This resource lays the groundwork for practical SWOT analysis. Librarians can adapt the key points and use for internally generated data. The CPD coordinator can also use as it is as an exercise template for learning how to do SWOT analysis using library data. 

Essentially, a SWOT analysis is an examination of the internal and external factors that impact the organization and its strategies. The internal factors are strengths and weaknesses; the external factors are opportunities and threats. A SWOT analysis gives an organization a clear picture of the “situation” in which it operates and helps it identify which strategies to pursue.

This resource is a module in a course on principles of marketing. Librarians can adapt it and use for practical SWOT processes that would lead them to benchmark how they handle internally generated data.