SWOT Analysis

General Information

SWOT Analysis often becomes a quick group brainstorming approach with marketing students, rather than a discussion of what makes up a robust and detailed SWOT.

The other problem with SWOTs is that they are quite generic, often because students start with a “blank sheet”.

To solve this problem I have designed a simple SWOT generator that runs on a preset Excel template, where students can choose from almost 600 possible strengths, weaknesses, threats and opportunities.

This means that we can get beyond the “building a generic SWOT” to actually working with a more detailed SWOT to start looking at strategic options.

This three Excel template is available for download here… free-SWOT-maker-Excel-template-2020

Possible In-Class Activities

  1. Groups can develop a SWOT for a particular firm and then discuss/argue why their approach is different (or better).
  2. Students can develop SWOT’s for two or more direct competitors and identify WHY their marketing strategies NEED to differ.
  3. Students can split the SWOT into four (with a group working on each) as an overall class activities.
  4. Students can start with a “blank sheet” first, and then move to the SWOT template to see how more detailed information (closer to the first) can greatly assist the development of a SWOT.

How the SWOT Template Works