SWOT analysis is a strategic planning framework used to evaluate the Strengths, Weaknesses, Opportunities, and Threats of a business, project, or individual. Strengths and weaknesses are internal factors, while opportunities and threats are external.

SWOT is often presented as a 2x2 grid and is used to inform decision-making, strategy, and marketing. It helps organisations build on advantages, address gaps, seize opportunities, and mitigate risks. It is simple, flexible, and widely used, though it can be subjective without data.

Key points

• Evaluates strengths, weaknesses, opportunities, threats
• Internal vs. external factors
• Presented as a 2x2 grid
• Informs strategy and decisions