How to Use SWOT Analysis as a Key Tool for Strategic Business Planning

A SWOT analysis's primary goal is to assist enterprises in fully understanding all the variables that go into choosing a business action. During a study to determine why business planning repeatedly failed, Albert Humphrey of the Stanford Research Institute developed this strategy in the 1960s. Since its birth, SWOT analysis has emerged as one of the most effective tools for business owners to launch and expand their businesses.

What Is a SWOT Analysis?

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats.

SWOT analysis is a thorough review of the setting in which a business must function. It entails taking into account every internal and external stakeholder in the company and navigating your way through them to produce sales. It is a method of strategic planning that gives a company the assessment tools it needs to establish its goals and create an action plan to reach them. It is a fundamental tool for your strategic planning.

Why Is SWOT Analysis Important in Your Business?

A SWOT analysis for business assesses both the larger-scale and more specific aspects of your company. Its main goal is to assist enterprises in fully understanding all the variables that go into choosing a course of business action. It identifies your strengths and weaknesses and might be beneficial in exploring the opportunities and avoiding the dangers present in your market. This kind of information strengthens the foundation of your marketing strategy.

During a study to determine why business planning repeatedly failed, Albert Humphrey of the Stanford Research Institute developed this strategy in the 1960s. Since its birth, SWOT analysis has emerged as one of the most effective tools for business owners to launch and expand their businesses.

The SWOT Analysis's Four Components


Strengths are the things your business excels in or the tools and assets you have that set you apart from your rivals. Your company's strengths enable it to succeed; therefore, you need to be acquainted with them.


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Your company's success may be attributed to various elements, such as client retention, a sizable clientele, or a convenient customer location. The most significant strengths are frequently those that relate to customer service, honesty, and other aspects of a successful organization directly related to staff performance and prudent business practices. These are the kinds of abilities that are typically challenging to lose abruptly.

Sample company strengths:

  • substantial financial support
  • a favorable reputation
  • prestigious intellectual property
  • creative attitude towards expansion
  • low manufacturing costs
  • product selection
  • a positive workplace culture
  • a sizable online following and presence


Internal qualities and resources that your business lacks are considered weaknesses. Because they expose your company to risk, you must be conscious of your weaknesses. It is advisable to find the root cause of your company's flaws.

Remodeling key processes begins with analyzing business problems. This section of your SWOT analysis will assist your company in making decisions about business improvements. Finding weaknesses requires taking preventative steps to lessen them. A company's limitations may include a lack of staff, inferior goods or services, issues obtaining products, and increased costs than the rival market.

Sample of a company's weaknesses:

  • poor client satisfaction
  • lack of knowledge
  • massive debt levels
  • delayed delivery times
  • obsolete machinery or infrastructure
  • unsatisfactory retention and involvement of the workforce
  • Market entry of products is sluggish


Opportunities are a collection of outside factors that, with the appropriate choices, can expand your business or put you in an advantageous strategic position.

You might use some of your external business possibilities, such as a competitor's business closure, to address your company's internal deficiencies. Another instance is the ability of professionally experienced engineers to develop a brand-new product at the forefront of new technology. Enterprises that perform a SWOT analysis method can realize that its opportunities will lead to business expansion or the birth of new product items.

Examples of opportunities, as well as some potential outcomes for your company:

  • bilateral trade agreement—possibilities for product exportation
  • the trend to support local businesses your locally created goods
  • remote work trend (work-from-home): market customer support
  • growing industry
  • new government assistance initiatives


Threats are external variables that put your company in jeopardy. External challenges are something your business should be on the lookout for because it needs to go beyond them to succeed.

Threats to your company may be concealed as vulnerabilities, but they are often outside factors and may take the form of transient events that pass rather shortly. On the other hand, weaknesses are internal elements that are entirely under your control. Threats could include the conclusion that your rival's degree of success is a result of price, a decline in demand for your best-selling item, the adoption of customer-friendly policies by rival businesses, and a decline in economic activity.

Samples of threats to your company:

  • an aging demographic
  • a supply-chain issue
  • Recruitment challenges
  • product standards are shifting
  • a new trade pact that could result in more competition

Why Do a SWOT Analysis for Business?

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Now that you have an idea of what SWOT analysis is and its importance for business let's find out why you should include it in your business plan.

You must now understand why conducting a SWOT analysis for a business is crucial since you are already aware of what it is. We've compiled a list of reasons you should do a SWOT analysis before starting your company:

1. Boost your advantages.

Finding a company's strengths gives you the ability to see what is and isn't functioning. These advantages are in-house traits that set a business apart from rivals, like financial resources like finance and income sources. Human resources is another area you might examine for potential assets. This can include people who work for the business or clients.

A company can evaluate its internal operations, including software programs and departmental duties. To identify the company's strengths, examine the physical and natural resources it uses. Following is a list of various findings that could result from your research:

  • loyal clientele
  • low rate of staff turnover
  • growth in income
  • outstanding client service
  • cost reduction for the goods

2. Drastically cut on your vulnerabilities and turn them into strengths.

Every business has scope for development. A company can identify its vulnerabilities and turn them into strengths or address recurring issues by performing a SWOT analysis. As we discussed above, you can also examine internal elements for flaws. With the help of SWOT analysis for business, a company increases its marketing edge by minimizing its shortcomings.

3. Get profit from opportunities.

A company might examine outside variables to identify potential business possibilities. This involves studying economic and commercial trends to see how to profit from them, for as, by creating a new product to meet emerging customer demands or desires. You could find new opportunities to expand your firm by doing a SWOT analysis to examine the company's relationships with its suppliers.

4. Determine possible risks.

Threats that might harm the firm you work for come from outside the organization. These dangers can be avoided entirely or at least mitigated when they are foreseen. When conducting a SWOT analysis, firms may identify many risks, such as:

  • a shift in the demography
  • a crowded market
  • cost of the supplier rising
  • resource depletion brought on by environmental changes

5. Hold more effective meetings for business.

Meetings are beneficial for addressing business-related concerns, deciding, conversing, and developing business plans. A SWOT analysis could offer guidance to help the business operate more effectively. Identifying the most crucial issues for the company to discuss and establish viable techniques that can help make business meetings more fruitful.

6. Streamline the decision-making process.

A SWOT analysis can be used to make better decisions. It takes detailed internal analysis and outside investigation, particularly on competitors, giving you a complete picture of the circumstance. This could facilitate choosing the best course of action for the company and support the organization in making better judgments all around.

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7. Dispute false assumptions.

Everyone engaged must be honest and give unbiased answers to the questions to complete a SWOT analysis. This might give you a more accurate understanding of the company and its rivals. As a result, it might be easier to see the organization's existing success and growth potential.

8. Evaluate the team.

Individuals can benefit from using SWOT analysis to help them better understand themselves. They could use it, for instance, to assess their abilities and pinpoint their areas for development.

To guarantee accurate outcomes, it's crucial to be honest. Individuals may find it useful to present their SWOT analysis to discuss their progress, objectives, and development prospects with their manager.

An ideal way to monitor any company's development, strengths, and weaknesses is through regular business analysis and strategic planning. To evaluate and implement strategies in a more thorough, balanced manner, use a number of analysis techniques like SWOT analysis in your decision-making process. Don't forget to use your knowledge at the appropriate time in your business to acquire a holistic overview of the particular situation you're facing, for example, at a clear product-line level versus the considerably more fuzzy overall firm level.

Strikingly: Your Business’ Strength


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