SWOT Analysis

A technique which can be used to help identify and assess the different features of Strengths, Weaknesses, Opportunities, and Threats for a particular issue, which should have a well-defined aim and some detailed objectives. A SWOT analysis is typically initiated as a simple 2 x 2 matrix, within which various items and commentary are added in the relevant box.

Strengths and Weaknesses are typically internal characteristics or factors of the issue, which might be looking at an organisation, working practices, staffing, a project such as reconstruction of a sports pitch, or purchase of an item of equipment or material.

Opportunities and Threats are typically external characteristics or factors which could be found to be advantageous, or which could pose a problem, and could include the benefits and limitations of new technologies, costs and risks involved, impacts of current and forthcoming legislation, how the issue might influence a market, or benefit v risk of untried product use.

A SWOT analysis can help weigh up options and can be used alongside, or as a primer for, other analysis techniques, such as PESTLE.