SWOTMatrix

SWOTMatrix, commonly referred to as a SWOT matrix or SWOT analysis, is a strategic planning tool used to identify and evaluate the internal and external factors that can affect the success of a project, product, organization, or initiative. The acronym SWOT stands for strengths, weaknesses, opportunities, and threats. The matrix is typically presented as a two-by-two grid: internal factors (strengths and weaknesses) are contrasted with external factors (opportunities and threats).

Factors are gathered through stakeholder input, data analysis, and situational assessment, and may be described qualitatively or quantified where possible. The standard workflow involves listing relevant internal strengths and weaknesses alongside external opportunities and threats, then prioritizing them by importance or probability. Strategic options are generated by cross-matching factors: SO (leveraging strengths to capitalize on opportunities), WO (mitigating weaknesses to exploit opportunities), ST (using strengths to counter threats), and WT (minimizing weaknesses to avoid threats).

A related extension is the TOWS matrix, which explicitly structures strategic options by further emphasizing external–internal pairings to produce actionable strategies. SWOTMatrix is widely used in corporate strategy, product planning, marketing, risk assessment, and project management due to its simplicity and broad applicability.

Limitations include potential subjectivity, a lack of inherent prioritization without additional scoring, and the risk of producing a static snapshot in dynamic environments. Effective use often combines SWOT with other tools and regular updates to reflect changing conditions.