SWOT analysis

First Template in the objective setting process:

Guidelines:

This form will be filled (individually) by the middle management level (team-leads) and the grades above

Meeting will be set after two weeks to discuss the results in the objective setting workshop.

Each individual will require to answer the following questions for in a minimum of two pages for each
aspect.

Strengths

 What are our core competencies?

 What do we do well?
 What resources do we have that are unique?
 How do our customers and suppliers view our strengths?  What
things do they say we do really well?
 What proprietary technologies or processes do we own?
 What processes are we especially good at?  Efficient at?
 What special knowledge or skills do we possess?  …that our
competitors don’t have?
 What patents do we have?
 In what markets are we strong / dominant?
 Which of our products are especially innovative or market-
leading?
 What are our assets?  
 What is our strongest asset?
 How is our business different from our competitors?
 What is our sustainable competitive advantage?
 What is our unique selling proposition?
 What exclusive relationships do we have with suppliers or
distributors?
 Where do our sales and marketing teams excel?
 Can we easily get additional capital if we need it?
 Do we have a strong customer base?
 Have we developed a strong reputation in our industry?
 Are we considered a low cost option by our customers?
 Where do we get favorable distribution?
  How do our customers and suppliers view our strengths? What do they
say we do really well?
 Which of our products are especially innovative or market-leading?
 What special knowledge or skills do we possess?
What do we do best? 2. What unique knowledge, talent, or resources do we have? 3. What advantages
do we have? 4. What do other people say we do well? 5. What resources do we have available? 6. What
is our greatest achievement?

Weaknesses

In what areas do we know we need to improve?

 What have our customers and suppliers said about our
weaknesses?
 What feedback do we receive through our customer service
center?
 What common complaints do hear from our customers?
 How are our products and services perceived?  What negative
images?
 What systems or equipment do we have that are aging, in need of
upgrades or obsolete?  
 How strong is our financial position?  Cash flow?  Debt load?
Credit rating / lines of credit?
 In what areas do our employees need additional training?  Where
do we have skills gaps?
 In what areas do our managers need training?
 In what areas are our competitors better than we are?
 Are we dependent on a small number of major customers?
 What objections do we commonly hear from potential customers?
 Are we understaffed or overstaffed? In what areas or
departments?
 How do our profit margins compare with competitors’?
 What other constraints have we created for ourselves?  Hiring
freezes, reducing budgets, etc.
 How well do our employees react to change?  How well do we
manage change?  (This could also be a strength.)
 Are our costs too high
 What product or service quality issues do we have?
 In what key product lines or markets do we have too few
customers?
 Where do we have poor distribution?
 In what areas do we know we need to improve?
 In what areas are our competitors better than us?
  What objections do we hear most often from potential customers?
What could we improve? 2. What knowledge, talent, skills and/or resources are we lacking? 3. What
disadvantages do we have? 4. What do other people say we don’t do well? 5. In what areas do we need
more training? 6. What customer complaints have we had about our service?

Opportunities

 What population demographics will benefit our business?

 What trends could positively affect our industry, markets or
customer base?
 Where is there available talent that we could hire?
 What unmet needs exist in our industry or markets that we could
meet?
 Could we change the packaging of our products or services to
justify a higher price?
 What weaknesses do our competitors have that could take
advantage of?
 Is our target market changing in a way that could benefit us?
 Are there niche markets that we’re not currently exploring
 What have our customers asked for that we don’t offer, but could?
 What other unmet needs to our customers have that we could fill?
 Could we increase market share by offering something our
competitors don’t?
 Do we have technologies or process knowledge that we could
leverage in other areas?
 Are there opportunities for regional / global expansion that we
have not explored?
 Are there opportunities arising from regulatory changes?
 Where could we identify new partners and suppliers?
 Is there a need in the market that we’re not meeting, but could?
 Do we have technologies or process knowledge that we could leverage
in other areas?
 Are there opportunities arising from regulatory changes?
How can we turn our strengths into opportunities? 2. How can we turn our weaknesses into
opportunities? 3. Is there a need in our agency that no one is meeting? 4. What could we do today that
isn’t being done? 5. How is our field changing? How can we take advantage of those changes? 6. Who
could we support? How could we support them?

Threats

 Is there pending legislation that could impact our business?

 What new direct competitors are emerging in the near future?
  Are our employees satisfied and engaged or do we face risk of
attrition?
 What happens if a major supplier fails to deliver?
 What if a natural disaster strikes? Do we have a disaster response
plan?
 Where is our technical infrastructure vulnerable to attack?
 What plans do our competitors have for expanding or offering new
products?
 Pandemic (or Health):  What is the pandemic profile (infection
rates, deaths) among our staff?  Our communities?
 Pandemic (or Health): Do our workers depend on mass transit to
commute?
 How would we respond to an economic downturn?
 What possible change in customer preferences could impact
demand for our products or services?
 What new distribution options are available that could disrupt
ours?
 Are our employees satisfied and engaged or do we face risk of
attrition?
  What is the pandemic profile (infection rates, deaths) among our
staff?  Our communities?
 What happens if a manufacturer or supplier runs out of materials we
need?


What obstacles do we face? 2. Could any of our weaknesses prevent our unit from meeting our goals? 3.
Who and/or what might cause us problems in the future? How? 4. Are there any standards, policies,
and/or legislation changing that might negatively impact us? 5. Are we competing with others to provide
service? 6. Are there changes in our field or in technology that could threaten our success?