SWOT Analysis: Strengths,
Weaknesses, Opportunities, and
Threats
Copyright © 2014 by The University of Kansas
Learning Objectives
•Analyze internal and external environments using SWOT.
•Apply SWOT to inform innovation decisions.
•Convert SWOT results into actionable strategies.
Copyright © 2014 by The University of Kansas
What is a SWOT analysis and why should
you use one?
A SWOT analysis guides you to identify the positives and
negatives inside your organization (Strength & Weakness) and
outside of it, in the external environment (Opportunity & Threat).
Developing a full awareness of your situation can help with both
strategic planning and decision -making.
Copyright © 2014 by The University of Kansas
When do you use SWOT?
You might use it to:
• Explore possibilities to problems.
• Make decisions for your initiative.
• Determine where change is possible.
• Adjust and refine plans mid-course.
Copyright © 2014 by The University of Kansas
What are the elements of a SWOT
analysis?
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A SWOT analysis focuses on Strengths, Weaknesses,
Opportunities, and Threats.
Ask participants to answer these simple questions: what are
the strengths and weaknesses of your group, community, or
effort, and what are the opportunities and threats facing it?
Copyright © 2014 by The University of Kansas
If a looser structure helps you brainstorm, you can group
positives and negatives to think broadly about your
organization and its external environment.
Copyright © 2014 by The University of Kansas
Below is a third option for structuring your SWOT analysis,
which may be appropriate for a larger initiative that
requires detailed planning. This "TOWS Matrix" is adapted
from Fred David's Strategic Management text.
Copyright © 2014 by The University of Kansas
David gives an example for Campbell Soup Company that
stresses financial goals, but it also illustrates how you can
pair the items within a SWOT grid to develop strategies.
(This version of the chart is abbreviated.)
Copyright © 2014 by The University of Kansas
Listing Your Internal Factors:
Strengths and Weaknesses (S, W)
General areas to consider
• Human resources - staff, volunteers, board members,
target population
• Physical resources - your location, building,
equipment
• Financial - grants, funding agencies, other sources of
income
• Activities and processes - programs you run,
systems you employ
• Past experiences - building blocks for learning and
success, your reputation in the community
Copyright © 2014 by The University of Kansas
Listing External Factors:
Opportunities and Threats (O, T)
Forces and facts that your group does not control include
• Future trends in your field or the culture
• The economy - local, national, or international
• Funding sources - foundations, donors, legislatures
• Demographics - changes in the age, race, gender,
culture of those you serve or in your area
• The physical environment (Is your building in a
growing part of town? Is the bus company cutting
routes?)
• Legislation (Do new federal requirements make your
job harder...or easier?)
• Local, national or international events
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How do you create a SWOT analysis?
• Who develops the SWOT?
• When and where do you develop a SWOT analysis?
• How do you develop a SWOT analysis?
Copyright © 2014 by The University of Kansas
Steps for conducting a SWOT analysis:
• Designate a leader or group facilitator.
• Designate a recorder to back up the leader if your group is large.
• Introduce the SWOT method and its purpose in your organization.
• Let all participants introduce themselves.
• Have each group designate a recorder; direct them to create a
SWOT analysis.
• Reconvene the group at the agreed-upon time to share results.
• Discuss and record the results.
• Prepare a written summary of the SWOT analysis to give to
participants.
Copyright © 2014 by The University of Kansas
How do you use your SWOT analysis?
Use it to:
• Identify the issues or problems you intend to change.
• Set or reaffirm goals.
• Create an action plan.
Copyright © 2014 by The University of Kansas
SWOT
Copyright © 2014 by The University of Kansas
In Summary
A realistic recognition of the weaknesses and threats that exist for
your effort is the first step to countering them with a robust set of
strategies that build upon strengths and opportunities. A SWOT
analysis identifies your strengths, weaknesses, opportunities and
threats to assist you in making strategic plans and decisions
Copyright © 2014 by The University of Kansas
Instruction:
Please write [S] for Strength, [W] for Weakness, [O] for Opportunity, and [T] for Threat at the right of the sentence.
• The university has a well-qualified and experienced faculty across most departments.
• There is a lack of modern laboratory facilities for science and engineering students.
• The university is located near an industrial zone, offering potential for industry-academia collaboration.
• The student-teacher ratio is too high, affecting individual attention and mentorship.
• The campus has a strong alumni network that actively supports students with internships and job
placements.
• Many students come from underprivileged backgrounds and face financial constraints.
• Increasing demand for online education creates scope for launching digital learning programs.
• Political instability in the region occasionally disrupts academic activities.
• The university library has recently been digitized, providing access to global research databases.
• Limited funding from the government hampers infrastructure development.
• Emerging partnerships with foreign universities can open new exchange and research opportunities.
• Growing competition from private universities with modern campuses and flexible programs.
• The university has introduced a research grant program to encourage faculty-led innovation.
• Bureaucratic delays in administrative processes frustrate both students and staff.
• Expansion of technical and vocational programs can meet the needs of the national job market.
• The university suffers from occasional student unrest and session jams.
• A scenic and eco-friendly campus attracts students from across the country.
• Inadequate career counseling and placement services reduce students' employability.
• Government initiatives to boost higher education quality present collaboration opportunities.
Copyright © 2014 by The University of Kansas
No. Sentence Classification
1 The university has a well-qualified and experienced faculty across most departments. S
2 There is a lack of modern laboratory facilities for science and engineering students. W
3 The university is located near an industrial zone, offering potential for industry-academia collaboration. O
4 The student-teacher ratio is too high, affecting individual attention and mentorship. W
5 The campus has a strong alumni network that actively supports students with internships and job placements. S
6 Many students come from underprivileged backgrounds and face financial constraints. W
7 Increasing demand for online education creates scope for launching digital learning programs. O
8 Political instability in the region occasionally disrupts academic activities. T
9 The university library has recently been digitized, providing access to global research databases. S
10 Limited funding from the government hampers infrastructure development. W
11 Emerging partnerships with foreign universities can open new exchange and research opportunities. O
12 Growing competition from private universities with modern campuses and flexible programs. T
13 The university has introduced a research grant program to encourage faculty-led innovation. S
14 Bureaucratic delays in administrative processes frustrate both students and staff. W
15 Expansion of technical and vocational programs can meet the needs of the national job market. O
16 The university suffers from occasional student unrest and session jams. T
17 A scenic and eco-friendly campus attracts students from across the country. S
18 Inadequate career counseling and placement services reduce students' employability. W
19 Government initiatives to boost higher education quality present collaboration opportunities. O
20 Rising costs of education may limit access for middle- and lower-income students. T
Copyright © 2014 by The University of Kansas
