This document provides information on conducting a SWOT analysis, including: - Strengths are positive internal attributes that provide competitive advantages. Weaknesses are internal factors that need improving to compete effectively. - Opportunities are external factors that could help the business succeed. Threats are external risks beyond a business's control. - A SWOT analysis systematically examines these four areas to understand a situation and identify strategies. However, it risks superficial analysis without critical thought.

1. SWOT ANALYSIS
Strengths describe
the positive
attributes, tangible
and intangible,
internal to your
organization. They
are within your
control.
Weaknesses are aspects
of your business that
detract from the value
you offer or place you at
a competitive
disadvantage. You need
to enhance these areas
in order to compete with
your best competitor.
Opportunities are
external attractive
factors that
represent reasons
your business is
likely to prosper.
Threats include external
factors beyond your
control that could place
your strategy, or the
business itself, at risk. You
have no control over
these, but you may
benefit by having
contingency plans to
address them if they

2. Questions to ask during a SWOT
analysis
SWOT ANALYSIS
•What advantages do you
have over your
competition?
•Do you have strong
research and development
capabilities? Manufacturing
facilities?
•What other positive
aspects, internal to your
business, add value or
offer you a competitive
advantage?
•What do you do well?
•What factors that are within
your control detract from
your ability to obtain or
maintain a competitive
edge?
•What areas need
improvement to
accomplish your
objectives or compete
with your strongest
competitor?
•What does your business
lack (for example, expertise
or access to skills or
technology)?
•Does your business have
limited resources?
•Is your business in a
•What opportunities exist
in your market or the
environment that you can
benefit from?
•Is the perception of
your business
positive?
•Has there been recent
market growth or have
there been other changes
in the market the create
an opportunity?
•Is the opportunity
ongoing, or is there just a
window for it? In other
words, how critical is
your timing?
•Who are your existing
or potential
competitors?
•What factors beyond your
control could place your
business at risk?
•Are there challenges created
by an unfavorable trend or
development that may lead to
deteriorating revenues or
profits?
•What situations might
threaten your marketing
efforts?
•Has there been a significant
change in supplier prices or

3. SWOT ANALYSIS
Strengths in SWOT
analysis
are the attributes within
an organization that are
considered to be
necessary for the
ultimate success of a
project. Strengths are
resources and capabilities
that can be used for
competitive advantage.
Weaknesses include
factors such as an
abundance of rivalry
between departments, a
weak internal
communication system,
lack of funding and an
inadequate amount of
materials.
Opportunities
are
classified as external
elements that might
be helpful in
achieving the goals
set for the project.
The possible threats
that
are critical to any SWOT
analysis include a
negative public image,
no ready- made market
for the final product and
the lack of vendors who
are able to supply raw
materials for the
project.
Strengt
h
Weakne
ss
Opportunity
Threa
t

4. Pros and Cons of SWOT
Analysis
SWOT ANALYSIS
It gives us a
systematic way to
analyze a
complicated situation
It’s fairly simple to use –
but that opens it up to the
risk of people using it
without much thought, in
which case it is useless
Pro
s
Con
s

5. Pros and Cons of SWOT
Analysis
SWOT ANALYSIS
It prompts us to find ways to build on
our strengths, deal with our
weaknesses, take advantages of
opportunities and prepare for threats
Analysis paralysis is a real risk –
don’t get bogged down with it – the
trick is finding a balance between
what you need to know and what you
don’t
Pro
s
Con
s

6. Pros and Cons of SWOT
Analysis
SWOT ANALYSIS
It’s fairly simple to
understand and
use
We may have a tendency to overemphasize our
strengths. Critical thinking is therefore crucial, and
always remembering that strengths are not strengths
unless they can make a
genuine difference to your business’ competitiveness
and are not something that the other players in the
market have – we need to be stronger than they on
those points.
Pro
s
Con
s

7. SWOT Analysis
Example
T
S•Locally made shirts mean
faster
turnaround on orders
•Many repeat customers who
promote the business
•Good search engine rankings drive
free traffic
•Pricing on locally made shirts is
no
W
t
competitive
•Higher costs mean fewer fabric
options due to inventory costs
•Customers don't like taking their
own measurements
•Using technology to simplify the
measurement process could
increase conversions
•New paid advertising channels
such as Instagram and Pinterest
could be effective
•Custom made clothing is
currently
O
trending
•Several competitors are
currently undercutting prices
•Website is difficult to use on a
mobile device even though mobile
traffic is increasing
•A strong dollar could drive
down international sales