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SWOT Analysis

SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats

The SWOT analysis reviews and assesses the marketing plan's strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal to the firm and generally refer to the firm's resources and capabilities. Opportunities and threats are external to the firm and are typically found in the macro-environment and the competitive industry environment. This resource provides in a few pages a comprehensive guide for marketers to develop a SWOT analysis. It is important for marketers to understand their firm's position in the marketplace, and to set realistic objectives within the marketing plan, as part of the organizational strategic plan. Note that this is an exercise and it requires the input of several key individuals to provide insight and input.

Learn how to conduct a SWOT Analysis to identify situational strengths and weaknesses, as well as opportunities and threats.


Change is an inevitable part of community organizing. If you know how to take stock of the strengths, weaknesses, opportunities, and threats, you are more likely to plan and act effectively.

SWOT provides a tool to explore both internal and external factors that may influence your work.

Source: Val Renault , https://ctb.ku.edu/en/table-of-contents/assessment/assessing-community-needs-and-resources/swot-analysis/main
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License.

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