1. Theory on SWOT
For Lesson 6

2. A SWOT analysis is used to look at a Business current position.
It looks at both internal factors (from in the business) and external factors (outside the business).
It’s a planning tool to help with future decisions.
SWOT Analysis

3. Strengths
Weaknesses
Opportunities
Threats
SWOT (acronym for)

4. Strengths (Internal Factor)
What has the business been good at in the past
Strengths (Internal Factor)

5. Weaknesses (Internal Factor)
What has the business been bad at
Weaknesses (Internal Factor)

6. Strengths (Internal Factor)
Opportunities
What has the business could do well at. Factors outside the business that could help
Strengths (Internal Factor)

7. Strengths (Internal Factor)
Threats
Problems the business may face or could harm the business
Strengths (Internal Factor)

8. SWOT = areas to be looked at
Strengths:
A basic list of possible strengths that the company does well e.g.
Brand name
Location
People
Customer Service
Competition
Advertising
Weaknesses:
A basic list of possible weaknesses that may prevent the company from achieving goals e.g.
Standards
Culture
Training
Opportunities:
What overall opportunities can the company improve upon e.g.
Specific Markets
Local Marketing
Database
Website
Threats:
Threat represent things which are external and beyond the control of the company:
Direct competition
Indirect competition
Technology
Economic climate
SWOT = areas to be looked at

9.
Video on SWOT

10. Example SWOT analysis for Disney