The right way to Do a SWOT Evaluation [With Template & Examples]


As your small business 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 establish your priorities? Which initiatives do you have to execute on first, and which challenges do you have to handle straight away?

Enter the SWOT evaluation, a framework that may assist you develop a roadmap for shifting ahead with your small business, maximizing alternatives and minimizing roadblocks alongside the way in which.

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

  • What you are promoting or model
  • Market positioning
  • A brand new mission or initiative
  • A particular marketing campaign or channel

Virtually something that requires strategic planning, inside 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’ve got observed by now that SWOT stands for Strengths, Weaknesses, Alternatives, and Threads. The framework appears easy sufficient that you simply’d be tempted to forgo utilizing it in any respect, relying as a substitute in your instinct to take this stuff into consideration.

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

  • It offers you the possibility to fret and to dream. Including the SWOT evaluation as an vital 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 take stock of all of your belongings and roadblocks. These may help you create a extra particular and efficient roadmap.
  • It means that you can assume extra critically and account for mitigating elements. As you establish weaknesses and threats, you are higher enabled to account for them in your roadmap, enhancing your possibilities for achievement.
  • It helps you retain a written account. As your group grows and modifications, you can 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 deal with the way to greatest do a SWOT evaluation, offer you a SWOT evaluation template, and conduct SWOT analyses on main manufacturers Apple and Starbucks. Whenever you’re completed studying, you may have all of the inspiration and tactical recommendation you have to deal with a SWOT evaluation for your self.

How do you write a very good SWOT evaluation?

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

1. Download HubSpot’s SWOT Analysis Template.

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

free editable SWOT Analysis pdf template

Download a free, editable SWOT analysis 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 begin in desk format to visualise your SWOT evaluation. This may be completed by arranging every of the 4 sections into separate quadrants.

3. Determine your goal.

Earlier than you begin writing issues down, you may want to determine what you are evaluating together with your SWOT evaluation. Be particular with what you wish 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.

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

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

3. Determine your strengths.

“Strengths” refers to what you’re at present doing properly. Take into consideration the elements which can be getting in your favor in addition to the stuff you supply that your rivals simply cannot beat.

For instance, for example you wish to use a SWOT evaluation to guage your new social media technique.

In case you’re taking a look at 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 is not common 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 marketing and gross sales to make sure each departments use comparable 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 keen to wager 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.

4. Determine your weaknesses.

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

When figuring out weaknesses, contemplate what areas of your small business are the least worthwhile, the place you lack sure assets, or what prices you probably the most money and time. Take enter from workers in numerous departments, as they’re going to seemingly see weaknesses you hadn’t thought of.

In case you’re inspecting a brand new social media technique, you would possibly begin by asking your self these questions: First, if I have been a client, 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 largest hindrance to my workers’ productiveness, or their means to get the job completed effectively? What derails their social media efforts?

5. Think about your alternatives.

That is your probability to dream massive. What are some alternatives on your social media technique you hope, however do not essentially anticipate, to achieve?

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

Regardless of the case, it is vital to incorporate potential alternatives in your SWOT evaluation. Ask your self these questions: What applied sciences do I need my enterprise to make use of to make it more practical? What new audience do I wish 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 an inventory of weaknesses, it needs to be simple to create an inventory of potential alternatives that would come up for those who get rid of your weaknesses.

6. Ponder your threats.

It is seemingly, particularly for those who’re vulnerable to worrying, you have already got a very good record of threats in your head.

If not, collect your workers and brainstorm: What obstacles would possibly stop us from reaching our social media targets? What is going on on within the business, or with our rivals, 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. For example, perhaps you record your threats when it comes to least and probably to happen, and divide and conquer every. If one among your largest threats is your competitor’s common Instagram account, you can work together 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 is not sufficient to see a template. To totally perceive an idea, you have to see the way it performs out in the true world.

These SWOT examples aren’t exhaustive, and I am certain 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 would conduct a SWOT evaluation on Apple.

SWOT analysis template example: Apple


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

  • Model recognition
  • Modern merchandise
  • Ease of use

Apple’s model is undeniably robust, and their enterprise is taken into account the most valuable in the world. Because it’s simply acknowledged, Apple can produce new merchandise and virtually 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 aside from the competitors is its product inter-connectivity. For example, an Apple person can simply sync their iPhone and iPad collectively in order that they’ll entry all of their photographs, contacts, apps, and extra regardless of which system they’re utilizing.

Lastly, prospects take pleasure in how simple it’s to make use of Apple’s merchandise. With glossy and easy design, every product is developed in order that most individuals can rapidly discover ways 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 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 grow to be loyal model advocates because of this, it means all burdens fall on Apple workers.

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

Lastly, Apple is held to a excessive normal in the case of creating and distributing merchandise. Apple’s model carries a excessive stage of status, however that stage 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 simple to acknowledge alternatives for enchancment, when you contemplate Apple’s weaknesses. Here is an inventory of three we got here up with:

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

Considered one of 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 individuals globally, whereas assuaging among the stress at present placed on in-house workers.

There are additionally loads of alternatives for Apple to create new merchandise. Apple may contemplate creating extra inexpensive merchandise to achieve 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 gives as many distinctive options as doable.


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

Imagine it or not, they do exist.

Listed below are three of Apple’s largest threats:

  • Robust 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 actual fact, Samsung sold more smartphones than Apple did in 2021, delivery 272 million models and holding 20% of the market share. In the meantime, Apple shipped 235.7 million models 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 risk 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 number one in China, and does 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 instance.

Here is how we would fill out a SWOT template, if we have been Starbucks:

Starbucks SWOT Analysis template example

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Dine-In Thai Restaurant SWOT Evaluation

Some small-business entrepreneurs might have issue referring to the SWOT’s of huge manufacturers like Apple and Starbucks, so here is an instance of how a restaurant would possibly visualize every component:

Dine-in Thai Restaurant SWOT analysis template example

Whereas a Thai or every other restaurant won’t be as apprehensive about high-level lawsuits like Apple, the small enterprise is perhaps extra apprehensive about rivals 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, but it surely additionally would possibly 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 would possibly relate to bodily elements whereas weaknesses and threats would possibly relate to on-line conditions.

Local boutique SWOT analysis template example

When to Use a SWOT Evaluation

Finally, a SWOT evaluation can measure and deal with each massive and small challenges, and alternatives, and each massive and little strengths and weaknesses.

Whereas the examples above give attention to companies on the whole, it’s also possible to use a SWOT evaluation to guage and predict how a singular product will play out available in the market.

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

Editor’s be aware: This put up was initially printed in Might, 2018 and has been up to date for comprehensiveness.

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