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SWOT Analysis Activity Cheat Sheet by

analysis     activity     swot


A SWOT analysis is a strategic planning tool created by Albert Humphrey to evaluate the Strengths, Weakne­sses, Opport­uni­ties, and Threats involved in a project or business venture. It involves specifying the objective and then identi­fying the internal and external factors that are favorable and unfavo­rable to achieve that objective:

SWOT Analysis

SWOT analysis aims to identify the key internal and external factors seen as important to achieving an objective. SWOT analysis groups key pieces of inform­ation into two main catego­ries:
Internal factors – Internal Strengths & Weaknesses
External factors –External Opport­unities & Threats
Analysis may view the internal factors as strengths or as weaknesses depending upon their effect on the organi­zat­ion's object­ives. What may represent strengths with respect to one objective may be weaknesses (distr­act­ions, compet­ition) for another objective. The factors may include all of the 4Ps; as well as personnel, finance, manufa­cturing capabi­lities, ..., etc.

Using SWOT

Strategy building
SWOT analysis can be used effect­ively to build organi­zation or personal strategy. Steps necessary to execute strate­gy-­ori­ented analysis involve: identi­fic­ation of internal and external factors (using popular 2x2 matrix), selection and evaluation of the most important factors and identi­fic­ation of relations existing between internal and external features.

For instance: strong relations between strengths and opport­unities can suggest good condition of the company and allow using aggressive strategy. On the other hand strong intera­ction between weaknesses and threats could be analyzed as potential warning and advise for using defensive strategy.

Matching and conver­ting
One way of utilizing SWOT is matching and conver­ting. Matching is used to find compet­itive advantage by matching the strengths to opport­uni­ties. Converting is to apply conversion strategies to convert weaknesses or threats into strengths or opport­uni­ties. An example of conversion strategy is to find new markets. If the threats or weaknesses cannot be converted, a company should try to minimize or avoid them.

SWOT Analysis: 4 Factors

Helpful - Strengths and Opport­uni­ties
Harmful - Weaknesses and Threats
Internal - Strengths & Weaknesses internal to the organi­zat­ion
External - Opport­unities & Threats external to the organi­zat­ion

SWOT Matrix

The SWOT analysis is used to match strengths to opport­unities and convert weaknesses or threats into strengths or opport­uni­ties:

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