1. SWOT Analysis Introduction
SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. A SWOT analysis is a subjective assessment of data which is organized into a logical order that helps understanding, presentation, discussion and decision-making. It provides a framework for analysing a company's strengths and weaknesses, and the opportunities and threats it faces.
A SWOT analysis is usually represented as a grid:
Strengths
What do you do well?
What do others see as key strengths?
What unique resources can be drawn upon?
Examples:
Capabilities
Competitive advantages
Unique selling points
Resources / assets
Location / geography
Processes / systems
Culture
Weaknesses
What could be improved?
What do others see as weaknesses?
Capability gaps
Deadlines / pressures
Vulnerabilities
Cashflow
Reliability
Opportunities
What opportunities are available to you?
What trends can be taken advantage of?
How can strengths be turned into opportunities?
Market developments
Competitors vulnerabilities
Industry / social trends
Technology developments
partnerships
Threats
What trends could harm you?
What is the competition doing?
What threats do the weaknesses expose you to?
Political effects
Legislation changes
Environmental pressures
Competitor activities
Succession
Finances
Adapted from Mind Tools, and Business Balls
Further information
Kotler, P., (1997), ‘Marketing Management - analysis, planning, implementation and control’, Prentice Hall International, London.
Turner, S., 2002, ‘Tools for Success: A Manager Guide’, McGraw Hill Professional, Berkshire, UK

2. SWOT Analysis Instructions Key Steps:
Key Steps:
Using the SWOT analysis template grid -
Identify the key organisational strengths
Identify the key organisational weaknesses
Identify the main opportunities for the organisation
Identify the key external threats (refer to PESTLE)
Use the following analysis to undertake deeper investigation into each of the quadrants
Use the analysis to identify actions to maximise strengths, improve weaknesses, mitigate the threats and optimise the opportunities
Further analysis can be undertaken on each of the quadrants:

3. SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats