A SWOT analysis examines an organisation's Strengths, Weaknesses, Opportunities and Threats. It is one of the most common business-school tools — and one of the most commonly done badly, because students fill in the boxes without analysis. This complete UK guide explains what each element means, how to build a SWOT properly, and crucially how to turn it into insight and strategy.
What Is a SWOT Analysis?
SWOT is a framework for assessing an organisation's position. Strengths and Weaknesses are internal factors; Opportunities and Threats are external. Together they give a structured snapshot of where an organisation stands.
Internal vs External
Get this distinction right: strengths and weaknesses are within the organisation's control (resources, brand, skills); opportunities and threats come from outside (market, competitors, regulation). Misplacing factors is the most common SWOT error.
How to Build Each Quadrant
✓ Strengths — what the organisation does well.
✓ Weaknesses — internal limitations.
✓ Opportunities — external trends to exploit.
✓ Threats — external risks. Support each point with evidence, not assertion.
From SWOT to Strategy
The analysis only earns marks when you act on it. Use a TOWS approach: how can strengths seize opportunities? How can you address weaknesses or defend against threats? This converts a static grid into strategic recommendations.
Keeping It Evidence-Based
Every factor should be backed by evidence — data, market research, financials — not opinion. A SWOT full of vague, unsupported claims is weak; one grounded in evidence and prioritised by importance is strong.
Common Mistakes and Tips
✓ Confusing internal and external factors.
✓ Listing without analysis.
✓ No evidence.
✓ No strategic conclusion. Tip: evidence each point and turn the SWOT into recommendations.
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Frequently Asked Questions
What is a SWOT analysis?
A framework assessing Strengths, Weaknesses, Opportunities and Threats.
Which SWOT factors are internal?
Strengths and weaknesses are internal; opportunities and threats are external.
How do I turn a SWOT into strategy?
Use a TOWS approach — match strengths to opportunities and address weaknesses and threats.
Should SWOT factors be evidence-based?
Yes — support each point with data rather than opinion.
What is the most common SWOT mistake?
Listing factors without analysis, or confusing internal and external factors.
How many points per quadrant?
Enough to be meaningful and prioritised — quality over quantity.
What is TOWS?
A development of SWOT that pairs factors to generate strategies.
Where is SWOT used?
In business assignments, marketing plans and strategic analysis.
Related Study Guides
How to Write a PESTLE Analysis • How to Write an MBA Assignment • How to Write a Case Study • How to Write a Business Plan
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