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Swot Analysis
Swot Analysis
DIY-Learn-SWOT-analysis-tool DIYLearn
SWOT Analysis
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SWOT Analysis
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SWOT Analysis
Contents
SWOT Analysis
Summary
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SWOT Analysis
SWOT Analysis
This module will support your understanding and use of the SWOT
Analysis Tool from the DIY Toolkit. You should look at the SWOT
Analysis Template before working through the module. You will
find it helpful to have a print out of the SWOT Analysis Template
with you while you work through this module.
Understanding your strengths can put you in the right place at the right time
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SWOT Analysis
relying on habit or instinct, helping leaders and managers to make
informed decisions about the actions available to them.
problem solving
planning
competitor evaluation
personal-development planning
strategic decision making, such as entering a new
sector or launching a new product
a potential partnership
an investment opportunity
outsourcing a service, activity or resource
staff-development planning
developing contingency plans.
Learning outcomes
After studying this module, you should be able to:
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SWOT Analysis
describe what a SWOT analysis is and where you
would use it (SAQ 1)
explain the terms strength, weakness, opportunity and
threat in the context of a SWOT analysis (SAQs 2 and
3)
distinguish between the internal and external issues in
a project and its environment using a SWOT analysis
(SAQ 2)
conduct and interpret a simple SWOT analysis (SAQ
3)
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SWOT Analysis
The SWOT Analysis Tool helps you to analyse and explore your
position through both internal and external lenses. While it could
be applied at any stage of a planning process, it is most suitable at
the start, or at a significant point of review. This is because it is
important to assess and understand the current situation before
committing to a sensible and sustainable course of action.
Activity 1
Allow around 5 minutes for this activity
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SWOT Analysis
Which one of the three statements below is correct?
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SWOT Analysis
Activity 2
Allow around 10 minutes for this activity
Internal
External
b. Pricing
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SWOT Analysis
Internal
External
Internal
External
d. Competitor activity
Internal
External
Internal
External
f. Economic climate
Internal
External
g. Legislation
Internal
External
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SWOT Analysis
h. Product quality
Internal
External
i. Technology
Internal
External
Internal
External
k. Reputation
Internal
External
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SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Table 1 Strengths
Su Exa Typi
ch mpl cal
as e que
stio
ns
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SWOT Analysis
Co Out Wh
m stan
pe ding at
te exp
nc ertis do
es e in you
an basi
d c do
ski heal
lls thca bet
re
train ter
ing tha
Re Hig
so hly n
ur skill
ce ed
any
s and on
moti
vate e
d
wor els
kfor
ce
e?
At Goo
tri d Wh
bu bran
tes d at
ima
ma
ge
and kes
repu
tatio you
n
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SWOT Analysis
K Esta
no blis uni
wl hed
ed com qu
ge mun
ity e?
net
wor Wh
k
with at
exce
llent uni
und
erst qu
andi e
ng
of or
loca
l low
cont
ext est
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SWOT Analysis
Da Fact
ta s
and
figu
res
abo
ut
cust
ome
rs/b
enef
iciar
ies
and
their
beh
avio
ur
or
pref
eren
ces
-
cos
t
res
our
ces
can
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you
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SWOT Analysis
Table 2 Weaknesses
Su Typi
ch cal
as que
la stio
c ns
k
of
C Wh
o at
m cou
p ld
et you
e up
n dat
c e
e or
s imp
a rov
n e?
d
Wh
sk
at
ill
sho
s
uld
R you
e avo
s id?
o
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SWOT Analysis
ur Wh
c at
e are
s thin
gs
At
tha
tri
t
b
use
ut
rs/c
e
lien
s
ts/b
K en
n efic
o iari
wl es/
e par
d tne
g rs
e mig
ht
D see
at as
a we
akn
ess
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SWOT Analysis
es
or
cau
se
for
co
mpl
aint
?
Wh
at
criti
cal
res
our
ces
can
’t
you
pro
vid
e–
do
you
hav
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SWOT Analysis
e
suff
icie
nt
cas
h
flo
w?
Are
the
tim
esc
ale
s
ach
iev
abl
e?
Table 3 Opportunities
Su Exa Typi
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SWOT Analysis
ch mpl cal
as e que
stio
ns
Ch Incr Do
an easi
ge ng pe
s avai
in labil opl
tec ity e
hn of
ol inter hav
og net
y acce e a
ss
ne
Ch Ne
an w ed
ge rule
s s ?
in that
go give
ve you
Do
rn grea pe
m ter
en free opl
t dom
po in e
lic an
y envi
pre
or ron fer
re men
gu t so
lat
io me
n
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SWOT Analysis
Lo Wor
cal ld thin
an AID
d S g
gl day
ob as a els
al glob e?
ev al
en focu
ts s for Are
acti
vitie the
s
and re
reso any
urce
s ne
Ne A
w new w
pr loca tec
od l
uc sup hn
ts plier
an of a olo
d/ prod
or uct gie
ser that s?
vi was
ce prev
s ious Are
ly
diffi the
cult
to re
acce cha
ss
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SWOT Analysis
Us A
e loca ng
of l
m radi es
ar o
ke stati in
tin on gov
g that
or mig ern
pr ht
o be me
m pers
oti uad nt
on ed poli
to
run cy?
com
mun
ity- Wh
serv
ice at
adv tool
ertis
ing
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SWOT Analysis
So A
cia stro s
l ng
or loca or
po l
pu wo rou
lat men tes
io ’s
n grou can
str p
uc that you
tur coul
es d use
help to
prov
ide en
sup
port ga
acce
ss to ge
vuln wit
erab
le h
indi
vidu you
als
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SWOT Analysis
Li Incr
fes easi
tyl ng
e rate
flu s of
ct non-
ua com
tio mun
ns icab
le
dise
ase
(NC
D)*.
r
tar
get
au
die
nce
?
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SWOT Analysis
* This is a deliberate example to illustrate that something negative
can be an opportunity in certain contexts – if you provide
healthcare training, then this unfortunate trend could be an
opportunity to develop much-needed new training materials on
NCD.
Table 4 Threats
Su Typi
ch cal
as que
n stio
e ns
g
a
ti
v
e
i
m
p
a
ct
of
C This
secti
h on
has
a been
n left
deli
g bera
tely
e blan
k.
s See
in Acti
vity
te 3,
belo
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SWOT Analysis
c w.
h
n
ol
o
g
y
C
h
a
n
g
e
s
in
g
o
v
er
n
m
e
nt
p
oli
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SWOT Analysis
cy
or
re
g
ul
at
io
n
L
o
c
al
a
n
d
gl
o
b
al
e
v
e
nt
s
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SWOT Analysis
N
e
w
pr
o
d
u
ct
s
a
n
d/
or
s
er
vi
c
e
s
U
s
e
of
m
ar
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SWOT Analysis
k
et
in
g
or
pr
o
m
ot
io
n
S
o
ci
al
or
p
o
p
ul
at
io
n
st
ru
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SWOT Analysis
ct
ur
e
s
Li
fe
st
yl
e
fl
u
ct
u
at
io
n
s
Key point
It is important that the four components of the SWOT analysis are
considered together and not in isolation. This is because a factor
can be both a threat or an opportunity, depending on the context
and how you are able to respond to it
Activity 3
Allow around 15 minutes for this activity
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SWOT Analysis
What do you think some of the typical questions might be when
considering the threats to a project from its external environment?
Try and think of at least five threats and note them down in the text
box below.
1.
2.
3.
4.
5.
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SWOT Analysis
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SWOT Analysis
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SWOT Analysis
Consider how your weaknesses align with the
threats:
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SWOT Analysis
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SWOT Analysis
Activity 4
Allow around 20 minutes for this activity
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SWOT Analysis
Summary
In this module, we have explored how a SWOT analysis can be
useful in taking a snapshot to assess and understand elements of
the internal and external environments of a project in order to
make a decision. We have seen that it is useful as a guide to help
consider further actions or the development of an idea.
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SWOT Analysis
SAQ 2
Drag and drop the words below into the missing gaps in the
sentences.
SAQ 3
In the feedback to Activity 4, it was suggested that Syed could do
another SWOT analysis to consider the idea of a partnership with
Muhammad. Below is an example of what points this SWOT
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SWOT Analysis
analysis might raise. For each of the points below, indicate
whether they are a strength, weakness, opportunity or threat.
Strength
Weakness
Opportunity
Threat
Strength
Weakness
Opportunity
Threat
Strength
Weakness
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SWOT Analysis
Opportunity
Threat
Strength
Weakness
Opportunity
Threat
Strength
Weakness
Opportunity
Threat
f. Syed’s workers are worried about their job security with the
expansion, damaging the usually positive atmosphere in their
workroom.
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SWOT Analysis
Strength
Weakness
Opportunity
Threat
Strength
Weakness
Opportunity
Threat
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SWOT Analysis
This quiz allows you to work towards your badge for DIY Learn:
SWOT Analysis. To achieve your badge, you must answer six out
of eight questions correctly.
Don’t worry if you are not successful first time, as you will be able
to attempt the quiz again in 24 hours.
You need to enrol in this course before you can attempt this quiz
which you can do by clicking on the Sign up / Sign in button at the
top of this page.
When you have finished the quiz, click on ‘Next’ to review your
‘Summary of attempt’. Once you are happy with your answers,
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SWOT Analysis
click ‘Submit all and finish’. Once you have finished this quiz you
will be redirected back to this page.
Don’t forget there are another nine modules to choose from which
you can find on the DIY Learn home page.
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SWOT Analysis
Except for third party materials and otherwise stated below, this
content is made available under a Creative Commons Attribution-
ShareAlike licence (http://creativecommons.org/licenses/by-
nc-sa/4.0/). The material acknowledged below is Proprietary and
used under licence for this project, and not subject to the Creative
Commons Licence. This means that this material may only be
used un-adapted within the DIY Learn project and not in any
subsequent OER versions.
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SWOT Analysis
Activity 1
Discussion
Statement 2 most accurately captures what a SWOT analysis is: a
simple diagnostic tool for assessing the present and desired state
of a business. The other two statements provide only a limited view
of what a SWOT analysis can do.
A SWOT analysis will help you to analyse both the internal and
external environment of a project. It will also show what a project
should reinforce and what it should revise and adapt to ensure the
survival and continuity of the project.
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SWOT Analysis
Activity 2
Untitled part
Discussion
If you got more than three or four wrong, you might want to come
back to this activity and try it again later. It might be helpful to think
of the words ‘Change in …’ before each term, so that you can ask
yourself if this is something you could have direct influence over.
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SWOT Analysis
Activity 3
Discussion
One approach to this activity is to turn around the questions in the
opportunities box, for example:
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SWOT Analysis
Activity 4
Discussion
Syed has provided some interesting information in his SWOT
analysis. By taking a realistic look at his business as it is, he can
decide what is most likely to make sense for its future. There’s no
absolute right or wrong here (there rarely is in this sort of decision-
making), but based on the information given I would advise Syed
not to sell. These are the key points I would highlight:
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SWOT Analysis
If he expands, perhaps he could take on some new
employees part time? If he has, say, four employees
who work half time rather than two who work full time,
he has spread the risk of his dependency – if
someone is ill or leaves, one or more of the others
might be able to increase their hours.
If he agrees to Muhammad’s offer, he will lose his
independence and have to commute to a different
workplace. Will the people he works with be able to
commute, or in practical terms will this mean they
become unemployed (and how might he feel about
that)? More people will see and buy his designs, but
will his name or mark be on them?
What if he explores the opportunities for expansion
that the SWOT analysis has highlighted, and then
considers whether the offer looks tempting?
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