Competitive intelligence glossary
SWOT analysis
SWOT analysis evaluates a business across four dimensions — Strengths, Weaknesses (internal), Opportunities, Threats (external) — for planning.
A SWOT analysis is usually a starting point rather than a finished deliverable: it forces a team to separate what's within its control (strengths and weaknesses) from what isn't (opportunities and threats in the market, including competitor moves), which keeps strategic discussions from collapsing into a single list of good and bad things.
It's commonly used at the start of a planning cycle, before a product launch, or when evaluating a new market — competitive intelligence usually feeds the 'opportunities' and 'threats' quadrants, since those depend on what's happening outside the company.
The most frequent criticism is that SWOT analyses go stale immediately and rarely get revisited, becoming a slide from a kickoff deck rather than a living view of the competitive landscape. The framework is only as good as the currency of the inputs feeding it.
Where Dozier fits
A Dozier Dossier is a living report rather than a static slide, so the 'opportunities' and 'threats' a SWOT analysis references can be refreshed on demand instead of aging out between planning cycles.
See DossierRelated terms
See it applied to your market.
Start with a free Exposure Audit — see your business the way a rival does — then cited findings, ranked moves, and Dozier watching for what changes next.
Browse the full glossary — 10 terms and counting.