The SWOT analysis (alternatively SWOT Matrix) is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture (source Wikipedia).
It is "new" in the history of Internet = what is new attracts the eye of journalists, bloggers, service providers, lawyers, lobbyists, new gTLD applicants but not only (100%);
I am a new gTLD Consultant based in Paris. "New gTLD" stands for "new generic Top-Level Domains" from the ICANN new gTLD program. They are new domain name extensions such as ".consulting" (instead of ".com").