Background & History of

the SWOT Analysis

The origins of the SWOT analysis technique is
credited by Albert Humphrey, who led a research
project at Stanford University in the 1960s and 1970s
using data from many top companies. The goal was to
identify why corporate planning failed. The resulting
research identified a number of key areas and the tool
used to explore each of the critical areas was
called SOFT analysis. Humphrey and the original
research team used the categories What is good in
the present is Satisfactory, good in the future is
an Opportunity; bad in the present is a Fault and bad
in the future is a Threat.
 Introduction to SWOT analysis

The SWOT analysis is great for developing an

understanding of an organization or situation and decision-
making for all sorts of situations in business, organizations
and for individuals. The SWOT analysis approach headings
provide a good framework for reviewing strategy, position
and direction of a company, product, project or person
(career). Doing a SWOT analysis can be very simple, however
its strengths lie in the flexibility and experienced application
of a swot analysis. Remember the SWOT capture is only part
of the picture.
 Application of SWOT Analysis

Problem solving

Personal Development Planning

Decision Making

Competitor Evaluation

Product Evaluation
Strategic Planning
Brainstorming Meetings
Workshop Sessions
Internal Analysis

INTERNAL
ANALYSIS CULTURE EXPERTISE

UNIQUE
QUALITIES RESOURCES
External Analysis

THE
MARKET
EXTERNAL
ANALYSIS

THIRD ECOSYSTEM
PARTIES
SWOT Matrix:
SWOT Analysis POSITIVE/ HELPFUL to NEGATIVE/ HARMFUL/
achieving the goal RISKS to achieving the goal

INTERNAL Origin Strengths Weaknesses

facts/ factors of the Things that are good now, Things that are bad now,
organization maintain them, build on remedy, change or stop
them and use as leverage them.

EXTERNAL Origin Opportunities Threats

facts/ factors of the Things that are good for Things that are bad for the
environment in which the the future, prioritize them, future, put in plans to
organization operates capture them, build on manage them or counter
them and optimize them
 Aim of a SWOT Analysis
Reveal your competitive advantages
Analyze your prospects for sales, profitability and product development
Prepare your company for problems
Allow for the development of contingency plans.

A SWOT analysis is a process to identify where

you are strong and vulnerable where you should defend
and attack. The result of the process is a plan of action, or
action plan. The swot analysis can be performed on a
product, on a service, a company or even on an individual.
Done properly, a SWOT analysis will give you the BIG
PICTURE of the MOST IMPORTANT FACTORS that influence
SURVIVAL and PROSPERITY. As well as a PLAN to ACT ON.
 Strengths, Weaknesses, Opportunities,
threats
( SWOT )
STRENGTHS
Internal Origin (HELPFUL)
Characteristics of the business
or project that give it an
advantage over others.
OPPORTUNITIES
External Origin (HELPFUL)
Elements in the environment
that the business or project
could exploit to its advantage.
WEAKNESSES
Internal Origin (HARMFUL)
Characteristics of the business
that place the business or the
project at a disadvantage
relative to others.
THREATS
External Origin (HARMFUL)
Elements in the environment
that could cause trouble for
the business or project.
 EXPLANATION
Strengths' :
A Strength is something that has a positive implication. It adds
value, or offers your organization a competitive advantage.
Strengths include tangible assets such as available capital,
equipment, credit, established and loyal customers, existing
channels of distribution, patents, information and processing
systems, and other valuable recourses.

Weaknesses':
These are the features of your product or service that are detrimental to
growth. Weaknesses are those things that detract from the value of your
offering or place you at a disadvantage when compared with your
competitors. An obvious Weakness would be an unsuitable location for your
organization.
Opportunities :
Can occur for a variety of reasons and may result from changes within
the market, customers lifestyle changes, advances in technology, new
production methods, etc

Opportunities arises from changes in :

POPULATION
TECHNOLOGY PROFILES
SOCIAL PATTERNS

MARKETS
GLOBAL OFFERNINGS

GOVERNMENT SUPPLY
POLICY METHODS
LIFESTYLE
THREATS
The final part of the SWOT process involves assessing the external risks your
organization faces. These are referred to as THREATS and are made up of external
factors that are beyond your control.

THREATS Occur due to :

Competitors reducing prices

Supply costs increases
New technology
Government regulations
Economic slumps or recessions
Demographics alter
Changes in consumer behavior
Who needs SWOT Analysis?

When the team has not met its

targets
2 Customer service can be better
Launching a new business unit to
pursue a new business
New team leader is appointed

Business Unit

Job Holder Company

When supervisor has issues with
work output
Assigned to a new job
1 New financial year fresh targets
Job holder seeks to improve
performance on the job
When revenue, cost & expense
targets are not being achieved
3 Market share is declining
Industry conditions are unfavorable
Launching a new business venture
 How to conduct SWOT Analysis?

Perform SWOT Analysis & Document

Carry your findings forward - Make sure that
the SWOT analysis is used in subsequent
planning. Revisit your findings at suitable
time intervals.
Evaluate listed ideas against
Objectives - With the lists
compiled, sort and group facts
and ideas in relation to the List Strengths,
objectives. Weaknesses,
Opportunities, &
Create a workshop
threats
environment - Encourage an
atmosphere conducive to the
free flow of informatio n. Allocate research & information
gathering tasks - Background
Select contributors - preparation can be carried out in two
Expert opinion may be stages Exploratory and Detailed.
required for SWOT Information on Strengths & Weaknesses
should focus on the internal factors.
Establish the objectives - Purpose of
conducting a SWOT may be wide /
narrow, general / specific.
How to conduct SWOT Analysis?

Prepare Action Plan

Once the SWOT analysis has been completed, mark each point with:

Things that MUST be addressed immediately

Things that can be handled now

Things that should be researched further

Things that should be planned for the future

 TIPS

Dos Donts

Be analytical and specific. Try to disguise weaknesses.

Record all thoughts and ideas. Merely list errors and mistakes.

Be selective in the final Lose sight of external influences

evaluation. and trends.
Choose the right people for Allow the SWOT to become a
the exercise. blame- laying
Choose a suitable SWOT leader exercise.
or facilitator. Ignore the outcomes at later stages
Think out of the box of the planning process.
Be open to change
SWOT Analysis of Patanjali
Contents:
1. Introduction to PAL.
2. Products under Patanjali.
3. SWOT Analysis of Patanjali.
4. Case Study of DANT KANTI.
 PATANJALI AYURVEDDA LIMITED (PAL)

Name:- Patanjali Ayurveda Pvt.

Company type:- Unlisted Public Company.
Category:- Company Ltd By Shares.
Sub-Category:- Indian Non-Govt. Co.
Industry Type:- Manufacturing(FMCG).
Authorised Capital:- INR 5000.00 Lakhs.
Board of Directors:- 7 Members.
Head Director:- Mukta Nand.
Managing Director:- Acharya Balkrishna.
Buisness Partners:-
Bijoor Group.
Mudra Group.
Products under PATANJALI
1. Natural Health Care.
2. Natural Food Products.
3. Ayurvedic Medicine.
4. Herbal Home Care Products.
5. Natural Personal Care Products.

Popular Products :- Dant Kanti,Kesh

Kanti,Chyavanprash,Honey,Ghee etc.
SWOT ANALYSIS PATANJALI

STRENGTHS
WEAKNESS
Brand: Ramdev.
Over dependency on Ramdev.
Strong Patriotism.
Low no. of manufacturing units.
Ayurvedic and Herbal.
Penetration pricing no long term.
Penetration Pricing.
Product Dependence.
Strong Distribution Channels.
Low margin distributors.
E-commerce advantage.
Lack of Experienced management
Word-of-Mouth Promotion. Graduates.
Keeping up with trends.

OPPORTUNITIES THREATS
Growing Organic Sector. Increasing Competition.
Expand Rural. Negative Word-of- Mouth.
Going Global. Poor reap can affect buisness.
Tie ups. Price War.
Diversification. Political Interference.
 Other
Compani
es
Over as Ayurvedic
market as More Oral
Products
Ayurveda is Care
expanding Products
Opportunity
Threats
Tie ups with
Major Retail Diversifying
Chain In Appearals

New
Ideas
From
Other
Compani
es
DANT KANTI

Baba Colour and

Ayurvedic Varieties
Ramdev as Taste
Product
Ambasdor

STRENGTH WEAKNESS

Effective Competitors
Big Brand
Pricing No Offers Colgate,
Name
Policy Closeup,Dabur