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SWOT Analysis

SWOT Analysis

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Published by Mohit Chougule
Marketing
Marketing

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Published by: Mohit Chougule on Oct 12, 2013
Copyright:Attribution Non-commercial

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02/03/2014

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SWOT AnalysisSWOT AnalysisSWOT Analysis 
S
trengths,trengths,trengths,
W
eaknesses,eaknesses,eaknesses,
O
pportunities,pportunities,pportunities,
T
hreatshreatshreats 
History of SWOT
In the 1960’s and 70’s,
Albert Humphrey is said tohave developed this stra-tegic planning tool usingdata from the top compa-nies in America at thetime. A
SWOT Analysis
looks at the strengths,weaknesses, opportunitiesand threats that are rele-vant to an organization ina new venture. A SWOT Analysis is a tool whichallows users to look atthe direction a companyor organization may wishto move towards in thefuture. A SWOT Analy-sis is a useful tool, whichin conjunction with oth-ers can help make in-formed decisions.
Table of Contents
History of SWOT
1Definition ofSWOT 1Internal andExternal Factors2Guides for usingSWOT 2Potential Uses ofSWOT 3Strengths &Weaknesses ofthe method3Example: SWOT of British Airway4
Definition of SWOT
A G u i d e  t o  R e s e a rc h  T o o l s 
Ea Chen Paul Bunesi
SOT Analsis
 
Strengths
- Internal attributes that are helpful tothe organization to achieving its objective
Weaknesses
Internal attributes that are harmfulto the organization to achieving its objective
Opportunities
 
External factors that help the or-ganization achieve its objective
Threats
- External factors that are harmful to theorganization to achieving its objective
After identifying the SWOT’s, identification of the factors and their interdepend-
ence helps clarify the steps needed to achieve the ending objectives.By specifying clear objectives and identifying internal and external factors thatare either helpful or not, a short and simple SWOT analysis is a useful resourcewhich may be incorporated into an organizations strategic planning model.
 
A SWOT Analysis Canbe Used for:
Workshop sessions
Brainstormingmeetings
Problem solving
Product evaluation
Strategic planning
Competitor evalua-tion
Personal develop-ment planning
 
Internal and External Factors
Guidelines
Before carrying out a SWOT analysis, consider the following guidelines...
SWOAnalysisPage2
Be realistic aboutstrengths and weak-nesses. When performinga SWOT analysis on yourbusiness, be neither mod-est nor overly optimistic.
Consider answers from the
company’s point of view and
from the point of view ofcustomers, vendors, distribu-tors, and others who do busi-ness with them.
Distinguish between wherethe organization is today andwhere it could be in the fu-ture.
Note that the SWOT is sub- jective. No two people willcome up with the sameSWOT.
The aim of any SWOT analysis isto identify the key internal andexternal factors that are impor-tant to achieving the objective.SWOT analysis groups key piecesof information into two main cate-gories:
Internal factors
 The
strengths 
and
weaknesses 
internalto the organization.
External factors
 The
opportunities 
 and
threats 
pre-sented by the exter-nal environment.The external factors mayinclude macroeconomicmatters, technologicalchange, legislation, andsocio-cultural changes, aswell as changes in the mar-ketplace or competitiveposition. The results areoften presented in theform of a matrix.The internal factors may be viewed as strengths orweaknesses depending upon their impact on the or-ganization's objectives. What may representstrengths with respect to one objective may be weak-nesses for another objective. The factors may includeall of the4P's; as well as personnel, finance, manufac-turing capabilities, and so on.
Figure 1: SWOT Analysis MatrixSource: Wikipedia
 
Low cost
Simplicity
Flexibility
Collaborative
Quickness
Since its qualitative, it can be used as a discussion tool
A good first step before a more in-depth analysis or a good sum-mary of detailed findings
Takes into consideration of external business environment aswell as internal capabilities
It may tend to persuade companies to compile lists rather thanthink about what is actually important in achieving objectives
No suggestions for solving disagreements
 
Can become too focused on the short term
 
No obligation to verify statements or aspects based on the dataor the analysis
It also presents the resulting lists uncritically and without clearprioritization
 S t r e n g t h s 
SWO T Analysis Page3 
Potential Uses of SWOT Analysis
Set Objectives
defining what the organization is intending to do
Environmental Scanning
internal appraisals of the organizations SWOT, this needs to include an assessmentof the present situation as well as a portfolio of products/ services and an analysis of the product/ servicelife cycle
Analysis of existing strategies
, this should determine relevance from the results of an internal/externalappraisal. This may include gap analysis which will look at environmental factors.
Strategic issues defined
key factors in the development of a corporate plan which needs to be addressedby the organization
Develop new/revised strategies
revised analysis of strategic issues may mean the objectives need tochange
Establish
critical success factors
the achievement of objectives and strategy implementation
Preparation
of operational, resource, projects plans for strategy implementation
Monitoring
results
mapping against plans, taking corrective action which may mean amending objec-tives/strategies
 W e a k n e s s e s 

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