Establishing strategic goals is vital for ongoing success of the organization but it is often a challenging phase of the strategic planning process. It is necessary to carefully review and integrate data gathered from the previous phase, identify critical issues, determine strategic priorities, analyze the interplay of various decision factors, anticipate potential implications, evaluate alternative options, and finally, articulate broad strategic goals. Leaders of the organization must feel confident that the proposed strategic goals are congruent with the vision, mission and overall purpose of the organization. The organization needs to carefully balance the multiple needs of various stakeholders, consider short-term and long-term performance projections, and appropriately allocate their resources to counteract external threats or turn them into opportunities. All employees within the organization should have a clear understanding of how they make meaningful contributions to the achievement of the strategic goals. The SWOT analysis technique can be effectively applied for an in-depth examination of the strategic goals. The intent of the goal-driven SWOT analysis is identifying both the internal and external factors that may have either positive or negative impact on achievement of the strategic goals. Taking results of the SWOT analysis into account the organization’s leaders can determine whether the proposed strategic goals are attainable.