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SWOT Analysis Operational Definitions
SWOT Analysis Operational Definitions
SWOT Analysis Operational Definitions
Operational Definitions
SWOT Analysis
Operational Definitions
A STRENGTH is something that you truly do well, excel at versus the competition, can
build on; something that truly differentiates your business, a key metric that is improving,
etc. Most companies do surprisingly bad job of identifying what they are really good at
doing. Every company has strengths. A strength can be something very concrete like a
large, growing customer base or less measurable: a well-run customer service
department that keeps customers satisfied (thus helping both retention and new sales).
Note that a STRENGTH can also be a weakness: e.g. you’re Number One in your market
is a STRENGTH, but if you are taking that for granted—that’s also a weakness.
A Weakness is a real gap, a deficiency, a problem, or a key metric that is going south;
something you’re not doing very well and that you should be doing better; something
that’s dated that no longer applies—even though it used to; something important that you
really don’t know or aren’t sure about. In fact, one good outcome of a SWOT is to
discover what you really don’t know and then do something about it. A weakness can be
very tangible and concrete or it can be an attitude: e.g. a complete unwillingness to invest
in any marketing initiatives or a lack of understanding what to do.
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