FAQ: What is a SWOT analysis and how do I locate one?

What is a SWOT Analysis?

A SWOT analysis is used to evaluate the relationship between a company’s internal resources (strengths and weaknesses) and external possibilities (opportunities and threats). 

SWOT stands for:

• Strengths: factors, capabilities, or resources that the company can use to achieve its objectives
• Weaknesses: limitations, faults or defects within the company that can prevent it from achieving its objectives
• Opportunities: favorable situations, trends, or changes in the external environment that can enhance the company's competitive position
• Threats: unfavorable situations, trends or changes in the external environment that can threaten the company's competitive position

SWOT analysis can be used in many areas of a company, including products, divisions, and services. Its purpose is to provide an overview and understanding of the forces, trends, and characteristics of a particular market. As the SWOT analysis analyzes relationships between strengths, weaknesses, opportunities, and threats, it can aid in making informed choices about what actions to take to maintain a company’s competitive advantage and increase its ability to achieve its goals.

Where can I locate a published SWOT analysis?

You can find SWOT analysis for many publicly traded companies using the following databases:

• Business Search Ultimate
  • Click on the Advanced Search under the search box on the right. Find the "Publication Type" filter and locate "SWOT Analysis," then go back up to the search boxes at the top to enter your search keywords. Alternatively, you can browse for SWOT analyses by clicking on the "SWOT Analyses" option in the featured content under the Business Searching Interface. 
• MarketLine (Explorer)
  • Quality business reports, including company profiles, market reports, industry outlooks and country economic and demographic conditions. To access data, click "Explorer" under Cross Industry Intelligence Center. To find a SWOT analysis, click on "Companies" in the menu across the top of the page and search for your company. A link to the SWOT analysis will be in the left column of the company report.
• Business Insights: Global
  • Search by company name and navigate to the company profile. The SWOT analysis section is located after the Company Overview section on the company profile. See the video overview below for guidance on locating a published SWOT analysis and finding information to write your own SWOT analysis.

Where can I find information to help me write a SWOT analysis?

The graphic below identifies library databases you can use to research the different categories of a SWOT analysis for your company. Click on the database names to go straight to the database.