SWOT analysis example

A SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis can help you understand how your business is positioned in relation to the market and your competitors. You can use a SWOT analysis for any of the following:

  • brainstorming
  • business planning
  • strategic planning
  • competitor evaluation
  • marketing
  • product development
  • business reports

Below is an example SWOT analysis template with information and examples of what to include in each section.

SWOT analysis subject:

Factors to assess Strengths Weaknesses
Internal factors

Include any information on any strengths, such as:

  • advantages of the proposition, product or business
  • product capabilities
  • competitive advantages over rivals
  • innovative aspects of the product/business
  • any unique selling points
  • resources, assets, people
  • experience, knowledge, and data
  • processes, systems, IT and communications


  • product is superior to other competitors
  • product lifespan or durability
  • costs - compared to competitors
  • manufacturing processes are efficient
  • IT system can easily handle expansion

Include information on any weaknesses, such as:

  • disadvantages of the proposition, product or business
  • gaps in capabilities
  • competitive weakness versus other similar businesses
  • financial constraints
  • poor processes and systems
  • lack of necessary accreditations
  • restrictions on IT, systems or communications


  • competitors' products are superior or cheaper
  • budget is limited
  • staff are untrained in new processes
Factors to assess Opportunities Threats
External factors

You should include growth opportunities, such as:

  • market developments
  • competitors' vulnerabilities
  • geographical or export opportunities
  • seasonal influences
  • current styles or trends
  • niche markets


  • poor products currently in the market
  • potential market for your product or service overseas

You should include any potential threats to your business, eg:

  • political factors
  • legislative changes
  • environmental pressure
  • IT developments
  • competitors
  • customer demand decrease
  • technological change


  • changes of government or legislation
  • competitors' product or service is at a more advanced stage
  • increasing interest rates