What are the Elements of a SWOT Analysis?

A SWOT analysis focuses on Strengths, Weaknesses, Opportunities, and Threats. 

Remember that the purpose of performing a SWOT is to reveal positive forces that work together and potential problems that need to be recognized and possibly addressed. 

We will discuss the process of creating the analysis below, but first here are a few sample layouts for your SWOT analysis.

Ask participants to answer these simple questions: what are the strengths and weaknesses of your group, community, or effort, and what are the opportunities and threats facing it?

Internal External
Strengths Weaknesses Opportunities Threats
   

If a looser structure helps you brainstorm, you can group positives and negatives to think broadly about your organization and its external environment.

Positives Negatives
  • Strengths
  • Assets
  • Resources
  • Opportunities
  • Prospects
  • Weaknesses
  • Limitations
  • Restrictions
  • Threats
  • Challenges


Below is a third option for structuring your SWOT analysis, which may be appropriate for a larger initiative that requires detailed planning. This "TOWS Matrix" is adapted from Fred David's Strategic Management text. 

  STRENGTHS
1.
2.
3.
4.		 WEAKNESSES
1.
2.
3.
4.
OPPORTUNITIES
1.
2.
3.
4.		 Opportunity-Strength (OS) Strategies
Use the strengths to take advantage of opportunities
1.
2.		 Opportunity-Weakness (OW) Strategies
Overcome weaknesses by taking advantage of opportunities
1.
2.
THREATS
1.
2.
3.
4.		 Threat-Strength (TS) Strategies
Use strengths to avoid threats
1.
2.		 Threat-Weakness (TW) Strategies
Minimize weaknesses and avoid threats
1.
2.


David gives an example for Campbell Soup Company that stresses financial goals, but it also illustrates how you can pair the items within a SWOT grid to develop strategies. (This version of the chart is abbreviated.)

  STRENGTHS
  • Current profit ratio increased
  • Employee morale high
  • Market share has increased
 WEAKNESSES
  • Legal suits not resolved
  • Plant capacity has fallen
  • Lack of strategic management system
OPPORTUNITIES
  • Western European unification
  • Rising health consciousness in selecting foods
  • Demand for soups increasing annually
 Opportunity-Strength (OS) Strategies
  • Acquire food company in Europe (S1, S3, O1)
  • Develop new healthy soups (S2, O2)
 Opportunity-Weakness (OW) Strategies
  • Develop new Pepperidge Farn products (W1, O2, O3)
THREATS
  • Low value of dollar
  • Tin cans are not biodegradable
 Threat-Strength (TS) Strategies
  • Develop new biodegradable soup containers (S1, T2)
 Threat-Weakness (TW) Strategies
  • Close unprofitable European operations (W3, T1)


This example also illustrates how threats can become opportunities (and vice versa). The limitation of tin cans (which aren't biodegradable) creates an opportunity for leadership in developing biodegradable containers. Whatever format you use, don't be surprised if your strengths and weaknesses don't precisely match up to your opportunities and threats. You might need to refine, or you might need to simply look at the facts longer, or from a different angle. Your chart, list, or table will certainly reveal patterns.

 

Listing Your Internal Factors: Strengths and Weaknesses (S, W)

Internal factors include your resources and experiences. General areas to consider:

  • Human resources - staff, volunteers, board members, target population
  • Physical resources - your location, building, equipment 
  • Financial - grants, funding agencies, other sources of income
  • Activities and processes - programs you run, systems you employ
  • Past experiences - building blocks for learning and success, your reputation in the community

Don't be too modest when listing your strengths. If you're having difficulty naming them, start by simply listing your characteristics (e.g., we're small, we're connected to the neighborhood). Some of these will probably be strengths.

Although the strengths and weaknesses of your organization are your internal qualities, don't overlook the perspective of people outside your group. Identify strengths and weaknesses from both your own point of view and that of others, including those you serve or deal with. Do others see problems - or assets - that you don't?

How do you get information about how outsiders perceive your strengths and weaknesses? You may know already if you've listened to those you serve. If not, this might be the time to gather that type of information.

 

Listing External Factors: Opportunities and Threats (O, T)

Cast a wide net for the external part of the assessment. No organization, group, program, or neighborhood is immune to outside events and forces. Consider your connectedness, for better and worse, as you compile this part of your SWOT list.

Forces and facts that your group does not control include:

  • Future trends in your field or the culture
  • The economy - local, national, or international
  • Funding sources - foundations, donors, legislatures
  • Demographics - changes in the age, race, gender, culture of those you serve or in your area
  • The physical environment (Is your building in a growing part of town? Is the bus company cutting routes?)
  • Legislation (Do new federal requirements make your job harder...or easier?)
  • Local, national, or international events