1. SWOT Strengths Weaknesses Opportunities Threats
A SWOT Analysis is the Strengths and Weaknesses an organization possess
It is also Opportunities and Threats they face as an organization

2. Strengths and Weaknesses
Strengths and Weaknesses are internal to the organization . They are factors that the organization can control.
Strengths and Weaknesses are internal to an organization. Simply meaning, they are controllable by the organization. For example,
Strengths can be;
Employees’ knowledge
Capital and Resources the organization have
Organizational Culture (Southwest Airlines)
Capabilities
Location
Price
Name recognition
Weaknesses are internal which are controllable by the organization. Weaknesses can be the opposite of Strengths. They can be other factors as well. For example, Weaknesses can be:
Lack of Name Recognition
Lack of Resources and Capital
Lack of Reliability
Morale
Lack Adequate Leadership

3. Opportunities and Threats
Opportunities and Threats are external to the organization. They are factors the organization cannot control.
Opportunities are external to the organization and are factors that the organization has little or no control over. For example, Opportunities can be:
Market Growth
Market Development
Competitors Vulnerabilities
Technology
Global Influences
Like Weaknesses are to Strengths, Threats can be the opposite of Opportunities. Threats can also be factors like:
Political effects
Regulations
Market Demand
Economy
Strong Competition

4. Opportunities and Threats
Opportunities and Threats can be some of the same factors that are identified in the External Factors
With the Opportunities and Threats being factors outside of the organization, many times some of the factors identified as an Opportunity or Threat will also shown up in the External Factors.

5. SWOT MATRIX
The key to being Successful is utilizing the SWOT components to benefit the organization.
Converting Weaknesses to Strengths
Matching Strengths to Opportunities
And so on….
It is important that the organization attempt to:
Convert a Weakness to a Strength
Convert a Threat to a Opportunity
Match Strengths to Opportunities, and so on.
Organizations that do this create a tremendous advantage to their organization and increase the chances of success.