What is a SWOT analysis and how to prepare it?

SWOT analysis is a fundamental tool used in business strategy to assess the strengths, weaknesses, opportunities and threats associated with an organization or project. It is an effective way to understand the current situation and plan next steps. In this article, we will discuss what a SWOT analysis is, what supporting questions can be used for each section, and provide examples of practical application.

What is a SWOT analysis?

SWOT analysis is a strategic tool that helps organizations understand their internal and external environment. It consists of four main parts:

Strengths

Strengths are internal attributes of the organization that provide a competitive advantage. Guiding questions:

• What are our greatest achievements?
• What are we the best at in the market?
• What unique resources do we possess?

Weaknesses

Weaknesses are internal limitations or shortcomings that can hinder the achievement of the organization’s goals. Guiding questions:

• Where do we have the biggest gaps or shortcomings?
• What restricts our actions?
• What are our weaknesses compared to the competition?

Opportunities

Opportunities are external factors and circumstances that can bring benefits to the organization if leveraged appropriately. Guiding questions:

• What new trends or changes in the market can create new opportunities for us?
• What are the opportunities for the development of new technologies?
• Where do we see potential for expansion into new markets?

Threats

Threats are external factors that can negatively impact the organization if not properly managed. Guiding questions:

• What are the main threats to our industry?
• What legal or regulatory changes could affect our operations?
• What are the major challenges we face?

How to prepare a SWOT analysis?

Preparing a SWOT analysis involves several steps that help accurately assess the organization’s situation:

1. Gathering Information The first step is to collect all necessary information about the internal and external factors affecting the organization. This can be done through data analysis, surveys, interviews with employees and stakeholders, and reviewing market reports.
2. Identifying Strengths Next, identify the organization’s strengths. Think about what sets your company apart from the competition. This could be product quality, operational efficiency, customer satisfaction, or innovation.
3. Identifying Weaknesses Identify areas where your organization has deficiencies. Focus on aspects that need improvement, such as internal processes, human resources, cost structure, or technologies.
4. Identifying Opportunities Examine the external environment and identify opportunities that could benefit your organization. Focus on market trends, technological changes, legal regulations, and new market segments.
5. Identifying Threats Analyze external factors that could pose a threat to your organization. Consider competition, economic changes, political shifts, and changing customer preferences.
6. Analysis and Interpretation After identifying all SWOT elements, proceed to analyze and interpret the results. Focus on how strengths can help capitalize on opportunities and mitigate threats, and how weaknesses can be improved.

Examples of Practical Application of SWOT Analysis

Example 1: Law Firm

• Strengths: Experienced team of lawyers, high level of customer service.
• Weaknesses: High service rates, limited ability to scale operations.
• Opportunities: Changes in legal regulations, growing demand for legal services in new industries.

Example 2: Retail Store

• Strengths: Strong brand, loyal customers, good location.
• Weaknesses: High operational costs, low inventory turnover.
• Opportunities: Increased demand for organic products, growing trust in local producers.
• Threats: Changing consumer preferences, increased competition from e-commerce platforms.

Example 3: Advertising Agency

• Strengths: Experienced creative team, high customer satisfaction.
• Weaknesses: High costs of advertising campaigns, limited ability to hire new specialists.
• Opportunities: Growth in the mobile advertising market, increased interest in online marketing.
• Threats: Strong competition, changes in data protection regulations.

Example 4: Local Restaurant

• Strengths: High-quality food, central location.
• Weaknesses: Limited seating capacity, lack of takeaway options.
• Opportunities: Growing interest in local food products, potential to expand catering services.
• Threats: Emergence of new competitors, changes in customers’ dietary preferences.

The Importance of Regular SWOT Analysis