Universidad Peruana de Ciencias Aplicadas

Balance Score Card

Analysis of the Current Situation:
SWOT and Matrix
SWOT Analysis
 Is a tool used to identify:
 Strengths
 Weaknesses
 Opportunities
 Threats

 In the SWOT analysis process, the economic,

political, social and cultural factors are considered
that represent the external factors that affect the
internal work of the organization
SWOT Analysis
 Strengths: Are all those aspects in which the
company has outstanding behavior. You have to
identify them without modesty: "Feel that we are
good at that¨

They are usually the competitive advantages of

the organization. In many cases they are related
to:

 Skills and capabilities

 Resources that are controlled
 Activities carried out succesfully
 Among others.
SWOT Analysis
 Weaknesses: On the contrary, they are those
aspects in which we must improve. It must be
identified with much honesty, without self-
esteem: "Feel that we´re not good at that".

 They are also limitations, defects or deficiencies

of the organization. They are related to:

 Administration and organization

 Operations
 Finances
 Other factors of the organization
SWOT Analysis
 Opportunities: Are aspects of the environment
that, if they are used, can generate significant
added value for the business. If an opportunity
comes to be used, it ceases to be an
opportunity.

 Threats: Are aspects of the environment that, if

not taken appropriate measures, can
significantly affect the business.
 SWOT Analysis – External Factors
 Within the external factors (Opportunities and Threats) aspects of
the environment must be considered in some of the following
categories:

 Economic: Employment rates, Monetary policy or fiscal, etc.

 Political-Legal: Political stability, regulations, etc.

 SocioCultural : Lifestyles, Social groups, Trends, Customs, etc.

 Technological: Scientific Innovations, technological development

by económic sectors, etc.

 Environment: Climate changes that may affect the agricultural

or fishing sectors, etc.
 Demographic : Population growth, Migratory movements, etc.
SWOT Analysis
 Strengths and weaknesses correspond to
internal aspects and are normally under our
control.
 Opportunities and threats are in the
environment and we usually do not have control
over them.

ENVIRONMENT COMPANY
Threats
Strengths
Opportunities
Weaknesses
 CASE Punta del SOL Hotel. Example:
 Strengths:
 Good location
 Tour packages enjoy good acceptance.

 Weaknesses:
 Poor marketing
 Little capacity to meet greater demand.

 Threats:
 Low purchasing power of the population.
 Little tourist culture in domestic demand.

 Opportunities:
 New International Fairs (Berlin ITB Fair, etc).
 New forms of tourism: experiential, ecological, adventure, etc.
SWOT Matrix
 It is an important adjustment tool that will help
develop four (4) types of strategies from the
combination of internal and external factors.

 These are: Strategies of Strengths-Opportunities

(SO), Strengths-Threats (ST), Weaknesses-
Opportunities (WO) and Weaknesses-Threats
(WT).
SWOT Matrix -
ATTACK and DEFENSE strategies

 SO strategies are strategies to ATTACK. It is

about using the strength of the company to take
advantage of the tendencies or external events
that favor it.
 ST strategies are strategies to DEFENSE. Here it
is about using internal strengths to repel the
threats that the company faces.
SWOT Matrix -
MOBILIZE and STRENGTHEN strategies

 WO strategies are strategies to MOBILIZE.

Intends to overcome the weaknesses by taking
advantage of opportunities in the environment.
In some cases, there are key opportunities that
can not be exploited if the company's
limitations are not previously overcome.

 WT strategies are strategies to STRENGTHEN.

The way is to reduce internal weaknesses while
avoiding threats from the environment. These
are strategies to be applied in case the company
faces situations that can put it in a difficult
position.
 CASE Punta del SOL Hotel
Example:
Threats
•T1. Population´s poverty
•T2. Low tourist awareness
Opportunities
•O1. Internacional Fairs
•O2. New Tourism

Strengths
• S1. Good location Take advantage of
Low-
• S2. Attractive Packages international fairs to
spending package tours
promote tour packages
(S2,T1)
(S2, O1)

Weaknesses
•W1. Physical capacity Improve capacity and
Invest in MKT to raise
•W2. Poor Marketing promote the demand
tourism awareness(W2,
for new products (W1,
T2)
O2)
The advantages of SWOT analysis
 SWOT helps to analyze the organization from inside
and out.

 Its perspective answers the following questions :

 What I am analyzing will be relevant?
 Is it in or out of business?
 Is it good or bad for the company?

 Display scenarios from any area of ​the organization

SWOT Analysis Considerations
 For the success of a good SWOT analysis you should
keep in mind to avoid the following:
 Subjectivity
 Culture of fear
 Groupthinking
 Rigidity

 Develope the SWOT through repetitive questions :

 What are our greatest achievements?
 What are our deficiencies?
 How we reduce the disadvantages?
 How do we take advantage of the opportunities?
Activity in class
 Meet with your working group, to discuss and
propose the SWOT matrix for the company under
study.
Activity in class