How to Write a SWOT Analysis (With Example and Template)
Key takeaways
- SWOT stands for Strengths, Weaknesses (internal factors the organization controls) and Opportunities, Threats (external factors it doesn't control).
- Every point should be specific and backed by evidence, such as market share, financial data or customer reviews.
- A strong assignment doesn't stop at the grid. It uses a TOWS matrix to turn the analysis into strategies.
A SWOT analysis is one of the most common assignments in business, marketing, management, nursing leadership and even personal development courses. It is simple to describe, but students often lose marks by listing vague points without evidence or recommendations.
What is a SWOT analysis?
SWOT is a strategic planning framework that evaluates an organization, product or project across four dimensions:
| Helpful | Harmful | |
|---|---|---|
| Internal | Strengths | Weaknesses |
| External | Opportunities | Threats |
- Strengths: internal advantages, such as brand reputation, patents, skilled staff or strong cash flow
- Weaknesses: internal limitations, such as high costs, outdated technology, or dependence on one product
- Opportunities: external trends the organization could use, such as new markets, regulation changes or shifting consumer habits
- Threats: external risks, such as competitors, economic downturns, supply chain disruption or new laws
How to write a SWOT analysis in 6 steps
1. Define the objective and scope
State what you are analyzing and why. For example: "This SWOT analysis evaluates Tesla's position in the European electric vehicle market in 2026 to recommend a growth strategy."
2. Gather evidence
Use annual reports, market research, industry reports, news articles and academic sources. Evidence is what separates an A-grade SWOT from a list of opinions.
3. Identify strengths and weaknesses (internal)
Look at resources, capabilities, finances, people, processes and brand. Ask: what do we do better or worse than competitors?
4. Identify opportunities and threats (external)
A PESTLE analysis (Political, Economic, Social, Technological, Legal, Environmental) is a good way to find external factors. Porter's Five Forces helps with competitive threats.
5. Prioritize
Keep 3–5 of the most important points per quadrant. Rank them by impact.
6. Turn it into strategy with a TOWS matrix
The TOWS matrix matches internal and external factors:
| Opportunities | Threats | |
|---|---|---|
| Strengths | SO strategies: use strengths to capture opportunities | ST strategies: use strengths to reduce threats |
| Weaknesses | WO strategies: fix weaknesses by using opportunities | WT strategies: minimize weaknesses and avoid threats |
SWOT analysis example: a local coffee shop
Strengths
- Loyal customer base (4.8★ from 600+ Google reviews)
- Prime location near a university campus
- Locally roasted beans, which set it apart from chains
Weaknesses
- Seating for only 20 people
- No mobile ordering or delivery
- Owner-dependent management
Opportunities
- Growing demand for plant-based menu items
- Delivery apps expanding in the area
- Campus enrolment up 8% year over year
Threats
- A national chain opening two blocks away
- Rising coffee bean prices
- Rent increases in the district
TOWS example (SO): Use the loyal student customer base and campus location to launch a mobile-order loyalty app that captures growing enrolment.
How to structure a SWOT analysis assignment
- Introduction: the company, context and purpose
- Company background: a short overview
- SWOT analysis: each quadrant explained with evidence (a table plus discussion)
- TOWS matrix / strategic options
- Recommendations: specific, realistic and prioritized
- Conclusion
- References in APA or Harvard style
Common mistakes
- Confusing opportunities with strengths (opportunities are external)
- Writing vague points like "good brand" without evidence
- Listing 15 points per quadrant instead of prioritizing
- No recommendations at the end
Frequently asked questions
What is the difference between SWOT and PESTLE?
PESTLE only looks at external macro-environmental factors. SWOT covers both internal and external factors. PESTLE is often used to find the Opportunities and Threats in a SWOT.
How long should a SWOT analysis be?
For a university assignment, 1,000–2,000 words is typical: a one-page SWOT table plus written discussion and recommendations.
Can I do a personal SWOT analysis?
Yes. A personal SWOT looks at your skills (strengths), areas for development (weaknesses), and career opportunities and threats in your field. It is common in leadership and career-development courses.
Do I need references in a SWOT analysis?
Yes, for academic work. Back each point with a credible source, such as company reports, industry data or scholarly articles.
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