SWOT Analysis

SWOT ANALYSIS MATRIX

I
N
T
E
R
N
A
L

P O S I T I V E

Factors that are in direct internal control of an organization or project that gives it a competitive advantage over its competition.

N E G A T I V E

Factors that are in direct internal control of an organization or project that has a negative impact or puts it at a disadvantage.

E
X
T
E
R
N
A
L

Factors outside of the direct control of an organization or project that should be utilized or maximized to its advantage.

Factors outside of the direct control of an organization or project that is troublesome or generate a negative impact.

	INTERNAL SWOT FACTORS
	Financial Resources – Income/Debt, Funding Sources, etc.
	Human Resources – Staff, Users, Target Audience/Customers, etc.
	Physical Resources – Facility, Equipment, Location, etc.
	Processes – Programs, Systems/Applications, etc.
	Experiences – Brand Reputation, Community Support, etc.
	Intellectual Property – Trademarks, Patents, Copyrights, etc.

	EXTERNAL SWOT FACTORS
	Market – Market Trends, Customer Expectations, Competition, etc.
	Economy – Local/National/International Trends
	Regulations – SLAs, Industry, Governmental, Location, Political, etc.
	Vendors – Suppliers/Vendors/Distributor Relationships, SLAs, etc.
	Funding – Grants, Donations, Legislature, etc.
	Environment – Physical Location, Public Transportation, Weather, etc.
	Events – Local/National/International Events