6. A Better SWOT Analysis
SWOT (or TOWS) is an acronym for Strengths, Weaknesses, Opportunities, and Threats. SWOT analysis, a subset of the broader situation analysis commonly done for planning purposes, is used to assess the fit between an organization’s strategy, its internal capabilities (its strengths and weaknesses), and external possibilities (its opportunities and threats). The version we present here is designed to go substantially beyond traditional SWOT analysis. Instead of just providing four groups of lists, it uses prioritization and systematic matching to provide decision makers with insights that can be acted upon.
Harvard Business School professor Kenneth R. Andrews is generally regarded as the pioneer of SWOT analysis. ...