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What is SWOT analysis and how to use it! With Example

what is Swot analysis

What is SWOT analysis and how to use it?

A SWOT analysis is a widely used strategic planning tool that can help businesses and individuals evaluate their strengths, weaknesses, opportunities, and threats. It is a simple yet effective way to gain a better understanding of an organization’s current situation and the factors that could impact its success. In this article, we will explain what a SWOT analysis is, how it can be used, and provide examples of how to conduct one.

SWOT analysis gives marketers a way to maneuver the digital landscape and build a successful digital empire. It gives them the ability to Turn Weaknesses into Opportunities and Threats into Triumphs!

What is a SWOT Analysis?

A SWOT analysis is a structured approach to evaluating an organization’s strengths, weaknesses, opportunities, and threats. The acronym SWOT stands for:


Internal attributes that give an organization an advantage over others in the same industry. Refers to the strength points of the brand whether it’s competitive advantage(s), market share, brand proposition, brand accessibility, etc. This includes every exceptional or exclusive aspect of the brand, product, or service offered that differentiate the brand from other brands in the market. Strength points play an important role in the success of the brand as it represents how well the brand is suitable for the targeted segment.


Internal attributes that put an organization at a disadvantage compared to others in the same industry. In SWOT analysis, weaknesses refers to the deficiencies, limitations, and disadvantages of the brand along with brand aspects that require improvements. For example, choosing a consumer-centric strategy could mean sacrificing expensive features, or vice versa. Weaknesses can include internal and external factors such as shortage of qualified specialists (internal factor) or the company proposition compared to competitors (external factor), it can also include current and future factors such as regulations on import/export of certain products (current factor) or anticipated change in consumer trends (future factor).


External factors that an organization can capitalize on to gain a competitive advantage. In SWOT analysis, opportunities represent the brand chances for growth, infiltrate new markets, or strengthen foothold in current markets. Having a predefined list of opportunities can help marketeers monitor the digital landscape with a seek and exploit mindset. Opportunities may include technology development, new routes, etc.


External factors that could negatively impact an organization’s performance. In SWOT analysis, threats represent any major roadblocks that could negatively affect the brand’s image and success. Threats are usually external factors, but in some cases can also include internal factors such as workforce/product issues or glitches. Identifying the threats of the brand can help marketeers create a counter-strategy for when these threats arise.

A SWOT analysis is typically presented in a grid format, with the four categories arranged in a square or rectangular shape. Each category is analyzed separately to gain a better understanding of the organization’s current situation.

How to Conduct a SWOT Analysis?

Conducting a SWOT analysis is a straightforward process that involves the following steps:


Define the Objective

Start by defining the objective of the analysis. What is the organization trying to achieve? What is the specific goal or problem that needs to be addressed? This will help ensure that the analysis is focused and relevant.


Identify Internal Factors

Next, identify the internal factors that impact the organization’s performance. These are the strengths and weaknesses. Strengths could include things like a loyal customer base, a strong brand, or skilled employees. Weaknesses could include things like a lack of funding, poor management, or outdated technology.


Identify External Factors

After identifying the internal factors, it’s time to look at the external factors that could impact the organization. These are the opportunities and threats. Opportunities could include things like a growing market, changes in consumer behavior, or new technologies. Threats could include things like increased competition, changes in government regulations, or economic downturns.


Analyze the Findings

Once all the factors have been identified, it’s time to analyze the findings. Look for patterns and connections between the different categories. For example, a weakness in one area could lead to a threat in another area. A strength in one area could lead to an opportunity in another area.


Develop an Action Plan

Finally, use the findings from the analysis to develop an action plan. This should include specific steps that can be taken to address weaknesses, capitalize on opportunities, and mitigate threats. The action plan should be realistic and achievable, with clear timelines and responsibilities assigned to different individuals or teams.

Example of a SWOT Analysis

Let’s take a look at an example of a SWOT analysis for a small business that sells handmade candles.

Objective: To increase sales and profitability.

Unique and high-quality productsLimited marketing budget
Loyal customer baseLimited distribution channels
Good relationships with suppliersProduction capacity constraints
Strong brand imageHigh production costs
Growing demand for natural and organic productsIntense competition from larger candle manufacturers
Increasing popularity of home decor and self-care trendsFluctuating raw material prices
Expansion into online marketplacesChanges in consumer preferences and trends
Collaboration with influencers and bloggersEconomic downturns


The analysis shows that the business has strong products and a loyal customer base, but is limited by a lack of marketing and distribution channels. The growing demand for natural and organic products and the popularity of home decor and self-care trends present opportunities for the business to capitalize on. However, the intense competition from larger candle manufacturers and fluctuating raw material prices pose threats to the business.

Action Plan:

Increase marketing efforts: The business can increase its marketing efforts by leveraging social media platforms, collaborating with influencers and bloggers, and participating in local markets and events. This can help raise brand awareness and attract new customers.

Expand distribution channels: The business can explore new distribution channels, such as partnering with local stores or selling on online marketplaces like Etsy or Amazon. This can help reach a wider audience and increase sales.
Optimize production process: The business can optimize its production process to increase capacity and reduce production costs. This could include investing in new equipment, streamlining production processes, and negotiating better deals with suppliers.

Focus on product differentiation: The business can focus on differentiating its products from competitors by offering unique scents and designs. This can help the business stand out in a crowded market and attract more customers.
Monitor industry trends: The business should stay up-to-date with industry trends and adjust its strategies accordingly. This could include pivoting to new products or services, adjusting pricing strategies, or exploring new marketing channels.

In conclusion:

A SWOT analysis is a valuable tool for businesses and individuals looking to gain a better understanding of their current situation and identify areas for improvement. By analyzing internal and external factors, businesses can develop strategies that capitalize on strengths, address weaknesses, and mitigate threats. When conducting a SWOT analysis, it’s important to define the objective, identify internal and external factors, analyze the findings, and develop an action plan. By following these steps, businesses can make informed decisions and improve their chances of success.

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