Organizational performance is the result of the company's interaction with its internal and external environment (Houben, Lenie & Vanhoof, 1999). There are a variety of internal and external forces that stimulate or undermine organizational performance in achieving objectives or goals (Houben, et al., 1999). An analysis can identify and evaluate areas within or outside organizations to provide insights for leadership. The analysis can be carried out by internal staff or external experts. Experts are often used to identify, monitor, predict, and evaluate environmental trends (Swayne, Duncan & Ginther, 2008). Often the SWOT analysis is used to review the internal and external areas in the four components; strengths, weaknesses, opportunities and threats. The SWOT analysis indicates that the strengths and weaknesses are internal. Strengths are organizational competitive advantages and distinctive competencies (Houben, et.al, 1999). Weaknesses hinder the organization's progress in a certain direction (Houben, et.al, 1999). Weaknesses can be considered areas of opportunity. Data collections from employees and customer surveys along with financial information can indicate strengths and weaknesses. Opportunities and threats are seen more as external forces. Opportunities are investments or changes that organizations can consider. Threats could be competitors or other known factors that the organization should identify. This paper will examine a SWOT analysis conducted by an external exporter on the Kaiser Permanente healthcare organization. The external expert is Datamonitor and is familiar with non-profit organizations. Datamonitor (2011) indicates “that Kaiser Permanente (KP) is one of the… halfway through the document… amonitor (2011). Kaiser Permanente.,Kaiser Foundation Health Plan, Inc. SWOT Analysis; Dec2011, p1-9, 9pDATAMONITOR (2010). Kaiser Foundation Health Plan, Inc. Kaiser Foundation Health Plan, Inc. SWOT Analysis; Nov2010, p1-8, 8pHardwick, Pl (2005). Do you want a better business? Invest in SWOT. Mississippi Business Journal, 01/31/2005, vol. 27 Issue 5, pA5-A5, 3/5pHouben, G. Lenie, K. Vanhoof, K. (1999). A knowledge-based SWOT analysis system as a tool for strategic planning in small and medium-sized enterprises. Extracted from. http://www.cuaed.unam.mx/puel_cursos/cursos/d_gcfe_m_dos/modulo/modulo_2/m2-10.pdfWeisman, S (2008). The SWOT analysis is no longer the best approach to planning for success. Hudson Valley Business Journal, 10/27/2008, Vol. 19 Issue 43, p11-11, 1/3pSwayne, L.E., Duncan, W.J., & Ginter, P.M. (2008). Strategic