Strengths, Weaknesses, Opportunities, and Threats (SWOT) analyses can be found in some library databases.
Creating a SWOT Analysis
If you can’t find a SWOT analysis using either ABI/Inform or Business Source Premier, you can create your own by searching for company profiles, industry and market information, journal articles, magazines, and news. When researching public companies look at the “Risk Factors” section of their annual reports. Here are some other ideas for creating a SWOT analysis:
- Use the company website to look for which customer needs are supported.
- Determine the company's competitors and find out what kinds of products and services each provides. Compare the competitors’ products and services to find how your company differentiates itself and what if any its competitive advantage might be.
- Gather information on the industry as a whole, as this often will also include a broader perspective that will help you to determine potential issues that companies are facing.
- Contact the company. Sometimes a company will agree to an interview if you explain that you are a student working on a research project and you are willing to sign any non-disclosure agreements.
- Read customer reviews. Watch for bias, as well as consistently positive or negative reviews. Consumers may have excellent critiques that the company may not be aware of.
U.S. Company Websites
- Target audience is usually shareholders, potential investors, and the media.
- Useful for:
- Finding company values, philosophy, and strategy.
- Press releases.
- Company documents, financial data, and statistics like annual reports, 10k reports, and SEC filings.
- Internal analysis.
- Researching a company for employment opportunities.
- Free and easy to navigate.
- Challenges
- Possible biases—the good is emphasized much more than the bad...
- Difficult to find in-depth information.
- No external criticism.
