SWOT analysis is a tool used to evaluate the strengths, weaknesses, opportunities, and threats involved in a project or business venture. It involves analyzing internal factors (strengths and weaknesses) as well as external factors (opportunities and threats) that are important for achieving objectives. Strengths are internal attributes that are helpful, while weaknesses are internal attributes that are harmful to objectives. Opportunities are external conditions that can help achieve objectives, while threats are external conditions that can harm objectives. Conducting a SWOT analysis can help with goal setting, strategic planning, and identifying actions needed to improve performance.

1. SWOT Analysis
SWOT = Strengths, Weaknesses,
Opportunities, Threats
• Strengths: attributes that are helpful to achieving
your objectives.
• Weaknesses: attributes that are harmful to achieving
your objectives.
• Opportunities: external conditions that are helpful
to achieving your objectives.
• Threats: external conditions that are harmful to
achieving your objectives.
SWOT Examples:
Strengths and Weaknesses Examples
(INTERNAL):
• Opportunity—financial, intellectual, location
• Perceptions of Capacity/Self Confidence
• Attributes
• Relationships with others
• Ethics
• Principles
• Reputation
• Subject areas (identify these)
• Activities and processes—systems you employ
• Past experiences—building blocks for learning and
success (educational, work, volunteer, civic
engagement, family dynamics, etc.)
• Poor habits
• Lack of motivation
• Inability to prioritize
Don’t be modest when listing your strengths and
weaknesses. Also, consider how others perceive you.
Opportunities and Threats Examples
(EXTERNAL):
• People—friends, family, professors, staff, others in
your network
• Resources—financial, academic, location
• Events
• Political/legal
• Economic condition
• Expectations of others
• Technology
• Criticism
• Competitors and competitive actions
• Collaboration
Assessing SWOTs
Look for a “stretch,” not just a “fit.” You can use SWOT
to justify a course that has already been decided upon,
but if your goal is to grow or improve, you will want to use
it differently.
• Come to a conclusion about the most important items
in each category
• Relate the analysis to your vision, mission, and goals
• What have you already done to move towards
your goal? Talked? Researched? What’s holding
you back from going further?
• Translate the analysis to action plans and strategies.
• Identify the issues or problems you intend to change
(and the ones you can change)
• Set or reaffirm goals
• Create an action plan
The Strengths, Weaknesses, Opportunities
and Threats analysis (SWOT) is a simple yet
comprehensive way of assessing the positive and
negative forces that are internal and external.
Whatever courses of action you decide on, the four-
cornered SWOT analysis prompts you to set and take
on goals in a balanced way.
SWOT helps you to:
STRENGTHS
OPPORTUNITIES
WEAKNESSES
THREATS
• Build on your strengths. • Minimize your weaknesses.
• Seize opportunities. • Counteract threats.