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Business Research Guide

This guide is to help you research topics and trends in Business. Using the tabs, you can access links to library resources as well as research tips and citation tools.

What is SWOT?

A SWOT analysis is an objective planning tool used to evaluate a company's competitive position.  It is designed to provide a realistic, fact-based, data-driven look at a company's strengths, weaknesses, opportunities, and threats.  To keep the analysis accurate, avoid pre-conceived beliefs or gray areas and focus instead on real-life contexts. A SWOT should be used as a guide and not necessarily as a prescription.

The SWOT analysis is typically depicted as a square segmented into four quadrants, each dedicated to a SWOT element. This visual arrangement provides a quick overview of a company’s position. 

The following is an example of a SWOT chart:

Remember, the SWOT analysis is meant to be an objective summary tool.  Any analysis which lacks good information will result in a biased viewpoint, and may cause you to reach the wrong conclusion.