The SWOT involves identifying the Strengths and Weaknesses that are internal to the organisation, along with Opportunities and Threats that are external to the organisation. Get everyone focused on one area at a time. And follow the order of SWOT.
Strengths and Weaknesses include human resources, physical resources, financial, systems, processes, products, services, intellectual property and the unique offerings of the business.
Opportunities and Threats include economic trends, demographic changes, environmental factors, competitive environment, legislation, political factors, legislation and more.
If you are planning a SWOT, you should be aware of the benefits and the limitations in your specific circumstances.