What is the meaning swot analysis

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What is SWOT Analysis?

SWOT Analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective.

The technique is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.


Strengths refer to core competencies that give the company an advantage in meeting customer needs or in gaining market share. Strengths might include proprietary technology, a strong brand, good customer service, good cost controls, or access to new markets.

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Weaknesses refer to any limitations a company faces in developing or implementing a strategy. Weaknesses might include an inexperienced management team, an outdated IT system, a weak brand, or a limited access to capital.


Opportunities refer to favorable external factors that the company can use to its advantage. Opportunities might include a growing market, the introduction of new technologies, or the ability to enter new markets.


Threats refer to factors that could cause trouble for the business. Threats might include new competitors entering the market, the emergence of substitute products, or changes in government regulations.

By identifying and analyzing these four elements, companies can gain a better understanding of the environment in which they operate and can develop strategies to capitalize on their strengths and opportunities while minimizing their weaknesses and threats.

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