SWOT Analysis

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SWOT analysis (or SWOT matrix) is a strategic planning technique used to help a person or organization identify strengths, weaknesses, opportunities, and threats related to business competition or project planning. The name is an acronym for the four parameters the technique examines:

  • Strengths: characteristics of the business or project that give it an advantage over others.
  • Weaknesses: characteristics that place the business or project at a disadvantage relative to others.
  • Opportunities: elements in the environment that the business or project could exploit to its advantage.
  • Threats: elements in the environment that could cause trouble for the business or project.


  • Simple framework to distill a company's high level existing state into a form that can easily be consumed both by employees and leadership.


  • SWOT is intended as a starting point for discussion and cannot, in itself, show managers how to achieve a competitive advantage, particularly in a rapidly changing environment.
  • SWOT analysis is a method of categorization for which lists are compiled, uncritically and without prioritization, rather than seeking important factors to achieving objectives; weak opportunities may appear to balance strong threats.
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