The SWOT Analysis is one of the most fundamental and results orientated marketing tools you can use for your business
Written by Sean Johnson on July 27th 2018
Definition
A SWOT analysis, with its four elements in a 2×2 matrix. 
SWOT analysis (or SWOT matrix) is a strategic planning technique used to help a person or organization identify strengths, weaknesses, opportunities, and threats related to business competition or project planning.[1] It is intended to specify the objectives of the business venture or project and identify the internal and external factors that are favorable and unfavorable to achieving those objectives.

Source:  Blake, Martin; Wijetilaka, Shehan (26 February 2015). "5 tips to grow your start-up using SWOT analysis". Sydney. Retrieved 10 August 2015.

SWOT ANALYSIS – Understanding 

What is the objective, what are you trying to solve? This could be your Company as a whole, brand, product, competitor, team or even your processes. 
Internal Factors – things we can control
  - Strengths & Weaknesses

External Factors – things we cannot control, but we can impact
  - Opportunities & Threats


Capitalise  STRENGTHS  

Invest   OPPORTUNITIES

Confirm  WEAKNESSES

Identify  THREATS


Data to Populate SWOT

INTERNAL

Primary Data:
• Customer surveys/feedback
• Employee information
• Capabilities (strengths or weaknesses)
• Resources (money, brand, building assets)
• Processes (that are working or not working)

EXTERNAL 

Secondary Data:
• Environment data
• Industry data
• Competitive data
• Some customer feedback (primary data, but external)


KEY ASSUMPTIONS or – CRITICAL FACTORS for SUCCESS
(List of ideas)

• From the SWOT matrix, 3-5 or more Key/Critical points from each heading relating to the business are listed here.
• We take Strengths and match them up with Opportunities
• Match Weakness with Strengths – Do we have a Strength that can Offset a Weakness or do we have a Strength that will help us to Invest in an Opportunity that is out there? Threats can be Opportunities that can be offset.

Sean Johnson


Sean is the founder of SAJ Marketing.  SAJ Marketing helps businesses secure their brand, product or service for future growth.
If you're interested in scaling your business to the next level, then definitely reach out and request a free personal strategy session with Sean today.
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