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SWOT Analysis

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4

Activities

Intermediate

Learning Level

30-60 minutes

Time to Complete

Business Strategy

Focus

Overview

Perform a SWOT Analysis like never before. Using quantitative analysis within the framework, the Aurore SWOT Analysis provides a prioritized list of strengths, weaknesses, opportunities, and threats.

How it works

The SWOT Analysis tool uses a market perspective to inquire which capabilities or functions are the most vital to the marketplace. Using this information, learners evaluate how well their company performs on those capabilities. The result of this is a prioritized list of strengths and weaknesses based on the level of importance to the market.

recommended Uses

Use this tool as a learning device to practice and apply high level concepts in Marketing, Strategy, Business, and Entrepreneurship courses in undergraduate and graduate programs.

Skills acquired

  • Understand how to categorize internal and external factors as strengths, weaknesses, opportunities, or threats.
  • Apply critical thinking in order to prioritize which factors to pursue or combat.

Download The Framework

learning path

Define your product category and geography. Then, determine the ten internal factors that drive profitability in the market.

10-20 minutes to complete

Evaluate your performance versus the average performance of the market. Are you a leader, laggard, or on par with the market? Then, evaluate the importance each internal factor has on determining success in the market.

10-20 minutes to complete

Select or write-in the ten external factors that most impact your business. 

10-20 minutes to complete

Evaluate your level of exposure and risk to each external factor. Then evaluate the positive and negative impact to profitability of each factor.

10-20 minutes to complete

Visualize your strengths, weaknesses, opportunities, and threats on a 4-box matrix. Use the matrix and data table to prioritize the internal and external factors that most impact your business.

10-20 minutes to analyze

The IE Matrix provides the optimal strategic intent for your business based on the SWOT Analysis. Should you opt for a growth, retrenchment, or defensive strategy?

5 minutes to analyze

How To Guide + demo

SWOT Analysis:
Nike

Today, we’ll use the SWOT Analysis tool to take a deeper look at the internal strengths and weaknesses of Nike to identify their potential opportunities and threats in the global apparel market.

What is a SWOT Analysis?

The goal of a SWOT Analysis is to identify and prioritize strategic initiatives for a market strategy using relative strengths, weaknesses, opportunities, and threats.

There are two opposing forces that impact strategic decision making: internal factors that are within the company’s control and external factors that are rooted in the market. 

In this framework, the first two steps are to identify and evaluate the internal factors that impact our business, which highlight company strengths and weaknesses. The next steps are to evaluate external factors to determine potential opportunities and threats. The result is a priority-ranked list of processes, capabilities, and resources that are categorized as strengths, weaknesses, opportunities, and threats relative to the market.

Illustration by Marty Gallardo

Jump to the guide

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