Ah...yes. They should be thinking in those terms well before product launch. A formal SWAT analysis is simply a tool to help you think about those 4 important areas.
Strengths - what is it about you that makes you superior to other potential competitors
Weakness - what are your internal flaws that threaten your success
Opportunities - who are the most likely customers/markets for you, and why
Threats - who could eat your lunch, derail your product and steal your customers.
Here's a good visual representation that can help:
https://images.app.goo.gl/NpBvVvxiisVG6C3Q9