Strength, Weakness, Opportunity and Threat (SWOT) Analysis

SWOT analysis assesses Strengths, Weaknesses, Opportunities and Threats as an aid to decision-making and helping management draft or optimise business plans and strategies. SWOT analysis focuses on factors that management can manage but SWOT analysis will factor in external factors to the extent they can inform scenarios and help management capitalise on business trends i.e. opportunities. SWOT analysis can test the robustness of preconceived notions of strengths (i.e. which strengths are truly unique and/or sustainable?) and can uncover new opportunities that more than make up for proper assessments of weaknesses (i.e. are they structural or can they be ameliorated?)