Modern SWOT analysis in business and marketing situations is normally structured so that a 2x2 matrix grid can be produced, according to two pairs of dimensions.

Strengths and Weaknesses, are 'mapped' or 'graphed' against Opportunities and Threats.

To enable this to happen cleanly and clearly, and from a logical point of view anyway when completing a SWOT analysis in most business and marketing situations, Strengths and Weaknesses are regarded distinctly as internal factors, whereas Opportunities and Threats are regarded distinctly as external factors.

Here is the explanation in more detail:

Strengths and Weaknesses the internal environment - the situation inside the company or organization for example, factors relating to products, pricing, costs, profitability, performance, quality, people, skills, adaptability, brands, services, reputation, processes, infrastructure, etc. factors tend to be in the present
Opportunities and Threats the external environment - the situation outside the company or organization for example, factors relating to markets, sectors, audience, fashion, seasonality, trends, competition, economics, politics, society, culture, technology, environmental, media, law, etc. factors tend to be in the future

swot matrix (2x2 matrix using internal/external categories)

Here is a typical extension of the basic SWOT analysis grid into a useful 'action-based' 2x2 SWOT matrix.

The SWOT analysis in this format acts as a quick decision-making tool, quite aside from the more detailed data that would typically be fed into business planning process for each of the SWOT factors.

Here the 2x2 matrix model automatically suggests actions for issues arising from the SWOT analysis, according to four different categories: strengths (internal) weaknesses (internal) opportunities (external) strengths/opportunities

obvious