SWOT Analysis Matrix
Identify internal and external factors that are favorable and unfavorable to achieving your objectives.
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 related to business competition or project planning. It provides a structured framework for reviewing strategy, position, and direction.
- Internal Factors: Strengths and Weaknesses are internal to the organization (e.g., reputation, patents, location). You can influence these.
- External Factors: Opportunities and Threats are external to the organization (e.g., competitors, prices, market trends). You cannot control these.
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: Type into the text fields for each category and press the Enter key or click the + button to add it to the list.
- Load an example: If you're unsure where to start, click the "Load Example" button to see a filled-out matrix.
- Manage your list: Delete any point by clicking the cross icon () next to it.
- Export your work: When you're done, click "Export to Excel" to download your analysis as an
.xlsxfile, ready for your reports and presentations.