{"id":15975,"date":"2025-10-11T08:12:00","date_gmt":"2025-10-11T06:12:00","guid":{"rendered":"https:\/\/www.codeur.com\/blog\/?p=15975"},"modified":"2025-10-11T08:12:00","modified_gmt":"2025-10-11T06:12:00","slug":"analyse-swot","status":"publish","type":"post","link":"https:\/\/www.codeur.com\/blog\/analyse-swot\/","title":{"rendered":"Analyse SWOT&nbsp;:  d\u00e9finition, exemples et matrice SWOT \u00e0 t\u00e9l\u00e9charger"},"content":{"rendered":"\n<p>Savez-vous ce qu&#8217;est une <strong>analyse SWOT<\/strong>&nbsp;? C&#8217;est l\u2019outil strat\u00e9gique incontournable pour identifier forces, faiblesses, opportunit\u00e9s et menaces.<\/p>\n\n\n\n<p>D\u00e9couvrez sa d\u00e9finition, des exemples concrets et t\u00e9l\u00e9chargez gratuitement votre propre matrice SWOT pr\u00eate \u00e0 l\u2019emploi&nbsp;!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">D\u00e9finition de l&#8217;analyse SWOT<\/h2>\n\n\n\n<p>La matrice SWOT est un outil d&#8217;analyse strat\u00e9gique qui permet d&#8217;\u00e9tablir \u00e0 la fois un diagnostic interne et un diagnostic externe d&#8217;une entreprise, d&#8217;un produit ou encore d&#8217;un projet.<\/p>\n\n\n\n<p>Son int\u00e9r\u00eat&nbsp;? <strong>Identifier les axes \u00e0 d\u00e9velopper dans votre strat\u00e9gie marketing<\/strong> et faire le point sur le march\u00e9 cibl\u00e9.<\/p>\n\n\n\n<p>Elle repose sur quatre piliers qui lui donnent son nom&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Strengths (les forces) ;<\/li>\n\n\n\n<li>Weaknesses (les faiblesses) ;<\/li>\n\n\n\n<li>Opportunities (les opportunit\u00e9s) ;<\/li>\n\n\n\n<li>Threats (les menaces).<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"576\" height=\"588\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/matrice-swot.png\" alt=\"\" class=\"wp-image-99316\" srcset=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/matrice-swot.png 576w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/matrice-swot-294x300.png 294w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/matrice-swot-60x60.png 60w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/matrice-swot-370x378.png 370w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/matrice-swot-270x276.png 270w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/matrice-swot-570x582.png 570w\" sizes=\"(max-width: 576px) 100vw, 576px\" \/><\/figure>\n\n\n\n<p><br>Le SWOT trouve sa place dans de nombreux documents importants comme le business plan ou le <a href=\"https:\/\/www.codeur.com\/blog\/plan-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">plan marketing<\/a>.<\/p>\n\n\n\n<p>D\u00e9cortiquons chacune de ses dimensions pour vous aider \u00e0 r\u00e9aliser efficacement votre propre analyse \u00e0 travers de nombreux exemples de SWOT ainsi qu&#8217;une<strong> matrice vierge \u00e0 remplir<\/strong> (voir plus bas).<\/p>\n\n\n\n<p><strong>SOMMAIRE&nbsp;:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#interne\">L&#8217;analyse interne<\/a><\/li>\n\n\n\n<li><a href=\"#externe\">L&#8217;analyse externe<\/a><\/li>\n\n\n\n<li><a href=\"#exemple-matrice-swot\">Exemple de matrice SWOT<\/a><\/li>\n\n\n\n<li><a href=\"#strategies\">Les strat\u00e9gies \u00e0 mettre en place \u00e0 l&#8217;aide de votre matrice SWOT<\/a><\/li>\n\n\n\n<li><a href=\"#video\">Comprendre l&#8217;analyse SWOT en vid\u00e9o<\/a><\/li>\n\n\n\n<li><a href=\"#telecharger\">T\u00e9l\u00e9charger votre matrice SWOT vierge \u00e0 remplir<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"interne\">Matrice SWOT&nbsp;: l&#8217;analyse interne<\/h2>\n\n\n\n<p>Le diagnostic interne est la premi\u00e8re grande \u00e9tape d&#8217;une analyse SWOT&nbsp;: on s&#8217;int\u00e9ressera ici aux \u00e9l\u00e9ments inh\u00e9rents \u00e0 l&#8217;entreprise &#8211; et donc ind\u00e9pendants de l&#8217;environnement ext\u00e9rieur.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Les forces (strengths)<\/h3>\n\n\n\n<p><strong>Les forces sont tous les facteurs intrins\u00e8ques qui ont un impact positif<\/strong>&nbsp;: elles peuvent prendre de multiples formes et varient largement d&#8217;un cas \u00e0 l&#8217;autre.<br>Les forces d&#8217;une entreprise pourraient \u00eatre&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Une forte notori\u00e9t\u00e9 ;<\/li>\n\n\n\n<li>Un doublement de son chiffre d&#8217;affaires lors du dernier exercice ;<\/li>\n\n\n\n<li>Un fichier client tr\u00e8s vaste ;<\/li>\n\n\n\n<li>Une pr\u00e9sence internationale ;<\/li>\n\n\n\n<li>Une page Facebook comptant 1 million d&#8217;abonn\u00e9s&#8230;<\/li>\n<\/ul>\n\n\n\n<p>Et pour un produit&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Une qualit\u00e9 sup\u00e9rieure ;<\/li>\n\n\n\n<li>Un prix accessible ;<\/li>\n\n\n\n<li>Des fonctionnalit\u00e9s innovantes&#8230;<\/li>\n<\/ul>\n\n\n\n<p>Lister les forces est certainement l&#8217;\u00e9tape la plus simple d&#8217;une matrice SWOT, ce qui ne l&#8217;emp\u00eache pas d&#8217;\u00eatre tout \u00e0 fait n\u00e9cessaire&nbsp;: elle permet de prendre conscience des qualit\u00e9s intrins\u00e8ques de l&#8217;entreprise et de s&#8217;appuyer dessus.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Les faiblesses (weaknesses)<\/h3>\n\n\n\n<p>S&#8217;il est toujours plaisant de faire l&#8217;\u00e9talage de ses forces, <strong>faire le point sur ses faiblesses<\/strong> n&#8217;a rien d&#8217;\u00e9vident&nbsp;:<br>Cela exige de prendre un certain recul sur son activit\u00e9 et d&#8217;\u00eatre le plus objectif possible pour <strong>voir ce qui ne va pas<\/strong>, car rien n&#8217;est jamais parfait&#8230;<br>Quelques exemples de faiblesses pour une entreprise&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Une diminution des ventes au dernier trimestre ;<\/li>\n\n\n\n<li>Une <a href=\"https:\/\/www.codeur.com\/blog\/augmenter-trafic-site-web\/\" target=\"_blank\" rel=\"noopener noreferrer\">baisse de la fr\u00e9quentation du site web<\/a> ;<\/li>\n\n\n\n<li>Une gamme de produits qui d\u00e9gage une marge faible&#8230;<\/li>\n<\/ul>\n\n\n\n<p>Pour un produit&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Une faible notori\u00e9t\u00e9 ;<\/li>\n\n\n\n<li>Un produit b\u00e9n\u00e9ficiant d&#8217;une distribution limit\u00e9e ;<\/li>\n\n\n\n<li>Un produit dat\u00e9, ringard&#8230;<\/li>\n<\/ul>\n\n\n\n<p>En examinant les forces et les faiblesses, on peut effectuer un <strong>diagnostic interne<\/strong> qui consiste notamment \u00e0 comparer le nombre forces au nombre de faiblesses recens\u00e9es.<br>Vous pourrez en tirer d&#8217;importants enseignements sur&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Les pistes d&#8217;am\u00e9lioration \u00e0 suivre ;<\/li>\n\n\n\n<li>Les bonnes pratiques \u00e0 perp\u00e9tuer.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"externe\">Matrice SWOT&nbsp;: l&#8217;analyse externe<\/h2>\n\n\n\n<p>Il est maintenant temps de se frotter au <strong>diagnostic externe<\/strong>, la seconde partie de la matrice SWOT, qui s&#8217;int\u00e9resse \u00e0 l\u2019environnement de l&#8217;entreprise.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Les opportunit\u00e9s (opportunities)<\/h3>\n\n\n\n<p>Nous vivons dans un monde qui \u00e9volue sans arr\u00eat.<br>Chaque jour, quelque chose bouge dans l&#8217;environnement d&#8217;une entreprise&nbsp;: le tout est de savoir si elle peut en tirer partie.<br>L&#8217;objectif de cette cas de la matrice SWOT est de recenser <strong>les opportunit\u00e9s offertes par votre environnement<\/strong>.<br>Elles peuvent prendre de multiples formes&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Un changement dans la l\u00e9gislation favorable \u00e0 l&#8217;activit\u00e9 ;<\/li>\n\n\n\n<li>Le d\u00e9veloppement de la vente sur internet pour une cat\u00e9gorie de produit ;<\/li>\n\n\n\n<li>L&#8217;ouverture \u00e0 la concurrence d&#8217;un march\u00e9 public ;<\/li>\n\n\n\n<li>La faillite d&#8217;un concurrent ;<\/li>\n\n\n\n<li>L&#8217;ouverture \u00e9conomique d&#8217;un pays (d\u00e9bouchant sur de nouveaux march\u00e9s potentiels)&#8230;<\/li>\n<\/ul>\n\n\n\n<p>Pour identifier ces opportunit\u00e9s, une veille constante est indispensable, que ce soit au niveau juridique ou au niveau \u00e9conomique.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Les menaces (threats)<\/h3>\n\n\n\n<p>Tout n&#8217;est pas rose dans l&#8217;environnement d&#8217;une entreprise, et si votre march\u00e9 regorge d&#8217;opportunit\u00e9s, il renferme probablement un certain nombre de <strong>menaces<\/strong>.<\/p>\n\n\n\n<p>Voici quelques exemples&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Un concurrent en forte croissance qui gagne des parts de march\u00e9 ;<\/li>\n\n\n\n<li>Des consommateurs qui \u00e9voluent (ex&nbsp;: la mont\u00e9e du v\u00e9ganisme est une menace pour les producteurs de viande) ;<\/li>\n\n\n\n<li>Une baisse du pouvoir d&#8217;achat des acheteurs (en cas de crise \u00e9conomique, par exemple) ;<\/li>\n\n\n\n<li>Des mesures juridiques ou politiques contraignantes&#8230;<\/li>\n<\/ul>\n\n\n\n<p>Le <strong>diagnostic externe<\/strong> permet ainsi de dresser le portrait de son environnement, de son march\u00e9, de ses concurrents&#8230;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Bon \u00e0 savoir&nbsp;:<\/strong> le diagnostic externe peut \u00e9galement \u00eatre approfondi et am\u00e9lior\u00e9 gr\u00e2ce \u00e0 la r\u00e9alisation de <a href=\"https:\/\/www.codeur.com\/blog\/analyse-pestel\/\" target=\"_blank\" rel=\"noopener noreferrer\">l&#8217;analyse PESTEL<\/a>.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"exemple-matrice-swot\">Exemple de matrice SWOT<\/h2>\n\n\n\n<p>Un exemple de matrice SWOT vous expliquera mieux que de longues explications. Voici \u00e0 quoi cela peut ressembler pour une entreprise.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"984\" height=\"521\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/exemple-matrice-swot.png\" alt=\"exemple matrice SWOT\" class=\"wp-image-99318\" srcset=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/exemple-matrice-swot.png 984w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/exemple-matrice-swot-300x159.png 300w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/exemple-matrice-swot-768x407.png 768w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/exemple-matrice-swot-60x32.png 60w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/exemple-matrice-swot-370x196.png 370w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/exemple-matrice-swot-270x143.png 270w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/exemple-matrice-swot-570x302.png 570w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/exemple-matrice-swot-740x392.png 740w\" sizes=\"(max-width: 984px) 100vw, 984px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"telecharger\">T\u00e9l\u00e9charger votre matrice SWOT vierge \u00e0 remplir<\/h2>\n\n\n\n<p>En vous appuyant sur ces \u00e9l\u00e9ments, il est maintenant temps pour vous de r\u00e9aliser votre propre matrice SWOT.<\/p>\n\n\n\n<p>Pour vous simplifier la vie, vous n&#8217;avez qu&#8217;\u00e0 <strong>t\u00e9l\u00e9charger le tableau gratuit<\/strong> ci-dessous et la remplir avec les forces, faiblesses, opportunit\u00e9s et menaces que vous aurez identifi\u00e9es pour votre propre activit\u00e9.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"text-align:center\"><a class=\"btn\" href=\"https:\/\/www.codeur.com\/blog\/wp-content\/themes\/gridlove-child\/assets\/download\/matrice-swot-a-remplir.docx\" target=\"_blank\" rel=\"noopener\"><button class=\"mks_button mks_button_medium button_side_all rounded\" style=\"background-color:#fc7023;border:none\">T\u00e9l\u00e9charger la matrice SWOT<\/button><\/a><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"strategies\">Les strat\u00e9gies \u00e0 mettre en place \u00e0 l&#8217;aide de votre matrice SWOT<\/h2>\n\n\n\n<p>\u00c0 partir des r\u00e9sultats des diagnostics interne et externe, on peut mettre en place diff\u00e9rentes strat\u00e9gies &#8220;crois\u00e9es&#8221; pour r\u00e9soudre les probl\u00e8mes de l&#8217;entreprise et la d\u00e9velopper, notamment&nbsp;:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Exploiter ses forces pour saisir des opportunit\u00e9s<\/li>\n\n\n\n<li>Utiliser ses forces pour combattre les menaces<\/li>\n\n\n\n<li>Combler ses faiblesses en profitant des opportunit\u00e9s<\/li>\n\n\n\n<li>Prot\u00e9ger ses faiblesses des menaces environnantes<\/li>\n<\/ol>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" width=\"600\" height=\"390\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/analyse-swot-2.jpg\" alt=\"Strat\u00e9gies bas\u00e9es sur le SWOT\" class=\"wp-image-16035\" srcset=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/analyse-swot-2.jpg 600w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/analyse-swot-2-300x195.jpg 300w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/analyse-swot-2-370x241.jpg 370w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/analyse-swot-2-270x176.jpg 270w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/analyse-swot-2-570x371.jpg 570w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"video\">Comprendre la matrice SWOT en vid\u00e9o<\/h2>\n\n\n\n<p>Si vous pr\u00e9f\u00e9rez un rapide r\u00e9sum\u00e9 vid\u00e9o de ce qu&#8217;est une matrice SWOT, ne manquez pas cette tr\u00e8s bonne vid\u00e9o de Strat\u00e8ge Marketing sur le sujet&nbsp;:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"text-align:center\"><a class=\"btn\" href=\"https:\/\/www.codeur.com\/blog\/wp-content\/themes\/gridlove-child\/assets\/download\/matrice-swot-a-remplir.docx\" target=\"_blank\" rel=\"noopener\"><button class=\"mks_button mks_button_medium button_side_all rounded\" style=\"background-color:#fc7023;border:none\">T\u00e9l\u00e9charger la matrice SWOT<\/button><\/a><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">R\u00e9alisez votre analyse SWOT avec un consultant marketing freelance<\/h2>\n\n\n\n<p>Vous avez maintenant toutes les cl\u00e9s en main pour r\u00e9aliser une analyse SWOT digne de ce nom et piloter votre strat\u00e9gie dans le bon sens.<\/p>\n\n\n\n<p>Toutefois, pour \u00e9laborer une strat\u00e9gie solide et booster la croissance de votre entreprise, il peut \u00eatre n\u00e9cessaire de recevoir un avis d&#8217;expert&nbsp;: <a href=\"https:\/\/www.codeur.com\/consultant\/marketing\" target=\"_blank\" rel=\"noopener noreferrer\">trouvez un consultant marketing freelance<\/a> sur Codeur.com.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Savez-vous ce qu&#8217;est une analyse SWOT&nbsp;? C&#8217;est l\u2019outil strat\u00e9gique incontournable pour identifier forces, faiblesses, opportunit\u00e9s et menaces. D\u00e9couvrez sa d\u00e9finition, des exemples concrets et t\u00e9l\u00e9chargez gratuitement votre propre matrice SWOT pr\u00eate \u00e0 l\u2019emploi&nbsp;! D\u00e9finition de l&#8217;analyse SWOT La matrice SWOT est un outil d&#8217;analyse strat\u00e9gique qui permet d&#8217;\u00e9tablir \u00e0 la fois un diagnostic interne et [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":99075,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[17],"tags":[79],"class_list":["post-15975","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entrepreneuriat","tag-ressources"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Analyse SWOT : d\u00e9fintion, exemple et matrice SWOT \u00e0 t\u00e9l\u00e9charger<\/title>\n<meta name=\"description\" content=\"L&#039;analyse SWOT aide \u00e0 identifier les forces, faiblesses, opportunit\u00e9s et menaces d&#039;un projet. 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