If you’ve ever listened to Warren Buffett talk about investing, you’ve heard him mention idea of a company’s moat. The moat is a simple way of describing a company’s competitive advantage. A strong competitive advantage, or a wide moat, gives a company sustainability, which, as investors, we’re highly interested in.In this article, we review a popular tool for evaluating competitive advantage, called SWOT analysis. SWOT analysis should be done on every company we’re thinking of making an investment in.
SWOT stands for:
Strengths Weaknesses Opportunities Threats
Analyzing these four factors will help you make better investment decisions. It’s a brainstorming exercise, so take your time. A good SWOT analysis takes effort, but more you put into SWOT analysis better you will understand company. Let’s look at each factor in turn.
Strengths
First, we look at company’s strengths. What does company do well? What makes it better than others? What does company have, or do, that sets it apart from its competition?
These are important questions, and should include aspects of company that made you consider it for investment in first place. Look at branding, image, pricing power, size, market share, financial position (balance sheet strength), etc.
Here are some strengths to look for: •The size of company relative to others in industry •Balance Sheet strength •Cash flows •Perception of company’s products •Perception of company’s brand(s) •What advantages company has over its competitors •In general, what does company do well?
Weaknesses
Now that you’ve determined how wonderful company is, it’s time to look for weaknesses. The same questions should be asked when looking for weaknesses. What does company do poorly, or not so well? What are other companies doing better? What is keeping company from greater success.
It’s important that you don’t gloss over this section. SWOT analysis is a brainstorming effort, so don’t discount anything that comes to mind. If you perceive a weakness, list it. The weakness you fail to list today could be why your investment turns out poorly next year.
Some weaknesses to look for: •Deteriorating balance sheet •Poor perception of company’s brand(s) and/or products •Advantages other company’s have? •Lack of management or other employee talent •In general, what does company do poorly?