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SWOT Analysis – Example template Excel spreadsheet

Free SWOT analysis - Example template Excel spreadsheetUse this SWOT analysis template to evaluate your company against internal and external influences.

This template worksheet demonstrates the SWOT methodology and assists you in identifying and documenting the strengths, opportunities (internal environment), weaknesses and threats (external environment). The purpose of the SWOT analysis is to know clearly the competitive advantages, market gaps, improvement points and factors that may threaten business continuity.

How does the SWOT analysis contribute to strategic planning?

Also called SWOT Matrix, is an administrative tool that helps to measure internal and external influences, whether favorable or unfavorable to the business. By analyzing these influences it is possible to create a more coherent and objective strategic planning.

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Know the 4 steps of SWOT Analysis:


The most important advantages you offer in relation to the market. This step is about the competitive differential of the company, know-how of a particular segment, access to available technologies, qualification of professionals, reputation, physical resources and other internal factors.


In this step it is fundamental to identify your strengths and how they can lead to business opportunities. You may also evaluate possible solutions to problems without satisfactory service in market niches, taking into account social, economic and technological influences, as well as any other policies that may be favorable to the business.


These are factors that prevent potentially better results. In this stage, aspects such as customer complaints, sales losses, inefficiency of marketing campaigns, operational bottlenecks, low productivity, among other internal factors are verified.


In this step, the factors that could represent threats to the business will be evaluated. From your weaknesses, evaluate which are those that, if not properly addressed, may become a threat to the business model. Economic, environmental, adaptations to new technologies, cultural and legislative changes, among other external influences, can represent some degree of threat to the business.


Using this methodology, the need for simple or complex measures can be identified.
As an example of applying the SWOT analysis, an organization may find that maintaining the same resources and only shifting focus on the services offered may represent a much better result. Or even the need for a new long-term investment may point to a promising scenario.

Click here to download our FREE SWOT Analysis Template

Click here to see our Personal SWOT Analysis Example

Combine this free template with other tools:

Porter’s five forces
BSC – Balanced Scorecard
Ishikawa Diagram
4p’s of Marketing
Ansoff Matrix
Simple PDCA

Learn more about:

SWOT Analysis (

SWOT Analysis for Your Small Business (

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