SWOT分析是一種運用在企業管理與策略發展上的思考、分析工具。它是優勢(strengths)、劣勢(weaknesses)、機會(opportunities)、威脅(threats)的縮寫合稱。當中，優勢與劣勢是屬於內部環境條件的思考與分析。機會與威脅是外部環境的影響因素。

優勢與劣勢是內在影響因素。思考的面向包括：

優勢可以是:

1. your specialist marketing expertise.
2. a new, innovative product or service
3. location of your business
4. quality processes and procedures
5. any other aspect of your business that adds value to your product or service.

劣勢可能是:

1. lack of marketing expertise
2. undifferentiated products or services (i.e. in relation to your competitors)
3. location of your business
4. poor quality goods or services
5. damaged reputation

機會與威脅是外在影響因素。舉例如下：

機會是指：

1. a developing market such as the Internet.
2. mergers, joint ventures or strategic alliances
3. moving into new market segments that offer improved profits
4. a new international market
5. a market vacated by an ineffective competitor

威脅則可能為：

1. 新的競爭對手出現
2. 價格競賽
3. 對手提出新的產品或服務
4. competitors have superior access to channels of distribution
5. taxation is introduced on your product or service