What Is SWOT Analysis? Definition, Examples, How To, & Pros/Cons

SWOT Analysis: Definition, Components, Process, Examples, and Pros/Cons

What is a SWOT Analysis?

SWOT analysis is the study of strengths, weaknesses, opportunities, and threats that an organization has to capitalize on and face during the course of its business activities. It is an assessment process of these four aspects of the business before making a strategic plan. After assessing clearly it provides a clear picture of the organization’s position in the market.

What does SWOT stand for? SWOT stands for Strengths, Weaknesses, Opportunities, and, Threats. These aspects are common in every organization. And, these four are assessed to formulate a strategic plan.

The SWOT analysis framework is credited to Albert S. Humphrey, who tested the approach in the 1960s and 1970s at the Stanford Research Institute. Developed for business and based on data from Fortune 500 companies, the SWOT analysis has been adopted by organizations of all types as an aid to making decisions.

SWOT analysis is most commonly used by business entities. SWOT analysis is the primary stage of strategic planning. It concentrates on collecting information from the environment. It is a process of matching organizational strengths and weaknesses with environmental opportunities and threats to determine the organizational right niche. It focuses on organizational missions and objectives.

The top-level manager needs to collect information from the environment before formulating a strategic plan. This information helps managers to identify organizational strengths, weaknesses, opportunities, and threats that aid in better decision-making.

The SWOT analysis provides useful information to the manager that will be helpful to formulate and implement a strategic plan. It helps the manager to grab a competitive position in the market.

Strengths and weaknesses are internal factors of the organization that can be controlled and improved by the organization itself. Such as skilled staff, company image, etc. And, these strengths and weaknesses are the inherent features of every organization as it comes from the birth of the organization.

Opportunities and threats are the external factors of the organization which are created by outside forces and these factors can not be controlled by the organization. Such as media, press, price of raw materials, etc.

Strengths and opportunities are the positive aspects of an organization, it secures the future of the organization. Whereas, weaknesses and threats are the negative aspects of an organization that may hamper the future of the organization.

Components of SWOT Analysis

swot analysis
SWOT Analysis


Strengths are the internal factors and positive aspects of an organization that can secure the future of the organization. Strength is the competitive position of the organization in terms of resources. Resources may include:

  • Sufficient Capital
  • Skilled Man Power
  • Brand Image
  • Advanced Technology
  • Market Leadership
  • Business Alliances
  • Experience
  • Organizational Network

Strength gives advantages to an organization as compared to its competitors in the business. Thus the strength position should be capitalized on to meet the organizational objectives.


Weaknesses are internal factors and negative attributes of an organization that can hamper the position of the organization. Weakness is the deficiency or shortcoming of the resources to meet the organizational mission and objectives. Weaknesses are:

  • Lack of Sufficient Capital
  • Lack of Skilled Man Power
  • lack of Brad Image
  • Lack of Advanced Technology
  • Lack of Strong Leadership
  • Lack of Business Alliances
  • Lack of Insfractures

It is the responsibility of the management, as far as possible, to improve weaknesses to meet the defined objectives. And it is necessary to modify the present mission and objectives if it is not possible to improve the weaknesses.


Opportunities are outside factors and positive attributes for an organization. Opportunity is created by the outside environment. It is a favorable situation created by the external environment of an organization.

If such an opportunity is exploited it may generate high performance. Opportunity for an organization is created by the favorable change in the environment which involves the following,

  • Decrease in Competition
  • Creation of a New Market
  • High Economic Growth Rate
  • Change in technology
  • Change in Government Policy

It is the responsibility of a manager to grab such opportunities to meet the organizational goals.



Threats are the external and negative attributes of an organization. It is created by the outside forces of the organizations. The threat is an unfavorable situation created by the external environment of the organization. The threat is created by an unfavorable change in the environment which involves

  • Increase in Competition
  • Losing Market Share
  • Low Economic Growth Rate
  • Change in Technology
  • Change of Government Policy
  • Increase in Bargaining Power of Suppliers
  • Increase in Bargaining Power of Customers

Related: Porter’s Five Forces: Definition, Components, Examples, and Pros/Cons

If such a threat is not identified properly it may generate low performance in the organization. Thus the manager needs to develop a new strategy to cope with new challenges.

How To Do a SWOT Analysis?

One of the main objectives of SWOT analysis is to provide insights to make effective plans. SWOT’s process can be broken down into several steps, however, the following five are the main steps you can follow.

Define Your Objective

Begin by clearly stating the objective or goal you want to achieve through the SWOT analysis. This could be launching a new product, expanding into a new market, improving operational efficiency, or any other specific aim you have in mind.

Gather Relevant Information

Collect all the necessary data and information to support your analysis. This includes both internal and external sources such as financial reports, customer feedback, industry trends, competitor analysis, and market research. Ensure you have a diverse range of perspectives by involving people from different departments or areas of expertise within your organization.

Identify Strengths, Weaknesses, Opportunities, and Threats

This step involves brainstorming and listing down factors in each of the four categories: strengths, weaknesses, opportunities, and threats. Consider the following questions as prompts:

  • Strengths: What advantages do we have? What unique resources or capabilities set us apart from competitors?
  • Weaknesses: Where do we need improvement? What are our limitations or areas of vulnerability?
  • Opportunities: What market trends or external factors could benefit us? Are there any untapped customer segments or emerging technologies?
  • Threats: What challenges do we face? Are there competitive pressures, regulatory changes, or economic factors that could negatively impact our business?

Encourage open and creative thinking during this process, aiming to generate a comprehensive list of factors for each category.

Evaluate and Prioritize

Once you have a list of factors for each category, carefully evaluate and prioritize them based on their potential impact and significance to your objective. Engage in discussions and debates with relevant stakeholders to refine the list and identify the most critical factors that require attention.

Formulate an Actionable Plan

Translate the insights from your SWOT analysis into a strategic plan of action. Develop strategies and initiatives that leverage your strengths, address weaknesses, capitalize on opportunities, and mitigate threats. Assign responsibilities, set timelines, and establish key performance indicators to track progress and ensure accountability.

Pros and Cons of SWOT Analysis


  1. Strategic Planning: Guides informed decision-making and align resources with goals.
  2. Strength Identification: Identifies and leverages internal advantages and competitive edges.
  3. Weakness Mitigation: Helps address limitations and improve overall performance.
  4. Opportunity Maximization: Identifies emerging trends, customer needs, and untapped markets.
  5. Threat Awareness: Alerts businesses to external challenges and changing environments.
  6. Core Competency Identification: Recognizes unique capabilities for differentiation.
  7. Objective Setting: Aligns goals with capabilities and opportunities.
  8. Historical and Future Insights: Utilizes past and present data for future planning.


  1. Oversimplification: SWOT analysis may lead organizations to oversimplify complex situations, potentially overlooking important strategic factors and nuances.
  2. Subjectivity: The categorization of aspects into strengths, weaknesses, opportunities, and threats is subjective and can vary depending on individual perspectives, leading to potential bias.
  3. Lack of Guidance: SWOT analysis does not provide specific guidance on how to identify and prioritize the factors within each category, leaving room for interpretation and potential inconsistencies.
  4. External Factors: Certain limitations, such as price increases, government legislation, economic changes, or market restrictions, may be beyond the control of the organization and not adequately captured in the analysis.
  5. Internal Factors: Internal limitations like insufficient research and development facilities, poor quality control, labor issues, or lack of skilled employees may not be fully addressed by the SWOT analysis alone.
  6. Lack of Actionable Steps: SWOT analysis may not provide clear, actionable steps for organizations to follow in order to address the identified factors or develop effective strategies.

Examples of SWOT Analysis

As it is clear that, every organization does have components of the SWOT model. Let’s look at some real SWOT examples of business organizations.


Let’s look at the strengths, weaknesses, opportunities, and threats of the Coca-Cola Company.


  1. Strong Brand Identity: Coca-Cola is known for its strong brand identity and has a high brand strength index. It has a significant impact on marketing campaigns and is recognized globally.
  2. Strong Brand Value: Coca-Cola has a high brand value, making it one of the most valuable brands globally. It uses strategies like customized bottle designs and sub-branding to attract customers.
  3. Global Reach: Coca-Cola operates in over 200 countries and has a wide customer base. It focuses on understanding consumer needs and introducing new products to satisfy demands.
  4. Market Share: Coca-Cola has the largest market share in the soft drink industry. Its products dominate the carbonated soft drink market, and it has emerged as the dominant beverage provider.
  5. Repositioning Portfolio: Coca-Cola has a diverse portfolio with different product categories, allowing it to cater to different consumer preferences.
  6. Brand Association: Coca-Cola has strong consumer loyalty and is known for its entertaining advertisements. It has a large following and is present in most households worldwide.
  7. Distribution System: Coca-Cola has an extensive distribution network with numerous bottling partners and plants worldwide. It operates on a global scale while focusing on local markets.
  8. Acquisitions: Coca-Cola has a history of successful acquisitions, which have helped diversify its beverage portfolio.


  1. Competition with Pepsi: Coca-Cola faces strong competition from Pepsi, which has affected its market share and pricing strategies.
  2. Product Diversification: Coca-Cola has lower product diversity compared to its competitors, such as Pepsi, which offers a wider range of products.
  3. Health Issues: Coca-Cola has faced criticism for the health problems associated with high sugar consumption, which has led to concerns about its products’ impact on diabetes and obesity.
  4. Infringement Lawsuits: Coca-Cola has faced several lawsuits, which may impact its credibility and consumer perception.
  5. Overdependence on Third-Party Technology Providers: Coca-Cola relies on third-party technology providers for its IT needs, which can pose a risk to its operations and innovation.
  6. Environmentally Destructive Packaging: Coca-Cola has been criticized for its plastic packaging and has faced accusations of greenwashing. It has committed to reducing plastic waste but still faces challenges in meeting sustainability goals.
  7. Reducing Cherished Coke Products: The reduction of some popular brands by Coca-Cola’s CEO has led to disappointment among loyal customers, potentially leading to a loss of market share.


  1. Extension of the Ready-to-Drink (RTD) Coffee Industry: Coca-Cola can leverage the growing RTD coffee market in the United States and expand its market share in this segment.
  2. Introduction of Healthier Options: As consumer preferences shift towards healthier choices, Coca-Cola has an opportunity to introduce new products that cater to health-conscious consumers.
  3. Profits from the Declining Value of the U.S. Currency: Coca-Cola can benefit from a weak U.S. dollar, as it generates a significant portion of its revenue from international markets.
  4. Leveraging TikTok: Coca-Cola can leverage the popularity of platforms like TikTok to increase brand awareness and engage with younger audiences.
  5. Entry into the Alcoholic Beverage Sector: Coca-Cola has the opportunity to enter the alcoholic beverage market, such as the growing tequila segment, to diversify its product portfolio.


  1. Water Usage Controversy: Coca-Cola’s water usage and potential water scarcity issues can lead to negative perceptions and affect its reputation.
  2. Shifting Consumer Preferences: Growing health consciousness may lead consumers to reduce their consumption of sugary carbonated drinks, posing a threat to Coca-Cola’s traditional offerings.
  3. Intense Competition: Coca-Cola faces strong competition from traditional rivals like PepsiCo, as well as emerging brands and local players offering innovative and healthier beverage options.
  4. Regulatory and Legal Challenges: Compliance with regulations, potential legal actions, and environmental concerns pose risks to Coca-Cola’s brand image, market position, and financial stability.

SWOT Analysis: Conclusion

SWOT analysis provides valuable insights for organizations to navigate the complex business landscape. By identifying strengths, weaknesses, opportunities, and threats, it helps businesses understand their competitive position and make informed decisions.

In the future business world, where agility and strategic planning are crucial, SWOT analysis will continue to play a vital role in shaping successful strategies. It is a concise yet powerful tool that empowers organizations to leverage their strengths, overcome weaknesses, seize opportunities, and mitigate threats.

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