SWOT analysis is a technique used in strategic planning for an organization. A consultant may be applied to provide a more objective view.

Synonym: SWOT matrix


SWOT stands for strengths, weaknesses, opportunities and threats.


These may be shown in a 2x2 matrix. The columns are (1) strengths and opportunities viewed as positives and (2) weaknesses and threats as harmful. The rows are (1) strengths and weaknesses which are internal factors while (2) opportunities and threats are external to the organization.


The organization should try to:

(1) reduce or compensate for its weaknesses

(2) develop a response to threats.

(3) identify good opportunities

(4) make the best use of its strengths

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