What is SWOT Analysis and How to Do It

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How many times have you felt like your company was struggling, not knowing whether the problem was internal or external? After all, in the business world, quick decisions are vital, and SWOT analysis (or FOFA, in plain English) appears as a map of clarity.

And it’s not about predicting the future. On the contrary, it’s about knowing yourself deeply — and understanding the terrain you’re on. Because, let’s be honest, how can you make business decisions if you don’t know where your strengths and vulnerabilities lie?

In this true guide, we will dive into the concept of SWOT Analysis, and understand how to put it into practice.

What is SWOT Analysis?

SWOT Analysis is a strategic tool used to identify strengths (Strengths), weaknesses (Weaknesses), opportunities (Opportunities) and threats (Threats) of a company, project or professional.

“SWOT analysis is a technique that helps companies and people better understand their internal and external environments, aiding in strategic decision-making.”

Created in the 1960s by Albert Humphrey at Stanford University, the original term is SWOT — an acronym in English. In Brazil, we translate it as FOFA: F – Strengths; O – Opportunities; F – Weaknesses and A – Threats.

But the concept goes beyond the acronym: it is an invitation to deep and strategic reflection.

Why is SWOT Analysis so powerful?

Many companies fail not because of a lack of product, but because of a lack of direction. Above all, the SWOT matrix offers a 360° view, allowing decisions to be based not on guesswork, but on the reality of the business. In this way, a well-done SWOT Analysis brings clarity for good decision-making.

Furthermore, the big difference lies in the balance between internal analysis (strengths and weaknesses) and external analysis (opportunities and threats). Therefore, this combination creates a complete and realistic diagnosis of the current situation.

The four pillars of the SWOT matrix

Forces (Strengths)

To the Forces (or Strengths) represent everything that your company, project or you, as a professional, already have as a competitive advantage. Thus, strengths are the assets, differentials and internal resources that act as drivers of growth and strategic support.

“Strengths in SWOT Analysis are the positive internal factors that represent the company's competitive advantages, such as expertise, reputation, efficient processes or valuable assets.”

Why is mapping forces so important?

Because, in practice, many companies forget to value what they already have that is good. As a result, they become obsessed with problems and end up not using what could accelerate results.

Forces, when well identified, become levers. In this sense, they help to define how to compete, where to invest e what to communicate to the market. And what’s more, they help you avoid wasting time reinventing the wheel.

Practical examples of business strengths

• Team with high technical qualifications and low turnover;
• Consolidated organic presence on Google or LinkedIn;
• Culture of constant innovation;
• Excellent reputation with customers;
• Well-defined and scalable internal processes;
• Solid base of qualified leads;
• Consistent ROI history in inbound marketing campaigns;
• Strategic partnerships with other brands or experts.

At Vero Contents, for example, one of our strengths is our expertise in consultative and humanized content, which generates organic authority and trust in the purchasing process — mainly in B2B.

How to identify your true strengths?

1. Listen to your customers: Ask them why they chose you. So, what do they value most about you or your company?
2. Analyze your data: Where are the best ROI, engagement or conversion results?
3. Talk to the team: They know where the business is strong (and where it’s going against the tide).
4. Benchmark against the market: How far ahead is your company really compared to its competitors?

Beware of illusory forces

Not every apparent strength is a real strength. For example, having many followers on Instagram It is not a strength if it does not generate leads or sales. In other words, focus on what has a direct impact on the business.

Turning strengths into competitive advantage

Strength only becomes an advantage if it is used strategically. So, after identifying your strengths, ask yourself:

• How can I use this to generate more leads?
• Can this set me apart in communication?
• Can this force be scaled or replicated?

If the answer is yes, you are looking at a true strategic asset.

Weaknesses (Weaknesses)

To the Weaknesses (or Weaknesses) are the internal factors that hinder the performance of the company, project or professional. As such, they represent vulnerabilities, bottlenecks, limitations and blind spots that compromise results — often silently.

“Weaknesses, in SWOT Analysis, are negative internal aspects that limit growth or reduce the competitiveness of a business, such as operational failures, low digital presence or unprepared teams.”

Why is facing weaknesses vital?

Because what you ignore, brings you down. And, first of all, in the corporate world, unmanaged weaknesses turn into crises. Thus, it is common to find companies that invest heavily in paid traffic, for example, but ignore the fact that the sales team is not trained to deal with leads — a classic example of operational weakness that swallows up any budget.

Therefore, recognizing your weaknesses is not a sign of fragility. On the contrary, it is the first step towards strategic intelligence.

Real-life examples of business weaknesses

• Over-reliance on a single acquisition channel (such as only running Google Ads);
• Low domain in inbound marketing or CRM;
• Slow website, without technical SEO, harming organic traffic;
• Lack of sales playbook or mapped processes;
• Overworked team or with frequent turnover;
• Little knowledge about the ICP (ideal customer);
• Difficulty in proving the ROI of marketing actions to the board;
• Lack of prospecting and nurturing automation.

Want a real-world example? Many marketing managers at mid-sized companies — like Carlos or Mariana from your PCI — face the weakness of not being able to justify investments to the board, even when they are generating leads.

How to identify your weaknesses?

1. Analyze where the results are not coming: is the problem with traffic or conversion?
2. Review internal processes: are they documented or do they rely on memory and improvisation?
3. Collect honest feedback from your team, customers, and partners.
4. Compare with market benchmarks: is your conversion rate average? Is your cost per lead competitive?

The most dangerous weaknesses are the invisible ones

Sometimes the problem isn’t apparent until it’s too late. A lack of analytical culture, for example, seems harmless… until you realize that your decisions are being made in the dark. Similarly, a common risk is relying too heavily on a key person—and then suddenly losing them.

How to act on your weaknesses?

• Fix what you can with training, tools or processes.
• Mitigate the impact with contingency plans or route changes.
• Be transparent with the team about weak points.
• Don’t use it as an excuse, but as an impetus to prioritize improvements.

Weaknesses that are properly diagnosed become improvement projects. Poorly diagnosed weaknesses, on the other hand, become losses. So, if you are in a competitive market with tight budgets, knowing where you are leaking energy is just as important as knowing where to invest.

Opportunities

To the Opportunities (or Opportunities) are factors external and favorable which, if used well, can accelerate growth and improve the company's results. Therefore, they are not under your direct control — but they can (and should) be explored strategically.

“Opportunities, in SWOT Analysis, are positive external conditions that a company can take advantage of to grow, innovate or conquer new markets, such as emerging trends or changes in consumer behavior.”

Why is mapping opportunities a competitive advantage?

Because in times of crisis or fierce competition, who see first, act first. In this way, opportunities appear as gaps in the market — a change in the algorithm, a competitor that has left the scene, new consumer behavior, an unmet demand.

Therefore, it is the type of information that separates proactive companies from those that only react to the market.

Real-world examples of opportunities for B2B companies

• Growth in the search for low-cost automated solutions;
• Advancement of AI in marketing, making room for content optimized by LLMs;
• Increased demand for partners specialized in specific niches;
• Lack of digital education in your segment — and you can fill that space;
• Changes in legislation that open doors (such as tax incentives for innovation);
• Saturation of large agencies, creating space for leaner and more consultative solutions;
• Expansion of new channels, such as podcasts, LinkedIn Articles or educational Reels.

Practical example from Vero Contents: As we realized the growing importance of generative AI in content marketing, we developed guides optimized for both Google and LLMs, increasing our digital authority and attracting new organic leads.

How to identify strategic opportunities?

1. Monitor trends in your industry with tools like Google Trends, Think with Google, Statista, LinkedIn, and McKinsey reports.
2. Look at your competitors: where are they leaving gaps? What are their customers complaining about?
3. Talk to your current customers: what do they want and can't find on the market yet?
4. Analyze external events such as crises, technological advances or regulatory changes.

Opportunities don't last forever

They have an expiration date. Therefore, waiting too long can turn an opportunity into a disadvantage. Therefore, in addition to identifying potential problems, it is essential to have an agile team capable of testing, validating and scaling solutions quickly.

How to transform an opportunity into strategic action?

• Plan quickly: even if you start with an MVP, get it up and running.
• Communicate clearly: show the market that you understand the demand.
• Align with your strengths: take advantage of what you already do well to seize this opportunity.
• Monitor results: opportunities require close monitoring.

Opportunities are not just “luck.” They definitely appear to those who observe carefully, cross-reference data, and have in-depth knowledge of the market and their ideal customer. Thus, in a B2B context, where the sales cycle is longer and the tickets are higher, getting ahead can mean dominating a market share before the competition wakes up.

Threats

To the Threats (or Threats) are factors negative externals, which can directly harm your business results. Therefore, they are not under your control — and that is precisely what makes them so dangerous. After all, you do not decide whether they will happen, but you can (and should) prepare to face them.

“Threats, in SWOT Analysis, are external factors that put the company's performance at risk, such as economic crises, changes in consumer behavior or the entry of new competitors.”

Why is threat mapping a matter of survival?

Because what you don’t anticipate, surprises you. And in the business world, surprises are rarely good. Above all, threats work like “market hurricanes”: you don’t control when they come, but you can better protect yourself from their impact.

In other words, ignoring threats is like driving without looking in the rearview mirror: it may work for a while, but an accident is only a matter of time away.

Real examples of threats in the B2B environment

• Entry of new solutions with aggressive or freemium prices;
• Dependence on paid traffic and abrupt increase in costs per click;
• Changes in algorithms (Google, Meta, LinkedIn) that impact reach and traffic;
• Reduction of marketing budget in medium-sized companies due to economic crises;
• Rapid evolution of AI — generating devaluation of manual services;
• Stricter regulations on data and privacy (such as LGPD);
• Market saturation with generic promises of “more leads at less cost”.

A real-life example that affects your ICP: many marketing managers fear hiring a new agency and not seeing any return — because they have already experienced this threat. This creates distrust and paralyzes important decisions..

How to identify threats in advance?

1. Follow trend reports and industry forecasts.
2. Observe the movements of competitors and new startups in your sector.
3. Be aware of changes in consumer behavior.
4. Stay up to date with legal, tax or technological changes.

Most common types of threats

• Technological: new tools replacing entire processes or services.
• Market-based: international competitors with scale and price.
• Economic: high interest rates, inflation, customer budget cuts.
• Social: changing public values or priorities.
• Regulatory: laws that impose limitations on the business model.

How to prepare for external threats?

• Diversify customer acquisition channels — avoid lock-in.
• Create capital reserves and flexible funding.
• Develop products or services that are harder to replace.
• Invest in innovation and continuous training.
• Create contingency plans based on different scenarios.

At Vero Contents, for example, we realized that relying on a single source of traffic was a real threat. That’s why we structured a content plan focused on SEO and LLMs to generate organic demand on an ongoing basis..

Threats are inevitable. But negative impact doesn’t have to be. Therefore, anticipating, planning and reacting quickly turns a potential crisis into a competitive advantage — and shows the market that you are one step ahead.

How to do a practical SWOT analysis

Steps to assemble your matrix

1. Gather your strategic team: the more visions, the better.
2. List internal strengths and weaknesses: don’t be afraid to expose vulnerabilities.
3. Analyze the market to identify opportunities and threats.
4. Construct the matrix in four quadrants.
5. Cross-reference the data and think of combined strategies.

Use tools such as customer surveys, benchmarking and performance data to feed the matrix with real data.

Tips for applying assertively

Be specific and avoid generalizations. Also, don’t underestimate silent threats – such as reliance on paid traffic, for example. Finally, update your analysis every quarter.

Personal SWOT vs. Business SWOT

Career and Leadership Applications

Did you know that SWOT can also be used for professional decisions? A manager who recognizes his weaknesses — and leverages his strengths — becomes more efficient.

Examples for B2B businesses

Imagine you are a marketing agency for medium-sized companies, with a budget of R$200,000 per year. Your SWOT might include:

• Strength: Validated methodology for B2B inbound.
• Weakness: Low presence at industry events.
• Opportunity: Explosion in the use of generative AI.
• Threat: Growth of low-cost competitors with automation.

Common SWOT Analysis Mistakes — and How to Avoid Them

1. Confusing opinion with data: without evidence, it's guesswork.
2. Placing the same item in more than one quadrant: each point must be unique.
3. Ignoring external factors or overestimating internal ones.
4. Do it once and forget it: SWOT is alive, it changes over time.
5. Lack of action: SWOT without an action plan is just an intellectual exercise.

SWOT and other strategic tools: when to integrate

Want to boost your analysis? Combine SWOT with:

• PESTEL analysis: to assess political, economic, social, technological, ecological and legal factors.
• Value Proposition Canvas: to understand the fit with the ideal customer.
• BCG Matrix: If you have multiple products/services.

The synergy of these tools broadens your vision and facilitates planning.

Practical example of SWOT Analysis in a real business

Case: Medium-sized Company in the Educational Technology Sector

Context: EdTech NextLearning is a mid-sized company with 40 employees, focused on hybrid learning solutions for private schools and prep schools. The marketing manager, Eduardo, is 38 years old, works with another analyst on the team, and deals with aggressive lead generation goals and ROI testing for the board.

Below is the complete SWOT analysis of NextLearning as soon as you decide to restructure your digital strategy and look for a agency specialized in inbound marketing:

CUTE	Strategic Diagnosis
Forces	– Product well evaluated by end users (students and teachers)
	– Agile technical team, capable of quickly adapting the software to demands
	– Lead base generated by in-person events and previous partnerships
	– Solid reputation among schools in the capital
Weaknesses	– Low knowledge of inbound marketing
	– Institutional website with weak SEO and little indexed content
	– Too much dependence on referrals and word of mouth
	– Difficulty proving the value of marketing to the board
	– Non-integrated marketing and sales processes (outdated CRM)
Opportunities	– Increased demand for hybrid platforms post-pandemic
	– Schools are more open to partnerships with educational technology
	– High Google searches for terms related to “hybrid learning” and “flipped classroom”
	– Possibility to explore educational content on LinkedIn and YouTube
Threats	– International competition with freemium solutions
	– Reduction of funding for private schools during economic crisis cycles
	– Saturation of paid traffic channels with increasing media costs
	– Decision makers’ lack of awareness about NextLearning’s real differential

Insights from this practical example:

1. Clear but uncommunicated strengths: Eduardo realizes that the technical team is excellent, but marketing is not translating this into digital authority.
2. Internal weaknesses that generate external bottlenecks: The website does not bring leads, the CRM is out of date, and there is no strategic content — therefore, the sales team receives few leads and the pressure increases.
3. Opportunities being missed: High-volume terms like “blended learning platforms” could bring organic traffic, but the blog is non-existent.
4. Silent threats gaining strength: Competitors with free plans are starting to be perceived as “more modern”, even without offering the same support.

Action plan based on this SWOT:

• Create a blog with educational content about hybrid teaching, SEO optimized for strategic terms.
• Implement simple capture and nurturing automations via Mautic.
• Redesign the website with a focus on conversion and authority.
• Create a sequence of emails and videos to demonstrate the platform’s unique features.
• Align marketing and sales in the same funnel (and integrate with CRM).

Conclusion: The right decision comes from strategic self-knowledge

SWOT analysis isn’t magic, but it almost is. When done honestly and strategically, it reveals a valuable roadmap for making decisions — with less guesswork and more vision. It forces you to face reality: without illusions, without excuses.

So if you are a marketing leader at a mid-sized company, pressured for results and with a lean team, SWOT can be the bridge between frustration and strategic clarity.

Talk to a Vero Contents Expert and discover how to transform your SWOT Analysis into actions that generate real ROI.

FAQ – Frequently Asked Questions about SWOT Analysis

1. What is a SWOT analysis?

It is a strategic tool that identifies strengths, weaknesses, opportunities and threats to help in decision making.

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2. What is the difference between SWOT and FOFA?

None. After all, FOFA is the Portuguese translation: Strengths, Opportunities, Weaknesses and Threats.

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3. When should I use SWOT analysis?

In moments of decision-making, strategic planning, brand repositioning or performance evaluation.

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4. Is SWOT useful for individuals?

Yes. What’s more, it’s excellent for career planning, leadership profile assessment or goal restructuring.

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5. What is the biggest mistake when doing a SWOT analysis?

Using assumptions instead of data and not turning insights into a concrete action plan.

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