Business analysis glossary
SWOT Analysis
What it is
SWOT analysis lists an organisation's or option's Strengths and Weaknesses (internal) and Opportunities and Threats (external) to support a decision. It is a structured way to gather and discuss evidence. It is commonly shown as a two-by-two grid and filled in by a group, so many perspectives are captured.
Why it matters
It helps teams look at an idea from several sides before committing. Used honestly, with evidence rather than opinion, it exposes risks and strengths that can be built on. Analysts use it for strategy, project options and process improvement, and the strongest versions link each point to evidence such as data or customer feedback.
Example
Before adding online booking, Orchard Health Clinics notes strengths (loyal patients), weaknesses (old booking software), opportunities (fewer missed calls) and threats (competing clinics offering online booking). The team then turns each quadrant into questions, such as how to use the strengths to take the opportunities and reduce the threats.