Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis Matrix
Identify internal and external factors and generate actionable cross-analysis strategies (SO, ST, WO, WT). Export includes both matrix and strategic actions.
What is a SWOT Analysis?
A SWOT analysis is a strategic planning technique used to help a person or organization identify its Strengths, Weaknesses, Opportunities, and Threats. This tool now includes the advanced cross-analysis (TOWS) matrix to generate four strategic action types: SO, ST, WO, WT.
- Internal Factors: Strengths and Weaknesses.
- External Factors: Opportunities and Threats.
Brief History & Purpose
The concept is credited to Albert Humphrey, who led a research project at the Stanford Research Institute in the 1960s and 1970s. The goal of the research was to identify why corporate planning consistently failed. The resulting framework, initially called SOFT (Satisfactory, Opportunity, Fault, Threat), was later evolved into the SWOT analysis we use today.
Its primary purpose is to provide a comprehensive, bird's-eye view of the most important factors influencing a decision, making it a powerful tool for strategic alignment and risk assessment.
How to Use This Tool
- Add items in the SWOT Matrix tab.
- Load example to see a filled matrix.
- Generate Strategies in Results tab to create SO, ST, WO, WT action plans (Maxi-Maxi, Maxi-Mini, Mini-Maxi, Mini-Mini).
- Export to Excel to download both your SWOT matrix and the strategic actions.
SWOT Analysis Results & Cross-Strategies
View your SWOT items and generate powerful strategic actions: SO (Maxi-Maxi), ST (Maxi-Mini), WO (Mini-Maxi), WT (Mini-Mini).