Updated
A SWOT analysis is a simple strategic tool that maps four areas: Strengths, Weaknesses, Opportunities and Threats. The first two are internal, the last two come from the market around you.
The four parts
- Strengths: what you do better than competitors, for example expertise, reviews or a strong product.
- Weaknesses: where you fall behind, for example a slow website or no measurement.
- Opportunities: trends you can use, for example growing demand or a new channel such as AI search.
- Threats: risks you cannot control, for example new competitors or rising ad costs.
A marketing example
A small clinic has excellent reviews (strength) but a website that is hard to use on mobile (weakness). Searches for its treatments are growing (opportunity), while a large chain is opening nearby (threat).
From SWOT to action
The real value comes when you combine the parts: use strengths to win opportunities, fix weaknesses that make threats worse. Each finding should end with a concrete step, an owner and a deadline.
A SWOT is often the first step of a marketing strategy. We work through it in our marketing consulting sessions.
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