SWOT analysis
A fast external–internal scan: match Strengths and Weaknesses to Opportunities and Threats, then turn the pairings into moves.
author
Often attributed to Albert Humphrey at SRI in the 1960s; authorship disputed
Model type
About
A simple grid to structure situational awareness.
S/W are internal capability and asset realities.
O/T are external market, competitor, customer and regulatory factors.
S/W are internal capability and asset realities.
O/T are external market, competitor, customer and regulatory factors.
How it works – what to map
Use the pairings to propose moves:
SO leverage strengths to capture opportunities.
ST use strengths to counter threats.
WO invest to fix weaknesses that block opportunities.
WT avoid, hedge or exit where weakness meets threat.
SO leverage strengths to capture opportunities.
ST use strengths to counter threats.
WO invest to fix weaknesses that block opportunities.
WT avoid, hedge or exit where weakness meets threat.
Use cases
Deal screening and commercial diligence
Annual planning and country/category entry reviews.
Product portfolio rationalisation and GTM adjustments.
Annual planning and country/category entry reviews.
Product portfolio rationalisation and GTM adjustments.
How to apply
Define scope precisely: offering, segment, geography, time frame.
Populate facts only: metrics, evidence, dated observations.
Sort into S/W (internal) and O/T (external) with owner and source.
Form SO/ST/WO/WT plays with an explicit action, owner, date and KPI.
Prioritise 3–5 moves; park the rest in a backlog.
Populate facts only: metrics, evidence, dated observations.
Sort into S/W (internal) and O/T (external) with owner and source.
Form SO/ST/WO/WT plays with an explicit action, owner, date and KPI.
Prioritise 3–5 moves; park the rest in a backlog.
pitfalls and cautions
Laundry lists with adjectives; insist on evidence and numbers.
Mixing internal and external; keep S/W and O/T clean.
Stopping at the grid; the value is in the pairings → actions.
Reusing stale SWOTs; refresh when conditions or capabilities change.
Mixing internal and external; keep S/W and O/T clean.
Stopping at the grid; the value is in the pairings → actions.
Reusing stale SWOTs; refresh when conditions or capabilities change.