How to Do a SWOT Analysis [With Template & Examples]

As your small business grows, you face extra obstacles, challenges, alternatives, and initiatives generally. It is a good and pure a part of scaling a corporation, however how do you establish your priorities? Which initiatives do you have to execute on first, and which challenges do you have to tackle straight away?

Enter the SWOT evaluation, a framework that may allow you to develop a roadmap for transferring ahead with your small business, maximizing alternatives and minimizing roadblocks alongside the best way. 

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Whereas it might appears easy on the floor, a SWOT evaluation permits you to make unbiased evaluations on: 

  • Your corporation or model
  • Market positioning
  • A brand new mission or initiative
  • A particular marketing campaign or channel

Virtually something that requires strategic planning, inner or exterior, can have the SWOT framework utilized to it, serving to you keep away from pointless errors down the street from lack of perception. 

Significance of SWOT Evaluation

You’ve got seen by now that SWOT stands for Strengths, Weaknesses, Alternatives, and Threads. The framework appears easy sufficient that you simply’d be tempted to forego doing utilizing it in any respect, relying as a substitute in your instinct to take these items under consideration. 

However you should not. Doing a SWOT evaluation is essential as a result of: 

  • It offers you the possibility to fret and to dream. Including the SWOT evaluation as an essential step in your strategic course of, you are giving your self the area to dream, consider, and fear earlier than taking motion. Your insights on this regard then flip into belongings as you create the roadmap to your mission or initiative.
  • It forces you to outline your variables. As an alternative of diving head first into the planning and execution, you take stock of all of your belongings and roadblocks. These may help you create a extra particular and efficient roadmap.
  • It permits you to suppose extra critically and account for mitigating elements. As you determine weaknesses and threats, you are higher enabled to account for them in your roadmap, enhancing your probabilities for achievement.
  • It helps you retain a written account. As your group grows and modifications, you’ll strike issues off your previous SWOTs and add new issues because the business modifications. It may be illuminating to look again to the place you began as you look forward at what’s to come back.

Right here, we’ll sort out methods to greatest do a SWOT evaluation, offer you a SWOT evaluation template, and conduct SWOT analyses on main manufacturers Apple and Starbucks. If you’re completed studying, you’ll have all of the inspiration and tactical recommendation it’s essential to sort out a SWOT evaluation for your self.

How Do You Write a Good SWOT Evaluation?

There are a number of steps you’ll wish to take when evaluating your business and conducting a strategic SWOT evaluation.

1. Obtain HubSpot’s SWOT Evaluation Template.

There is not any want to begin from scratch to your evaluation. Right here, I’ve created a pattern utilizing a free, editable template — be at liberty to make use of the mannequin your self, or create your personal because it fits your wants.

free editable SWOT Analysis pdf template

Download a free, editable SWOT analysis template.

2. Organize every part right into a desk with 4 quadrants.

Whether or not you employ the template above as a mannequin or create your personal to fit your wants, it may be useful to begin in desk format to visualise your SWOT evaluation. This may be completed by arranging every of the 4 sections into separate quadrants.

3. Establish your goal.

Earlier than you begin writing issues down, you’ll want to determine what you’re evaluating along with your SWOT evaluation. Be particular with what you wish to analyze. In any other case, your SWOT evaluation could find yourself being too broad, and you will get evaluation paralysis as you’re making your evaluations.

For those who’re making a social media program, you will wish to conduct an evaluation to tell your content material creation technique. For those who’re launching a brand new product, you will wish to perceive its potential positioning within the area. For those who’re contemplating a model re-design, you will wish to take into account current and future model conceptions. 

All of those are examples of excellent causes to conduct a SWOT evaluation. By figuring out your goal, you will have the ability tailor your analysis to get extra actionable insights.

3. Establish your strengths.

“Strengths” refers to what you might be at present doing effectively. Take into consideration the elements which might be stepping into your favor in addition to the stuff you supply that your opponents simply cannot beat.

For instance, let’s say you wish to use a SWOT evaluation to guage your new social media technique.

For those who’re taking a look at a brand new social media program, maybe you wish to consider how your model is perceived by the general public — is it simply recognizable and well-known? Even when it’s not standard with a widespread group, is it well-received by a particular viewers specifically?

Subsequent, take into consideration your course of: is it efficient or progressive? Is there good communication between your advertising and marketing and gross sales to make sure each departments use related vocabulary when discussing your product?

Lastly, consider your social media message, and specifically, the way it differs from the remainder of the business. I’m keen to guess you may make a prolonged listing of some main strengths of your social media technique over your opponents, so attempt to dive into your strengths from there.

4. Establish your weaknesses.

Equally to your strengths, what are the roadblocks hindering you from reaching your objectives? What do your opponents supply that proceed to be a thorn in your facet. This part is not about being a Detrimental Nancy. Somewhat, it is important to foresee any potential obstacles that would mitigate your success.

When figuring out weaknesses, take into account what areas of your small business are the least worthwhile, the place you lack sure sources, or what prices you essentially the most money and time. Take enter from workers in several departments, as they’ll doubtless see weaknesses you hadn’t thought of.

For those who’re inspecting a brand new social media technique, you may begin by asking your self these questions: First, if I have been a client, what would forestall me from shopping for this product, or partaking with this enterprise? What would make me click on away from the display?

Second, what do I foresee as the largest hinderance to my workers’ productiveness, or their skill to get the job completed effectively? What derails their social media efforts?

5. Take into account your alternatives.

That is your probability to dream huge. What are some alternatives to your social media technique you hope, however don’t essentially count on, to achieve?

As an illustration, perhaps you’re hoping your Fb advertisements will entice a brand new, bigger demographic. Perhaps you’re hoping your YouTube video will get 10,000 views, and will increase gross sales by 10%.

Regardless of the case, it’s essential to incorporate potential alternatives in your SWOT evaluation. Ask your self these questions: What applied sciences do I need my enterprise to make use of to make it simpler? What new audience do I wish to attain? How can the enterprise stand out extra within the present business? Is there one thing our clients complain about that we may repair with our social media technique?

The alternatives class goes hand-in-hand with the weaknesses class. When you’ve made an inventory of weaknesses, it must be straightforward to create an inventory of potential alternatives that would come up when you get rid of your weaknesses.

6. Ponder your threats.

It’s doubtless, particularly when you’re liable to worrying, you have already got a great listing of threats in your head.

If not, collect your workers and brainstorm: What obstacles may forestall us from reaching our social media objectives? What’s happening within the business, or with our opponents, which may mitigate our success? Is there new expertise on the market that would battle with our product?

Writing down your threats helps you consider them objectively. As an illustration, perhaps you listing your threats by way of least and probably to happen, and divide and conquer every. If one in all your greatest threats is your competitor’s standard Instagram account, you might work along with your advertising and marketing division to create content material that showcases your product’s distinctive options.

SWOT Evaluation Examples

The template above helps get you began by yourself SWOT evaluation.

However, when you’re something like me, it’s not sufficient to see a template. To completely perceive an idea, it’s essential to see the way it performs out in the true world.

These SWOT examples should not exhaustive, and I’m positive you might add some your self, however hopefully, it’s sufficient to encourage you as you do your personal SWOT evaluation.

Apple’s SWOT evaluation

Right here’s how we’d conduct a SWOT evaluation on Apple.

SWOT analysis showing Apple's Strengths, Weaknesses, Opportunities, and Threats


First off, strengths. Whereas Apple has many strengths, let’s determine the highest three:

  1. Model recognition
  2. Excessive costs
  3. Progressive merchandise

Apple’s model is undeniably priceless, and their enterprise is taken into account the most valuable in the world. Because it’s simply acknowledged, Apple can produce new merchandise and nearly guarantee a sure diploma of success by advantage of the model identify itself.

This diploma of recognition lends itself to Apple’s skill to promote merchandise. As an illustration, in 2019, Apple sold 72.9 million iPhones compared to 70 million Galaxy phones by Samsung. That is regardless of the value disparity between the 2 (the flagship Galaxy phone is $100 cheaper). Usually, folks don’t care about value as a lot as they care about model recognition.

Lastly, their progressive merchandise: Apple didn’t earn its status for nothing. They create extremely progressive merchandise, which are sometimes on the forefront of the business.


Subsequent, let’s take a look at three of Apple’s weaknesses.

  1. Excessive costs
  2. Closed ecosystem
  3. Lack of experimentation

Whereas the excessive costs don’t deter Apple’s center and excessive class customer-base, they do hinder Apple’s skill to achieve a lower-class demographic.

Apple additionally suffers from its personal exclusivity. Apple controls all its companies and merchandise in-house, and whereas many purchasers develop into loyal model advocates for that reason, it means all burdens fall on Apple workers.

Finally, Apple’s tight management over who distributes their merchandise restrict their market attain.

Lastly, Apple is held to a excessive commonplace relating to creating and distributing merchandise. Apple’s model carries a excessive stage of status, however that stage of recognition inhibits Apple from taking dangers and experimenting freely with new merchandise that would fail.


Now, let’s check out alternatives for Apple.

It’s straightforward to acknowledge alternatives for enchancment, when you take into account Apple’s weaknesses. Right here’s an inventory of three we got here up with:

  1. Broaden distribution choices
  2. Create new product strains
  3. Technological development

One in all Apple’s greatest weaknesses is its distribution community, which, within the identify of exclusivity, stays comparatively small. If Apple expanded its community and enabled third-party companies to promote its merchandise, it may attain extra folks globally, whereas assuaging among the stress at present placed on in-house workers.

There are additionally loads of alternatives for Apple to create new merchandise. Apple may take into account creating extra reasonably priced merchandise to achieve a bigger demographic, or spreading out into new industries — Apple self-driving vehicles, maybe?

Lastly, Apple may proceed advancing its merchandise’ expertise. Apple can take current merchandise and refine them, guaranteeing every product provides as many distinctive options as doable.


Lastly, let’s take a look at threats to Apple.

Imagine it or not, they do exist.

Listed below are three of Apple’s greatest threats:

  1. Powerful competitors
  2. Lawsuits
  3. Worldwide points

Apple isn’t the one progressive tech firm on the market, and it continues to face robust competitors from Samsung, Google, and different main forces. Lots of Apple’s weaknesses hinder Apple’s skill to compete with the tech companies which have extra freedom to experiment, or that don’t function in a closed ecosystem.

A second risk to Apple is lawsuits. Apple has confronted a bunch of lawsuits, significantly between Apple and Samsung, and to date it has solely won one case. These lawsuits intervene with Apple’s respected picture, and will steer some clients to buying elsewhere.

Lastly, Apple wants to enhance its attain internationally. It isn’t number one in China, and doesn’t have a really constructive relationship with the Chinese language authorities. Then, in India, which has one of many largest client markets on the planet, Apple’s market share is low, and the corporate has hassle bringing shops to India’s market.

If Apple can’t compete globally the best way Samsung or Google can, it dangers falling behind within the business.

Starbucks SWOT Evaluation

Now that we’ve explored the nuances concerned with a SWOT evaluation, let’s fill out a SWOT template utilizing Starbucks for example.

Right here’s how we’d fill out a SWOT template, if we have been Starbucks:

Starbucks SWOT Analysis example

Dine-In Thai Restaurant SWOT Evaluation

Some small-business entrepreneurs could have issue regarding the SWOT’s of huge manufacturers like Apple and Starbucks, so this is an instance of how a restaurant may visualize every component:

Dine-in Thai Restaurant SWOT analysis example

Whereas a Thai or some other restaurant may not be as frightened about high-level lawsuits like Apple, the small enterprise is perhaps extra frightened about opponents or disruptors which may enter the taking part in area. 

Native Boutique SWOT Evaluation

In one other small-business instance, a neighborhood boutique is perhaps well-known in its neighborhood, however it additionally may take time to construct a web based presence or get its merchandise in a web based retailer. Due to this, a few of its strengths and alternatives may relate to bodily elements whereas weaknesses and threats may relate to on-line conditions.

Local boutique SWOT analysis example

When to Use a SWOT Evaluation

Finally, a SWOT evaluation can measure and sort out each huge and small challenges, and alternatives, and each huge and little strengths and weaknesses.

Whereas the examples above deal with companies generally, you can too use a SWOT evaluation to guage and predict how a singular product will play out available in the market.

Hopefully, our SWOT template will complement your market analysis and enterprise evaluation, and supply honest insights into methods to optimize your merchandise for larger payoffs, and fewer hurdles.

Editor’s notice: This publish was initially revealed in Could, 2018 and has been up to date for comprehensiveness.

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