Definition

The SWOT analysis is an extremely useful tool for understanding and decision-making for all sorts of situations in business and organizations.

  • S - Strengths
  • W - Weaknesses
  • O - Opportunities
  • T - Threats

By definition, Strengths (S) and Weaknesses (W) are considered to be internal factors over which you have some measure of control.
by definition, Opportunities (O) and Threats (T) are considered to be external factors over which you have essentially no control.

Strengths and Weaknesses

The internal environment - the situation inside the company or organization.
For example: factors relating to products, pricing, costs, profitability, performance, quality, people, skills, adaptability, brands, services, reputation, processes, infrastructure, etc.
Factors tend to be in the present.

Opportunities and Threats

The external environment - the situation outside the company or organization.
For example: factors relating to markets, sectors, audience, fashion, seasonality, trends, competition, economics, politics, society, culture, technology, environmental, media, law, etc.
Factors tend to be in the future.

HOW to face

Enhance SO, eliminate WT.

Reference