Purpose: Most organizations including English language institutes require an assessment system that collects and analyzes data to evaluate and improve their performance. One essential technique to conduct such an assessment involves a discussion of an organization’s strengths, weaknesses, opportunities, and threats, commonly known as SWOT analysis. The aim of the present study was to analyze the framework of Shokuh language institute in Kerman, Iran, by applying the SWOT analysis. Methodology: To achieve the aims, a case study design was utilized using the SWOT analysis plan. The participants of this study included some students, teachers, parents and staff members from Shokuh language institute in Kerman. The participants were selected through purposive method of sampling. Semi-structured interview was used to collect the required data. The content of the transcribed interviews was qualitatively analyzed through coding procedures to identify the four components of SWOT analysis namely strength, weakness, opportunity and threat.Findings: Based on the result of SWOT analysis, some strengths including knowledgeable teachers, good behavior of the manager, authorities, holding TTC courses, rewards, discounts, etc., and some weakness namely shortage of physical facilities, no social event, lack of technological facilities, enough advertisement, and lack of credit of the certificate were identified. Moreover, some opportunities specifically having classes for different levels, taking advantage of virtual advertisements, using new teaching methods were revealed. However, unlike other institutes, unavailability of skilled and qualified teachers and lack of application of technology and online examinations were found among the threats. Manuscript profile