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SWOT Analysis Framework
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InternalSTRENGTHSWEAKNESSES
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ExternalOPPORTUNITIESTHREATS
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Questions to Help Populate the Quadrants
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By asking these questions and conducting a thorough analysis, you can populate the four quadrants of your SWOT analysis with relevant and meaningful information. This can serve as a foundation for strategic decision-making and planning.
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Strengths (things you have control over and can build upon)Weaknesses (things you have control over ad can improve upon)
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1. What do you do well (core competencies)?1. What areas do you need to improve within the organization?
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2. What have your customers or partners told us they like about us?2. What are your customers or partners dissatisfied with?
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3. In what areas do you outpace your competitors? Past achievements?3. In what ways are your competitors better than you?
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4. What's unique about your business, products or services? Internal expertise?4. Where are you lacking in knowledge or resources? Skill gaps or resource limitations?
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5. What assets do you own (intellectual property, proprietary technology capital)?5. What internal processes or systems need enhancement?
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Opportunities (things that happen outside of the business and can use to your advantage)Threats (develop based on factors outside of the business and could harm the business)
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1. What emerging trends can you leverage or take advantage of?1. What is your competition doing that you aren't?
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2. Are there potential partnerships or collaborations you can pursue?2. How can your weaknesses leave you vulnerable?
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3. Are there unexplored market segments or customer needs?3. What market trends are you unprepared for or economic factors that could negatively impact you?
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4. Are there locations or spaces with less competition?4.Are there external risks like natural disasters or geopolitical issues?
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5. Can you share your story of successes externally?5. Are changes in customer preferences or behavior a potential threat?
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What's Next?
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Once you've conducted your SWOT analysis,  it's time to refine it. You likely have a decent number of items in each of the quadrants, so the next step is to narrow things down.
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Focus on synthesizing ideas and look for major themes that emerge from the SWOT analysis. Begin to eliminate things that aren't going to be major strategic themes this fiscal year.
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The major themes you identify will feed into the initiatives that you think about pursuing as the highest priority items within your strategic plan. 
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There’s no set maximum number of items for each category. But be mindful, as you don’t want to overwhelm yourself or the team.
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Stick to the most important items and stay focused so you can make impactful changes to support the business goals and vision.
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This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License | AcornOak Community
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Author: Kristyan Mjolsnes, Chief Marketing Officer
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