A planning grid that lists internal Strengths and Weaknesses alongside external Opportunities and Threats, used to take stock before choosing a direction.
At annual planning, before entering a new market, during a rebrand or competitive review; as an input to strategy, not the strategy itself.
A regional HVAC company listing fast response times (strength), thin online reviews (weakness), a new home-efficiency rebate program (opportunity) and a national franchise entering town (threat).
Useful for getting everything on the table, but scored lower because it rarely forces a decision. Flagged when the grid gets filed away and nothing changes. Follow it with a choice.
