SWOT Analysis Definition

The “SWOT Analysis” is a strategic marketing tool that helps to identify and evaluate the Strengths, Weaknesses, Opportunities and Threats of a company or a specific project.

It is also an essential part of market analysis, used to make informed strategic decisions and maximize the value of a product or service.

SWOT analysis

Understanding of internal and external factors

SWOT analysis distinguishes two main categories of factors: internal and external. The strengths and weaknesses are considered as internal factors, which can be directly controlled by the company. On the other hand, opportunities and threats are considered external factors influenced by market conditions or the competitive landscape.

Contextualization of the SWOT analysis in the larger marketing context

Performing a SWOT analysis is a critical step in developing a solid marketing strategy. It plays an important role in defining the target audience and creating a buyer persona. It serves as the basis for developing a powerful Unique Selling Proposition (USP) to clearly differentiate the company from the competition in the industry.

SWOT analysis is also closely related to the concept of marketing mix, as it helps align the four P’s (product, price, place, and promotion) based on identified strengths, weaknesses, opportunities, and threats. Furthermore, it often flows into considerations regarding pricing strategies and underpins a company’s pricing strategy.

Value of SWOT Analysis in Growth Marketing

Especially in growth marketing, SWOT analysis brings significant advantages. This is because with the help of this form of analysis, a company can determine its current position on the market, identify dormant potential and recognize possible risks in good time. It also enables the formulation of effective marketing tactics such as lead magnets and customer segmentation by aligning them based on the company’s strengths and opportunities. It also feeds into the creation and optimization of a marketing funnel and customer journey to increase conversion rates and ultimately ROI.


In conclusion, SWOT analysis is an essential tool in strategic marketing. It provides a clear and objective overview of the internal and external factors that influence the success of a company or a project. In doing so, it is an important resource that marketers can use to oversee and manage both micro and macro levels of their marketing ecosystem.