What is a SWOT Analysis?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 10, 2023

1 minutes

Product Management

SWOT Analysis is a strategic planning technique that helps businesses evaluate their internal strengths and weaknesses, as well as external opportunities and threats. It provides a comprehensive overview of the current state of a business and helps in identifying areas that need improvement or potential areas for growth.

Examples of SWOT Analysis

  • Strengths: A company may have a strong brand reputation, a dedicated customer base, or proprietary technology.
  • Weaknesses: Limited resources, lack of skilled workforce, or poor supply chain management can be considered weaknesses.
  • Opportunities: Entering a new market, launching a new product, or emerging trends that align with the company's offerings are examples of opportunities.
  • Threats: Intense competition, changing customer preferences, or economic downturns can pose threats to a business.

Importance of SWOT Analysis

SWOT Analysis is crucial for businesses as it provides a structured framework to assess their current situation. It enables businesses to identify areas where they excel and capitalize on them, as well as areas that need improvement. By understanding external opportunities and threats, businesses can adapt their strategies to stay competitive in the market.

How to Use SWOT Analysis

  1. Identify strengths: Analyze the internal factors that give your business an advantage over competitors. Consider your unique selling propositions, resources, and expertise.
  2. Identify weaknesses: Evaluate the areas where your business lags behind. It could be in terms of resources, skills, or any other internal limitations.
  3. Identify opportunities: Look for external factors that could benefit your business. This could include emerging markets, changing customer needs, or upcoming industry trends.
  4. Identify threats: Assess the external factors that could potentially harm your business. Stay updated on market trends, competitor activities, and economic factors that may impact your industry.
  5. Analyze and strategize: Based on the SWOT analysis, develop strategies that leverage your strengths, address weaknesses, exploit opportunities, and mitigate threats.

Useful Tips for SWOT Analysis

  • Be honest and objective while evaluating strengths and weaknesses.
  • Conduct market research to identify opportunities and threats accurately.
  • Prioritize key factors based on their potential impact on the business.
  • Involve a diverse team to gain different perspectives.
  • Regularly review and update the SWOT analysis to stay relevant in a dynamic business environment.


SWOT analysis is a strategic planning technique used to identify and evaluate the strengths, weaknesses, opportunities, and threats of a business or project.
SWOT analysis helps product managers assess the internal and external factors that can impact their product's success. It provides insights to make informed decisions about product development, marketing, and positioning.
The four components of SWOT analysis are strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors, while opportunities and threats are external factors.
Strengths in SWOT analysis refer to the internal positive attributes or resources that give a product or business a competitive advantage, such as a talented team, unique features, or strong customer loyalty.
Weaknesses in SWOT analysis refer to the internal factors that hinder the success of a product or business, such as lack of expertise, limited resources, or poor customer service.
Opportunities in SWOT analysis refer to the external factors or market conditions that can be leveraged to benefit a product or business. These could include emerging trends, untapped customer segments, or partnerships.
Threats in SWOT analysis refer to the external factors or challenges that may negatively impact a product or business. These could be competition, changing regulations, economic downturns, or technological advancements.
SWOT analysis involves gathering data and insights through internal assessments, market research, customer feedback, competitor analysis, and industry trends. This information is then analyzed to identify strengths, weaknesses, opportunities, and threats.
Some common mistakes to avoid in SWOT analysis include focusing only on internal factors, neglecting to update the analysis regularly, overlooking potential threats, and failing to prioritize actions based on the analysis.
SWOT analysis should be performed regularly, ideally at least once a year or whenever there are significant changes in the business environment. This ensures that the analysis remains relevant and up-to-date.

Article by

Ruben Buijs

Ruben is the founder of ProductLift. I employ a decade of consulting experience from Ernst & Young to maximize clients' ROI on new Tech developments. I now help companies build better products

Table of contents

  1. Examples of SWOT Analysis
  2. Importance of SWOT Analysis
  3. How to Use SWOT Analysis
  4. Useful Tips for SWOT Analysis
  5. Related Terms

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