Tips on how to Do a SWOT Evaluation [With Template & Examples]

As your enterprise grows, you face extra obstacles, challenges, alternatives, and tasks on the whole. It is a good and pure a part of scaling a corporation, however how do you identify your priorities? Which initiatives must you execute on first, and which challenges must you handle instantly?

marketer conducting a SWOT analysis

Enter the SWOT evaluation, a framework that may enable you develop a roadmap for transferring ahead with your enterprise, maximizing alternatives and minimizing roadblocks alongside the way in which.

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Whereas it might appears easy on the floor, a SWOT evaluation lets you make unbiased evaluations on:

  • Your online business or model
  • Market positioning
  • A brand new mission 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 SWOT Evaluation

You have observed by now that SWOT stands for Strengths, Weaknesses, Alternatives, and Threads. The framework appears easy sufficient that you just’d be tempted to forgo utilizing it in any respect, relying as a substitute in your instinct to take these items into consideration.

However you should not. Doing a SWOT evaluation is essential as a result of:

  • It provides you the possibility to fret and to dream. Including the SWOT evaluation as an essential step in your strategic course of, you are giving your self the area to dream, consider, and fear earlier than taking motion. Your insights on this regard then flip into belongings as you create the roadmap on your mission or initiative.
  • It forces you to outline your variables. As an alternative of diving head first into the planning and execution, you are taking stock of all of your belongings and roadblocks. These might help you create a extra particular and efficient roadmap.
  • It lets you suppose extra critically and account for mitigating elements. As you determine weaknesses and threats, you are higher enabled to account for them in your roadmap, bettering your possibilities for achievement.
  • It helps you retain a written account. As your group grows and modifications, you’ll strike issues off your previous SWOTs and add new issues because the business modifications. It may be illuminating to look again to the place you began as you look forward at what’s to come back.

Right here, we’ll sort out the right way to finest do a SWOT evaluation, give you a SWOT evaluation template, and conduct SWOT analyses on main manufacturers Apple and Starbucks. Once you’re finished studying, you will have all of the inspiration and tactical recommendation it’s worthwhile to sort out a SWOT evaluation for your self.

How do you write a very good SWOT evaluation?

There are a number of steps you will need to take when evaluating your enterprise and conducting a strategic SWOT evaluation.

1. Obtain HubSpot’s SWOT Evaluation Template.

There isn’t any want to start out from scratch on your evaluation. Right here, I’ve created a pattern utilizing a free, editable template — be at liberty to make use of the mannequin your self, or create your personal because it fits your wants.

free editable SWOT Analysis pdf template

Obtain a free, editable SWOT evaluation template.

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

Whether or not you employ the template above as a mannequin or create your personal to fit your wants, it may be useful to start out in desk format to visualise your SWOT evaluation. This may be finished by arranging every of the 4 sections into separate quadrants.

3. Determine your goal.

Earlier than you begin writing issues down, you will want to determine what you are evaluating along with your SWOT evaluation. Be particular with what you need to analyze. In any other case, your SWOT evaluation might find yourself being too broad, and you will get evaluation paralysis as you’re making your evaluations.

Should you’re making a social media program, you will need to conduct an evaluation to tell your content material creation technique. Should you’re launching a brand new product, you will need to perceive its potential positioning within the area. Should you’re contemplating a model redesign, you will need to contemplate present and future model conceptions.

All of those are examples of excellent causes to conduct a SWOT evaluation. By figuring out your goal, you will find a way tailor your analysis to get extra actionable insights.

3. Determine your strengths.

“Strengths” refers to what you’re presently doing properly. Take into consideration the elements which are stepping into your favor in addition to the belongings you supply that your opponents simply cannot beat.

For instance, to illustrate you need to use a SWOT evaluation to judge your new social media technique.

Should you’re taking a look at a brand new social media program, maybe you need to consider how your model is perceived by the general public — is it simply recognizable and well-known? Even when it isn’t well-liked with a widespread group, is it well-received by a selected viewers specifically?

Subsequent, take into consideration your course of: is it efficient or revolutionary? Is there good communication between your advertising and gross sales to make sure each departments use related vocabulary when discussing your product?

Lastly, consider your social media message, and specifically, the way it differs from the remainder of the business. I am prepared to wager you may make a prolonged record of some main strengths of your social media technique over your opponents, so attempt to dive into your strengths from there.

4. Determine your weaknesses.

Equally to your strengths, what are the roadblocks hindering you from reaching your targets? What do your opponents supply that proceed to be a thorn in your aspect. This part is not about being a Adverse Nancy. Moderately, it is vital to foresee any potential obstacles that would mitigate your success.

When figuring out weaknesses, contemplate what areas of your enterprise are the least worthwhile, the place you lack sure assets, or what prices you essentially the most money and time. Take enter from staff in several departments, as they will doubtless see weaknesses you hadn’t thought-about.

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

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

5. Think about your alternatives.

That is your probability to dream huge. What are some alternatives on your social media technique you hope, however do not essentially count on, to succeed in?

As an example, possibly you are hoping your Fb advertisements will appeal to a brand new, bigger demographic. Possibly you are hoping your YouTube video will get 10,000 views, and will increase gross sales by 10%.

Regardless of the case, it is 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 audience do I need to attain? How can the enterprise stand out extra within the present business? Is there one thing our prospects complain about that we may repair with our social media technique?

The alternatives class goes hand-in-hand with the weaknesses class. As soon as you have made a listing of weaknesses, it needs to be simple to create a listing of potential alternatives that would come up in the event you eradicate your weaknesses.

6. Ponder your threats.

It is doubtless, particularly in the event you’re liable to worrying, you have already got a very good record of threats in your head.

If not, collect your staff and brainstorm: What obstacles may stop us from reaching our social media targets? What is going on on within the business, or with our opponents, that may mitigate our success? Is there new know-how on the market that would battle with our product?

Writing down your threats helps you consider them objectively. As an example, possibly you record your threats by way of least and probably to happen, and divide and conquer every. If one in every of your greatest threats is your competitor’s well-liked Instagram account, you can work along with your advertising 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, in the event you’re something like me, it isn’t sufficient to see a template. To completely perceive an idea, it’s worthwhile to see the way it performs out in the true world.

These SWOT examples usually are not exhaustive, and I am positive you can add some your self, however hopefully, it is sufficient to encourage you as you do your personal SWOT evaluation.

Apple’s SWOT evaluation

Here is how we might conduct a SWOT evaluation on Apple.

SWOT analysis template example: Apple


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

  • Model recognition
  • Modern merchandise
  • Ease of use

Apple’s model is undeniably robust, and their enterprise is taken into account essentially the most invaluable on this planet. 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 revolutionary merchandise are sometimes on the forefront of the business. One factor that units Apple other than the competitors is its product inter-connectivity. As an example, an Apple person can simply sync their iPhone and iPad collectively in order that they will entry all of their photographs, contacts, apps, and extra regardless of which gadget they’re utilizing.

Lastly, prospects take pleasure in how simple it’s to make use of Apple’s merchandise. With modern and easy design, every product is developed in order that most individuals can shortly learn to use them.


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

  • Excessive costs
  • Closed ecosystem
  • Lack of experimentation

Whereas the excessive costs do not deter Apple’s center and excessive class customer-base, they do hinder Apple’s means to succeed in a lower-class demographic.

Apple additionally suffers from its personal exclusivity. Apple controls all its companies and merchandise in-house, and whereas many purchasers turn into loyal model advocates for that reason, it means all burdens fall on Apple staff.

Finally, Apple’s tight management over who distributes their merchandise limits their market attain.

Lastly, Apple is held to a excessive customary in the case of creating and distributing merchandise. Apple’s model carries a excessive degree of status, however that degree of recognition inhibits Apple from taking dangers and experimenting freely with new merchandise that would fail.


Now, let’s check out alternatives for Apple.

It is easy to acknowledge alternatives for enchancment, when you contemplate Apple’s weaknesses. Here is a listing of three we got here up with:

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

One in all Apple’s greatest 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 a number of 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 inexpensive merchandise to succeed in a bigger demographic, or spreading out into new industries — Apple self-driving vehicles, maybe?

Lastly, Apple may proceed advancing its merchandise’ know-how. Apple can take present merchandise and refine them, making certain every product provides as many distinctive options as doable.


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

Consider it or not, they do exist.

Listed here are three of Apple’s greatest threats:

  • Powerful competitors
  • Lawsuits
  • Worldwide points

Apple is not the one revolutionary tech firm on the market, and it continues to face robust competitors from Samsung, Google, and different main forces. In truth, Samsung offered extra smartphones than Apple did in 2021, transport 272 million items and holding 20% of the market share. In the meantime, Apple shipped 235.7 million items and held 17% of the market share.

Lots of Apple’s weaknesses hinder Apple’s means to compete with the tech companies which have extra freedom to experiment, or that do not function in a closed ecosystem.

A second menace to Apple is lawsuits. Apple has confronted a bunch of lawsuits, significantly between Apple and Samsung. These lawsuits intervene with Apple’s respected picture, and will steer some prospects to buying elsewhere.

Lastly, Apple wants to enhance its attain internationally. It is not primary in China, and would not have a really constructive relationship with the Chinese language authorities. Then, in India, which has one of many largest client markets on this planet, Apple’s market share is low, and the corporate has bother bringing shops to India’s market.

If Apple cannot compete globally the way in which Samsung or Google can, it dangers falling behind within the business.

Starbucks SWOT Evaluation

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

Here is how we might fill out a SWOT template, if we had been Starbucks:

Starbucks SWOT Analysis template example

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Dine-In Thai Restaurant SWOT Evaluation

Some small-business entrepreneurs might have problem referring to the SWOT’s of huge manufacturers like Apple and Starbucks, so this is an instance of how a restaurant may visualize every factor:

Dine-in Thai Restaurant SWOT analysis template example

Whereas a Thai or another restaurant won’t be as nervous about high-level lawsuits like Apple, the small enterprise is perhaps extra nervous about opponents or disruptors that may enter the enjoying area.

Native Boutique SWOT Evaluation

In one other small-business instance, an area boutique is perhaps well-known in its neighborhood, however 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.

Local boutique SWOT analysis template example

When to Use a SWOT Evaluation

Finally, a SWOT evaluation can measure and sort out each huge and small challenges, and alternatives, and each huge and little strengths and weaknesses.

Whereas the examples above concentrate on companies on the whole, you can too use a SWOT evaluation to judge and predict how a singular product will play out out there.

Hopefully, our SWOT template will complement your market analysis and enterprise evaluation, and supply honest insights into the right way to optimize your merchandise for greater payoffs, and fewer hurdles.

Editor’s observe: This publish was initially revealed in Might, 2018 and has been up to date for comprehensiveness.

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