A SWOT analysis is an analysis of the internal and external environment of a company, organization, or nonprofit. Internal environmental factors are generally classified as Strengths or Weaknesses, while external factors are considered Opportunities or Threats. SWOT = Strengths + Weaknesses + Opportunities + Threats. A SWOT analysis is particularly useful in identifying both internal and external factors that are essential in decision-making.
Remember, the SWOT analysis is meant to be an objective summary tool. An analysis which lacks good information will result in a biased viewpoint, and may cause you to reach the wrong conclusion.
1. Select an industry using IBISWorld or S&P Global NetAdvantage. Look for analysis of Political, Economic, Social, and Technological (PEST) factors in the industry reports. When analyzing a public company, check the company's 10-K report, especially the Risk Factor section.
2. Use SWOT analyses in D&B Hoovers, Mergent Online/Investext, or Business Source Premier to find strengths and weaknesses about a model company in your industry.
3. Find trends and competitive environment in IBISWorld, S&P Global NetAdvantage, and the industry reports in ABI/INFORM Trade & Industry, Business Source Premier, and Factiva.
4. Identify trade associations and mine their websites for regulatory issues, legal matters, and (sometimes) marketing data.
5. Research government information and the Economic Census data using NAICS codes.
SWOT reports for most public companies and some large private companies are available in these resources. (Note that not every company will have a published SWOT analysis available.)
Maybe there isn't a published SWOT analysis available for your company or organization. Or maybe you need to do your own SWOT analysis for class. How? By collecting information from multiple sources such as company overviews/profiles, industry overviews, market information, and articles/news. If you are researching a public company, take a look at its Annual Report and/or 10-K, especially the section on "Risk Factors."
Here are some other tips on doing your own SWOT analysis, for public and private companies/organizations.
Explore the company website and consider the following:
Interview the company, if possible. Call and ask them nicely, stating that you are a student doing research on the company for academic work. NOTE: Most internal information of small private firms (human resource practices, etc.) is highly unlikely to be available in secondary or library sources. In this case, talking with the company may be the only way to get this information.
Take a look at their competitors (check our databases for company overviews, or do a web search) and consider:
Do an environmental scan: what environmental factors may have an impact on the market that your company is in? Any emerging trends? Disruptive forces? What are the opportunities and threats? Feel free to incorporate your personal observations and experiences.