Careers and Employability Service

SWOT analysis

SWOT focuses more on the organisation itself, requiring you to break down your own research into two parts. Firstly strengths and weaknesses, these are largely directly connected to the organisation and are therefore within their control. Organisations will look to maximise strengths and reduce weaknesses wherever possible, this can give you a strong understanding of where the organisation is currently. Secondly is opportunities and threats, these are largely external factors that are out of the organisations direct control but need be evaluated. Assess what opportunities there are for the organisation in its current climate, as well as the upcoming threats it need prepare for.


For example, a loyal local customer base established over 40 years of trading.


For example, staff on the shop floor are under skilled for the job, due to a lack of training.


For example, due to a changing social trends, a new sub market has opened which no one in the sector has latched onto yet.


For example, government legislation can drastically alter how the sector as a whole may have to operate, what are the potential threats currently and how the organisation might minimize this.

SWOT can also be used as a personal assessment, in which to assess yourself before or during the application process. Consider your own strengths and how you can maximise how you use and convey them, while looking at how you can reduce your weaknesses. Look into what opportunities are available to you in order to add to your strengths, this could be anything from careers fairs to volunteering. Meanwhile look into what threats there are to your skills and development, once aware look into how to best address this.

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