Crafting a SWOT Analysis: A Strategic Tool for Your Organisation

Kenneth Gray

What is SWOT Analysis?

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. it is a strategic planning tool that identifies and analyses these four factors in a project or business context.

Strengths: Internal aspects and resources that support a successful outcome. 

Examples: excellent customer satisfaction


Weaknesses: Internal factors that hinder successful outcomes

Examples: Poor financial position


Opportunities: External events or situations that an organisation may take advantage of.

Example: New technology available.  


Threats: External factors that could jeopardise goals.

Example: Regulatory intervention from government or local authority.


Steps to Create a SWOT Analysis


1. Choose the Right Team

 A varied group with different perspectives is needed. Iffeasible, include members from different departments, managerial levels,and stakeholders.

2. Brainstorm

Ideally in a workshop, have team members freely discuss the businesses strengths, weaknesses, opportunities, and threats. Making iteasy to share ideas.

3. Prioritise and List

List each point under its category after gathering adequate data. Prioritise them by importance and organisational impact.

4. Analyse and Interpret

Time for strategic thinking. Evaluate the relationships between different elements:

Can strengths be used to capitalise on opportunities?

Can strengths be used to mitigate threats?

How can weaknesses be minimised or eliminated?

Take Action

Develop strategies to leverage strengths, capitalise on opportunities, rectify weaknesses, and reduce threats based on the findings of the investigation.

Effective SWOT Analysis Tips

1. Be Specific

Make clear statements. Replace "Good customer service" with "24/7 customer service with a 98% satisfaction rating."

2. Be Realistic

Being honest about the company's situation is crucial. Overestimating strengths or denying weaknesses will hinder the process.

3. Revisit Regularly

The business climate is ever-changing. It's a good idea to examine and update your SWOT analysis on a frequent basis to account for changes and ensure your tactics stay current.

4. Keep It Short and Simple

While thoroughness is essential, a SWOT analysis should not be unnecessarily long. Aim for clarity and conciseness.

Beyond SWOT: Next Steps

Once you've created your SWOT analysis, it's not designed to collect dust in a drawer. Use it to inform your strategic plan, define new goals, or re-evaluate present methods.


SWOT analysis is a picture of your company's current state and a compass for direction. Understanding your strengths, tackling your limitations, discovering opportunities, and preparing for dangers helps you navigate uncertainty and achieve sustained growth and success. SWOT is valuable not only in the process but also in the actions that follow.