The process of assessing a situation is widely and effectively accomplished through the use of SWOT Analysis

Anyway, SWOT means assessing: Strengths, Weaknesses, Opportunities and Threats) and it shouldn’t be SUPERFICIAL, WEAK, OBVIOUS, TREMENDOUS!!!!


  1. Use the (full) graphic potential of the tool: Take time to draw it properly;
  2. Look firstly inside the organization: Strengths and weaknesses are considered as internal factors on which a direct influence is likely and that most probably you can change (or influence): therefore those are attributes of the organization. Strengths are those aspects of the internal environment that can help the firm fixing a present problem, issue, or opportunity, while weaknesses are obstacles that may stop organization reaching its full potential;
  3. What is going on outside? On the other hand, opportunities and threats are attributes of the environment and therefore the examined organization has less influence on this fled .Nevertheless, it’s necessary to consider external factors when preparing your strategy. Yes, they do exist even if the organization in question does not exist and that is somehow a confusing aspect;
  4. Beware the Two –faced Janus: You may fall into an aspect that can be both a strength and a weakness, or an opportunity and a threat. By definition, there’s no right or wrong: pick up a point of view and be coherent in your following analysis
  5. Opportunities possibilities. As we earlier said both threats and opportunities would be present even if the organization did not exist. Therefore, opportunity is definitely NOT something an organization might do
  6. Drop in to the scheme only a few words and synthetic concepts: if necessary, you may write apart more extensively some important assumption/concept
  7. Take time/don’t miss the key problem: rank all of them in order of importance, and concentrate on the ley issues or you’ll miss the benefit of the SWOT Analysis
  8. Match internal strengths with external opportunities and record the resultant SO Strategies; Match internal weaknesses with external opportunities and record the resultant WO Strategies; Match internal strengths with external threats and record the resultant ST Strategies; Match internal weaknesses with external threats and record the resultant WT Strategies