SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

Helps make decisions about strategy

• Analyse businesses with a structure

• Looks at internal and external

• Looks at qualitative and quantitative

• Helps maximise business strengths

• Minimises business weaknesses and helps turn them into strengths

• Takes advantage of opportunities

• Avoids potential threats

S + W

Internal things that staff, directors, managers have control of

• Finance - profit, liquidity, gearing

• Operations - quality, stock, suppliers

• Marketing - brand, research, portfolio

• People - relations, performance

• Culture

• Ethics

O + T

External things to respond to as there is no control over them

• Political

• Economic

• Social

• Technological

• Legal

• Environmental/Ethical