SWOT

Why

A SWOT analysis is used to find a strategic fit as this increases the chances of success of an organisation, product development process, or a project.

How

Define Strengths and Weaknesses; these form the internal environment. Next, define the Opportunities and Threats, which form the external environment. Prioritise the results for relevance and uniqueness. Use a confrontation matrix to identify your focus issues.

Ingredients

• Knowledge of the environment, both internal and external.

• The ability to avoid wishful thinking, separating reality from policy or intention.

• Critical colleagues to review and update your initial SWOT.

Practice

A SWOT analysis is used in many different ways, for example for defining company strategy, project strategy, marketing and sales, acquisition, and personal development planning.