SWOT analysis


In the business field there are several types of strategic analysis that can be used, some of them are quite simple as in the case of SWOT analysis , mainly when you need to make decisions in organizations and companies . This type of analysis is of great use mainly to those entrepreneurs, self-employed entrepreneurs and SMEs when they need to carry out an adequate analysis of their business, marketing , plans and products .


What is SWOT analysis?

This type of analysis is one of the most important techniques by means of which it is possible to analyze the current situation in which a certain company finds itself and then make important decisions and appropriate strategies .

  • Definition of SWOT analysis
  • Source
  • What is a SWOT analysis for?
  • How to do a SWOT analysis
  • Importance
  • Examples

Definition of SWOT analysis

SWOT are the acronyms that correspond to Strengths , Weaknesses , Opportunities and Threats , so a SWOT analysis is a method that allows knowing and evaluating these four aspects in the company. The strengths and weaknesses are internal aspects of the company, that is, those aspects over which the owner of the company has some control and that for this reason can change. For example, your team members, patents, intellectual property, and company location.


The opportunities and threats are external factors , in other words, are those things that occur outside the company, in the market overall . Opportunities can be seized and threats prevented , but they cannot be changed . Examples are competitors, commodity prices, and consumer buying trends.


SWOT analysis was invented in the 1960s by a management consultant known as Albert Humphrey at the Stanford Research Institute. Fortune 500 companies needed a way to develop long-term planning that was achievable and reasonable . Humphrey and his research team came up with the SWOT model in order to bring accountability and objectivity to the planning process , and it has been popular ever since.

It was in this way that Albert Humphrey proposed to carry out the SWOT analysis according to specific criteria, such as products , processes , customers , distribution , finances and company administration . SWOT analysis has been growing in popularity since its invention and has positioned itself as one of the leading strategies today.

What is a SWOT analysis for?

A SWOT analysis is used for a company to carry out and design different types of strategies on which a certain company will be founded and based in order to be able to face the future both in the short and in the medium and long term. It is a type of map that serves to find and analyze the different weaknesses , possible threats , the strengths of the company and the opportunities it has to be able to organize itself properly and move forward.

How to do a SWOT analysis

It is important to mention that this type of analysis can be applied in any type of commercial sector . The first step that needs to be carried out is to describe the situation in which the company finds itself and then establish the changes that must be made. This information will show its status, its functions and the environment in which it is being developed.

Then, setting the main objective is fundamental to later be able to establish the secondary objectives on which the development of the analysis will also be based on the strategy layout . An internal study must be carried out with which the weaknesses and strengths will be found in order to be able to correct in the case of weaknesses and to promote them in the case of strengths.

Then the external analysis is carried out that is based on the environment in which the company is developed, here the aspects that do not depend directly on the company but that still affect it must be included . Then, the SWOT matrix must be prepared by means of which companies manage to obtain good information in order to establish a strategy to be able to achieve commercial , productive and financial objectives .

It is also important to mention that for the correct analysis of the SWOT, the SWOT or SWOT matrix must also be used , which is well known to be able to analyze the business situation of a company. Its main objective is to be able to provide a diagnosis that is clear and precise through which strategic and timely decisions can be made in order to improve the future of the company.


This type of analysis is a very simple tool to use, but at the same time it turns out to be very powerful, as it helps companies develop a good business strategy , whether you are creating a new company or guiding an existing company. .


SWOT analysis of Mercadona

This analysis shows the following data:

  • Weaknesses : they do not have a service that is specific to large clients such as restaurants and hotels. It is a company that also has very little variety in terms of brands.
  • Threats : the products that are related to their products are greater in other markets such as shopping malls and Mercadona only focuses on the food and home field. In addition, the service hours are shorter.
  • Strengths : the company has a large number of stores and they are also close to customers so access is better. Its white label is very well accepted among customers, they make home deliveries and it has introduced packaged products in supermarkets, which makes it easier for its customers to buy.
  • Opportunities : they have the possibility of finding new customers and they can find new ways of supplying.

Apple SWOT analysis

His analysis is as follows:

  • Weaknesses : its main weaknesses include a fairly limited distribution network, its prices are very high, and sales are limited in the high-end market.
  • Opportunities : the company has the opportunity to expand its distribution networks, to grow demand for products such as tablets and smartphones, and they can also create new innovative product lines.
  • Threats : These include some problems related to the aggressive competition they face, the imitations of their products by other companies and the increase in prices in countries where their production plants are located.
  • Opportunities – The company has significant strengths which it can use to eliminate and deal with threats. You can also transform the strengths to be able to expand your distribution networks.

Inditex SWOT analysis

Their analysis is mentioned below:

  • Weaknesses : the company does not carry out adequate advertising before the competition, which causes it to have less visibility, it does not make it possible for designs by famous creators to act against the competition, which makes the company less attractive and they lack exclusivity.
  • Threats : they could face a crisis in the economic field, taxes could rise considerably affecting them, new competitors can enter the market at any time and blogs give them a bad image.
  • Strengths : this company is a world leader in the distribution sector between retailers, the vertical integration has good control of the value chain and the designs closely approximate the needs of its customers.
  • Opportunities : the company has the opportunity to get new customers through online sales, it can open up to new markets within the world of fashion, the growing demand for new public spaces can increase its sales.

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