How to Perform a SWOT Analysis

SWOT stands for strengths, weaknesses, opportunities, and threats. Understanding how to perform a SWOT analysis is critical to your planning process. The purpose of creating one is to formulate a synthesized view of your current state.

We build on our strengths, shore up our weaknesses, invest in our opportunities, and monitor our threats. Strengths and weaknesses provide an internal view of your organization, while opportunities and threats offer an external view.

Utilizing input from your planning team and pulling in data sources will help you develop a SWOT analysis.

Internal data sources include:

● Executives and board members
● Employees
● Customers
● KPIs

External data sources include:

● Megatrends
● Industry
● Market
● Competitors

After collecting your data, synthesize it into 10 to 15 bullet points for each four quadrants of your SWOT. Aim to fit it onto one page. It’s helpful to be able to see a clear and succinct picture of your current state.

Do not confuse weaknesses and opportunities. For example, say one of your bullet points is to improve communication. While it may sound like an opportunity, it should be classified as a weakness. Opportunities are drawn from external perspectives (things we can influence but not control). We control communication. The distinction is important because when you process your SWOT, each quadrant serves its purpose.

Opportunities are growth goals, threats are simply monitored, weaknesses are operational and people goals, and strengths are the source of competitive advantages.

Now that you know how to perform a SWOT analysis put it to use! Excellent planning starts with understanding where you are today.

[petersuson]

you're good because you talk clearly, direct to the point, clarify things and above all passionate. Therefore you are not boring.

[ashleyt]

One of the best SWOT presentation - clear and easy to understand.

[linitiative]

This is by far the BEST video and discussion I have seen on SWOT analysis and how to implement the quadrants. OUTSTANDING work, Erica! Thank you very much.

[annacichocka]

Simple. To the point. Clear. Full of information. Greatest. Thank you Erica 💕

[ranjansridharan]

Really helpful thanks..also fits extremely well with the ISO 9001 concept of internal and external factors of an organization

[ppvshenoy]

Great video - short and to the point. Much appreciated.

[derekbailey]

As a student who is currently taking classes in business, this video was fantastic. Thanks for creating it, and delivering it in such a wonderful & engaging way. Really appreciate the clarity & ease of understanding of the information being delivered.

[brucerichardson]

I have been using your 1st video on this subject in my Principles of Management class over the past 5 years. Starting this year, I found this NEW UPDATED version...and I like it so much better !!! Good Job (as I would tell my students) !!!

[hassanlearning]

As a student, I thank you for this video's resource; direct-to-the-point helps a lot. Thank you

[zaidmohamed]

I've tried many times before to understand many other things in the SWOT, but you make it clear, thanks💛

[deltaparkmanager]

Great video,
I am performing my first SWOT Analysis and this video is very helpful. Thank you!

[amyevans]

This is an extremely helpful video to add another layer of context on SWOT. Thank you!

[hareriti]

Well presented, thanks. Please let us know which video you had in mind in respect to 'putting the swot together' 5:40 and 'competetive advantage' 6:25.

[lovephotos]

This video was so great! So well explained and to the point! Thank yooou! <3

[soriyaskitchen]

Great video! Thanks for sharing. This was very helpful

[marcoslizete]

Best SWOT Analysis intro. Thanks Erica.

[edgarguzmanmoreno]

Very professional explanation. Very useful for me as a consultant and University professor. Regards from León Guanajuato México

[goodlife]

Very clearly explained and helpful, many thanks.

[Shahinoor]

Thank you for the information provided very helpful advice.

[thiyenlinhnguyen]

Great video. I along with my teammates we dont really saw SWOT as how SWOT really is and ended up misunderstanding a lot. Thank you for this video