How to Do a SWOT Analysis: A Global Expansion Example for Translation Companies

As part of Rapport International’s international expansion plan, we decided to do a SWOT analysis and share the example for others who are expanding across borders. This is both exciting and intimidating but all the research shows that it opens doors to new markets, greater revenue potential, and enhanced global partnerships—but it also brings challenges in culture, competition, and communication. We found the SWOT analysis to be a simple yet powerful tool to evaluate Strengths, Weaknesses, Opportunities, and Threats before making a strategic move. 

Let’s walk through how to do a SWOT analysis using the example of our U.S.-based translation company— Rapport International—that’s expanding into global markets.  Of course, we simplified it to keep our private stuff …. Well private. 

Step 1: Assess Your STRENGTHS 

Start by identifying what sets your company apart. 

For a seasoned translation company, Rapport International’s strengths include: 

• Experience in 200+ languages and across multiple industries. 

• A 100% on-time delivery record for over 15 years. 

• Linguistic matchmaking that pairs clients with subject matter experts for consistency. 

• Strong brand reputation built on trust, quality, and service. 

• Deep understanding of cross-cultural communication and localization strategies. 

• Appropriate use of technology to ensure that quality remains high. 

These strengths create a solid foundation for international expansion. They show reliability, specialization, and the ability to deliver consistent, high-quality work to new markets. 

Step 2: Identify Your WEAKNESSES 

This requires honest reflection. Weaknesses are internal factors that could hinder growth. 

Rapport International’s include: 

• Limited brand recognition outside of domestic markets. 

• Dependence on U.S.-based clients or industries. 

• Lack of on-the-ground partnerships or presence in target countries. 

• Internal team bandwidth stretched thin due to increased demand. 

By acknowledging these areas, we can develop strategies to mitigate them — perhaps we will invest more in international marketing, hiring multilingual project managers, or forming alliances with local agencies abroad. 

Step 3: Explore OPPORTUNITIES 

Now think externally — what trends or openings could you capitalize on? 

Opportunities for a translation company might include: 

• Rising global demand for multilingual digital content and ecommerce localization. 

• Increased emphasis on inclusive communication in government and healthcare. 

• Global regulatory requirements that mandate native-language documentation. 

• Potential to support other companies expanding globally, becoming their trusted partner. 

These opportunities align directly with our core services and values, giving us a natural path to growth. 

Step 4: Be Aware of THREATS 

Finally, we had to assess external risks that could derail our expansion. 

Possible threats include: 

• Competition from large global firms or lower-cost providers. 

• Rapid technological changes like AI-based translation tools. 

• Economic or political instability in target regions. 

• Cultural missteps that damage trust and reputation. 

Knowing these threats enables proactive planning—like focusing on human-quality translation, highlighting our personalization, or staying flexible with market selection. 

Bringing It All Together 

A SWOT analysis helps you view your company objectively and strategically. For a translation company expanding globally, it offers a roadmap to leverage strengths, shore up weaknesses, seize new opportunities, and guard against threats. 

When done right, it’s not just a document — it’s a living strategy that guides your decisions. So, before you take your message to the world, take time to look inward and outward through the lens of SWOT. It could make all the difference between success and struggle in your international growth journey.