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SWOT analysis is a technique for representing the current strategic position of a business, brand, product, service, person, event or organization. This involves listing strengths, weaknesses, opportunities and threats. A swot analysis can be performed for any competitive situation. The most common approach to swot analysis is to simply brainstorm each list. Alternatively, formal methods such as capability analysis for strengths, gap analysis for weaknesses, strategic planning for opportunities and risk identification for threats can be used. The following are illustrative examples of a swot analysis.
BusinessA sushi restaurant competes mostly on price and location. They see an opportunity to improve quality and to expand. Threats are mostly related to poor customer service or low food quality that result in bad reviews and declining patronage.ProfessionalAn IT Manager is content in their role as they have a high quality of life and are often able to spend time with family. They perform a swot analysis to look at threats to their role and competitive weaknesses. The manager views the opportunities of the swot analysis as goals and action items designed to protect their job.
BrandA global sporting goods company has wide distribution and deep design skills but lags competitors in terms of advertising, product selection, brand recognition and brand image.Product An organic cosmetic product works well but is difficult to use. The product suffers from a perception that natural products don't work as well as the chemical alternatives. The product also has a high price and low brand recognition.
ServiceA mid-range hotel that specializes in rooms and features for families. The hotel is close to a major theme park but not as close as nearby luxury hotels. As such, guests have to take a free shuttle bus to get to the theme park. This is a source of some negative reviews as the bus service is sometimes late due to traffic.StudentStudents may develop a swot analysis as part of planning for their education and career. In this example, the student is creative and good at focusing on tasks but is quiet in a group setting. In the context of a swot analysis of a person, "weaknesses" doesn't indicate a lack of character or a problem with the person. Rather, weaknesses list anything that can put the person at a competitive disadvantage at school or in a future profession.
SchoolA private school in Tokyo that offers a strong bilingual program is facing new competition from schools with similar offerings.|
| Type | | | Definition (1) | A technique for representing the current strategic position of a business, brand, product, service, person, event or organization. | | Definition (2) | The process of listing the strengths, weaknesses, opportunities and threats for an entity in an environment of constraints and competition. | | Also Known As | swot analysis | | Related Concepts | |
SWOT Analysis
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