A SWOT analysis is a business tool that is used to help you understand the external and internal factors which can influence a project or an organisation. SWOT is an acronym that stands for Strengths, Weaknesses, Opportunities and Threats.

Strengths and weaknesses are intrinsic to your business. Opportunities and threats are extrinsic; they are in the environment that your pharmacy operates in. Strengths and opportunities are positive, while weaknesses and threats are negative in nature.

SWOT analyses are often presented as a four-quadrant model: