SWOT analysis

In this lesson

1. 0:00 SWOT analysis overview and framework
2. 1:39 Understanding external threats to business
3. 2:29 Identifying and exploiting opportunities
4. 4:00 Real-world SWOT application example
5. 5:07 Evaluating threats and opportunities in practice

About this lesson

You'll discover how to identify and organise strengths and weaknesses (what's within your control) alongside opportunities and threats (what's happening in the wider market), then use these insights to shape your strategy. SWOT analysis is essential for strategic planning across CIMA qualifications, particularly in papers like Strategic Management and Strategic Business Leader. The framework helps you move beyond isolated analysis to see the complete picture: how your internal capabilities can capitalise on market opportunities, and how you need to defend against external threats and competitive pressures. You'll work through the four quadrants with clarity. Strengths and weaknesses are internal—they reflect what your organisation is currently good at and where it needs improvement. Opportunities and threats are external—they're market shifts, regulatory changes, technological advances, or competitor moves that sit beyond your direct control but could significantly impact your future. The real value emerges when you use this summary to develop strategy: leveraging strengths and opportunities while addressing weaknesses and preparing for threats. The lesson includes a practical worked example showing how XYZ company identified technological advancements and strategic partnerships as opportunities, whilst recognising economic uncertainty, intense competition, and regulatory changes as threats. This demonstrates how SWOT becomes actionable—transforming potential risks into strategic responses and positioning your organisation to thrive in a changing landscape.

Duration: 6m