This example SWOT was generated using the SWOT analysis Excel template that you can download for free on this website.

Strengths

• High service levels
• Highly automated systems
• IT/software expertise
• Easy access to capital and funding
• Solid financial reserves
• Effective sales and service culture
• Focus on internal marketing
• Team-based culture
• Clear segments targeted effectively
• Clear value proposition
• Effective CRM program
• Good understanding of the customer journey
• Strong share-of-customer
• Broad product range
• Attractive store design/layout
• Highly convenient locations
• Clear positioning
• Seen as having strong corporate social responsibility
• Easy-to-use apps

Weaknesses

• Poor cost efficiencies
• Mixed quality staff
• Targeting price elastic markets
• No distinct product features
• Undifferentiated products
• Limited engagement from marketing communications
• Have to price under the market
• No consumer connection to the brand
• Limited online advertising experience
• Limited social media success
• No expertise in creating engaging online content
• No real relationships with online “influencers"
• Broad competitive set

Opportunities

• Leverage our big data
• Develop a customer relationship culture
• Attract new customers through special offers
• Shift to a customer-centric marketing outlook
• Target more price inelastic markets
• Expand our product mix
• More clearly differentiate our product offering
• Broaden our geographic reach
• Build relationships with influencers
• Expand our number of stores/outlets
• Strengthen/clarify our value proposition
• Build online engagement with our brand
• Advertise on online comparison websites
• Build/acquire digital marketing expertise
• Creating more engaging social media content
• Become a disruptive innovator

Threats

• Becoming a market laggard or a me-too player
• Declining unit margins
• Rising fixed costs
• Consumers becoming more price sensitive
• Becoming a me-too player, due to product mix
• Excessive cost of big data
• Inability to grow the customer base long-term
• Poor ratings on review websites
• Being perceived as slow and outdated
• Aggressive price cutting
• Growing competitive set
• Many emerging new entrants
• Breach of data/privacy issues
• Disruptive technology
• High levels of inflation
• Online fraud
• Uncertain market conditions

Also see the example SWOT for Apple