SWOT Analysis

What is SWOT Analysis?

SWOT is a key component for marketing success. This is the foundation of any business or marketing plan. Quite simply it's an indepth appraisal of your : Your strengths and weaknesses are derived from your internal evaluation and are those areas that you have direct control over.

Your opportunities and threats are derived from your external evaluation and you can only influence any direction in these areas.

Sign up to our exclusive SWOT analysis email course to comprehensively complete this critical work.



What do you do well?
What relevant resources do you have?
What do other people see as your strengths?
What do your customers think go well at your company?
What special qualities does your management team have?

Be very positive in this section - these are areas you can market in your communications and tell potential customers about.

This analysis will be the basis of strategic decision making. For example, if a strength is that you have a strong brand recognition in the youth market - but that is only 2% of your sales - what should you do?

If you have a strong sales force but so do your competitors - this is not a strength - it is a necessity !


What could you improve in your business?
What do you think you do badly?
What are your customers telling you they don't like?
What do your competitors do that you don't?
What should you avoid?

Again be very honest in your assessment. Most people find this area the easiest to complete. Everyone knows where they fall down - it is the strengths that is often the most difficult to complete.


Where are the good opportunities facing you?
What are the interesting trends you are aware of?
Useful opportunities can come from such things as:

Changes in technology and markets on both a broad and narrow scale Changes in government policy related to your field Changes in social patterns, population profiles, lifestyle changes, etc.


What obstacles do you face?
What is your competition doing?
Are the required specifications for your job, products or services changing?
Is changing technology threatening your position?
Do you have bad debt or cash-flow problems?
Could any of your weaknesses seriously threaten your business?

Your Marketing Plan. Our Marketing Plan Guide will show you how to undertake this marketing element. What elements are a competitor advantage, how to ensure that you have come up with is actually a SWOT when compared with the competition and most importantly, how to use that analysis in your strategic decision making process.

SWOT examples for you to use

  • No other company is offering the complete integrated service
  • A proof of concept has been achieved with a blue chip company
  • We have a strong and experienced management team

  • No management or corporate structure is yet in place
  • We are reliant on just one customer - although they are proven and a high street name
  • Limited funding for any future development or new customers (cash flow)

  • Huge market potential in market area A
  • Linking with existing companies to distribute their products

  • Economic slowdown may limit potential