Skills Centre

SWOT Analysis and Template

SWOT ANALYSIS

What is a SWOT Analysis?

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats.

A SWOT Analysis is a straightforward strategic planning framework used to evaluate an organisation’s current position and guide future decision-making. By assessing your internal capabilities alongside external factors, it helps you build on what you do well, address areas for growth, and protect against potential risks.

The Four Components

Internal Factors (Within your control)

Strengths: The internal attributes, assets, and core competencies that give your organisation a competitive edge or drive success.

Ask: What do we do well? What unique resources or skills do we possess?

Weaknesses: Internal limitations, resource gaps, or inefficiencies that hinder performance or project progress.

Ask: What could we improve? Where are we lacking resources or expertise?

External Factors (Outside your control)

Opportunities: External market shifts, industry trends, or emerging conditions that your organisation can exploit for growth.

Ask: What external trends or market gaps can we take advantage of?

Threats: External risks, competitive pressures, or changing regulations that could negatively impact your organisation.

Ask: What obstacles do we face? What changes in our industry could harm our position?

Why Conduct a SWOT Analysis?

Provides Strategic Clarity: Turns complex operational challenges into a structured, easy-to-read framework.

Informs Decision-Making: Highlights where to allocate resources e.g. investing in key strengths or mitigating critical risks.

Encourages Balanced Thinking: Forces teams to consider both positive potential and potential pitfalls before launching new initiatives, products, or policies.

How to Turn SWOT Findings into Action
  1. Capitalise on Strengths: Match your core strengths directly with identified external Opportunities.
  2. Minimise Weaknesses: Take proactive steps to fix internal gaps before they expose you to external Threats.
  3. Prioritise Strategy: Focus immediate efforts on high-impact, achievable actions that align with your organisation’s long-term objectives.

Click here for SWOT Analysis Template

 

Source: Adapted from the SWOT Analysis framework originally conceptualised at the Stanford Research Institute (SRI).