SWOT Analysis

How to Conduct SWOT Analysis For Your Business

by Chidinma Enujioke

Running a business is no child’s play. Every day is a new challenge, and every opportunity comes with a risk. If you are looking to improve your business, you need to identify your strengths, weaknesses, opportunities, and threats (SWOT). This will help you gain a competitive edge and create a strategic plan to grow your business.

In this article, we are going to look into how you can conduct a SWOT analysis for your business and the steps needed to be taken. Let’s dive into it!

What is SWOT Analysis?

A SWOT analysis helps a company understand its strengths, weaknesses, opportunities, and threats. It’s a way to figure out what the company is good at, where it could improve, what opportunities it has, and what challenges it may face. The main purpose of a SWOT analysis is to help with decision-making and planning by looking at both the company’s inside factors (like its own strengths and weaknesses) and outside factors (like the market and competition) that could affect its success.

Step-by-Step Guide to Conducting a SWOT Analysis 

  1. Define your objective

Before you start the SWOT analysis, ask yourself, “What do I want to achieve?” Is it to improve your current performance or identify new opportunities? 

By defining your objective, you can focus your analysis on what matters.

  1. Find your strengths

Now that you know your objective, let’s look at your strengths. Ask yourself this question, What sets you apart from the competition? Is it your expert team, loyal customers, or innovative products? 

Answering these questions will help you identify the strengths that make your business unique and help you stand out in the market.

For example, let’s say you run a restaurant that specializes in Nigerian cuisine in Norway. Your chefs, with their experience in Nigerian cooking, could be a strength that sets you apart from other restaurants. 

Your loyal customers who keep coming back for your delicious dishes are also a strength that can be leveraged for growth. Your innovative menu that showcases unique Nigerian dishes that other restaurants don’t offer is also a strength that can help you expand your customer base and attract new customers.

  1. Identify your weaknesses

Nobody is perfect, and every business has its flaws. This is why identifying your weaknesses is essential for improving your business. 

You have to reflect on the things you are lacking as a business owner; do you need a stronger branding strategy, better resources, or better online presence? Acknowledge your weaknesses and work towards turning them into strengths.

For instance, you own a small online clothing store. Some of your strengths include your unique clothing designs, your customer service, and your fast shipping times. However, some of your weaknesses include a lack of brand awareness, limited inventory, and a lack of social media presence. 

Read Also: 6 Ways to Build Your Online Presence as an Entrepreneur

By acknowledging these weaknesses, you can work towards improving your brand’s image, expanding your product inventory, and developing a stronger social media presence to reach a wider audience.

  1. Spot your opportunities

Opportunities are everywhere, and spotting them can give your business a boost. Look out for emerging trends, new markets, or potential partnerships. Identifying opportunities can also give you the edge you need to outperform your rival.

Let us hold on to the online clothing store example. In terms of opportunities, you may identify a growing trend toward eco-friendly clothing. By incorporating sustainable materials and ethical manufacturing practices into your clothing line, you can attract environmentally-conscious customers and gain a competitive advantage in the market.

Another opportunity might be to expand your product line to include accessories or jewellery to complement your clothing line.

  1. Tackle your threats

No business is immune to threats. Potential threats include the rise of new marketing trends that you’re not familiar with, increased competition from larger marketing firms, or a decline in the economy that could impact your clients’ budgets for marketing. 

By keeping an eye on these potential threats and preparing for them, you can ensure that your agency is well-positioned to weather any storms and continue to provide quality service to your clients.

  1. Analyze your findings

Once you have identified your SWOT factors, it’s time to analyze them. Look for connections between the different components. For example, your strengths and opportunities may align, enabling you to capitalize on your expertise to expand your business.

Read Also: How to Conduct a Survey Research for Business Insights

  1. Develop an action plan

With your findings analysed, it’s time to develop an action plan. This should include specific tasks, timelines, and resources allocated to each action. Your plan should be measurable and focused on turning weaknesses into strengths and taking advantage of opportunities.

Importance of Reviewing and Updating Your SWOT Analysis Regularly

This is usually overlooked, yet it is very important. As a business owner or entrepreneur, you should know that success doesn’t come from just creating a SWOT analysis but from regularly reviewing and updating it.

In today’s rapidly changing business landscape, staying on top of industry trends and watching for new opportunities and potential threats is important.

By regularly reviewing your SWOT analysis, you can ensure that you’re always aware of changes in the market that may impact your business. This could include shifts in consumer behaviour, changes in regulations or legislation, or new technology that could disrupt your industry. 

By staying informed and up-to-date, you can proactively adjust your business strategy to take advantage of opportunities and mitigate potential threats.

One way to ensure that your SWOT analysis is regularly reviewed and updated is to schedule regular check-ins with your team. 

This could be a monthly meeting where you discuss any changes or updates to your analysis or a quarterly review where you take a deeper dive into your business metrics and progress. By making this a regular part of your business routine, you can ensure that everyone is on the same page and working towards the same goals.

Another way to stay on top of changes in the market is to keep an eye on industry publications and news sources. 

This could include subscribing to newsletters or blogs, attending industry conferences or events, or following thought leaders on social media. By staying informed about industry trends and developments, you can identify potential opportunities or threats before they become major issues.

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In addition to reviewing your SWOT analysis, it’s important to update it based on your progress and changing circumstances regularly. For example, if you’ve successfully implemented a new marketing strategy that has led to increased sales, you may want to update your strengths section to reflect this accomplishment. Similarly, if you’ve identified a new potential threat to your business, you’ll want to add it to your analysis and develop a plan to address it.

Read Also: Top 8 Direct Marketing Strategies for Nigerian Business Owners

Benefits of Conducting a SWOT Analysis 

So far, we have been able to look into how to carry out a SWOT analysis for a business; let us dive into the benefits it brings to the business apart from the ones aforementioned. The following are the benefits of setting up a SWOT analysis;

  • Conducting a SWOT analysis encourages strategic thinking and promotes a holistic understanding of your business.
  • It provides a clear snapshot of your organization’s current position and aids in setting realistic goals and objectives.
  • SWOT analysis enhances communication and collaboration among team members, fostering a shared understanding of the business’s challenges and advantages.
  • It assists in making informed decisions by considering internal and external factors that can impact the success of a particular course of action.
  • SWOT analysis helps prioritize resource allocation by focusing on areas with the highest growth and improvement potential.
  • It serves as a foundation for developing effective business strategies and action plans, ensuring alignment with the organization’s goals and values.


In conclusion, conducting a SWOT analysis for your business is essential to success. You can develop a strategic plan to improve your business and gain a competitive advantage in the market by identifying your strengths, weaknesses, opportunities, and threats. Whether you run a restaurant, an online clothing store, or a marketing agency, a SWOT analysis can help you better understand your business and take it to the next level.

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Edited by Emmanuel Odebiyi

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