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Document Title: Document Code:


SWOT Analysis Matrix

Rev. No.00 Ref #:

While all SWOT analysis templates comprise the same basic elements, i.e. Strengths,
Weaknesses, Opportunities and Threats, the information you slot under each heading can
make or break your planned product or solution launch.

Step1: Establish your objective by defining the aim of the SWOT analysis.

Step 2: Complete the SWOT analysis template.

Positive Factors Negative Factors

Internal STRENGTHS WEAKNESSES


Factors The aim is to identify the following: The aim is to identify the following:

 What are your strengths?  What are your weaknesses?


 What do you do better than  What does your competition do
others? better than you?
 What unique capabilities and  What can you improve given the
resources do you possess? current situation?
 What do others perceive as your  What do others perceive as your
strengths? weaknesses?

You can outline the advantages of the Here you examine the possible
proposition by considering some, if not all, disadvantages of the proposition by
of the following: looking at:

 Capabilities  Gaps in capabilities


 Product and service offerings  Lack of competitive strength
 Competitive advantages  Reputation, presence and reach
 Unique selling points  Financials
 Resources and assets  Own known vulnerabilities
 Experience, knowledge, data  Timescales, deadlines and
 Financial reserves, likely returns pressures
 Policies and goals, and the  Cash flow, start-up cash-drain
strategies that are in place to  Continuity, supply chain robustness
achieve them  Effects on core activities,
 Marketing - reach, distribution, distraction
awareness  Reliability of data, plan
 Innovative aspects predictability
 Location and geographical  Morale, commitment, leadership
considerations  Accreditations
 Price, value, quality  Processes and systems
 Accreditations, qualifications,  Management cover, succession
certifications
 Processes, systems, IT,
communications
 Cultural, attitudinal, behavioural
 Management cover, succession
 Philosophy and values
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Document Title: Document Code:
SWOT Analysis Matrix

Rev. No.00 Ref #:

Positive Factors Negative Factors

External OPPORTUNITIES THREATS


Factors The aim is to identify the following: The aim is to identify the following:

 What trends or conditions may  What trends or conditions may


positively impact you? negatively impact you?
 What opportunities are  What are your competitors
available to you? doing that may impact you?
 Do you have solid financial
This is where you list the opportunities support?
for your proposition in a variety of
areas: Here you consider threats to your
proposition in terms of:
 Market developments
 Competitors' vulnerabilities Political impact
 Industry or lifestyle trends Legislative effects
 Technology development and Environmental effects
innovation IT development
 Global influences Competitors
 New markets, both vertical, Market demand
horizontal New technologies, services, ideas
 Niche target markets Vital contracts and partners
Sustaining internal capabilities
 Geographical, export, import
Obstacles faced
 New USPs
Insurmountable weaknesses
 Tactics Loss of key staff
 Business and product Sustainable financial backing
development Economy, both local and international
 Information and research Seasonality
 Partnerships, agencies,
distribution
 Volumes, production,
economies
 Seasonal, weather, fashion
influences
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Document Title: Document Code:
SWOT Analysis Matrix

Rev. No.00 Ref #:

Step 3: Evaluate all of the above-listed items against the stated objectives.

Opportunities Threats
(External, Positive) (External, Negative)
Strengths S-O Strategy S-T Strategy
(Internal, Positive) How can you use the
Which of the company’s strengths can company’s strengths to
be used to maximize the opportunities minimize the threats you
you identified? identified?
Weakness W-O Strategy W-T Strategy
(Internal, Negative) What actions can you take to minimize How can you minimize the
the company’s weakness using the company’s weakness to
opportunities you identified? avoid the threats you
identified?

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