Framework
SWOT analysis
The question it answers
Before setting next year's strategy, what are a business owner's internal strengths and weaknesses, and the external opportunities and threats facing the firm?
- Origin
- Johnson et al., 2008; Weihrich, 1982
- Diagram type
- 2×2 matrix
- Level of analysis
- Firm
Diagram
SWOT analysis
ExternalOriginInternal
Weaknesses
Internal and harmful to the objective.
Strengths
Internal and helpful to the objective.
Threats
External and harmful to the objective.
Opportunities
External and helpful to the objective.
HarmfulEffectHelpful
Pitfalls
Pitfall
Listing without ranking or testing. Test strengths with VRIO and source threats from PESTLE or the five forces.
Sources
References
Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.
- Johnson, G., Scholes, K. and Whittington, R. (2008) Exploring corporate strategy: text and cases. Harlow: FT Prentice Hall.No DOISource page
- Weihrich, H. (1982) ‘The TOWS matrix: a tool for situational analysis’, Long Range Planning, 15(2), pp. 54–66.doi:10.1016/0024-6301(82)90120-0Source page