How To Do One [With Template & Examples]

As your corporation grows, you want a roadmap to assist navigate the obstacles, challenges, alternatives, and initiatives that come your method. Enter: the SWOT evaluation.

marketer conducting a SWOT analysis

This framework may also help you develop a plan to find out your priorities, maximize alternatives, and decrease roadblocks as you scale your group. Beneath, let’s go over precisely what a SWOT evaluation is, a couple of SWOT evaluation examples, and methods to conduct one for your corporation.

What is a SWOT analysis?
Importance of a SWOT Analysis
How to Write a Good SWOT Analysis
SWOT Analysis Examples
How to Act on a SWOT Analysis

Whereas it might appear easy on the floor, a SWOT evaluation means that you can make unbiased evaluations on:

  • Your small business or model.
  • Market positioning.
  • A brand new venture or initiative.
  • A selected marketing campaign or channel.

Virtually something that requires strategic planning, inner or exterior, can have the SWOT framework utilized to it, serving to you keep away from pointless errors down the street from lack of perception.

Significance of a SWOT Evaluation

You’ve observed by now that SWOT stands for Strengths, Weaknesses, Alternatives, and Threats. The framework appears easy sufficient that you simply’d be tempted to forgo utilizing it in any respect, relying as an alternative in your instinct to take this stuff into consideration.

However you shouldn’t. Doing a SWOT evaluation is essential. Right here’s why.

SWOT provides you the possibility to fret and to dream.

Including the SWOT evaluation is a vital step in your strategic course of. You’re giving your self the house to dream, consider, and fear earlier than taking motion. Your insights then flip into property as you create the roadmap to your initiative.

SWOT forces you to outline your variables.

As a substitute of diving head first into planning and execution, you’re taking stock of all of your property and roadblocks. These may also help you create a extra particular and efficient roadmap.

SWOT means that you can account for mitigating elements.

As you establish weaknesses and threats, you’re higher capable of account for them in your roadmap, bettering your possibilities of success.

SWOT helps you retain a written report.

As your group grows and adjustments, you’ll have the ability to strike issues off your previous SWOTs and make additions. You may look again at the place you got here from and look forward at what’s to come back.

Right here, we’ll sort out methods to greatest do a SWOT evaluation, offer you a SWOT evaluation template, and conduct SWOT analyses on main manufacturers together with Apple and Starbucks. While you’re completed studying, you’ll have all of the inspiration and tactical recommendation it’s good to sort out a SWOT evaluation for your corporation.

How do you write SWOT evaluation?

There are a number of steps you’ll wish to take when evaluating your business and conducting a strategic SWOT evaluation.

1. Obtain HubSpot’s SWOT Evaluation Template.

There’s no want to begin from scratch to your evaluation. As a substitute, begin by downloading a free, editable template from HubSpot. Be happy to make use of the mannequin your self, or create your personal because it fits your wants.

HubSpot’s free SWOT analysis template explains how to do a SWOT analysis.

Obtain a free, editable SWOT evaluation template.

2. Organize every part right into a desk with 4 quadrants.

Whether or not you employ the template above or create your personal, a desk format may also help you visualize your SWOT evaluation. This may be completed by arranging every of the 4 sections into separate quadrants.

A SWOT analysis example formatted into four quadrants that outlines strengths, opportunities, weaknesses, and threats.

3. Determine your goal.

Earlier than you begin writing issues down, you’ll want to determine what you’re evaluating along with your SWOT evaluation.

Be particular about what you wish to analyze. In any other case, your SWOT evaluation might find yourself being too broad, and also you’ll get evaluation paralysis as you’re making your evaluations.

If you happen to’re creating a brand new social media program, you’ll wish to conduct an evaluation to tell your content material creation technique. If you happen to’re launching a brand new product, you’ll wish to perceive its potential positioning within the house. If you happen to’re contemplating a model redesign, you’ll wish to contemplate current and future model conceptions.

All of those are examples of fine causes to conduct a SWOT evaluation. By figuring out your goal, you’ll have the ability to tailor your analysis to get extra actionable insights.

4. Determine your strengths.

“Strengths” refers to what you’re presently doing effectively. Take into consideration the elements which are getting in your favor in addition to the stuff you supply that your rivals simply can’t beat.

For instance, let’s say you wish to use a SWOT evaluation to judge your new social media technique.

If you happen to’re a brand new social media program, maybe you wish to consider how your model is perceived by the general public. Is it simply recognizable and well-known? Even when it’s not common with a widespread group, is it well-received by a selected viewers?

Subsequent, take into consideration your course of: Is it efficient or progressive? Is there good communication between advertising and marketing and gross sales?

Lastly, consider your social media message, and particularly, the way it differs from the remainder of the trade. I’m keen to guess you can also make a prolonged record of some main strengths of your social media technique over your rivals, so attempt to dive into your strengths from there.

5. Determine your weaknesses.

In distinction to your strengths, what are the roadblocks hindering you from reaching your targets? What do your rivals supply that continues to be a thorn in your aspect?

This part isn’t about dwelling on detrimental elements. Slightly, it’s important to foresee any potential obstacles that might mitigate your success.

When figuring out weaknesses, contemplate what areas of your corporation are the least worthwhile, the place you lack sure sources, or what prices you probably the most money and time. Take enter from staff in numerous departments, as they’ll possible see weaknesses you hadn’t thought of.

If you happen to’re analyzing a brand new social media technique, you may begin by asking your self these questions: First, if I had been a shopper, what would stop me from shopping for this product, or partaking with this enterprise? What would make me click on away from the display screen?

Second, what do I foresee as the most important hindrance to my staff’ productiveness, or their potential to get the job completed effectively? What derails their social media efforts?

6. Contemplate your alternatives.

That is your likelihood to dream massive. What are some alternatives to your social media technique you hope, however don’t essentially count on, to achieve?

As an example, perhaps you’re hoping your Fb adverts will appeal to a brand new, bigger demographic. Perhaps you’re hoping your YouTube video will get 10,000 views and will increase gross sales by 10%.

Regardless of the case, it’s essential to incorporate potential alternatives in your SWOT evaluation. Ask your self these questions:

  • What applied sciences do I would like my enterprise to make use of to make it simpler?
  • What new target market do I wish to attain?
  • How can the enterprise stand out extra within the present trade?
  • Is there one thing our clients complain about that we may repair?

The alternatives class goes hand-in-hand with the weaknesses class. When you’ve made an inventory of weaknesses, it needs to be straightforward to create an inventory of potential alternatives that might come up for those who remove your weaknesses.

7. Ponder your threats.

It’s possible, particularly for those who’re susceptible to fret, you have already got record of threats in your head.

If not, collect your staff and brainstorm. Begin with these questions:

  • What obstacles may stop us from reaching our targets?
  • What’s happening within the trade, or with our rivals, that may mitigate our success?
  • Is there new expertise on the market that might battle with our product?

Writing down your threats helps you consider them objectively.

As an example, perhaps you record your threats when it comes to least and most certainly to happen and divide and conquer every. If one among your largest threats is your competitor’s common Instagram account, you could possibly work along with your advertising and marketing division to create content material that showcases your product’s distinctive options.

SWOT Evaluation Examples

The template above helps get you began by yourself SWOT evaluation.

However, for those who’re something like me, it’s not sufficient to see a template. To totally perceive an idea, it’s good to see the way it performs out in the true world.

These SWOT examples will not be exhaustive. Nonetheless, they’re an important place to begin to encourage you as you do your personal SWOT evaluation.

Apple’s SWOT evaluation

Right here’s how we’d conduct a SWOT evaluation on Apple.

An example SWOT analysis of Apple.


First off, strengths. Whereas Apple has many strengths, let’s establish the highest three:

  • Model recognition.
  • Progressive merchandise.
  • Ease of use.

Apple’s model is undeniably sturdy, and its enterprise is taken into account the most valuable in the world. Because it’s simply acknowledged, Apple can produce new merchandise and nearly guarantee a sure diploma of success by advantage of the model title itself.

Apple’s extremely progressive merchandise are sometimes on the forefront of the trade. One factor that units Apple aside from the competitors is its product inter-connectivity.

As an example, an Apple consumer can simply sync their iPhone and iPad collectively. They’ll entry all of their pictures, contacts, apps, and extra regardless of which machine they’re utilizing.

Lastly, clients take pleasure in how straightforward it’s to make use of Apple’s merchandise. With a glossy and easy design, every product is developed in order that most individuals can rapidly learn to use them.


Subsequent, let’s have a look at three of Apple’s weaknesses.

  • Excessive costs
  • Closed ecosystem
  • Lack of experimentation

Whereas the excessive costs don’t deter Apple’s middle- and upper-class buyer base, they do hinder Apple’s potential to achieve a lower-class demographic.

Apple additionally suffers from its personal exclusivity. Apple controls all its companies and merchandise in-house, and whereas many shoppers turn out to be loyal model advocates because of this, it means all burdens fall on Apple staff.

In the end, Apple’s tight management over who distributes its merchandise limits its market attain.

Lastly, Apple is held to a excessive normal in terms of creating and distributing merchandise. Apple’s model carries a excessive stage of status. That stage of recognition inhibits Apple from taking dangers and experimenting freely with new merchandise that might fail.


Now, let’s check out alternatives for Apple.

It’s straightforward to acknowledge alternatives for enchancment, when you contemplate Apple’s weaknesses. Right here’s an inventory of three we got here up with:

  • Broaden distribution choices.
  • Create new product traces.
  • Technological development.

One among Apple’s largest weaknesses is its distribution community, which, within the title of exclusivity, stays comparatively small. If Apple expanded its community and enabled third-party companies to promote its merchandise, it may attain extra folks globally, whereas assuaging among the stress presently placed on in-house staff.

There are additionally loads of alternatives for Apple to create new merchandise. Apple may contemplate creating extra reasonably priced merchandise to achieve a bigger demographic, or spreading out into new industries — Apple self-driving vehicles, maybe?

Lastly, Apple may proceed advancing its merchandise’ expertise. Apple can take current merchandise and refine them, guaranteeing every product gives as many distinctive options as doable.


Lastly, let’s have a look at threats to Apple.

Consider it or not, they do exist.

Listed here are three of Apple’s largest threats:

  • Robust competitors.
  • Lawsuits.
  • Worldwide points.

Apple isn’t the one progressive tech firm on the market, and it continues to face powerful competitors from Samsung, Google, and different main forces. In actual fact, Samsung sold more smartphones than Apple did in Q1 of 2022, transport 17 million extra items than Apple and holding 24% of the market share.

A lot of Apple’s weaknesses hinder Apple’s potential to compete with the tech companies which have extra freedom to experiment, or that don’t function in a closed ecosystem.

A second risk to Apple is lawsuits. Apple has confronted loads of lawsuits, significantly between Apple and Samsung. These lawsuits intrude with Apple’s respected picture and will steer some clients to buy elsewhere.

Lastly, Apple wants to enhance its attain internationally. The corporate isn’t number one in China and doesn’t have a really constructive relationship with the Chinese language authorities. In India, which has one of many largest shopper markets on this planet, Apple’s market share is low, and the corporate has bother bringing shops to India’s market.

If Apple can’t compete globally the way in which Samsung or Google can, it dangers falling behind within the trade.

Starbucks SWOT Evaluation

Now that we’ve explored the nuances concerned with a SWOT evaluation, let’s fill out a SWOT template utilizing Starbucks for instance.

Right here’s how we’d fill out a SWOT template if we had been Starbucks:

An example SWOT analysis for Starbucks.

Obtain this Template for Free

Restaurant Small Enterprise SWOT Evaluation

Some small enterprise entrepreneurs might have issue referring to the SWOTs of massive manufacturers like Apple and Starbucks. Right here’s an instance of how a dine-in Thai restaurant may visualize every factor.

A SWOT analysis example for a restaurant small business.

Small eating places can lean into their culinary experience and repair expertise to seek out alternatives for progress and model consciousness. A SWOT evaluation can even assist establish weaknesses that may be improved, resembling menu variation and pricing.

Whereas a restaurant won’t be as frightened about high-level lawsuits, a small enterprise is perhaps extra involved about rivals or disruptors that may enter the enjoying area.

Native Boutique SWOT Evaluation

In one other small enterprise instance, let’s check out a SWOT evaluation for an area boutique.


A SWOT analysis example for a local boutique.

This store is perhaps well-known in its neighborhood, nevertheless it additionally may take time to construct a web based presence or get its merchandise in a web based retailer.

Due to this, a few of its strengths and alternatives may relate to bodily elements whereas weaknesses and threats may relate to on-line conditions.

Learn how to Act on a SWOT Evaluation

After conducting a SWOT evaluation, you might be asking your self: What’s subsequent?

Placing collectively a SWOT evaluation is just one step. Executing the findings recognized by the evaluation is simply as essential — if no more.

Put your insights into motion utilizing the next steps.

Reap the benefits of your strengths.

Use your strengths to pursue alternatives out of your evaluation.

For instance, if we have a look at the native boutique instance above, the energy of getting reasonably priced costs is usually a worth proposition. You may emphasize your reasonably priced costs on social media or launch a web based retailer.

Deal with your weaknesses.

Again to the boutique instance, one among its weaknesses is having a poor social media presence. To mitigate this, the boutique may rent a social media advisor to enhance its technique. They might even faucet into the experience of a social-savvy worker.

Make observe of the threats.

Threats are sometimes exterior elements that may’t be managed, so it’s greatest to observe the threats outlined in your SWOT evaluation to pay attention to their impacts on your corporation.

When to Use a SWOT Evaluation

Whereas the examples above concentrate on enterprise technique on the whole, it’s also possible to use a SWOT evaluation to judge and predict how a singular product will play out out there.

In the end, a SWOT evaluation can measure and sort out each massive and small challenges, from deciding whether or not or to not launch a brand new product to refining your social media technique.

Editor’s observe: This put up was initially printed in Could 2018 and has been up to date for comprehensiveness.

New Call-to-action