1. ©Christian Willoch, www.willoch.no/blog
SWOT – analysis
©Christian Willoch,

2. ©Christian Willoch, www.willoch.no/blog
Why use SWOT?
It’s an analytical approach
Addresses both internal and external factors
Maximize potential:
Our strengths
Opportunities in the market
Minimize risk:
Our weaknesses
Threats in the market
©Christian Willoch,

3. ©Christian Willoch, www.willoch.no/blog
SWOT – model
Internal factors
Strengths
Weaknesses
Activity
Activity
Strenghts
Opportunities
Weaknesses
Opportunities
SO-analysis
WO-analysis
Opportunities
External factors
Strengths
Threats
Weaknesses
Threats
ST-analysis
WT-analysis
Threats
Activity
Activity
©Christian Willoch,

4. Method – step 1: Examine strenghts and weaknesses internally
Internal factors
Strenghts
Weaknesses
What are our advantages?
What are we good at?
What would our competitors mention?
What resources do we have?
What should we improve?
What are we bad at?
What should we avoid?
©Christian Willoch,

5. ©Christian Willoch, www.willoch.no/blog
Method – step 2: Examine opportunities and threats in the market (external)
External factors
Opportunities
Threats
What obvious opportunites do you detect?
What interesting trends do you observe?
What obstacles do you see?
What do our competitors do?
Any changes in the market that threaten our position?
©Christian Willoch,

6. Method – step 3: SO – analysis
SO options
Opportunities
Strengths
Internal factors
External factors
On what areas can we use our strenghts to exploit opportunities in the market?
©Christian Willoch,

7. Method – step 4: ST – analysis
ST options
Threats
Strengths
Internal factors
External factors
On what areas can we use our strengths to reduce the threats from the market?
©Christian Willoch,

8. Method – step 5: WO – analysis
WO options
Opportunities
Weaknesses
Internal factors
External factors
What opportunities are there in the market that we are not capable to take (yet)?
©Christian Willoch,

9. Method – step 6: WT – analysis
WT options
Threats
Weaknesses
Internal factors
External factors
How do we avoid that our weaknesses are exposed to the threats in the market?
©Christian Willoch,

10. ©Christian Willoch, www.willoch.no/blog
Summary
Make a list of strengths and weaknesses in your organization. Brainstorming!
Create a list of opportunities and threats in the market. Brainstorming!
Pick the relevant links between internal and external factors.
Analyse the links:
Strengths  Opportunities in the market SO-analysis
Strengths  Threats in the market ST-analysis
Weaknesses  Opportunities in the market WO-analysis
Weaknesses  Threats in the market WT-analysis
Maksimum 3 options per. part-analysis.
5. Link activities to these analysis
©Christian Willoch,