SWOT is an acronym that stands for Strengths, Weaknesses, Opportunities, and Threats. It is used to assess the viability of a new business or marketing plan. The analysis is divided between internal (strengths and weaknesses), and external (threats and opportunities). When drafting your SWOT analysis, the most important part is to explain why and how something is the way it is. For example, if your management staff is a strength, explain why and how they excel. For each of these four categories it is important to evaluate your company from a personal standpoint, but also to compare it in respect to your competitors, because that is the best judgment of how you are doing.