SWOT analysis is a commonly used strategic tool. The method investigates an organisation or solution’s strengths, weaknesses, threats and opportunities in an effort to map out development potential.
The method is deployed via a simple structure that provides an overview of an organisation’s strengths and competitive standing by focusing on the organisation’s internal (own, inner) strengths and weaknesses, as well as the organisation’s external (beyond its control) opportunities and threats. The organisation’s internal resources are hereby situated within an authentic context. Overall, the method provides a good overview of the organization’s competitive standing and strategic options. The SWOT analysis is often coupled with a SWOT matrix.