Definition of a SWOT Analysis

Strengths

Positive tangible and intangible attributes, internal to an organization, they are within the organization’s control.

Weaknesses

Factors that are within an organization’s control that detract from its ability to attain the desired goal. Which areas might the organization improve?

Opportunities

External attractive factors that represent the reason for an organization to exist and develop. What opportunities exist in the environment, which will propel the organization? Identify them by their “time frames”

Threats

External factors, beyond an organization’s control, which could place the organization mission or operation at risk. The organization may benefit by having contingency plans to address them if they should occur.