The Importance of a SWOT Analysis when Business Planning

A SWOT analysis is a method used to analyse strengths, weaknesses, opportunities, and threats in order to create a strategic plan or roadmap for your organisation. Despite the fact that it can seem a little difficult, it is fairly easy.

We’ll lead you through how to do your own SWOT analysis, using real-world examples, whether you’re searching for external possibilities or internal strengths.

A SWOT analysis identifies a team’s or organisation’s current situation as well as its weaknesses and potential avenues for growth. It may be used in a variety of contexts outside product appraisal and corporate organisation, such as:

  • Self-evaluation by individuals
  • Assessment of an investment
  • Analysis of a team
  • Company product analysis

About SWOT Analysis

SWOT analysis is highly essential in a rapidly changing environment for corporate survival, ongoing earnings, and competitive advantage. It consists of opportunities and dangers from the outside as well as internal aspects like strengths and weaknesses.

The former i.e., opportunities and dangers are limitations that management can eliminate and manage. Since these elements are beyond the management’s control, they can only be handled and prevented to a limited extent.

It assists in the management’s acquisition of commercial insights regarding the company’s level of competition, market trends, consumer preferences, and uncertainty. It lists the overall benefits and disadvantages that affect the success of the organisation, highlighting the areas that call for action.

A SWOT analysis is an effective technique for finding possibilities to outperform competitors. It assists you in developing your group and company while remaining on top of the industry trends. 

The Importance of SWOT-Analysis

SWOT analysis will assist you in exposing problematic assumptions and performance blindspots inside your organisation. It may provide fresh perspectives on where your company is right now and assist you in creating the ideal plan for any circumstance if you utilise it thoroughly and in collaboration.

Here are three ways it will assist you: 

Helps Identify Growth Areas

Finding development prospects is one of the main advantages of completing an analysis. It’s a perfect place to start for new organisations and teams who are aware of their need for improvement but are unsure of where to begin.

Opportunities can arise from a variety of areas, including internal reasons like streamlining team operations or external causes like broadening your offerings for a competitive edge. In either case, taking chances is a great way to develop a team. 

Identifies Improvement Areas

An improved corporate strategy can result from the observations of weaknesses and threats given by a SWOT analysis.

The best strategy for success, in the end, is to learn from your failures. After identifying areas for simplifying, you may design an action plan with your team. This will enable you to capitalise on your company’s advantages and employ what you already know works. 

Identifies Potential Threats

Whether you have a risk management plan in place or not, it’s always important to find risks early on before they become a problem. A SWOT analysis can assist you in keeping track of practical considerations that might affect how you decide whether to take a risk or not.

Combining your SWOT analysis with a PEST analysis, which looks at external elements including political, economic, social, and technical ones, may be advantageous since they may all help you in identifying and preparing for the project’s risks. 

Components of SWOT Analysis

Analysts typically represent a SWOT analysis as a square divided into four quadrants, each representing a different SWOT component. The Company’s situation is briefly summarised in this type of graphic representation.

Even though not every element under a given topic will be equally significant, they should all provide important insights into how opportunities and threats, advantages and disadvantages, and other factors are balanced.

The top row of the SWOT table is frequently occupied by internal variables, whereas the bottom row is occupied by external ones. Additionally, the elements on the left side of the table are more favourable and encouraging, while those on the right are more unfavourable and troublesome. 

components of swot analysis


Any number of qualities or areas where a business thrives and has a competitive edge over rivals can be considered strengths. Benefits can be more qualitative in essence and hence challenging to quantify (such as high brand awareness, exclusive technology usage, or a great structure), or they may be more quantifiable (like best-in-class margins) 


Weaknesses are areas or aspects where a company is less competitively advantageous than its competitors. These can be more qualitative or quantitative, just like strengths. Some examples are low margins, frequent employee change, and inexperienced management.


The opportunities section attends to outside elements that can help an organisation in expansion or development. A few examples of opportunities to look for are a growing addressable market, technological advancements that can increase efficiency or modifications in general norms that lead to the emergence of new markets or new segments of the current market. 


Threats are outside elements that pose threats to an organisation’s operations. The categories of threats frequently resemble those in the opportunities section but are oriented oppositely.

Situations such as a declining industry, a technical advancement that threatens to alter the company’s operations, or changing societal standards that make the current offerings less appealing to an increased percentage of customers. 

SWOT Analysis of Amazon

As an illustration, here is a brief SWOT analysis of the tech giant: Amazon.

Strengths: Due to its considerable market share among its rivals, Amazon is the largest online retailer in the world.

Weaknesses: Amazon faces tremendous competition regarding their technological capabilities from Google and Apple. They are limiting client growth since they each have sizeable customer bases.

Threats: While Amazon has been growing its global presence. There are places where Amazon’s logistics operations are hampered by a lack of infrastructure.

Opportunities: Amazon has a lot of room to develop in the pharmaceutical sector. Amazon has a chance to become a major participant in the e-pharmacy market.

swot analysis example amazon

Advantages and Disadvantages of SWOT Analysis


  • It has a matrix structure, which makes it a visual analytical tool for a fast assessment of crucial business aspects. It offers a wide range of applications for strategic planning and commercial decision-making due to its user-friendly structure.
  • It is a very reasonable framework that doesn’t need any technical know-how to set up.
  • Such analysis can help directors, managers, employees, and other stakeholders better understand the position, health, and weaknesses of the organisation. As a result, management may improve competitiveness, address business weaknesses, be prepared for tough conditions, and seize new opportunities.
  • Additionally, it centralises all the data to make it easier to correlate various elements.


  • Individual biases and a poor grasp of the main emphasis areas might affect the results of a SWOT analysis. Since the analyst must manually enter the data, certain details can get missed. Furthermore, given the changing nature of the data over time and the ephemeral nature of the markets, it is of short-term importance.
  • It is the first stage of business planning, and it divides each piece of data into four parts. It may appear unsuited for handling complicated issues due to its rigid structure. In addition, in some circumstances, it encourages the need for additional analysis using other methods and instruments

How To Do A SWOT Analysis

There are several techniques to perform a SWOT analysis. While some teams favour the framework of a SWOT matrix, others enjoy brainstorming together on a whiteboard.

Regardless of how you decide to conduct your SWOT analysis, being innovative in your planning process encourages the flow of fresh concepts and yields more original solutions.

A complete and accurate SWOT analysis can be made in a few different methods. Let’s examine some starting points in further detail. 

Internal Aspects

Internal processes are frequently the source of strengths and flaws. Since you have a higher influence over the outcome, these are usually simpler to solve. When you identify internal causes, there are a few various ways you can begin implementing improvements into practice 

External Aspects

Processes outside your control are called external factors. This comprises outside factors that have an impact on your company, such as rivals, market trends, and other things.

Since you cannot directly influence the results, external variables are more difficult to resolve. What you can do is alter your internal procedures to lessen harmful external aspects.

A Brainstorming Meeting

Developing fresh, original ideas can assist to spark creativity and motivate action. You must invite team members to the brainstorming session in order to discuss ideas from each employee of the business.

Additionally, consider carefully how many team members to include since too many people may get distracted from the task at hand or discourage involvement. 

Summing Up

A SWOT analysis can be highly beneficial for your organisation as it gives you a sense of what and where you should work to help the growth of your business. Performing a SWOT analysis is fairly easy, all you have to do is figure out what aspects are your strengths, weaknesses, opportunities, and threats.

With this guide, you can easily figure out your SWOT analysis and scale your business and productivity to its best version. 

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