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The Idea SWOT evaluates and determines the potential of new ideas by analysing the strengths and weaknesses, as well as opportunities and threats confronting the ideas. This enables the students to get an overview of the potential of their ideas, and identify the critical areas that need to be addressed.


The students draw the four boxes of the Idea SWOT model on a large sheet of paper. Each box is identified by a letter that corresponds to the Strengths, Weaknesses, Opportunities, and Threats of the idea that they are about to evaluate (see illustration).

1)The teacher asks the students to list the most important internal strengths and weaknesses of their idea and place them in the corresponding boxes.

2)The teacher asks the students to list central opportunities and threats in the surrounding context that affect the potential of their idea ,and place these in the corresponding boxes.


The students can also use the Idea SWOT to determine the strengths and weaknesses, opportunities and threats of a given problem, and use this as a platform for idea generation.


Kotler et. al. (2009) Marketing Management. 1st European ed. Prentice Hall