the session.

Tip 4: Get creative

In order to generate creative ideas, you have to first invite them. That means creating fun ways to come up with opportunities. Try randomly selecting anonymous ideas, talking through obviously bad examples, or playing team building games to psych up the team.

Tip 5: Prioritize opportunities

Now, rank the opportunities. This can be done as a team or with a smaller group of leaders. Talk through each idea and rank it on a scale of one through 10. Once you’ve agreed on your top ideas based on team capabilities, competencies, and overall impact, it’s easier to implement them.

Tip 6: Take action

It’s all too easy to feel finished at this stage —but the actual work is just beginning. After your SWOT analysis, you’ll have a list of prioritized opportunities. Now is the time to turn them into strengths. Use a structured system such as a business case , project plan, or implementation plan to outline what needs to get done—and how you plan to do it.

SWOT analysis template

A SWOT analysis template is often presented in a grid format, divided into four quadrants. Each quadrant represents one of the four elements. 

Use this free SWOT analysis template to jump-start your team’s strategic planning.

Identify the strengths that contribute to achieving your objectives. These are internal characteristics that give you an advantage. Some examples could be a strong brand reputation, an innovative culture, or an experienced management team.

Next, focus on weaknesses. These are internal factors that could serve as obstacles to achieving your objectives. Common examples might include a lack of financial resources, high operational costs, or outdated technology. 

Move on to the opportunities. These are external conditions that could be helpful in achieving your goals. For example, you might be looking at emerging markets, increased demand, or favorable shifts in regulations.

Lastly, let's address threats. These are external conditions that could negatively impact your objectives. Examples include increased competition or potential economic downturns.

Why is a SWOT analysis important?

A SWOT analysis can help you improve processes and plan for growth. While similar to a competitive analysis , it differs because it evaluates both internal and external factors. Analyzing key areas around these opportunities and threats will equip you with the insights needed to set your team up for success.

A SWOT analysis isn’t only useful for organizations. With a personal SWOT analysis, you can examine areas of your life that could benefit from improvement, from your leadership style to your communication skills. These are the benefits of using a SWOT analysis in any scenario. 

1. Identifies areas of opportunity

One of the biggest benefits of conducting an analysis is to determine opportunities for growth. It’s a great starting point for startups and teams that know they want to improve but aren’t exactly sure how to get started. 

Opportunities can come from many different avenues, like external factors such as diversifying your products for competitive advantage or internal factors like improving your team’s workflow . Either way, capitalizing on opportunities is an excellent way to grow as a team.

2. Identifies areas that could be improved

Identifying weaknesses and threats during a SWOT analysis can pave the way for a better business strategy.

Ultimately, learning from your mistakes is the best way to excel. Once you find areas to streamline, you can work with team members to brainstorm an action plan . This will let you use what you already know works and build on your company’s strengths.

3. Identifies areas that could be at risk

Whether you have a risk register in place or not, it’s always crucial to identify risks before they become a cause for concern. A SWOT analysis can help you stay on top of actionable items that may play a part in your risk decision-making process. 

It may be beneficial to pair your SWOT analysis with a PEST analysis, which examines external solutions such as political, economic, social, and technological factors—all of which can help you identify and plan for project risks .

When should you use a SWOT analysis?

You won’t always need an in-depth SWOT analysis. It’s most useful for large, general overviews of situations, scenarios, or your business.

A SWOT analysis is most helpful:

Before you implement a large change—including as part of a larger change management plan

When you launch a new company initiative

If you’d like to identify opportunities for growth and improvement

Any time you want a full overview of your business performance

If you need to identify business performance from different perspectives

SWOT analyses are general for a reason—so they can be applied to almost any scenario, project, or business. 

SWOT analysis: Pros and cons

Although SWOT is a useful strategic planning tool for businesses and individuals alike, it does have limitations. Here’s what you can expect.

The simplicity of SWOT analysis makes it a go-to tool for many. Because it is simple, it takes the mystery out of strategic planning and lets people think critically about their situations without feeling overwhelmed. 

For instance, a small bakery looking to expand its operations can use SWOT analysis to easily understand its current standing. Identifying strengths like a loyal customer base, weaknesses such as limited seating space, opportunities like a rising trend in artisanal baked goods, and threats from larger chain bakeries nearby can all be accomplished without any specialized knowledge or technical expertise.

Versatility

Its versatile nature allows SWOT analysis to be used across various domains. Whether it’s a business strategizing for the future or an individual planning their career path, SWOT analysis lends itself well. 

For example, a tech start-up in the competitive Silicon Valley landscape could employ SWOT to navigate its pathway to profitability. Strengths might include a highly skilled development team; weaknesses could be a lack of brand recognition; opportunities might lie in emerging markets; and threats could include established tech giants. 

Meaningful analysis

SWOT excels in identifying external factors that could impact performance. It nudges organizations to look beyond the present and anticipate potential future scenarios. 

A retail company, for example, could use SWOT analysis to identify opportunities in e-commerce and threats from changing consumer behavior or new competitors entering the market. By doing so, the company can strategize on how to leverage online platforms to boost sales and counteract threats by enhancing the customer experience or adopting new technologies.

Subjectivity and bias

The subjective nature of SWOT analysis may lead to biases. It relies heavily on individual perceptions, which can sometimes overlook crucial data or misinterpret information, leading to skewed conclusions. 

For example, a manufacturing company might undervalue the threat of new entrants in the market due to an overconfidence bias among the management. This subjectivity might lead to a lack of preparation for competitive pricing strategies, ultimately affecting the company's market share.

Lack of prioritization

SWOT analysis lays out issues but falls short on prioritizing them. Organizations might struggle to identify which elements deserve immediate attention and resources. 

For instance, a healthcare provider identifying numerous opportunities for expansion into new services may become overwhelmed with the choices. Without a clear way to rank these opportunities, resources could be spread too thinly or given to projects that do not have as much of an impact, leading to less-than-ideal outcomes.

Static analysis

Since SWOT analysis captures a snapshot at a particular moment, it may miss the evolving nature of challenges and opportunities, possibly leading to outdated strategies. An example could be a traditional retail business that performs a SWOT analysis and decides to focus on expanding physical stores, overlooking the growing trend of e-commerce. As online shopping continues to evolve and gain popularity, the static analysis might lead to investment in areas with diminishing returns while missing out on the booming e-commerce market trend.

SWOT analysis FAQ

What are the five elements of swot analysis.

Traditionally, SWOT stands for its four main elements: strengths, weaknesses, opportunities, and threats. However, a fifth essential element often overlooked is "actionable strategies." Originally developed by Albert Humphrey, SWOT is more than just a list—it's a planning tool designed to generate actionable strategies for making informed business decisions. This fifth element serves to tie the other four together, enabling departments like human resources and marketing to turn analysis into actionable plans.

What should a SWOT analysis include?

A comprehensive SWOT analysis should focus on the internal and external factors that affect your organization. Internally, consider your strong brand and product line as your strengths, and maybe your supply chain weaknesses. Externally, you'll want to look at market share, partnerships, and new technologies that could either pose opportunities or threats. You should also account for demographics, as it helps in market targeting and segmentation.

How do you write a good SWOT analysis?

Writing an effective SWOT analysis begins with research. Start by identifying your strengths, like a strong brand, and your weaknesses, like a small human resources department. Following that, look outward to find opportunities, possibly in technological advancement, and threats, like fluctuations in market share. Many businesses find it helpful to use a free SWOT analysis template to structure this information. A good SWOT analysis doesn't just list these elements; it integrates them to provide a clear roadmap for making business decisions.

What are four examples of threats in SWOT analysis?

New technologies: Rapid technological advancement can make your product or service obsolete.

Supply chain disruptions: Whether due to natural disasters or geopolitical tensions, an unstable supply chain can seriously jeopardize your operations.

Emerging competitors: New players entering the market can erode your market share and offer alternative solutions to your customer base.

Regulatory changes: New laws or regulations can add costs and complexity to your business, affecting your competitiveness.

How do you use a SWOT analysis?

Once you've completed a SWOT analysis, use the results as a decision-making aid. It can help prioritize actions, develop strategic plans that play to your strengths, improve weaknesses, seize opportunities, and counteract threats. It’s a useful tool for setting objectives and creating a roadmap for achieving them.

Plan for growth with a SWOT analysis

A SWOT analysis can be an effective technique for identifying key strengths, weaknesses, opportunities, and threats. Understanding where you are now can be the most impactful way to determine where you want to go next. 

Don’t forget, a bit of creativity and collaboration can go a long way. Encourage your team to think outside of the box with 100+ team motivational quotes .

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Home » blog » Understand SWOT Analysis With 3 Examples – Netflix, Pepsico & Starbucks

Understand SWOT Analysis With 3 Examples – Netflix, Pepsico & Starbucks

Brand marketing is an ancient art form. Did you know ancient civilizations would stamp their goods for customers to guarantee the quality? That was probably the earliest form of cultivating brand loyalty. 

Then came the printing press. With it, we entered the age of pamphlets, posters and paper-centric information. 

With mass media, brands made an appearance everywhere. Outside your window on a billboard, next to your favorite newspaper crossword and in between your favorite TV show. 

If you follow the trail, brands go where the customers are. When the consumer moved online, all companies followed suit. We are now in the age of digital marketing. It’s an advanced form of the marketing industry that uses sophisticated techniques and technology to reach the target customer. Unlike earlier, you no longer have to shout from the rooftops about your brand. Now you can quietly slip into someone’s email or cleverly catch their attention through social media algorithms. In 2022, five billion people were on the internet. With digital marketing, not only can you effectively reach out to this massive number, but you can also personalize the message to have a significant impact. It also helps to perform a SWOT analysis in marketing as it always helps to understand your company better and enhance productivity. 

What Is Digital Marketing?

Digital marketing is a form of online communication that uses different electronic media to promote brands and spread messages. People are constantly on their phones, tablets or computers. Look around, and you’ll see eyeballs glued to phone screens everywhere. That tiny piece of digital space is prime marketing real estate. You can use it to showcase ads, banners, links, direct emails and social media posts that are tailor-made to appeal to the customer. It’s an exciting opportunity to be creative yet precise. You can fine-tune your strategy to appeal to specific consumers. It is a fantastic way to generate interest in your products among potential customers as you create a unique connection. 

Read more about Digital Marketing

Why Do Digital Marketing Agencies Use SWOT Analysis? 

The competition between brands has never been more fierce. If you want the online user to prefer your brand and be a loyal customer, you need a structured system to form your strategy. That is what SWOT is all about. Here is the SWOT full form in marketing:

Opportunities 

SWOT isn’t a new tool. It has already been implemented by companies the world over. However, it has also proven useful when it comes to digital marketing. It is a valuable method to help your business become successful and stay ahead of the competition. 

What is SWOT analysis? 

The SWOT method can help you create a long-term digital marketing strategy that works. It is essential to ask the right questions when doing the analysis. 

Internal factors

• What is the company’s USP?
• What is the quality of services compared to other businesses?
• How strong is our brand recall?
• Do we have a strong clientele?

Weaknesses 

• In which areas are we lacking productivity? 
• Where are we falling behind our competition?
• What complaints have we received?
• Any internal limitations are affecting our targets?

External factors  

• Will the new product fill in a gap in the market?
• Can we reach out to a larger audience? 
• Is there a faster, more efficient way to increase numbers?
• Is new technology affecting our business?
• Are new products in the market taking our customers?
• Is there a lack of resources due to unforeseen circumstances? 

Benefits Of Doing A SWOT Analysis In Marketing

• You can build an efficient model that helps you accurately gauge the business performance
• Analyze the organization’s internal and external strengths 
• You learn how to increase visibility in the market
• Develop a plan of action that is implemented when needed 
• Discover new areas of opportunities 
• You can understand your business position in the market better, especially when compared to the competition
• You solve customer problems and business-related challenges 
• Understand where the company needs improvement 

Case studies for SWOT Analysis in digital marketing

The electronic transformation of businesses has created a paradigm shift in how companies are run. You need a high-powered digital strategy to optimize your presence across all online channels. Here are a few major companies that have successfully used product SWOT analysis to enhance their digital marketing campaign. 

As one of the most viewed OTT platforms, Netflix has nearly 200 million subscribers all over the world. However, they are facing a lot of competition from other streaming services and have lost quite a few subscriptions in 2022. Here is the SWOT analysis for Netflix: 

• The streaming service enjoys a strong reputation worldwide and has a big name in the market 
• Award-winning, original content across various genres that is customized to every region 
• Flexible services
• Uses data analytics to create algorithms for personalized recommendations 
• The user-centric strategy aimed at keeping the customers happy 
• Available across different media platforms such as phones, tablets and laptops
• Uses SEO, social media channels and emails to attract and retain customers 
• Prime content is largely aimed at the North American region and needs to improve quality for non-English speaking areas 
• Limited copyright issues which affect their profits 
• Weak customer service department that influences consumer satisfaction 
• Pricing is higher than the competition
• Increasing debt 

OPPORTUNITIES 

• Can enter other digital domains such as gaming, VR, interactive channels, etc. 
• Tie up with production companies in various countries and encourage new talent to create high-quality yet localized content
• Improve social media presence by collaborating with influencers, celebrities and industry giants 
• Create an innovative digital marketing strategy to promote content and create hype
• Use algorithms to personalize direct emails to every customer 
• Introduce an advertising-based model to increase revenue 
• Losing subscribers to cheaper services like Amazon Prime and Disney+, YouTube
• Stricter government rules in some countries can affect the content streamed there 
• Saturated markets as subscription rates have slowed down 
• Piracy over Netflix shows occurs all over the world, leading to several losses 

What started as a beverage company to rival Coca-Cola, is now a multi-brand, diversified food giant with a steady hold over the market in many countries. However, the packaged food industry is saturated with many products. Can the company continue to command such a large share of market value?

Here is the SWOT analysis for PepsiCo: 

• Overwhelming global presence in over 200 countries 
• Occupies a dominant position in all major outlets, such as restaurants, supermarkets, vending machines, etc.
• Known for its award-winning advertising and traditional marketing strategies 
• Targets the younger generation 
• Excellent supply chain management system that reduces production costs 
• Partners with major sports events and hires famous celebrities as brand ambassadors 

WEAKNESSES 

• The entire portfolio of products is in the ‘unhealthy’ classification, therefore a large section of the target audience, i.e. children, are not allowed to indulge often
• Spends too much money on retaining big celebrities, TV ads and other forms of traditional media 
• Are responsible for contributing to major environmental issues such as excess plastic production, water and air pollution, etc. 
• Have quite a few failed products in their kitty, such as Pepsi Blue
• The company has been in several controversies over the years, which has tarnished their reputation 
• Expanding their presence online through various e-commerce platforms 
• Increase research and development funding in the health food sector of the industry 
• Adapt to changing trends by introducing newer flavors and updating older packaging to appeal to a younger audience 
• Most of the younger generation is now found online
• Explore options to connect with target audiences through social media ads, online content sponsorships, banners and emails
• Hire digital content creators to add value to PepsiCo’s online presence 
• Tie up with online food brands or food delivery apps 
• There is intense competition in the food and beverage industry
• Many consumers are moving towards a healthier lifestyle and are well aware of the harmful effects of excess salt and sugar 
• If PepsiCo doesn’t adapt to newer technology and changes in the marketplace, it will lose out to stronger competitors 
• Government regulations about ‘unhealthy’ foods can affect their business 
• Demographics are changing as some countries have a higher population of older people which is not PepsiCo’s target audience 
• Sales are hit during economic crises and recessions

A multinational chain of coffeehouses that is also a multi-billion dollar enterprise, Starbucks is a textbook corporate success story. The organization took the humble cup of coffee and transformed it into an addictive experience. However, can they make as much of an impact with most of their customers shopping online? 

Here is the SWOT analysis for Starbucks:

• Loyal customers who are devoted to buying Starbucks products 
• A wide selection of premium beverages and edibles 
• Cool, urban vibe that appeals to most coffee drinkers 
• Huge presence and a strong reputation around the world 
• Continues to be a profitable venture 
• There are a lot of newer, cheaper options available on the local level in several countries 
• The company is subjected to different government regulations and tax laws that exist in other nations
• It can be a challenge to procure coffee beans at competitive prices, especially from other countries 
• The menu needs to change periodically to ensure customers don’t tire of the brand

OPPORTUNITIES

• The Asian markets are an untapped segment and prime for expansion 
• Moving to online delivery apps can help reach a wider net of customers 
• Direct marketing methods such as social media tie-ups and emailers can keep the customer aware of new products and discounts 
• Use data analytics to observe the more popular, trending products and capitalize on them 
• Other multinational fast-food chains such as Mcdonald’s offer cheaper coffee 
• The younger generation prefers healthier or vegan options for hot beverages 
• Too many sugary drinks or salty foods can be considered a ‘health hazard’ 
• The lack of a strong digital presence can cause the brand to lose some of its value

About The Digital Marketing Course 

If you want to be the next big thing in digital marketing, you need to do a course and get certified first. A digital marketing qualification teaches you industry-centric knowledge and skills to master the genre. Once you receive your certificate, you can work in any company. Almost all organizations are now online or are getting there. As a digital marketing specialist, you will be in great demand.

Course Syllabus

Here are some of the topics that are covered in the digital marketing certification

• Internet marketing foundation
• Paid Search Marketing
• Display Advertising
• Email Marketing
• Social Media

Why Proschool’s Digital Marketing Course Is One Of TheBest

A good coaching center helps you holistically prepare for the digital marketing course . Proschool has a wide range of resources, innovative teaching methods and a stellar faculty to ensure you are well-equipped to join the industry. The institute has adopted active learning methods, so the students learn from real-world examples. The students are put together in groups and work as a team. The onus is to learn by ‘doing’. There is also a strong focus on skill development. Once you finish the course, you are eligible to apply for six certifications by Google, Facebook, LinkedIn, etc. 

Course highlights:

• There is a 3-week that spans 20 hours 
• The 3-month course has an 80-hour duration
• You receive an NSDC certification with the 3-month program 
• You can attend weekend classes or do the course online 
• The coaching classes cover all the subjects, including case studies using SWOT analysis 
• On completion, Proschool offers all its students job placement assistance 
• You are well-trained in digital marketing and ready to apply for any entry-level job

In Conclusion 

Digital marketing is here to stay. Traditional companies are fast making a move online while new start-ups begin their journey in cyberspace. To help businesses grow, a SWOT analysis of digital marketing is an important tool. It draws focus on the key points of the company and areas where improvement is needed. You can do it at any time, for any reason. And the results will help you achieve your targets. 

Find out more about the digital marketing course here

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“How to Write Case Studies: A Comprehensive Guide”

Case studies are essential for marketing and research, offering in-depth insights into successes and problem-solving methods. This blog explains how to write case studies, including steps for creating them, tips for analysis, and case study examples. You'll also find case study templates to simplify the process. Effective case studies establish credibility, enhance marketing efforts, and provide valuable insights for future projects.

Case studies are detailed examinations of subjects like businesses, organizations, or individuals. They are used to highlight successes and problem-solving methods. They are crucial in marketing, education, and research to provide concrete examples and insights.

This blog will explain how to write case studies and their importance. We will cover different applications of case studies and a step-by-step process to create them. You’ll find tips for conducting case study analysis, along with case study examples and case study templates.

Effective case studies are vital. They showcase success stories and problem-solving skills, establishing credibility. This guide will teach you how to create a case study that engages your audience and enhances your marketing and research efforts.

What are Case Studies?

1. Definition and Purpose of a Case Study

Case studies are in-depth explorations of specific subjects to understand dynamics and outcomes. They provide detailed insights that can be generalized to broader contexts.

2. Different Types of Case Studies

• Exploratory: Investigates an area with limited information.
• Explanatory: Explains reasons behind a phenomenon.
• Descriptive: Provides a detailed account of the subject.
• Intrinsic : Focuses on a unique subject.
• Instrumental: Uses the case to understand a broader issue.

3. Benefits of Using Case Studies

Case studies offer many benefits. They provide real-world examples to illustrate theories or concepts. Businesses can demonstrate the effectiveness of their products or services. Researchers gain detailed insights into specific phenomena. Educators use them to teach through practical examples. Learning how to write case studies can enhance your marketing and research efforts.

Understanding how to create a case study involves recognizing these benefits. Case study examples show practical applications. Using case study templates can simplify the process.

5 Steps to Write a Case Study

1. Identifying the Subject or Case

Choose a subject that aligns with your objectives and offers valuable insights. Ensure the subject has a clear narrative and relevance to your audience. The subject should illustrate key points and provide substantial learning opportunities. Common subjects include successful projects, client stories, or significant business challenges.

2. Conducting Thorough Research and Data Collection

Gather comprehensive data from multiple sources. Conduct interviews with key stakeholders, such as clients, team members, or industry experts. Use surveys to collect quantitative data. Review documents, reports, and any relevant records. Ensure the information is accurate, relevant, and up-to-date. This thorough research forms the foundation for how to write case studies that are credible and informative.

3. Structuring the Case Study

Organize your case study into these sections:

• Introduction: Introduce the subject and its significance. Provide an overview of what will be covered.
• Background: Provide context and background information. Describe the subject’s history, environment, and any relevant details.
• Case Presentation: Detail the case, including the problem or challenge faced. Discuss the actions taken to address the issue.
• Analysis: Analyze the data and discuss the findings. Highlight key insights, patterns, and outcomes.
• Conclusion: Summarize the outcomes and key takeaways. Reflect on the broader implications and lessons learned.

4. Writing a Compelling Introduction

The introduction should grab the reader’s attention. Start with a hook, such as an interesting fact, quote, or question. Provide a brief overview of the subject and its importance. Explain why this case is relevant and worth studying. An engaging introduction sets the stage for how to create a case study that keeps readers interested.

5. Providing Background Information and Context

Give readers the necessary background to understand the case. Include details about the subject’s history, environment, and any relevant circumstances. Explain the context in which the case exists, such as the industry, market conditions, or organizational culture. Providing a solid foundation helps readers grasp the significance of the case and enhances the credibility of your study.

Understanding how to write a case study involves meticulous research and a clear structure. Utilizing case study examples and templates can guide you through the process, ensuring you present your findings effectively. These steps are essential for writing informative, engaging, and impactful case studies. 

How to Write Case Study Analysis

1. Analyzing the Data Collected

Examine the data to identify patterns, trends, and key findings. Use qualitative and quantitative methods to ensure a comprehensive analysis. Validate the data’s accuracy and relevance to the subject. Look for correlations and causations that can provide deeper insights.

2. Identifying Key Issues and Problems

Pinpoint the main issues or challenges faced by the subject. Determine the root causes of these problems. Use tools like SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to get a clear picture. Prioritize the issues based on their impact and urgency.

3. Discussing Possible Solutions and Their Implementation

Explore various solutions that address the identified issues. Compare the potential effectiveness of each solution. Discuss the steps taken to implement the chosen solutions. Highlight the decision-making process and the rationale behind it. Include any obstacles faced during implementation and how they were overcome.

4. Evaluating the Results and Outcomes

Assess the outcomes of the implemented solutions. Use metrics and KPIs (Key Performance Indicators) to measure success. Compare the results with the initial objectives and expectations. Discuss any deviations and their reasons. Provide evidence to support your evaluation, such as before-and-after data or testimonials.

5. Providing Insights and Lessons Learned

Reflect on the insights gained from the case study. Discuss what worked well and what didn’t. Highlight lessons that can be applied to similar situations. Provide actionable recommendations for future projects. This section should offer valuable takeaways for the readers, helping them understand how to create a case study that is insightful and practical.

Mastering how to write case studies involves understanding each part of the analysis. Use case study examples to see how these elements are applied. Case study templates can help you structure your work. Knowing how to make a case study analysis will make your findings clear and actionable.

Case Study Examples and Templates

1. Showcasing Successful Case Studies

Georgia tech athletics increase season ticket sales by 80%.

Georgia Tech Athletics aimed to enhance their season ticket sales and engagement with fans. Their initial strategy involved multiple outbound phone calls without targeting. They partnered with Salesloft to improve their sales process with a more structured inbound approach. This allowed sales reps to target communications effectively. As a result, Georgia Tech saw an 80% increase in season ticket sales, with improved employee engagement and fan relationships​.

WeightWatchers Revamps Enterprise Sales Process with HubSpot

WeightWatchers sought to improve their sales efficiency. Their previous system lacked automation, requiring extensive manual effort. By adopting HubSpot’s CRM, WeightWatchers streamlined their sales process. The automation capabilities of HubSpot allowed them to manage customer interactions more effectively. This transition significantly enhanced their operational efficiency and sales performance​.

2. Breakdown of What Makes These Examples Effective

These case study examples are effective due to their clear structure and compelling storytelling. They:

• Identify the problem: Each case study begins by outlining the challenges faced by the client.
• Detail the solution: They explain the specific solutions implemented to address these challenges.
• Showcase the results: Quantifiable results and improvements are highlighted, demonstrating the effectiveness of the solutions.
• Use visuals and quotes: Incorporating images, charts, and client testimonials enhances engagement and credibility.

3. Providing Case Study Templates

To assist in creating your own case studies, here are some recommended case study templates:

1. General Case Study Template

• Suitable for various industries and applications.
• Includes sections for background, problem, solution, and results.
• Helps provide a structured narrative for any case study.

2. Data-Driven Case Study Template

• Focuses on presenting metrics and data.
• Ideal for showcasing quantitative achievements.
• Structured to highlight significant performance improvements and achievements.

3. Product-Specific Case Study Template

• Emphasizes customer experiences and satisfaction with a specific product.
• Highlights benefits and features of the product rather than the process.

4. Tips for Customizing Templates to Fit Your Needs

When using case study templates, tailor them to match the specific context of your study. Consider the following tips:

• Adapt the language and tone: Ensure it aligns with your brand voice and audience.
• Include relevant visuals: Add charts, graphs, and images to support your narrative.
• Personalize the content: Use specific details about the subject to make the case study unique and relatable.

Utilizing these examples and templates will guide you in how to write case studies effectively. They provide a clear framework for how to create a case study that is engaging and informative. Learning how to make a case study becomes more manageable with these resources and examples​.

Tips for Creating Compelling Case Studies

1. Using Storytelling Techniques to Engage Readers

Incorporate storytelling techniques to make your case study engaging. A compelling narrative holds the reader’s attention.

2. Including Quotes and Testimonials from Participants

Add quotes and testimonials to add credibility. Participant feedback enhances the authenticity of your study.

3. Visual Aids: Charts, Graphs, and Images to Support Your Case

Use charts, graphs, and images to illustrate key points. Visual aids help in better understanding and retention.

4. Ensuring Clarity and Conciseness in Writing

Write clearly and concisely to maintain reader interest. Avoid jargon and ensure your writing is easy to follow.

5. Highlighting the Impact and Benefits

Emphasize the positive outcomes and benefits. Show how the subject has improved or achieved success.

Understanding how to write case studies involves using effective storytelling and visuals. Case study examples show how to engage readers, and case study templates help organize your content. Learning how to make a case study ensures that it is clear and impactful.

Benefits of Using Case Studies

1. Establishing Authority and Credibility

How to write case studies can effectively establish your authority. Showcasing success stories builds credibility in your field.

2. Demonstrating Practical Applications of Your Product or Service

Case study examples demonstrate how your product or service solves real-world problems. This practical evidence is convincing for potential clients.

3. Enhancing Marketing and Sales Efforts

Use case studies to support your marketing and sales strategies. They highlight your successes and attract new customers.

4. Providing Valuable Insights for Future Projects

Case studies offer insights that can guide future projects. Learning how to create a case study helps in applying these lessons effectively.

5. Engaging and Educating Your Audience

Case studies are engaging and educational. They provide detailed examples and valuable lessons. Using case study templates can make this process easier and more effective. Understanding how to make a case study ensures you can communicate these benefits clearly.

Writing effective case studies involves thorough research, clear structure, and engaging content. By following these steps, you’ll learn how to write case studies that showcase your success stories and problem-solving skills. Use the case study examples and case study templates provided to get started. Well-crafted case studies are valuable tools for marketing, research, and education. Start learning how to make a case study today and share your success stories with the world.

What is the purpose of a case study?

A case study provides detailed insights into a subject, illustrating successes and solutions. It helps in understanding complex issues.

How do I choose a subject for my case study?

Select a subject that aligns with your objectives and offers valuable insights. Ensure it has a clear narrative.

What are the key components of a case study analysis?

A case study analysis includes data collection, identifying key issues, discussing solutions, evaluating outcomes, and providing insights.

Where can I find case study templates?

You can find downloadable case study templates online. They simplify the process of creating a case study.

How can case studies benefit my business?

Case studies establish credibility, demonstrate practical applications, enhance marketing efforts, and provide insights for future projects. Learning how to create a case study can significantly benefit your business.

I am currently pursuing my Masters in Communication and Journalism from University of Mumbai. I am the author of four self published books. I am interested inv writing for films and TV. I run a blog where I write about film reviews.

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SWOT Analysis: How To Do One [With Template & Examples]

Published: October 05, 2023

As your business grows, you need a roadmap to help navigate the obstacles, challenges, opportunities, and projects that come your way. Enter: the SWOT analysis.

This framework can help you develop a plan to determine your priorities, maximize opportunities, and minimize roadblocks as you scale your organization. Below, let’s go over exactly what a SWOT analysis is, a few SWOT analysis examples, and how to conduct one for your business.

When you’re done reading, you’ll have all the inspiration and tactical advice you need to tackle a SWOT analysis for your business.

What is a SWOT analysis? Importance of a SWOT Analysis How to Write a Good SWOT Analysis SWOT Analysis Examples How to Act on a SWOT Analysis

What is a SWOT analysis?

A SWOT analysis is a strategic planning technique that puts your business in perspective using the following lenses: Strengths, Weaknesses, Opportunities, and Threats. Using a SWOT analysis helps you identify ways your business can improve and maximize opportunities, while simultaneously determining negative factors that might hinder your chances of success.

While it may seem simple on the surface, a SWOT analysis allows you to make unbiased evaluations on:

• Your business or brand.
• Market positioning.
• A new project or initiative.
• A specific campaign or channel.

Practically anything that requires strategic planning, internal or external, can have the SWOT framework applied to it, helping you avoid unnecessary errors down the road from lack of insight.

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Importance of a SWOT Analysis

You’ve noticed by now that SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. The framework seems simple enough that you’d be tempted to forgo using it at all, relying instead on your intuition to take these things into account.

But you shouldn’t. Doing a SWOT analysis is important. Here’s why.

SWOT gives you the chance to worry and to dream.

A SWOT analysis is an important step in your strategic process because it gives you the opportunity to explore both the potential risks and the exciting possibilities that lie ahead.  You’re giving yourself the space to dream, evaluate, and worry before taking action. Your insights then turn into assets as you create the roadmap for your initiative.

For instance, when you consider the weaknesses and threats that your business may face, you can address any concerns or challenges and strategize on how to mitigate those risks. At the same time, you can identify strengths and opportunities, which can inspire innovative ideas and help you dream big. Both are equally important. 

SWOT forces you to define your variables.

Instead of diving head first into planning and execution, you’re taking inventory of all your assets and roadblocks. This process will help you  develop strategies that leverage your strengths and opportunities while addressing and mitigating the impact of weaknesses and threats.

As a result, you'll gain a comprehensive understanding of your current situation and create a more specific and effective roadmap. Plus, a SWOT analysis is inherently proactive. That means you'll be better equipped to make informed decisions, allocate resources effectively, and set realistic goals. 

SWOT allows you to account for mitigating factors.

As you identify weaknesses and threats, you’re better able to account for them in your roadmap, improving your chances of success.

Moreover, accounting for mitigating factors allows you to allocate your resources wisely and make informed decisions that lead to sustainable growth. With a SWOT analysis as a guide, you can confidently face challenges and seize opportunities.

SWOT helps you keep a written record.

As your organization grows and changes, you’ll be able to strike things off your old SWOTs and make additions. You can look back at where you came from and look ahead at what’s to come.

In other words, SWOT analyses serve as a tangible history of your progress and provide a reference point for future decision-making. With each update, your SWOT analysis becomes a living document that guides your strategic thinking and helps you stay agile and adaptable in an ever-changing business landscape.

By maintaining this written record, you foster a culture of continuous improvement and empower your team to make data-driven decisions and stay aligned with your long-term vision.

Parts of a SWOT Analysis

Conducting a SWOT analysis will help you strategize effectively, unlock valuable insights, and make informed decisions. But what exactly does a SWOT analysis include?

Let’s explore each component: Strengths, Weaknesses, Opportunities, and Threats.

Your strengths are the unique advantages and internal capabilities that give your company a competitive edge in the market. A strong brand reputation, innovative products or services, or exceptional customer service are just a few examples. By identifying and capitalizing on your strengths, you can foster customer loyalty and build a solid foundation for growth.

No business is flawless. Weaknesses are areas where you may face challenges or fall short of your potential. It could be outdated processes, skill gaps within the team, or inadequate resources. By acknowledging these weaknesses, you can establish targeted initiatives for improvement, upskill your team, adopt new technologies, and enhance your overall operational efficiency.

Opportunities are external factors that can contribute to your company's progress. These may include emerging markets, technological advancements, changes in consumer behavior, or gaps in the market that your company can fill. By seizing these opportunities, you can expand your market reach, diversify your product offerings, forge strategic partnerships, or even venture into untapped territories.

Threats are external factors that are beyond your control and pose challenges to your business. Increased competition, economic volatility, evolving regulatory landscapes, or even changing market trends are examples of threats. By proactively assessing and addressing them, you can develop contingency plans, adjust your strategies, and minimize their impact on your operations.

In a SWOT analysis, you’ll have to take both internal and external factors into account. We’ll cover those next.

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SWOT Analysis Internal and External Factors

A SWOT analysis typically has internal (i.e., within your organization) and external (i.e., outside your organization) factors at play. Here's a breakdown of each.

Internal Factors

Internal factors refer to the characteristics and resources within your organization that directly influence its operations and performance. These factors are completely within your organization's control, so they can be modified, improved, or capitalized upon.

In a SWOT analysis, strengths and weaknesses are categorized as internal factors. Let’s look at a few examples.

• Brand reputation
• Unique expertise
• Loyal customer base
• Talented workforce
• Efficient processes
• Proprietary technology
• Outdated technology
• Inadequate resources
• Poor financial health
• Inefficient processes
• Skill gaps within the team

External Factors

External factors are elements outside the organization's control that have an impact on its operations, market position, and success. These factors arise from the industry climate and the broader business environment. You typically have no control over external factors, but you can respond to them.

In a SWOT analysis, opportunities and threats are categorized as external factors. Let’s look at a few examples.

• Emerging markets
• Changing consumer trends
• Technological advancements
• Positive shifts in regulations
• New gaps in the market you could fill
• Intense competition
• Economic downturns
• Disruptive technologies
• Changing regulations
• Negative shifts in consumer behavior

Remember, a well-rounded SWOT analysis empowers you to capitalize on strengths, address weaknesses, seize opportunities, and navigate threats — all while making informed decisions for the future.

Now, let’s take a look at how you can write a good SWOT analysis for yourself or for stakeholders.

How do you write a good SWOT analysis?

There are several steps you’ll want to take when evaluating your business and conducting a strategic SWOT analysis.

1. Download HubSpot's SWOT Analysis Template.

There’s no need to start from scratch for your analysis. Instead, start by downloading a free, editable template from HubSpot. Feel free to use the model yourself, or create your own as it suits your needs.

3. Identify your objective.

Before you start writing things down, you’ll need to figure out what you’re evaluating with your SWOT analysis.

Be specific about what you want to analyze. Otherwise, your SWOT analysis may end up being too broad, and you’ll get analysis paralysis as you are making your evaluations.

If you’re creating a new social media program, you’ll want to conduct an analysis to inform your content creation strategy. If you’re launching a new product, you’ll want to understand its potential positioning in the space. If you’re considering a brand redesign, you’ll want to consider existing and future brand conceptions.

All of these are examples of good reasons to conduct a SWOT analysis. By identifying your objective, you’ll be able to tailor your evaluation to get more actionable insights.

4. Identify your strengths.

“Strengths” refers to what you are currently doing well. Think about the factors that are going in your favor as well as the things you offer that your competitors just can’t beat.

For example, let’s say you want to use a SWOT analysis to evaluate your new social media strategy.

If you’re looking at a new social media program, perhaps you want to evaluate how your brand is perceived by the public. Is it easily recognizable and well-known? Even if it’s not popular with a widespread group, is it well-received by a specific audience?

Next, think about your process: Is it effective or innovative? Is there good communication between marketing and sales?

Finally, evaluate your social media message, and in particular, how it differs from the rest of the industry. I’m willing to bet you can make a lengthy list of some major strengths of your social media strategy over your competitors, so try to dive into your strengths from there.

5. Identify your weaknesses.

In contrast to your strengths, what are the roadblocks hindering you from reaching your goals? What do your competitors offer that continues to be a thorn in your side?

This section isn’t about dwelling on negative aspects. Rather, it’s critical to foresee any potential obstacles that could mitigate your success.

When identifying weaknesses, consider what areas of your business are the least profitable, where you lack certain resources, or what costs you the most time and money. Take input from employees in different departments, as they’ll likely see weaknesses you hadn’t considered.

If you’re examining a new social media strategy, you might start by asking yourself these questions: First, if I were a consumer, what would prevent me from buying this product, or engaging with this business? What would make me click away from the screen?

Second, what do I foresee as the biggest hindrance to my employees’ productivity, or their ability to get the job done efficiently? What derails their social media efforts?

6. Consider your opportunities.

This is your chance to dream big. What are some opportunities for your social media strategy you hope, but don’t necessarily expect, to reach?

For instance, maybe you’re hoping your Facebook ads will attract a new, larger demographic. Maybe you’re hoping your YouTube video gets 10,000 views and increases sales by 10%.

Whatever the case, it’s important to include potential opportunities in your SWOT analysis. Ask yourself these questions:

• What technologies do I want my business to use to make it more effective?
• What new target audience do I want to reach?
• How can the business stand out more in the current industry?
• Is there something our customers complain about that we could fix?

The opportunities category goes hand-in-hand with the weaknesses category. Once you’ve made a list of weaknesses, it should be easy to create a list of potential opportunities that could arise if you eliminate your weaknesses.

7. Contemplate your threats.

It’s likely, especially if you’re prone to worry, you already have a good list of threats in your head.

If not, gather your employees and brainstorm. Start with these questions:

• What obstacles might prevent us from reaching our goals?
• What’s going on in the industry, or with our competitors, that might mitigate our success?
• Is there new technology out there that could conflict with our product?

Writing down your threats helps you evaluate them objectively.

For instance, maybe you list your threats in terms of least and most likely to occur and divide and conquer each. If one of your biggest threats is your competitor’s popular Instagram account, you could work with your marketing department to create content that showcases your product’s unique features.

SWOT Analysis Chart

Download a free SWOT analysis chart included in HubSpot’s free market research kit .

A SWOT analysis doesn’t have to be fancy. Our SWOT analysis chart provides a clear and structured framework for capturing and organizing your internal strengths and weaknesses, and external opportunities and threats. It's the perfect visual aid to make sense of the wealth of information gathered during your analysis.

(Plus, you can always customize and paste it into a document you plan to share with stakeholders.)

But remember: Filling out the SWOT chart is just one step in the process. Combine it with our entire market research kit , and you'll have all the tools necessary to help your organization navigate new opportunities and threats.

SWOT Analysis Examples

The template above helps get you started on your own SWOT analysis.

But, if you’re anything like me, it’s not enough to see a template. To fully understand a concept, you need to see how it plays out in the real world.

These SWOT examples are not exhaustive. However, they are a great starting point to inspire you as you do your own SWOT analysis.

Apple’s SWOT analysis

Here’s how we’d conduct a SWOT analysis on Apple.

First off, strengths. While Apple has many strengths, let’s identify the top three:

• Brand recognition.
• Innovative products.
• Ease of use.

Apple’s brand is undeniably strong, and its business is considered the most valuable in the world . Since it’s easily recognized, Apple can produce new products and almost ensure a certain degree of success by virtue of the brand name itself.

Apple’s highly innovative products are often at the forefront of the industry. One thing that sets Apple apart from the competition is its product inter-connectivity.

For instance, an Apple user can easily sync their iPhone and iPad together. They can access all of their photos, contacts, apps, and more no matter which device they are using.

Lastly, customers enjoy how easy it is to use Apple’s products. With a sleek and simple design, each product is developed so that most people can quickly learn how to use them.

Next, let’s look at three of Apple’s weaknesses.

• High prices
• Closed ecosystem
• Lack of experimentation

While the high prices don’t deter Apple’s middle- and upper-class customer base, they do hinder Apple’s ability to reach a lower-class demographic.

Apple also suffers from its own exclusivity. Apple controls all its services and products in-house, and while many customers become loyal brand advocates for this reason, it means all burdens fall on Apple employees.

Ultimately, Apple’s tight control over who distributes its products limits its market reach.

Lastly, Apple is held to a high standard when it comes to creating and distributing products. Apple’s brand carries a high level of prestige. That level of recognition inhibits Apple from taking risks and experimenting freely with new products that could fail.

Now, let’s take a look at opportunities for Apple.

It’s easy to recognize opportunities for improvement, once you consider Apple’s weaknesses. Here’s a list of three we came up with:

• Expand distribution options.
• Create new product lines.
• Technological advancement.

One of Apple’s biggest weaknesses is its distribution network, which, in the name of exclusivity, remains relatively small. If Apple expanded its network and enabled third-party businesses to sell its products, it could reach more people globally, while alleviating some of the stress currently put on in-house employees.

There are also plenty of opportunities for Apple to create new products. Apple could consider creating more affordable products to reach a larger demographic, or spreading out into new industries — Apple self-driving cars, perhaps?

Finally, Apple could continue advancing its products’ technology. Apple can take existing products and refine them, ensuring each product offers as many unique features as possible.

Finally, let’s look at threats to Apple.

Believe it or not, they do exist.

Here are three of Apple’s biggest threats:

• Tough competition.
• International issues.

Apple isn’t the only innovative tech company out there, and it continues to face tough competition from Samsung, Google, and other major forces. In fact, Samsung sold more smartphones than Apple did in Q1 of 2022 , shipping 17 million more units than Apple and holding 24% of the market share.

Many of Apple’s weaknesses hinder Apple’s ability to compete with the tech corporations that have more freedom to experiment, or that don’t operate in a closed ecosystem.

A second threat to Apple is lawsuits. Apple has faced plenty of lawsuits, particularly between Apple and Samsung . These lawsuits interfere with Apple’s reputable image and could steer some customers to purchase elsewhere.

Finally, Apple needs to improve its reach internationally. The company isn’t number one in China and doesn’t have a very positive relationship with the Chinese government. In India, which has one of the largest consumer markets in the world, Apple’s market share is low , and the company has trouble bringing stores to India’s market.

If Apple can’t compete globally the way Samsung or Google can, it risks falling behind in the industry.

Starbucks SWOT Analysis

Now that we’ve explored the nuances involved with a SWOT analysis, let’s fill out a SWOT template using Starbucks as an example.

Here’s how we’d fill out a SWOT template if we were Starbucks:

Download this Template for Free

Restaurant Small Business SWOT Analysis

Some small business marketers may have difficulty relating to the SWOTs of big brands like Apple and Starbucks. Here’s an example of how a dine-in Thai restaurant might visualize each element.

Small restaurants can lean into their culinary expertise and service skills to find opportunities for growth and brand awareness. A SWOT analysis can also help identify weaknesses that can be improved, such as menu variation and pricing.

While a restaurant might not be as worried about high-level lawsuits, a small business might be more concerned about competitors or disruptors that might enter the playing field.

Local Boutique SWOT Analysis

In another small business example, let’s take a look at a SWOT analysis for a local boutique.

This shop might be well known in its neighborhood, but it also might take time to build an online presence or get its products in an online store.

Because of this, some of its strengths and opportunities might relate to physical factors while weaknesses and threats might relate to online situations.

How to Act on a SWOT Analysis

After conducting a SWOT analysis, you may be asking yourself: What’s next?

Putting together a SWOT analysis is only one step. Executing the findings identified by the analysis is just as important — if not more.

Put your insights into action using the following steps.

Take advantage of your strengths.

Use your strengths to pursue opportunities from your analysis.

For example, if we look at the local boutique example above, the strength of having affordable prices can be a value proposition. You can emphasize your affordable prices on social media or launch an online store.

Address your weaknesses.

Back to the boutique example, one of its weaknesses is having a poor social media presence. To mitigate this, the boutique could hire a social media consultant to improve its strategy. They may even tap into the expertise of a social-savvy employee.

Make note of the threats.

Threats are often external factors that can’t be controlled, so it’s best to monitor the threats outlined in your SWOT analysis to be aware of their impacts on your business.

When to Use a SWOT Analysis

While the examples above focus on business strategy in general, you can also use a SWOT analysis to evaluate and predict how a singular product will play out in the market.

Ultimately, a SWOT analysis can measure and tackle both big and small challenges, from deciding whether or not to launch a new product to refining your social media strategy.

Editor's note: This post was originally published in May 2018 and has been updated for comprehensiveness.

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SWOT Analysis

Understanding your business, informing your strategy.

By the Mind Tools Content Team

Key Takeaways:

SWOT stands for S trengths, W eaknesses, O pportunities, and T hreats.

A "SWOT analysis" involves carefully assessing these four factors in order to make clear and effective plans.

A SWOT analysis can help you to challenge risky assumptions, uncover dangerous blindspots, and reveal important new insights.

The SWOT analysis process is most effective when done collaboratively.

What Is a SWOT Analysis?

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, and so a SWOT analysis is a technique for assessing these four aspects of your business.

SWOT Analysis is a tool that can help you to analyze what your company does best now, and to devise a successful strategy for the future. SWOT can also uncover areas of the business that are holding you back, or that your competitors could exploit if you don't protect yourself.

A SWOT analysis examines both internal and external factors – that is, what's going on inside and outside your organization. So some of these factors will be within your control and some will not. In either case, the wisest action you can take in response will become clearer once you've discovered, recorded and analyzed as many factors as you can.

In this article, video and infographic, we explore how to carry out a SWOT analysis, and how to put your findings into action. We also include a worked example and a template to help you get started on a SWOT analysis in your own workplace.

Why Is SWOT Analysis Important?

SWOT analysis can help you to challenge risky assumptions and to uncover dangerous blindspots about your organization's performance. If you use it carefully and collaboratively, it can deliver new insights on where your business currently is, and help you to develop exactly the right strategy for any situation.

For example, you may be well aware of some of your organization's strengths, but until you record them alongside weaknesses and threats you might not realize how unreliable those strengths actually are.

Equally, you likely have reasonable concerns about some of your business weaknesses but, by going through the analysis systematically, you could find an opportunity, previously overlooked, that could more than compensate.

How to Write a SWOT Analysis

SWOT analysis involves making lists – but so much more, too! When you begin to write one list (say, Strengths), the thought process and research that you'll go through will prompt ideas for the other lists (Weaknesses, Opportunities or Threats). And if you compare these lists side by side, you will likely notice connections and contradictions, which you'll want to highlight and explore.

You'll find yourself moving back and forth between your lists frequently. So, make the task easier and more effective by arranging your four lists together in one view.

A SWOT matrix is a 2x2 grid, with one square for each of the four aspects of SWOT. (Figure 1 shows what it should look like.) Each section is headed by some questions to get your thinking started.

Figure 1. A SWOT Analysis Matrix.

Swot analysis template.

When conducting your SWOT analysis, you can either draw your own matrix, or use our free downloadable template .

How to Do a SWOT Analysis

Avoid relying on your own, partial understanding of your organization. Your assumptions could be wrong. Instead, gather a team of people from a range of functions and levels to build a broad and insightful list of observations.

Then, every time you identify a Strength, Weakness, Opportunity, or Threat, write it down in the relevant part of the SWOT analysis grid for all to see.

Let's look at each area in more detail and consider what fits where, and what questions you could ask as part of your data gathering.

Strengths are things that your organization does particularly well, or in a way that distinguishes you from your competitors. Think about the advantages your organization has over other organizations. These might be the motivation of your staff, access to certain materials, or a strong set of manufacturing processes.

Your strengths are an integral part of your organization, so think about what makes it "tick." What do you do better than anyone else? What values drive your business? What unique or lowest-cost resources can you draw upon that others can't? Identify and analyze your organization's Unique Selling Proposition (USP), and add this to the Strengths section.

Then turn your perspective around and ask yourself what your competitors might see as your strengths. What factors mean that you get the sale ahead of them?

Remember, any aspect of your organization is only a strength if it brings you a clear advantage. For example, if all of your competitors provide high-quality products, then a high-quality production process is not a strength in your market: it's a necessity.

Weaknesses, like strengths, are inherent features of your organization, so focus on your people, resources, systems, and procedures. Think about what you could improve, and the sorts of practices you should avoid.

Once again, imagine (or find out) how other people in your market see you. Do they notice weaknesses that you tend to be blind to? Take time to examine how and why your competitors are doing better than you. What are you lacking?

Be honest! A SWOT analysis will only be valuable if you gather all the information you need. So, it's best to be realistic now, and face any unpleasant truths as soon as possible.

Opportunities

Opportunities are openings or chances for something positive to happen, but you'll need to claim them for yourself!

They usually arise from situations outside your organization, and require an eye to what might happen in the future. They might arise as developments in the market you serve, or in the technology you use. Being able to spot and exploit opportunities can make a huge difference to your organization's ability to compete and take the lead in your market.

Think about good opportunities that you can exploit immediately. These don't need to be game-changers: even small advantages can increase your organization's competitiveness. What interesting market trends are you aware of, large or small, which could have an impact?

You should also watch out for changes in government policy related to your field. And changes in social patterns, population profiles, and lifestyles can all throw up interesting opportunities.

Threats include anything that can negatively affect your business from the outside, such as supply-chain problems, shifts in market requirements, or a shortage of recruits. It's vital to anticipate threats and to take action against them before you become a victim of them and your growth stalls.

Think about the obstacles you face in getting your product to market and selling. You may notice that quality standards or specifications for your products are changing, and that you'll need to change those products if you're to stay in the lead. Evolving technology is an ever-present threat, as well as an opportunity!

Always consider what your competitors are doing, and whether you should be changing your organization's emphasis to meet the challenge. But remember that what they're doing might not be the right thing for you to do. So, avoid copying them without knowing how it will improve your position.

Be sure to explore whether your organization is especially exposed to external challenges. Do you have bad debt or cash-flow problems, for example, that could make you vulnerable to even small changes in your market? This is the kind of threat that can seriously damage your business, so be alert.

Use PEST Analysis to ensure that you don't overlook threatening external factors. And PMESII-PT is an especially helpful check in very unfamiliar or uncertain environments.

A SWOT Analysis Example

Imagine this scenario: a small start-up consultancy wants a clear picture of its current situation, to decide on a future strategy for growth. The team gathers, and draws up the SWOT Analysis shown in Figure 2.

Figure 2. A Completed SWOT Analysis.

As a result of the team's analysis, it's clear that the consultancy's main strengths lie in its agility, technical expertise, and low overheads. These allow it to offer excellent customer service to a relatively small client base.

The company's weaknesses are also to do with its size. It will need to invest in training, to improve the skills base of the small staff. It'll also need to focus on retention, so it doesn't lose key team members.

There are opportunities in offering rapid-response, good-value services to local businesses and to local government organizations. The company can likely be first to market with new products and services, given that its competitors are slow adopters.

The threats require the consultancy to keep up-to-date with changes in technology. It also needs to keep a close eye on its largest competitors, given its vulnerability to large-scale changes in its market. To counteract this, the business needs to focus its marketing on selected industry websites, to get the greatest possible market presence on a small advertising budget.

Frequently Asked Questions About SWOT Analysis

1. who invented swot analysis.

Many people attribute SWOT Analysis to Albert S. Humphrey. However, there has been some debate on the originator of the tool, as discussed in the International Journal of Business Research .

2. What Does SWOT Analysis Stand For?

SWOT Analysis stands for Strengths, Weaknesses, Opportunities and Threats.

3. What Can a SWOT Analysis Be Used For?

SWOT analysis is a useful tool to help you determine your organization's position in the market. You can then use this information to create an informed strategy suited to your needs and capabilities.

4. How Do I Write a SWOT Analysis?

To conduct a SWOT analysis, you first need to create a 2x2 matrix grid. Each square is then assigned to one of the four aspects of SWOT. You can either draw this grid yourself or use our downloadable template to get started.

5. How Do SWOT Analysis and the TOWS Matrix compare?

While SWOT analysis puts the emphasis on the internal environment (your strengths and weaknesses), TOWS forces you to look at your external environment first (your threats and opportunities). In most cases, you'll do a SWOT Analysis first, and follow up with a TOWS Matrix to offer a broader context.

6. What Are the Biggest SWOT Analysis Mistakes?

• Making your lists too long. Ask yourself if your ideas are feasible as you go along.
• Being vague. Be specific to provide more focus for later discussions.
• Not seeing weaknesses. Be sure to ask customers and colleagues what they experience in real life.
• Not thinking ahead. It's easy to come up with nice ideas without taking them through to their logical conclusion. Always consider their practical impact.
• Being unrealistic. Don't plan in detail for opportunities that don't exist yet. For example, that export market you've been eyeing may be available at some point, but the trade negotiations to open it up could take years.
• Relying on SWOT Analysis alone. SWOT Analysis is valuable. But when you use it alongside other planning tools (SOAR, TOWS or PEST), the results will be more vigorous.

How to Use a SWOT Analysis

Use a SWOT Analysis to assess your organization's current position before you decide on any new strategy. Find out what's working well, and what's not so good. Ask yourself where you want to go, how you might get there – and what might get in your way.

Once you've examined all four aspects of SWOT, you'll want to build on your strengths, boost your weaker areas, head off any threats, and exploit every opportunity. In fact, you'll likely be faced with a long list of potential actions.

But before you go ahead, be sure to develop your ideas further. Look for potential connections between the quadrants of your matrix. For example, could you use some of your strengths to open up further opportunities? And, would even more opportunities become available by eliminating some of your weaknesses?

Finally, it's time to ruthlessly prune and prioritize your ideas, so that you can focus time and money on the most significant and impactful ones. Refine each point to make your comparisons clearer. For example, only accept precise, verifiable statements such as, "Cost advantage of $30/ton in sourcing raw material x," rather than, "Better value for money."

Remember to apply your learnings at the right level in your organization. For example, at a product or product-line level, rather than at the much vaguer whole-company level. And use your SWOT analysis alongside other strategy tools (for example, Core Competencies Analysis ), so that you get a comprehensive picture of the situation you're dealing with.

SWOT Analysis Tips

Here are four tips for getting more out of a SWOT analysis:

• Be specific. The more focused and accurate you are about the points you write down, the more useful your SWOT analysis will be.
• Work backwards. Experiment with filling in the four sections of your SWOT analysis in a different order, to stimulate new ways of thinking. Working backwards, in particular, from threats to strengths, may cast new light on the situation.
• Get together. Highlight the most useful people to contribute to your SWOT analysis, then gather information and ideas from them all.
• SWOT your competition ! To stay ahead of your competitors, carry out a regular SWOT analysis on them . Use everything you know about them to evaluate their situation, and use SWOT analysis to plan your competitive strategies accordingly.

It's also possible to carry out a Personal SWOT Analysis . This can be useful for developing your career in ways that take best advantage of your talents, abilities and opportunities.

SWOT Analysis Infographic

See SWOT Analysis represented in our infographic :

SWOT Analysis helps you to identify your organization's Strengths, Weaknesses, Opportunities, and Threats.

It guides you to build on what you do well, address what you're lacking, seize new openings, and minimize risks.

Apply a SWOT Analysis to assess your organization's position before you decide on any new strategy.

Use a SWOT matrix to prompt your research and to record your ideas. Avoid making huge lists of suggestions. Be as specific as you can, and be honest about your weaknesses.

Be realistic and rigorous. Prune and prioritize your ideas, to focus time and money on the most significant and impactful actions and solutions. Complement your use of SWOT with other tools.

Collaborate with a team of people from across the business. This will help to uncover a more accurate and honest picture.

Find out what's working well, and what's not so good. Ask yourself where you want to go, how you might get there – and what might get in your way.

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SWOT is useless. When you try it and you find Weaknesses box bulging, but Strengths & Opportunities completely empty, what can that possibly achieve?

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SWOT analysis: how-to, example and alternatives

Oct 24th, 2023

What is SWOT analysis?

How to do a swot analysis, swot analysis example - amazon case study, swot analysis alternatives.

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To succeed, businesses should evaluate their operations to see what they do well and what areas require improvement. Understanding the features of your company will help you grow and increase profitability. In contrast, you risk falling behind if you don't keep up with the competition by consistently enhancing every element of your business. However,  auditing your organization to learn how you can improve it may seem intimidating. SWOT analysis can facilitate this process.

This framework will help you collect the necessary information and come up with ideas on how to strengthen your weaknesses, get rid of dangers, and highlight your advantages. In this article, we will describe the purpose of SWOT analysis and demonstrate how to apply it in practice.

SWOT analysis is a framework used to assess a company’s strategic position and analyze internal and external aspects that impact its success. This technique will help your business determine competitive advantages, address issues, discover new possibilities, and minimize risks. With this framework, you can gain new insights and identify areas for improvement.

Companies use SWOT analysis to uncover internal and external factors that can influence a business decision. In the 1960s, business and management consultant Albert Humphrey developed this technique to understand the reasons for the failures of corporate planning. Since then, SWOT analysis has become one of the most valuable tools for business owners to evaluate a company’s current landscape and make necessary adjustments.

You can use SWOT analysis to examine an organization, a project, or a new venture. For example, your marketing department can analyze the email marketing strategy and determine how the competition differs from your company in this regard. Moreover, the technique can be a helpful tool for market research . Using the framework, you can identify your unique selling proposition and find market gaps or new niches. In addition, with this technique, you can assess the viability and profitability of a new product, service, or market segment.

SWOT analysis comprises four components: strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors that influence a company’s objectives, such as manufacturing capabilities, personnel, and finance. Opportunities and threats are external factors or aspects your company cannot control, such as technological development, macroeconomics, and legislation. We will cover internal and external elements of the SWOT framework in more detail below.

Strengths are areas where your business excels. These components may include the organization’s accomplishments or resources. For example, if you assess the company’s marketing strategy, these factors might contain a strong mission statement or consistent branding.

On the other hand, if you consider an organization’s overall strengths, they can include great brand awareness or a solid reputation. Moreover, some potential examples of these factors are employee skills, effective processes, exclusive technology, and customer loyalty. Your strengths should set you apart from competitors and highlight what you do better than anyone else.

Weaknesses are areas that the company must strengthen to stay competitive. These are fields where you need more proficiency and factors that keep you from achieving your company objectives. Knowing your vulnerabilities is crucial since they expose a company to risk.

Some weaknesses may include a weak supply chain, lack of funds, employee skill gaps, low customer satisfaction , or substantial debt. Weaknesses may prevent you from taking advantage of opportunities. However, these factors are mostly within your control, so you can improve these areas with the appropriate strategy and tools.

Opportunities

Opportunities are favorable external factors that can provide a competitive edge for a company. These elements can arise from the target market , rivalry, industry, and technology. A business can take advantage of conditions in the environment to develop and execute effective strategies.

Some examples of opportunities are improvements in governmental policies, new business models, unexplored markets , and lowered export tariffs. If you evaluate your marketing strategy, your options might include digital advertisements or new techniques you haven’t used before.

Threats are factors that can negatively affect an organization. They occur when conditions in the external environment endanger the dependability and profitability of an organization's operations. When threats relate to weaknesses, they increase vulnerability. It is crucial to foresee future dangers to protect the company and promote its success.

Examples of threats include declining industry and technological advancements that may disrupt an already existing company's operations. Other aspects may be changing societal standards that make products less appealing to customers, growing production costs, or the seasonality of your business.

You can determine these factors at any point by performing a SWOT analysis. However, it is critical to conduct this study before taking any action that can impact your organization. You can use SWOT analysis to make better decisions when considering new initiatives, changing the business strategy, or establishing partnerships with other businesses. 

We will break the SWOT analysis process into six steps with actionable recommendations. Let us take a closer look at this framework.

Step 1. Set an objective for your analysis

A SWOT analysis may be general, but it will be more practical if narrowed down to one particular objective . As you perform a study before making significant business choices, each opportunity calls for a comprehensive evaluation.

For example, the goal of a SWOT analysis would be to decide whether or not to introduce a new product. Your company will clearly understand what you want to achieve at the end of the process if the employees have an objective in mind.

Step 2. Gather your team and brainstorm ideas

While doing a SWOT analysis, you need a diversified team from various departments. The analysis should include input from every company unit to provide a thorough picture of your business. Choose team members whose responsibility will be to perform a study. In addition, you may also hire a third-party expert or group to advise you on the process.

The team charged with conducting the study should start compiling ideas related to each category of SWOT analysis. Take into account the following areas: innovation, productivity, service, quality, and technological procedures. Evaluate the company’s achievements, recent risks and obstacles, customers’ complaints, employee turnover rate, new industry trends, changes in regulations, and rivals.

List all the suggestions. Some problems may appear on many lists. For instance, a business or department could excel at providing outstanding customer service, but it might also have weaknesses or deficiencies in that area. The objective of this phase is to write down as many ideas as possible. You will evaluate them later. 

Step 3. Identify strengths, weaknesses, opportunities, and threats

When defining strengths, consider what you do well, including your most valuable asset and positive qualities. Strengths typically include product quality, innovation, productivity, and leadership. Understand your competitive advantage , resources, best products, and things that help your company reach its objectives.

Then, analyze weaknesses. Assess your business's shortcomings. To identify potential weaknesses, you can collect feedback from team members, stakeholders, and consumers. Analyzing profit margins and assessing whether teams achieve their goals are other ways to collect more objective data. In addition, examine underperforming product lines, lack of resources, and aspects of the company that interfere with your objectives, including a high staff turnover rate.

Defining your opportunities and threats can be more challenging since you do not consider them frequently. However, these elements are crucial to a company's success as internal factors. Opportunities might include emerging markets, new technology, cost reduction, or geographic expansion. Evaluate how you can benefit from existing economic or market trends and what products or services are popular with your customers. Furthermore, explore new demographics you may want to target.

Finally, analyze the threats. These factors may include the entrance of a new rival, regulations that can affect production, and a declining market. While threats and weaknesses are similar, threats often haven't significantly impacted the company yet. However, they can cause stress on your employees, so it is crucial to recognize threats and create strategies to cope with them.

Step 4. Refine and organize the ideas

Now, it is time to organize the ideas and focus on the greatest opportunities or considerable risks for your business. This stage typically requires serious discussion, so you need to involve top management to summarize and prioritize the findings.

Before developing an action plan for larger company projects, you need to review tasks that may be completed quickly rather than putting them off. Once you identify the most crucial ideas, add them to your SWOT matrix.

Step 5. Develop an action plan

At this stage, you can start turning a SWOT analysis into a strategic plan . First, brainstorm future possible steps with your team. Then, use the bulleted list of factors under each category to create a final strategy.

For example, you are going to launch a new product, and you discover that there is an opportunity to grow to new niche markets . However, weaknesses like rising material costs, the need for more employees, and unpredictable product demand may exceed opportunities and strengths. As a result, you can develop an action plan and reconsider the decision in six months when expenses decline and market demand becomes more transparent.

Step 6. Apply knowledge in practice

Make a final document that is easily accessible for team members so they can check it if necessary. You may review your SWOT analysis quarterly, monthly, or annually to ensure you meet your objectives. Use the document with your findings as a reference while making future decisions or handling other company issues.

Conducting a SWOT analysis is a great way to visualize where you are now and the future objectives you want to reach. By following these steps, you can accomplish the goals and motivate the team at the same time. 

This Amazon SWOT analysis demonstrates how the biggest online retailer utilized its advantages over rivals to dominate the industry. We will examine the company’s strengths, weaknesses, opportunities, and threats and observe how these factors impact Amazon's business strategy. 

Amazon strengths

One of the company’s main strengths is its strong brand reputation. Over the years, Amazon has developed a reputation as an innovative and reliable brand that offers excellent customer service and convenient delivery options. Another strength is its diverse product portfolio, which includes electronics, clothing, books, and household goods. Moreover, Amazon is a customer-oriented brand that provides fast delivery, easy returns, customer reviews, and personalized recommendations.

Amazon employs logistics and delivery methods that are incredibly effective, such as set pricing for various delivery periods. The company also uses AI and sophisticated algorithms to gather insights into user behavior and adjust pricing in response to demand. The global presence in numerous countries and a large number of third-party vendors allow the company to reach a wider audience, increase client trust, and compete with local retailers.

Amazon weaknesses

The main weaknesses include a business model that is simple to copy and inauthentic products. What’s more, the company's dependence on outside vendors creates substantial risks. The possibility of fraud or the sale of poor-quality products on the platform is the key concern, as these factors might negatively affect Amazon's brand image.

Even though Amazon makes significant investments in its delivery infrastructure, there are still occasions when it falls short of consumer expectations, particularly during busy periods of the year and bad weather. Furthermore, Amazon's extensive consumer data collection raises questions about privacy and possible security vulnerabilities. In addition, Amazon's monopoly on the market has sparked worries about potential antitrust violations and anti-competitive behavior.

Amazon opportunities

A significant way to grow Amazon’s client base is to enter new markets . For instance, Amazon can focus on markets with little to no presence, like some countries in South America or Asia. Moreover, the company can engage more third-party sellers to showcase their products on the website and grow the advertising business within the platform.

Besides this, the company can increase the number of its physical stores. Despite having fewer physical locations than other retailers, the firm has been experimenting with other models, including its Amazon Go shops.

Amazon Prime has more than 200 million active subscribers. By spending more on creative content, such as original TV episodes, films, animated series, and documentaries, the company will be able to compete with other large streaming services and draw in more customers. 

Amazon threats

The primary Amazon threats are severe competition and regulatory issues. Since the company operates in various markets, it must make sure that all national and international regulations are followed. This covers laws governing taxes, cross-border trade, labor, and employment practices. Moreover, like other technological companies, Amazon is exposed to cybersecurity threats that can cause the breach of private consumer data, including financial and personal information.

Amazon's extensive supply chain involves interactions with thousands of manufacturers. Thus, any disruption might impact delivery schedules, product availability, and customer satisfaction. It includes challenges like natural catastrophes, delays in manufacturing, traffic congestion, changes in fuel prices, as well as incorrect demand predictions. The other threat is an economic recession, which may affect consumer spending and cause a decline in the company's sales and profitability.

Amazon is an organization that dominates the online retail industry. A large consumer base, a variety of products, and a solid brand identity are some of its strengths. However, the business must also deal with several challenges, such as fierce rivalry, legal problems, and cybersecurity risks. The recommendations for Amazon might include increasing its market presence by opening physical stores, entering developing markets in different countries, and improving technological security measures to address cyber threats and fraud. 

SWOT analysis is one of the most widely used strategic planning methods, but it has several drawbacks. It demonstrates an organization's vulnerabilities and threats as a problem that may do significant harm, as opposed to other analytical techniques that portray them as issues that must be solved. For this reason, let us review the other tools for strategic planning that can help you achieve better results.

SOAR analysis. This framework is similar to SWOT analysis, but it replaces weaknesses and threats with aspirations and results. Aspirations focus on the organization’s objectives, target audience, and geographic scope. The results allow monitoring of the company’s performance and ensuring its objectives are met. SOAR analysis is more suitable for younger companies that are establishing their identity or brand and have yet to understand their weaknesses. 

NOISE analysis. This method enables analysts to estimate the company's situation and develop a strategic improvement plan. The analysis includes needs, opportunities, improvements, strengths, and exceptions. NOISE is more solution-focused than SWOT analysis. Instead of focusing on challenges, such as weaknesses and threats, the framework highlights the resources you need to achieve the goal. The exception emphasizes what a business currently accomplishes in the other four groups.

SCORE analysis. This method comprises strengths, challenges, options, responses, and effectiveness. Similar to SWOT, the SCORE model is adaptable enough to be used for both small projects and comprehensive corporate strategies. The overlap of threats and vulnerabilities in a SWOT analysis may be discouraging. In contrast, SCORE's challenges combine the two elements to help in more constructive problem-solving.

The secret to having a profitable company is establishing and accomplishing goals. SWOT analysis is crucial for assessing objectives and potential paths to success. Work with your team to improve your strategic business planning by identifying your internal strengths and external opportunities.

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Home Blog Business How to Conduct a SWOT Analysis (Examples + Templates)

How to Conduct a SWOT Analysis (Examples + Templates)

Self-awareness is crucial for running a successful business. You probably know this by now; when you understand your business needs and faults, you can take appropriate actions and fix all your problems. The real question, however, lies in how to cultivate that understanding. So, how can businesses better know themselves?

Several techniques may help businesses asses their shortcomings and strong suits, but a SWOT analysis is arguably the most commonly used. In this article, you will learn how to utilize this tool for your business as you embark on a transformative journey.

Table of Contents

What Is a SWOT Analysis?

Anatomy of a perfect swot analysis, internal and external factors in swot analysis, how to conduct a swot analysis, how to use swot analysis results, case study: swot analysis for marketing, case study: swot analysis for design thinking, presenting swot analysis, swot analysis alternatives.

SWOT analysis is a strategic planning tool that helps businesses evaluate their Strengths and Weaknesses , as well as Opportunities and Threats – hence the acronym SWOT. It involves evaluating both internal and external factors that impact the organization.

You might have performed a personal SWOT analysis in the past – the goal is somewhat similar to an organizational SWOT. By conducting a SWOT analysis, you can identify the current competitive advantages of your business and devise a successful strategy for the future. SWOT can also uncover the factors and competitive risks hindering the business’s growth.

This simple matrix model can be applied to various aspects of an organization, including its products, projects, and reputation. Its simplicity and effectiveness have contributed to its popularity, making it widely used in project management practices.

The SWOT analysis template is presented as a 2×2 grid or 4-column table, with each part corresponding to one of the four elements: strengths, weaknesses, opportunities, and threats. Here’s an overview of how the SWOT matrix is structured.

SWOT analysis requires you to identify and analyze the strengths of your business. This includes recognizing what your company does particularly well, such as unique capabilities, competitive advantages, strong brand reputation, or exceptional resources. Understanding these strengths will help your organization capitalize on its existing advantages.

To get your thinking started, ponder these questions and consider the following points:

• What do we do exceptionally well? 
• What advantages do we have over our competitors?
• What unique resources or capabilities do we possess?

When evaluating strengths, it’s also essential to consider them concerning your competitors. Simply having the same capabilities or features as your competitors does not provide a competitive advantage and cannot be considered a strength. Instead, strengths should highlight areas where your business outperforms or differentiates itself from competitors.

In the context of SWOT analysis, weaknesses refer to factors or limitations within your organization that may hinder your performance or ability to achieve your objectives. Weaknesses are identified by carefully assessing the organization’s resources, processes, skills, and other internal aspects.

During this process, you must examine every aspect of your business objectively. Let go of preconceived notions about your organization and try to answer the following questions without bias.

• What do our competitors do better than us?
• What internal limitations or challenges do we face?
• What should we avoid or minimize to be successful?

Remember, objectivity doesn’t mean dismissing positive aspects or overlooking achievements. It means being honest and realistic about the current state of your business and using weaknesses as opportunities for growth and development.

Opportunities

The opportunities quadrant is often the hardest to fill in in the SWOT template because they come from various sources and avenues. 

Analyzing opportunities revolves around resources that can be utilized to drive growth and enhance performance. They may arise within the company, like leveraging core competencies or investing in employee development. They may also be external factors that are not within the direct control of the organization, e.g., emerging technologies, new market segments, or changes in consumer behavior.

Identifying and capitalizing on these opportunities can help your business grow and expand. So, to identify these opportunities, ask yourself:

• What emerging trends or market opportunities can we capitalize on?
• Are there any untapped customer segments or unmet needs?
• Are there favorable economic or industry conditions we can leverage?
• Can we leverage advancements in technology to our advantage?

Filling in the opportunities quadrant may require creative thinking, exploration, and a forward-looking mindset. The key to this endeavor is to monitor the business environment continuously, stay open to new possibilities, and be proactive.

Threats are factors that pose potential risks or challenges to the business’s success. They can come from competitors, changing regulations, economic downturns, disruptive technologies, or shifting consumer preferences. While businesses may have limited control over these factors, it is essential to identify and anticipate threats to develop strategies for managing them effectively.

The following questions may help you identify your business’s potential risks or threats.

• Who are our main competitors, and what are their strengths?
• Are there any changes in regulations that may impact our operations?
• What are the shifting customer preferences or market trends that may pose risks?

As mentioned, you’ll normally see the SWOT analysis in a simple matrix. However, some companies adopt an expanded version that compartmentalizes the four elements into internal and external factors.

The organization’s Strengths and Weaknesses fall under the internal factor as their attributes are within the control of the business and can be influenced or modified. For example, your strong brand reputation may be due to past performance and effective processes.

Opportunities and Threats, on the other hand, are considered external factors because they exist outside the organization and are beyond its direct control. An example could be fluctuations in the economy. They can pose opportunities or threats to your company, but you have nothing to do with it; that’s why it’s an external factor.

By categorizing these factors separately, organizations can capitalize on external opportunities or address threats in a way that aligns with their internal capabilities and strengths. 

1. Define the Objectives

The first step of conducting a SWOT analysis is putting in place a clear purpose or objective for why you are analyzing in the first place. This goal will provide meaningful guidance when gathering relevant information and ensure that the analysis provides actionable insights for your business.

Your goal could be, for example, to evaluate the feasibility of entering a new market, assess the competitiveness of a product, or identify areas for improvement within the organization.

2. Choose a Facilitator/s

Business owners or organizational leaders should be involved in SWOT analyses. Still, it’s also important to include team members whose skills and roles align with the goal of the particular analysis.

For example, a retail clothing company that wants to enter online sales may involve the following stakeholders in conducting a SWOT analysis.

• Marketing team/manager who can analyze online consumer behavior.
• IT/Technology specialist who can provide insights into the company’s internal technological capabilities and infrastructure.
• Supply chain manager who can evaluate the company’s supply chain capabilities and logistics.
• Customer service representatives who can share the common pain points of the customers.

3. Conduct Internal Analysis

The next step would be collecting relevant data and information about the internal aspects of the organization. This can include financial statements, operational reports, and other data sources that provide insights into the organization’s strengths and weaknesses.

During this activity, gathering perspectives from various stakeholders and sources is crucial to obtain a holistic view of your business. Don’t limit the analysis to internal stakeholders – seek external perspectives as well.

For example, a company redesigning one of its products can implement customer surveys to know what satisfaction, pain points, and suggestions for improvement they have for the existing product. This feedback may be translated into strengths and weaknesses.

4. Conduct External Analysis

Next is to identify the external factors, a.k.a the opportunities and threats, that can influence the organization’s performance and decision-making.

The external analysis aims to gain insights into the broader market conditions, industry trends, customer preferences, competitive landscape, regulatory factors, and other external forces that can impact the organization’s operations and success.

Continuous monitoring is the key here so that you can stay updated on the dynamic nature of the external environment and make timely adjustments to your strategies.

Conducting a SWOT analysis is just the first step in strategic planning. What’s even more important is taking action based on its results. Identifying strategic alternatives using the SWOT result is a key objective to help you explore different courses of action and make informed decisions about your future direction.

You can use the TOWS matrix in this activity, an analysis tool by Heinz Weihrich that builds upon the SWOT analysis. The TOWS Matrix provides a framework for generating strategic alternatives and considering different internal and external factors combinations. It helps organizations think more comprehensively about their strategic choices and enables them to develop effective strategies.

Let’s take a look at how this works.

1. SO: Maximize Strengths and Opportunities

Take time to pare down the factors in the analysis and match your strengths with the opportunities to gain insights for developing an action plan. This approach ensures that you leverage your internal capabilities and resources to exploit the most promising opportunities in the market.

For example, a clothing retail store that has a strong brand reputation online (strength) can take advantage of the growing trend of online shopping (opportunity) by investing in an e-commerce website (action plan).

2. WO: Minimize Weaknesses and Maximize Opportunities

The second strategy in the TOWS matrix allows you to identify your organization’s weaknesses that may prevent you from taking advantage of market demands.

For example, a limited online presence of a retail store (weakness) may hinder them from reaching a broad customer base in the growing e-commerce market (opportunity).

It should be your priority to shore up your weaknesses, so you can fully maximize the opportunities the external environment presents to your business. In the example, the fictitious organization could expand its online marketing campaigns or build an e-commerce website , if they haven’t yet, to take up space in the online shopping industry.

3. ST: Maximize Strengths and Minimize Threats

This strategy is all about using your organization’s strengths to deal with the threats brought about by external factors. For example, a rapid change in the social media landscape (threat) may prevent an online retail store from attracting new customers. But, it can focus on maximizing the value of its loyal customer base (strength) by implementing customer retention strategies while exploring alternative marketing channels.

4. WT: Minimize Weaknesses And Threats

It is a challenging position to be in when a company is confronted with external threats and internal weaknesses. At this point, the goal is to minimize the weaknesses to be in a better position to overcome the threats. For instance, a retail company with limited digital marketing experience (weakness) can partner with an agency to help them navigate the rapidly changing social media landscape (threat).

Now that we’ve covered the elements that go into a SWOT analysis and what to do with them let’s put them to the test using an example. In this first case, we shall explore a SWOT analysis marketing application.

Imagine this scenario:

Topnotch is a well-established marketing company known for its expertise in digital marketing, social media management, and branding strategies. With a desire to diversify its service offerings and tap into new markets, the company decides to enter a new domain, namely experiential marketing. 

They successfully served clients across various industries, but the leadership team recognizes the need to adapt to the evolving demands of the market. Through extensive market research and analysis, the agency identifies experiential marketing as a promising domain with high growth potential.

With the help of a marketing SWOT analysis, they want to identify whether they can afford to pursue this endeavor considering the internal and external factors.

Using the TOWS template, let’s evaluate the different business strategic options the fictitious marketing agency has about the results of their SWOT analysis in marketing.

Strengths-Opportunities Strategies

• Capitalize on existing digital marketing and branding expertise to integrate experiential marketing into comprehensive, multi-channel marketing campaigns.
• Leverage the established client base to upsell experiential marketing services and expand revenue streams.
• Use a strong team of marketing professionals to develop unique and innovative experiential marketing strategies .

Strengths-Threats Strategies

• Leverage the well-established reputation and client base to maintain strong relationships with current clients.
• Provide continuous training to the marketing team to cope with emerging technologies.

Weaknesses-Opportunities Strategies

• Invest in training and skill development programs to enhance the team’s knowledge and capabilities in experiential marketing.
• Gain a deep understanding of AR and VR and how they can be applied to experiential marketing campaigns.

Weaknesses-Threats Strategies

• Gradually enter the market by starting with smaller-scale experiential campaigns and gaining experience before expanding.
• Allocate resources and dedicate time to research and study experiential marketing thoroughly.
• Seek partnerships or collaborations with agencies or professionals specializing in experiential marketing.

Our second case study is a little less conventional. It involves the application of a Design Thinking SWOT analysis. Although many business professionals label this tool for corporate and strictly business-related purposes, graphic designers, web designers, and creatives in general can get the benefits of applying a SWOT in design tasks. How, you may ask; the answer to this question is linked to maximizing the opportunities that a design project may bring to a customer.

To make this theory more relatable, we will consider this scenario.

La Lavende is a cosmetic brand specializing in natural-based, vegan cosmetic products. Their production strategy is to optimize skin care formulas by using only natural products, which can benefit a consumer base with allergic reactions to chemicals. The management group of La Lavende is seeking to give a refresher to their logo, as it doesn’t reflect the company’s core values. They intend to position the brand in new markets; therefore, their branding strategy is critical at this point.

A graphic design firm was hired for this process, but unlike their competitors, they took a different approach in the initial business meeting with La Lavende. These design professionals proposed to build a design SWOT analysis to tailor potential hidden gems in their branding strategy, as well as which strengths should be reflected in the company’s logo.

Once again, using the TOWS matrix, we will explore the strategic options derived from this rebranding process.

• Highlight the natural and vegan-friendly origin of the products in the branding.
• Expand into new markets seeking vegan-based & organic products.
• Partner with other health-conscious and eco-friendly brands.
• Develop marketing materials that highlight the benefits of using natural-based products for skin care in the long term.
• Change the packaging strategy to use recycled materials and an improved eco-friendly approach.
• Stay up-to-date with regulatory changes in terms of natural-based products.
• Hire professionals to minimize the risk of health reactions during the development and testing phases for the products.
• Enlist the help of influencers to promote the products beyond the health-conscious market.
• Use materials/colors in the logo that differentiate La Lavende from its competitors.
• Expand the current market base with a wider-audience marketing strategy. People outside the health-conscious users may not be aware of what La Lavende is (or if it even exists).
• Develop a compliance plan for regulatory changes.

Presenting a SWOT analysis to the stakeholders is no different from other presentation types – clarity should be the priority of the presenter.

The objective of the SWOT analysis should be explained from the get-go, and the scope of the analysis should be. That explanation should also include a brief overview of the methodology used to conduct the activity, such as the factors considered and data sources.

Then, discuss the key findings of the analysis. The negative conclusions may elicit negative reactions from the audience, so it’s paramount to present each point with evidence to support them.

Instead of dwelling solely on the negative aspects, emphasize the opportunities for improvement and growth. Highlight the key insights or patterns from the analysis, suggest specific actions that build on the strengths and opportunities, and address weaknesses and threats.

The quality of your visual aid may also enhance the overall effectiveness of your presentation. However, designing your presentation from scratch can take time. You may use ready-made templates instead to save time and benefit from professionally designed visual aids for your SWOT analysis.

NOISE Analysis

NOISE analysis is a strategic tool for Needs, Opportunities, Improvements, Strengths, and Exceptions. It is a suitable alternative for the SWOT matrix because it focuses on potential solutions and analyzes a situation.

PEST Analysis

PEST is an acronym for Political, Economic, Social, Technological, Environmental, and Legal. It is a good alternative to the SWOT analysis tool if your goal is to investigate how external factors can impact your organization. It helps organizations understand the potential opportunities and threats of the landscape in which they operate.

SCORE Analysis

The SCORE analysis stands for Strengths, Challenges, Options, Responses, and Effectiveness. It is practically the same as SWOT in that it also analyzes the internal and external factors that come into play when achieving an organizational goal. Unlike SWOT, however, it goes beyond identifying the problem by exploring solutions.

Performing a SWOT analysis goes beyond simply listing an organization’s strong and weak aspects. A structured approach helps organizations better understand their internal capabilities and external considerations. With these insights, businesses should be able to make informed decisions that may impact their success. Hopefully, this article helps you utilize SWOT the right way.

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SWOT Analysis

Swot analysis framework.

This article provides an introduction to the powerful SWOT analysis framework. In a nutshell we’ll cover the definition, introduce the framework using a case study (ABC Soups), look at a sample template, consider a simple example (SWOT analysis of Starbucks) and list down the limitations of the SWOT tool.  

SWOT Analysis Case Study | ABC Soups

The CEO of ABC Soups, which produces ready-to-eat soup mix, is worried: the company is recording good profits at the moment, but he fears that a couple of issues may affect its sustainability before long.

He wants to evolve strategies to manage these issues, and calls a meeting of his managers and team leaders. He even invites others, including lower-level employees and dealers, to the meeting—he knows almost anyone involved with the company can contribute.

At the meeting, the first thing to do is to identify ABC Soups’ strengths, weaknesses, opportunities, and threats (SWOTs), and then take up a SWOT analysis.

Most of the managers at the meeting are business-school graduates and know what “SWOT” is, but he explains the concept for the benefit of the other participants.  

How to identify SWOTs

The CEO explains that a SWOT analysis is a tool for strategy development. In conducting the analysis, a business organisation places itself in a conceptual environment where there are both opportunities and threats.

It then identifies its inherent strengths and weaknesses, and plans how to make the best use of the opportunities available and minimise the threats. It also finds out how it can use opportunities to limit its weaknesses and to avoid threats. These steps together make up its strategies.

The CEO draws a “plus” sign on a display board to make four grids, and labels each of them as “Strengths,” “Weaknesses,” “Opportunities,” and “Threats” (SWOTs), respectively.

He invites the participants to identify the company’s SWOTs, reminding them that they should only use precise information drawn from the company documents for the analysis. The participants come up with the following data:

• Strengths: Good profits, product popularity, and safe ingredients of product
• Weaknesses: Poor performance of units in some regions and absence of easy-to-use packaging
• Opportunities: Growing market for ready-to-use food items and increasing popularity of instant soups
• Threats: Loss-making units eating up profits elsewhere and growing consumer awareness about harmful ingredients of packaged foods.

Using SWOT analysis to evolve business strategies

With the help of the SWOT analysis, the managers and the others at the meeting evolve strategies for maintaining the company’s profits and ensuring its sustainability.

Matching strengths (availability of funds and product popularity) with opportunity (increasing market for instant foods including soups), the participants identify opening more factories as a strategy.

Matching strength (safe ingredients of product) with threat (growing awareness about food safety), they decide upon a strategy of launching a high-profile awareness campaign about the safe ingredients of ABC’s soups.

Placing weakness (inadequate packaging) and opportunity (growing market) side by side, the participants see that it would be a good idea to sell the soup mix in a microwaveable container in which the consumer can cook soup directly.

Juxtaposing weakness (poor performance by some units) and threat (impact of loss-making units), they feel some of the loss-making units in some regions would have to be closed down.

Therefore, charting the results from the SWOT analysis, we have the following strategies evolved for ABC Soups:

• Strengths (funds’ availability and product popularity) ↔ Opportunity (growing market for instant foods including soups) = Open more factories
• Strength (safe ingredients of product) ↔ Threat (awareness of food safety) = Launch a campaign about safety of soup mix
• Weakness (inadequate packaging) ↔ Opportunity (growing market) = Sell soup mix in microwaveable container
• Weakness (poor performance by some units) ↔ Threat (impact of loss-making units) = Close down loss-making units

As seen in the example above, businesses should be able to identify their SWOTs to evolve strategies. To recognise SWOTs, managers can ask themselves the following questions:  

SWOT Analysis Template

Here are some questions to ask in order to get a better idea of your company’s strengths, weaknesses, oppirtunities and threats.

Add other questions that may be relevant for your business and industry to create a SWOT analysis template that fits your corporate strategy.

Strengths and weakness cover internal factors such as human resources, funds, infrastructure, and even past experiences, both good and bad.

Opportunities and threats relate to external factors such as changing consumer trends, economic and political factors, and laws.  

SWOT Analysis Example: Starbucks

When to use SWOT analysis

A SWOT analysis can be used at any stage in the life of a company. It can be used at the start, when it is being launched, or later, when it is implementing a new plan or reviewing plans mid-course. Of course, the analysis can also help find solutions to crises at any time.

Tips for SWOT analysis

• Managers and project leaders are “natural” participants at a SWOT meeting. However, a dealer or even a consumer volunteer can offer usable perspectives.
• A SWOT meeting is best held in a relaxed atmosphere, where participants can express their views frankly. It would be a good idea to allocate adequate time—a few hours, rather than a few minutes—to brainstorming.
• To identify strengths and weaknesses, only facts and confirmed data should be used, instead of opinions. Weakness or threats may hide an opportunity. Conversely, an opportunity easily identified can turn out to be a threat if competitors have also identified the opportunity.
• A SWOT analysis can be used in conjunction with core competency analysis and PEST (political, economic, social, and technological) analysis.
• Review meetings to discuss the progress of strategy implementation help keep plans on track.

Drawbacks and limitations of the SWOT Analysis Framework

A SWOT analysis helps only if the identification of strengths and weaknesses is done honestly and candidly. Care should be taken to ensure that it does not deteriorate into an exercise to justify a past decision or strategy.

The objective should be to answer the question “Where do we go from here?” for the sake of the company.  

Personal SWOT Analysis Template

Before you leave the site, here’s a little bonus. The SWOT framework is quite flexible, and doesn’t just apply to the business world. You could use the tool to do a little self-analysis too.

Try filling up this personal SWOT analysis template to understand yourself better – as a professional, a student, a university applicant or just anyone else.

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SWOT Analysis

• Support your understanding of the SWOT Analysis to...
• 1 When to use a SWOT analysis
• 2 Exploring the environment of a project
• 3.1 Strengths and weaknesses
• 3.2 Opportunities and threats
• 4 Completing the SWOT analysis

5.1 SWOT analysis: a case study

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Read through the case study and SWOT Analysis Template, then try to complete the activity below.

Case study 1: Syed’s business opportunity

Syed runs his own enterprise in an area on the outskirts of Dhaka, Bangladesh. He manages a collective of people with disabilities who make Bangladeshi puppets in a traditional style, mainly selling to tourists through local shops, and pays them a basic salary as well as a profit share. The puppets are all made to Syed’s own designs, and are quite different to the standard items in most tourist stores. His quirky designs and their popularity with shoppers have come to the attention of Muhammad, who runs a relatively large factory producing puppets and other tourist-friendly wares. Muhammad approaches Syed to suggest that he buy his enterprise, including his designs, and that Syed and his employees all come and work at Muhammad’s factory. He is offering a lot of money, and Syed doesn’t know whether he wants to maintain his independence or go for the security offered by a lump cash sum and guaranteed employment. He uses a SWOT analysis to take a snapshot of his current situation and help him consider the decision:

Looking at the case study above, including Syed’s SWOT analysis, imagine you are helping Syed make his decision. What points would you highlight? Would you recommend him to sell to Muhammad? Make some notes in answer to this question in the text box below.

Syed has provided some interesting information in his SWOT analysis. By taking a realistic look at his business as it is, he can decide what is most likely to make sense for its future. There’s no absolute right or wrong here (there rarely is in this sort of decision-making), but based on the information given I would advise Syed not to sell. These are the key points I would highlight:

• Syed has a lot of strengths, mainly based on the very fact that the organisation is small and under his management.
• Being dependent on one supplier is always a risk, especially now they are becoming unreliable. However, there’s no reason he couldn’t identify other suppliers and shop around to get a good deal and spread the risk by regularly using two or three.
• Syed has said that cash flow is a weakness that stops him from expanding. It sounds like now would be a great time to explore the financial support from the new NGO, as this would enable him to respond to some of the other opportunities (new shops and the potential for export) at his own pace and under his control.
• If he expands, perhaps he could take on some new employees part time? If he has, say, four employees who work half time rather than two who work full time, he has spread the risk of his dependency – if someone is ill or leaves, one or more of the others might be able to increase their hours.
• If he agrees to Muhammad’s offer, he will lose his independence and have to commute to a different workplace. Will the people he works with be able to commute, or in practical terms will this mean they become unemployed (and how might he feel about that)? More people will see and buy his designs, but will his name or mark be on them?
• What if he explores the opportunities for expansion that the SWOT analysis has highlighted, and then considers whether the offer looks tempting?

Finally, I would perhaps suggest that this isn’t a yes or no decision, and there might be a way that Syed could maintain all his strengths but still work in partnership with Muhammad. He could create some designs especially for Muhammad’s factory, and/or draw on some of his resources in exchange for design expertise. At this point, a SWOT analysis of the potential partnership could be a useful decision-making tool.

5 Using the SWOT analysis for decision making

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Swot analysis, the swot analysis is an extremely useful tool to assess a company’s strategic positioning, use a swot analysis to determine whether a company’s key strategies are aligned with its objectives and what obstacles have to be overcome.

Internal positive factors are called  S trengths, internal negative factors are called W eaknesses, external positive factors are called  O pportunities, and external negative factors are called T hreats. This framework is seldom used in the day-to-day work of MBB consultants because it overlaps between many categories (for example, customers putting pressure on prices can be seen as either an external threat or an internal weakness of the customer base). However, in case interviews , the SWOT analysis can still be used as a tool to segment influences into a  2x2 matrix . 

We will now go over each of the four branches in more detail and provide examples. 

Strengths  (Internal positive factors)

The strengths of a company are its resources and capabilities, for example:

• Image/Goodwill
• Financial resources
• Access to networks, natural resources

Weaknesses  (Internal negative factors)

Weaknesses can usually be viewed as the absence of specific strengths or things that are done better by competitors, for example:

• Poor reputation
• High cost structure
• Lack of customer/employee loyalty
• Lack of innovative R&D
• Lack of access to key distribution channels/resources/trade associations

Opportunities  (External positive factors)

Opportunities reveal new options for growth in profits including:

• New technologies
• Removing barriers to trade
• Loosening of regulations
• Entry into new markets

Threats  (External negative factors)

External changes that will have a negative effect on growth and profit are threats, for example:

• A shift in customers’ needs, expectations, and taste away from the core of the companies products
• New regulations
• Neutral factors like this can also be opportunities if they are beneficial to the company
• Especially with external factors like these, it is important to set it into the context of the respective company
• New market entrants/low barriers to entry
• Emergence of a substitute product (see Porter's Five Forces )

Once you have completed the SWOT analysis, draw insights into the matrix

After lining out the gathered information in a simple 2x2 Matrix ,  step further by identifying strategies that address the following questions:

• How to use strengths to take advantage of the opportunities.
• How to take advantage of the strengths to avoid threats.
• How to use opportunities to overcome weaknesses.
• How to minimize weaknesses and avoid them.

Key takeaways

• The SWOT matrix is a simple analysis of internal strengths and weaknesses as well as external opportunities and threats.
• Opportunities can be seen as threats and vice versa.
• SWOT matrices don’t show the interrelationship between internal and external factors.
• The SWOT analysis itself does not allow us to make strategic decisions but can be used for meaningful insights.

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What Is SWOT Analysis?

Understanding swot analysis, how to do a swot analysis, the bottom line.

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SWOT Analysis: How To With Table and Example

These frameworks are essential to fundamentally analyzing companies

Ariel Courage is an experienced editor, researcher, and former fact-checker. She has performed editing and fact-checking work for several leading finance publications, including The Motley Fool and Passport to Wall Street.

SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework used to evaluate a company's competitive position and to develop strategic planning. SWOT analysis assesses internal and external factors, as well as current and future potential.

A SWOT analysis is designed to facilitate a realistic, fact-based, data-driven look at the strengths and weaknesses of an organization, initiatives, or within its industry. The organization needs to keep the analysis accurate by avoiding pre-conceived beliefs or gray areas and instead focusing on real-life contexts. Companies should use it as a guide and not necessarily as a prescription.

Subscribe to 'Term of the Day' and learn a new financial term every day. Stay informed and make smart financial decisions. Sign up now .

Key Takeaways

• SWOT analysis is a strategic planning technique that provides assessment tools.
• Identifying core strengths, weaknesses, opportunities, and threats leads to fact-based analysis, fresh perspectives, and new ideas.
• A SWOT analysis pulls information internal sources (strengths of weaknesses of the specific company) as well as external forces that may have uncontrollable impacts to decisions (opportunities and threats).
• SWOT analysis works best when diverse groups or voices within an organization are free to provide realistic data points rather than prescribed messaging.
• Findings of a SWOT analysis are often synthesized to support a single objective or decision that a company is facing.

Investopedia / Xiaojie Liu

SWOT analysis is a technique for assessing the performance, competition, risk, and potential of a business, as well as part of a business such as a product line or division, an industry, or other entity.

Using internal and external data , the technique can guide businesses toward strategies more likely to be successful, and away from those in which they have been, or are likely to be, less successful. Independent SWOT analysts, investors, or competitors can also guide them on whether a company, product line, or industry might be strong or weak and why.

SWOT analysis was first used to analyze businesses. Now, it's often used by governments, nonprofits, and individuals, including investors and entrepreneurs. There is seemingly limitless applications to the SWOT analysis.

Components of SWOT Analysis

Investopedia / Julie Bang

Every SWOT analysis will include the following four categories. Though the elements and discoveries within these categories will vary from company to company, a SWOT analysis is not complete without each of these elements:

Strengths describe what an organization excels at and what separates it from the competition : a strong brand, loyal customer base, a strong balance sheet, unique technology, and so on. For example, a hedge fund may have developed a proprietary trading strategy that returns market-beating results. It must then decide how to use those results to attract new investors.

Weaknesses stop an organization from performing at its optimum level. They are areas where the business needs to improve to remain competitive: a weak brand, higher-than-average turnover, high levels of debt, an inadequate supply chain, or lack of capital.

Opportunities

Opportunities refer to favorable external factors that could give an organization a competitive advantage. For example, if a country cuts tariffs, a car manufacturer can export its cars into a new market, increasing sales and market share .

Threats refer to factors that have the potential to harm an organization. For example, a drought is a threat to a wheat-producing company, as it may destroy or reduce the crop yield. Other common threats include things like rising costs for materials, increasing competition, tight labor supply. and so on.

Analysts present a SWOT analysis as a square segmented into four quadrants, each dedicated to an element of SWOT. This visual arrangement provides a quick overview of the company’s position. Although all the points under a particular heading may not be of equal importance, they all should represent key insights into the balance of opportunities and threats, advantages and disadvantages, and so forth.

The SWOT table is often laid out with the internal factors on the top row and the external factors on the bottom row. In addition, the items on the left side of the table are more positive/favorable aspects, while the items on the right are more concerning/negative elements.

A SWOT analysis can be broken into several steps with actionable items before and after analyzing the four components. In general, a SWOT analysis will involve the following steps.

Step 1: Determine Your Objective

A SWOT analysis can be broad, though more value will likely be generated if the analysis is pointed directly at an objective. For example, the objective of a SWOT analysis may focused only on whether or not to perform a new product rollout . With an objective in mind, a company will have guidance on what they hope to achieve at the end of the process. In this example, the SWOT analysis should help determine whether or not the product should be introduced.

Step 2: Gather Resources

Every SWOT analysis will vary, and a company may need different data sets to support pulling together different SWOT analysis tables. A company should begin by understanding what information it has access to, what data limitations it faces, and how reliable its external data sources are.

In addition to data, a company should understand the right combination of personnel to have involved in the analysis. Some staff may be more connected with external forces, while various staff within the manufacturing or sales departments may have a better grasp of what is going on internally. Having a broad set of perspectives is also more likely to yield diverse, value-adding contributions.

Step 3: Compile Ideas

For each of the four components of the SWOT analysis, the group of people assigned to performing the analysis should begin listing ideas within each category. Examples of questions to ask or consider for each group are in the table below.

Internal Factors

What occurs within the company serves as a great source of information for the strengths and weaknesses categories of the SWOT analysis. Examples of internal factors include financial and human resources , tangible and intangible (brand name) assets, and operational efficiencies.

Potential questions to list internal factors are:

• (Strength) What are we doing well?
• (Strength) What is our strongest asset?
• (Weakness) What are our detractors?
• (Weakness) What are our lowest-performing product lines?

External Factors

What happens outside of the company is equally as important to the success of a company as internal factors. External influences, such as monetary policies , market changes, and access to suppliers, are categories to pull from to create a list of opportunities and weaknesses.

Potential questions to list external factors are:

• (Opportunity) What trends are evident in the marketplace?
• (Opportunity) What demographics are we not targeting?
• (Threat) How many competitors exist, and what is their market share?
• (Threat) Are there new regulations that potentially could harm our operations or products?

Companies may consider performing this step as a "white-boarding" or "sticky note" session. The idea is there is no right or wrong answer; all participants should be encouraged to share whatever thoughts they have. These ideas can later be discarded; in the meantime, the goal should be to come up with as many items as possible to invoke creativity and inspiration in others.

Step 4: Refine Findings

With the list of ideas within each category, it is now time to clean-up the ideas. By refining the thoughts that everyone had, a company can focus on only the best ideas or largest risks to the company. This stage may require substantial debate among analysis participants, including bringing in upper management to help rank priorities.

Step 5: Develop the Strategy

Armed with the ranked list of strengths, weaknesses, opportunities, and threats, it is time to convert the SWOT analysis into a strategic plan. Members of the analysis team take the bulleted list of items within each category and create a synthesized plan that provides guidance on the original objective.

For example, the company debating whether to release a new product may have identified that it is the market leader for its existing product and there is the opportunity to expand to new markets. However, increased material costs, strained distribution lines, the need for additional staff, and unpredictable product demand may outweigh the strengths and opportunities. The analysis team develops the strategy to revisit the decision in six months in hopes of costs declining and market demand becoming more transparent.

Use a SWOT analysis to identify challenges affecting your business and opportunities that can enhance it. However, note that it is one of many techniques, not a prescription.

Benefits of SWOT Analysis

A SWOT analysis won't solve every major question a company has. However, there's a number of benefits to a SWOT analysis that make strategic decision-making easier.

• A SWOT analysis makes complex problems more manageable. There may be an overwhelming amount of data to analyze and relevant points to consider when making a complex decision. In general, a SWOT analysis that has been prepared by paring down all ideas and ranking bullets by importance will aggregate a large, potentially overwhelming problem into a more digestible report.
• A SWOT analysis requires external consider. Too often, a company may be tempted to only consider internal factors when making decisions. However, there are often items out of the company's control that may influence the outcome of a business decision. A SWOT analysis covers both the internal factors a company can manage and the external factors that may be more difficult to control.
• A SWOT analysis can be applied to almost every business question. The analysis can relate to an organization, team, or individual. It can also analyze a full product line , changes to brand, geographical expansion, or an acquisition. The SWOT analysis is a versatile tool that has many applications.
• A SWOT analysis leverages different data sources. A company will likely use internal information for strengths and weaknesses. The company will also need to gather external information relating to broad markets, competitors, or macroeconomic forces for opportunities and threats. Instead of relying on a single, potentially biased source, a good SWOT analysis compiles various angles.
• A SWOT analysis may not be overly costly to prepare. Some SWOT reports do not need to be overly technical; therefore, many different staff members can contribute to its preparation without training or external consulting.

SWOT Analysis Example

In 2015, a Value Line SWOT analysis of The Coca-Cola Company noted strengths such as its globally famous brand name, vast distribution network, and opportunities in emerging markets. However, it also noted weaknesses and threats such as foreign currency fluctuations, growing public interest in "healthy" beverages, and competition from healthy beverage providers.

Its SWOT analysis prompted Value Line to pose some tough questions about Coca-Cola's strategy, but also to note that the company "will probably remain a top-tier beverage provider" that offered conservative investors "a reliable source of income and a bit of capital gains exposure."

Five years later, the Value Line SWOT analysis proved effective as Coca-Cola remains the 6th strongest brand in the world (as it was then). Coca-Cola's shares (traded under ticker symbol KO) have increased in value by over 60% during the five years after the analysis was completed.

To get a better picture of a SWOT analysis, consider the example of a fictitious organic smoothie company. To better understand how it competes within the smoothie market and what it can do better, it conducted a SWOT analysis. Through this analysis, it identified that its strengths were good sourcing of ingredients, personalized customer service, and a strong relationship with suppliers. Peering within its operations, it identified a few areas of weakness: little product diversification, high turnover rates, and outdated equipment.

Examining how the external environment affects its business, it identified opportunities in emerging technology, untapped demographics, and a culture shift towards healthy living. It also found threats, such as a winter freeze damaging crops, a global pandemic, and kinks in the supply chain. In conjunction with other planning techniques, the company used the SWOT analysis to leverage its strengths and external opportunities to eliminate threats and strengthen areas where it is weak.

What Is an Example of SWOT Analysis?

Home Depot conducted a SWOT analysis, creating a balanced list of its internal advantages and disadvantages and external factors threatening its market position and growth strategy. High-quality customer service, strong brand recognition, and positive relationships with suppliers were some of its notable strengths; whereas, a constricted supply chain, interdependence on the U.S. market, and a replicable business model were listed as its weaknesses.

Closely related to its weaknesses, Home Depot's threats were the presence of close rivals, available substitutes, and the condition of the U.S. market. It found from this study and other analysis that expanding its supply chain and global footprint would be key to its growth.

What Are the 4 Steps of SWOT Analysis?

The four steps of SWOT analysis comprise the acronym SWOT: strengths, weaknesses, opportunities, and threats. These four aspects can be broken into two analytical steps. First, a company assesses its internal capabilities and determines its strengths and weaknesses. Then, a company looks outward and evaluates external factors that impact its business. These external factors may create opportunities or threaten existing operations.

How Do You Write a Good SWOT Analysis?

Creating a SWOT analysis involves identifying and analyzing the strengths, weaknesses, opportunities, and threats of a company. It is recommended to first create a list of questions to answer for each element. The questions serve as a guide for completing the SWOT analysis and creating a balanced list. The SWOT framework can be constructed in list format, as free text, or, most commonly, as a 4-cell table, with quadrants dedicated to each element. Strengths and weaknesses are listed first, followed by opportunities and threats.

Why Is SWOT Analysis Used?

A SWOT analysis is used to strategically identify areas of improvement or competitive advantages for a company. In addition to analyzing thing that a company does well, SWOT analysis takes a look at more detrimental, negative elements of a business. Using this information, a company can make smarter decisions to preserve what it does well, capitalize on its strengths, mitigate risk regarding weaknesses, and plan for events that may adversely affect the company in the future.

A SWOT analysis is a great way to guide business-strategy meetings. It's powerful to have everyone in the room discuss the company's core strengths and weaknesses, define the opportunities and threats, and brainstorm ideas. Oftentimes, the SWOT analysis you envision before the session changes throughout to reflect factors you were unaware of and would never have captured if not for the group’s input.

A company can use a SWOT for overall business strategy sessions or for a specific segment such as marketing, production, or sales. This way, you can see how the overall strategy developed from the SWOT analysis will filter down to the segments below before committing to it. You can also work in reverse with a segment-specific SWOT analysis that feeds into an overall SWOT analysis.

Although a useful planning tool, SWOT has limitations. It is one of several business planning techniques to consider and should not be used alone. Also, each point listed within the categories is not prioritized the same. SWOT does not account for the differences in weight. Therefore, a deeper analysis is needed, using another planning technique.

Business News Daily. " SWOT Analysis: What It Is and When to Use It ."

Seeking Alpha. " The Coca-Cola Company: A Short SWOT Analysis ."

Panmore. " Home Depot SWOT Analysis & Recommendations ."

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SWOT Analysis: Los Angeles & New York

Shaping tomorrow’s cities: fostering resilient and vibrant urban environments.

10 Minute Read

• Chapter 1 The Shape of American Cities
• Chapter 2 The Urban Renaissance
• Chapter 3 Disruption in the Pandemic Era
• Chapter 4 Building on Success
• Chapter 5 The Conversion Potential
• Chapter 6 Keys to a Thriving City
• Chapter 7 A Path Forward
• Chapter 8 SWOT Analysis: Los Angeles & New York
• Chapter 9 Case Study: Transforming Manhattan’s Financial District into a Neighborhood
• Chapter 10 Appendix: Methodology

SWOT Analysis

While the recommendations in this report provide a framework for capitalizing on the strengths of each archetype, they are generalized to cover multiple markets. Below is a much more detailed SWOT analysis of the Super Cities of New York and Los Angeles that identifies their unique strengths, weaknesses, opportunities and threats. We excluded Distinctive Identity from the SWOT analysis due to the iconic global status of these Super Cities.

Los Angeles

Fostering a robust connection between civic leaders and the business community is key to shaping a thriving future for all Angelenos. Through this dynamic collaboration we can positively impact development, fuel innovation and help address the challenges L.A. faces today.

Los Angeles is witnessing a transformative shift in how people live, work and play fueled by the macroeconomic changes impacting commercial real estate. Capitalizing on these trends will shape a resilient future for our city.

New York City’s foundational advantages are its scale and embrace of differences among its people. The largest city by population in the world’s #1 economy is distinguished by the range and depth of its labor pool which has created and sustained a powerful, diversified economy. It’s a global center of culture, finance and media, an incubator for emerging businesses and ideas, and a magnet for the ambitious and entrepreneurial. Like cities everywhere, New York faces many challenges, but has a proven capacity for reinvention and a pride in its own resilience. Once again New York needs to set aside outdated paradigms and embrace creative solutions and collaboration between the public and private sectors. No one who has bet against New York has ever come up a winner.

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Future Cities

Shaping Tomorrow’s Cities

Fostering resilient and vibrant urban environments.

May 29, 2024 60 Minute Read

• Chapter 1 The Shape of American Cities
• Chapter 2 The Urban Renaissance
• Chapter 3 Disruption in the Pandemic Era
• Chapter 4 Building on Success
• Chapter 5 The Conversion Potential
• Chapter 6 Keys to a Thriving City
• Chapter 7 A Path Forward
• Chapter 8 SWOT Analysis: Los Angeles & New York
• Chapter 9 Case Study: Transforming Manhattan’s Financial District: The Making of a Neighborhood
• Chapter 10 Appendix: Methodology

Executive Summary

While cities have always been business and social hubs, they have undergone much evolution and oftentimes reinvention as economies advanced, technology progressed and society’s needs changed over time. American cities are much younger than those in many other parts of the world, yet would still be unrecognizable today by those who originally built them. The current evolution of American cities in response to the rise in remote working represents another waypoint in their journey.

CBRE has analyzed the real estate implications of American cities’ current evolution to help inform business and public policy choices. The study offers insights, recommendations and a case study about shaping the future of cities. We have designed a mapping tool that identifies clusters of urban characteristics across mixed-use, business and residential districts and their effect on real estate market fundamentals. This in turn offers insights about how cities can reinvent themselves.

• Super Cities: Los Angeles, New York
• Mixed Majors: Boston, Chicago, Philadelphia, San Francisco, Seattle, Washington, D.C.
• Sprawling Darlings: Atlanta, Dallas, Denver, Houston, Phoenix
• Developing Destinations: Austin, Charlotte, Miami, Nashville, Orlando, Tampa
• Suburban growth that dominated the last half of the 20th century gave way to an urban renaissance beginning in the 1990s and accelerating in the 21st century. Many baby boomers and millennials moved into urban neighborhoods in search of a walkable live-work-play environment.
• Office-using job growth contributed to the 21st-century urban renaissance and became ever more concentrated in CBDs, leading to a boom in office and residential construction. The downside was congestion and increased commute times for suburbanites, often compounded by a lack of modern infrastructure.
• Disruption by the COVID pandemic in the early 2020s brought 30 years of urban renaissance to a halt. Many city dwellers moved to the suburbs, and domestic in-migration was fastest in the suburban areas of the Sprawling Darlings and Developing Destinations. Density became a public health concern and remote work a necessity for many office-using jobs, driving out-migration that continues today as millennials age and buy homes.
• Commercial real estate has been particularly affected by these demographic shifts and new working patterns. Public safety concerns also have made workers and visitors more reluctant to return to cities, especially in the Mixed Majors. The office sector has had an unprecedented rise in vacancy that is unlikely to return to pre-pandemic levels. Higher interest rates, also a legacy of the pandemic, have exacerbated the crisis.
• Future success of cities – and the role they play in their greater markets – is not guaranteed. Clearly identifying their strengths and weaknesses is required to inspire reinvention, successfully retrofit their urban cores and maintain their economic power and competitive advantage. The ultimate goal is to attract more residents, visitors, businesses and development that will drive urban vibrancy and tax revenue.
• Much of this reinvention will come through conversions or demolition of older, underutilized real estate. In most cities, the amount of conversion activity underway is not yet enough to be fully transformative, but data shows that targeted conversion activity can be a catalyst for broader change.
• We identified six keys that help cities to thrive: economic dynamism, demographic potential, lifestyle vibrancy, distinctive identity, responsive governance and resilient infrastructure. Each of these presents an opportunity to drive change.
• Public and private stakeholders have an integral role to play in shaping American cities. By having an all-hands-on-deck approach, the collective impact of experiences and rich data will drive insights and strategies to transform our cities.

Figure 1: Population Change in Top 30 Markets – 1970-2020

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Dennis Schoenmaker, Ph.D.

Executive Director | Principal Economist, Econometric Advisors

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Stefan Weiss

Senior Managing Economist

• Phone +1 212 984 8066

Case Study Author

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Managing Director of Public Non-profit Solutions at Streetsense

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