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- Being perceived as slow and outdated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
