In order to write a good SWOT analysis, you should take the following criteria into account:
- Make your points long enough, and include enough detail to make it plain why a particular factor is important, and why it can be considered as a strength, weakness, opportunity or threat. Include precise evidence, and cite figures, where possible.
- Be as specific as you can about the precise nature of a firm’s strengths and weaknesses. Do not be content with general factors like economies of scale.
- Avoid vague, general opportunities and threats that could be put forward for just about any organisation under any circumstances.
- Improvements are not the same as strengths; do not confuse them.
- Avoid contradicting yourself in the course of the analysis, by having strengths and weaknesses that are essentially different aspects of the same resource strategy. Come to a reasoned conclusion about whether the good points outweigh the bad ones, or vice versa.
Once you have collected information on your organisation’s internal strengths and weaknesses, and external opportunities and threats, enter this data into a table.