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SWOT ANALYSIS
SWOT analysis is a technique used to evaluate an organization's

performance in the marketplace and is used to develop effective
business strategies. Its name is an acronym for the words
"Strengths, Weaknesses, Opportunities, Weaknesses and Threats".
In English, it is also known as Swot Analysis, an acronym for the
terms Strengths, Weaknesses, Opportunities, Threats.
Today this analysis framework is a reliable source that
organizations rely on to assess and understand the scope of
opportunities and threats by analyzing their strengths and
weaknesses.
Strengths and weaknesses are mainly useful for the internal
analysis of an organization. To improve these factors, constant
work needs to be done in the organization.
However, opportunities and threats are external (in terms of
competition, prices, partners, etc.) to an organization and have
no control over changes that might occur due to external
factors.
Elements that make up the SWOT analysis
There are two types of factors in a business: internal factors and
external factors. The external factors are those that are outside the
organization and those that exist within the organization are, of
course, the internal factors. Now we will detail what these factors
that make up the SWOT analysis consist of:
Strengths
Strengths represent the positive factors of an organization that
can be controlled. These can be analyzed by dividing the
organization by elements, such as sales, finance, marketing,
research, development, and other structural elements.
• What does the organization do well?
• What are the key differentiators they offer?
• What are the main resources they have?
Strengths involve the positive contribution of stakeholders in terms
of experience, knowledge, educational background, skills that
contribute to an organization's performance, etc.
This factor of analysis also includes tangible aspects such as the
distribution channel, existing customers, finances generated,
accessories, etc.
These are factors that add value to an organization's operation
through internal analysis and, in turn, create a competitive
advantage called strengths.
Weaknesses
Where do you think there is room for improvement?
Weaknesses are those elements of the business that still need a
great deal of improvement and are affecting the organization in
more ways than one.
In organizations there are certain areas of the business that may
not be performing according to customer expectations, and this
can be what causes friction and causes the organization to not
achieve the desired objectives.
Segments such as subject matter expertise, lack of financial
support, lack of appropriate technological tools for training,
inadequate location of the organization, etc., may fall into the
"weakness" category. These are usually under the control of the
organization and may be creating significant losses. Weaknesses
are negative attributes that contribute to an organization's
competitive disadvantage. An accurate understanding of
negative characteristics is something that helps to compete and
create business improvements.
Opportunities
Opportunities assess the attractive elements of a market that can
contribute to organizations' ability to earn more profit. These are
external to an organization's environment.
• What are the opportunities in the marketplace?
• What are the opportunities for an organization to prosper?
For example, new profits always arise after executing good
marketing strategies. So, generally opportunities result in
revenue/market growth, changes in market perception, solutions
to difficulties, etc.
As I mentioned, linking an opportunity to your marketing strategies
is something you can do to get more revenue and better results.
Threats
Threats indicate those factors that can cause damage to an
organization's existing marketing strategies and can also
eventually lead to business losses.
• What aspects of the market are a threat to the company?
An organization can benefit from inculcating the idea of risks in its
marketing plans. Threats are those factors that create business
losses.
Competitors, changes in government policies, poor press
coverage for products/services/events, a change in customer
behavior, changes in market dynamics that may cause certain
products to go unnoticed and the like.
Importance of SWOT analysis
Conducting a SWOT analysis is a very important step that
significantly reduces the failure rate when launching a new
project. Through it, weaknesses are addressed and threats are
understood and addressed.
SWOT analysis allows us to take a step back to assess the
relevance of our business objectives in the short, medium and long
term.
SWOT analysis is different from market research. The market study
guarantees the economic viability of a project to ensure its
financing. Market research also helps determine how to sell and
to whom. It can be part of the SWOT analysis, which is a more
complete and global study.
What is a SWOT analysis for?
Organizations conduct an extensive SWOT analysis to make
internal improvements (strengths and weaknesses assessment)
and external improvements (opportunity assessment and threat
assessment), as these can be taken into account to improve
business performance.
This type of diagram is most useful when taking what has been
learned and applying it in the real world. It can also be useful at
the beginning of a project or when your team is facing an
obstacle.
Existing companies should run this method of strategic analysis at
least once or twice a year to ensure that they proactively analyze
their market and make improvements in various aspects of the
organization and compete in the marketplace.

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SWOT ANALYSIS

SWOT analysis is a technique used to evaluate an organization's

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