A situational analysis (SWOT) analyses four key areas of a client’s business: strengths, weaknesses, opportunities, and threats. Strengths (S) and Weaknesses (W) focus on internal factors, while Opportunities (O) and Threats (T) concern external or environmental factors. Effective strategic planning requires a comprehensive analysis of each of these areas.

This SWOT analysis form provides guidelines and questions to help your client. It also allows you to quantify your client’s current strategic position. You can use the baseline score at the next planning session to measure improvement and changes in the external environment. All questions in the form need to be answered for a complete SWOT analysis. Once you have a baseline, the planning process will become simpler as you can measure and quantify change.