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Chapter 11
The SWOTANALYSIS: Process
and Basic Components
Presented by: Kamelia Gulam
1
Chapter Outline
• What is SWOT analysis?
• Basic Elements of The SWOT Analysis
• Aim of SWOT analysis.
• Who need SWOT analysis?
• SWOT Analysis for Individuals
• How to conduct SWOT analysis?
• Pitfalls of SWOT analysis.
• Tips for SWOT analysis.
2
What is SWOT analysis
A technique that enables organisations or individual
to move from everyday problems and traditional
strategies to a fresh prospective.
SWOT analysis looks at your strengths and
weaknesses, and the opportunities and threats your
business faces. SWOT can help your company face
its greatest challenges and find its most promising
new markets.
3
 The SWOT Analysis framework is a very important
and useful tool to use in marketing Management
and other business applications
 A clear understanding of SWOT is required for
business majors.
4
Basic Elements of The SWOTAnalysis
5
Strengths (internal, positive factors)
• * Characteristics of the business or individual that give it an
advantage over others in the industry.
• * Positive tangible and intangible attributes, internal to an
organization or individual.
• * Beneficial aspects of the organization or the capabilities of an
organization, process capabilities, financial resources, products
and services, customer goodwill and brand loyalty.
• Examples - Abundant financial resources, Well-known brand
name, Lower costs [raw materials or processes], Superior
management talent, Better marketing skills, Good distribution
skills, Committed employees.
6
Weaknesses (internal, negative factors)
• Characteristics that place the firm or individual at a disadvantage
relative to others.
• * Detract the organization from its ability to attain the core goal
and influence its growth.
• * Weaknesses are the factors which do not meet the standards
we feel they should meet. However, weaknesses are controllable.
They must be minimized and eliminated.
• Examples - Limited financial resources, Very narrow product line,
Limited distribution, Higher costs, Weak market image, Poor
marketing skills, Limited management skills, Under-trained
employees.
7
Opportunities
• Are external attractive factors that represent reasons your business is likely
to prosper.
• * Chances to make greater profits in the environment - External attractive
factors that represent the reason for an organization to exist & develop.
• * Arise when an organization can take benefit of conditions in its
environment to plan and execute strategies that enable it to become more
profitable.
• * Organization should be careful and recognize the opportunities and grasp
them whenever they arise..
• Examples - Rapid market growth, Rival firms are complacent, Changing
customer needs/tastes, New uses for product discovered, Economic boom,
Government deregulation, Sales decline for a substitute product .
8
!
Threats (external, negative factors)
• * External elements in the environment that could cause
trouble for the business - External factors, beyond an
organization’s control.
• * Arise when conditions in external environment jeopardize
the reliability and profitability of the organization’s business.
• Examples - Entry of foreign competitors, Introduction of new
substitute products, Product life cycle in decline, Changing
customer needs/tastes, Rival firms adopt new strategies,
Increased government regulation, Economic downturn.
9
10
S W
T
O
• To help decision makers
share and compare
ideas.
• To bring a clearer
common purpose and
understanding of
factors for success.
* To organize the
important factors linked to
success and failure in the
business world.
* To help individual or
organization to
understand their strengths
and weaknesses.
• It promotes strategic
thinking
11
Job Holder
• When supervisor has issues with
work output
• Assigned to a new job
• New financial year – fresh targets
• Job holder seeks to improve
performance on the job
1
Business Unit
2
•When the team has not met its targets
• Customer service can be better
• Launching a new business unit to
pursue a new business
• New team leader is appointed
Company
• When revenue, cost & expense
targets are not being achieved
•Industry conditions are unfavorable
• Launching a new business venture
3
Who needs SWOT Analysis?
12
Workshop Sessions
Strategic Planning
Product Evaluation
Competitor Evaluation
Personal Development
Planning
Decision Making
Product Launch
Changing Jobs
Who needs SWOT Analysis?
SWOT Analysis is also required for / during...
Brainstorm meetings
Problem solving
Planning
13
SWOT Analysis for Individuals
• “Those with keen understanding of their strengths and
needs are in much better position than those with limited
or faulty self-knowledge.
—Howard Gardner, Frames of Mind
• Personal SWOT analysis is a great tool to assess
yourself in order to plan your career.
• You can use it to assess yourself, compare yourself
against your peers/competitors and also use it to find
career growth opportunities. 14
Personal SWOT
Combination of …
• Self-assessment tool
• Strategic planning activity
And Created …
• In light of an individual’s personal mission statement
• Their vision of where they see themselves in the
future
15
When to do a personal SWOT analysis ?
• When going to an interview – So you can focus on your
strengths and talk about them more. It will help in
preparing the CV as well. If you have a very good idea
about the job requirements beforehand you can modify
the CV to match them as well.
• When applying for a promotion – helps you to assess
yourself against other candidates. You’ll have a good
understanding of your strengths against your competitors
so you can focus on them rather than your general
strengths.
16
• Before a career switch – helps you to figure
out whether your skills match the
opportunities in your new career or whether
they are much suited for your current job.
17
3. Prepare Action Plans
2. Perform SWO T
Analysis
1. Analyse Internal &
External Environment
How to conduct SWOT Analysis?
18
1. Analyse Internal & External Environment
19
1. SO strategies—use a firm’s internal
strengths to take advantage
of external opportunities.
(LEVERAGE)
2. WO strategies—are aimed at
improving internal weaknesses by
taking advantage
of external opportunities.
(CONSTRAINTS)
3. ST strategies—use a firm’s strengths
to avoid or reduce the impact
of external threats.
(VULNERABILITIES)
4. WT strategies—are defensive tactics
directed at reducing internal weaknesses
and avoiding external threats.
(PROBLEMS)
20
21
2. Perform SWOT Analysis & Document (1)
• Establish the objectives - Purpose of conducting a
SWOT may be wide / narrow, general / specific.
• Select contributors - Expert opinion may be required for
SWOT
• Allocate research & information gathering tasks -
Background preparation can be carried out in two stages
– Exploratory and Detailed. Information on Strengths &
Weaknesses should focus on the internal factors.
• Create a workshop environment - Encourage an
atmosphere conducive to the free flow of information. 22
2. Perform SWOT Analysis & Document (2)
• Evaluate listed ideas against Objectives - With
the lists compiled, sort and group facts and ideas in
relation to the objectives.
• List Strengths, Weaknesses, Opportunities, &
threats
• Carry your findings forward - Make sure that the
SWOT analysis is used in subsequent planning.
Revisit your findings at suitable time intervals.
23
3. 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 24
Advantages of SWOT (1)
• In social work practice framework is beneficial because it
helps organizations decide whether or not an objective is
obtainable and therefore enables organizations to set
achievable goals, objectives, and steps to further the social
change or community development effort.
• In organisation it enables organizers to take visions and
produce practical and efficient outcomes in order to effect
long-lasting change, and it helps organizations gather
meaningful information in order to maximize their potential.
25
Advantages of SWOT (2)
• In the individual to know yourself more by focusing and
answer objectively on each of the four questions, you will
be able to get a less emotional and more realistic
analysis. I know that the SWOT analysis Analyze lets you
look objectively at your role and your performance, to
see what you can change it to get the desired results.
And also it allows you to take some action toward
opportunities, and reduce your weaknesses.
26
Limitations of SWOT
• SWOT can be misused as a technique, as it can be quickly
designed without critical thought leading to a misrepresentation
of SWOT, within an organization's internal and external
surroundings.
• Development of a swot analysis simply to defend previously
decided goals and objectives. Leads to:-
Limitations on brainstorming possibilities and "real" identification
of barriers.
Also places the organization’s interest above the well being of
the community.
• The design of a swot analysis by one or two community workers
is limiting to the realities of the forces specifically external
factors, and devalues the possible contributions of community
members.
27
Tips of conducting SWOT analysis
DO’S
 Be analytical and specific.
 Record all thoughts and ideas.
 Be selective in the final evaluation.
 Choose the right people for the
exercise.
 Choose a suitable SWOT leader or
facilitator.
 Think out of the box
 Be open to change
DON’T S
х Try to disguise weaknesses.
х Merely list errors and
mistakes.
х Lose sight of external
influences and trends.
х Allow the SWOT to become
a blame-laying exercise.
х Ignore the outcomes at later
stages of the planning process.
28
Tips & Exercise
EXAMPLE
Mc Donald’s SWOT Analysis
29
WEAKNESSES
• Failing pizza test market thus limiting the
ability to compete with pizza providers.
• High training costs due to high turnover.
• Minimal concentration on organic foods.
• Not much variation in seasonal products .
• Quality concerns due to franchised operations.
• Focus on burgers / fried foods not on healthier
options for their customers.
• Ranks very high on the Fortune Magazine's most
admired list
• Community oriented
• Global operations all over the world
• Cultural diversity in the foods
• Excellent location
• Assembly line operations.
• Use of top quality products
STRENGTHS
INTERNAL
• Marketing strategies that entice people from
small children to adults.
• Lawsuits for offering unhealthy foods.
• Contamination risks that include the threat of
e-coli containments.
• The vast amount of fast food restaurants that
are open as competition.
• Focus on healthier dieting by consumers.
• Down turn in economy affecting the ability to eat
that much.
THREATS
• Opening more joint ventures.
• Being more responsive to healthier options.
• Advertising wifi services in the branches.
• Expanding on the advertising on being
more socially responsible
• Expansions of business into newly developed
parts of the world.
• Open products up to
allergen free options
such as peanut free.
OPPORTUNITIES
EXTERNAL
Tips & Exercise
Mc Donald’s
SWOT Analysis
30
Conclusion
• A SWOT analysis identifies your S, W, O and T to
assist you in making strategic plans and decisions.
• SWOT is a simple yet comprehensive way of
assessing the positive and negative forces within and
without your organization, so you can be better
prepared to act effectively
31
32

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Chapter 11 SWOT ANALYSIS.pdf

  • 1. Chapter 11 The SWOTANALYSIS: Process and Basic Components Presented by: Kamelia Gulam 1
  • 2. Chapter Outline • What is SWOT analysis? • Basic Elements of The SWOT Analysis • Aim of SWOT analysis. • Who need SWOT analysis? • SWOT Analysis for Individuals • How to conduct SWOT analysis? • Pitfalls of SWOT analysis. • Tips for SWOT analysis. 2
  • 3. What is SWOT analysis A technique that enables organisations or individual to move from everyday problems and traditional strategies to a fresh prospective. SWOT analysis looks at your strengths and weaknesses, and the opportunities and threats your business faces. SWOT can help your company face its greatest challenges and find its most promising new markets. 3
  • 4.  The SWOT Analysis framework is a very important and useful tool to use in marketing Management and other business applications  A clear understanding of SWOT is required for business majors. 4
  • 5. Basic Elements of The SWOTAnalysis 5
  • 6. Strengths (internal, positive factors) • * Characteristics of the business or individual that give it an advantage over others in the industry. • * Positive tangible and intangible attributes, internal to an organization or individual. • * Beneficial aspects of the organization or the capabilities of an organization, process capabilities, financial resources, products and services, customer goodwill and brand loyalty. • Examples - Abundant financial resources, Well-known brand name, Lower costs [raw materials or processes], Superior management talent, Better marketing skills, Good distribution skills, Committed employees. 6
  • 7. Weaknesses (internal, negative factors) • Characteristics that place the firm or individual at a disadvantage relative to others. • * Detract the organization from its ability to attain the core goal and influence its growth. • * Weaknesses are the factors which do not meet the standards we feel they should meet. However, weaknesses are controllable. They must be minimized and eliminated. • Examples - Limited financial resources, Very narrow product line, Limited distribution, Higher costs, Weak market image, Poor marketing skills, Limited management skills, Under-trained employees. 7
  • 8. Opportunities • Are external attractive factors that represent reasons your business is likely to prosper. • * Chances to make greater profits in the environment - External attractive factors that represent the reason for an organization to exist & develop. • * Arise when an organization can take benefit of conditions in its environment to plan and execute strategies that enable it to become more profitable. • * Organization should be careful and recognize the opportunities and grasp them whenever they arise.. • Examples - Rapid market growth, Rival firms are complacent, Changing customer needs/tastes, New uses for product discovered, Economic boom, Government deregulation, Sales decline for a substitute product . 8
  • 9. ! Threats (external, negative factors) • * External elements in the environment that could cause trouble for the business - External factors, beyond an organization’s control. • * Arise when conditions in external environment jeopardize the reliability and profitability of the organization’s business. • Examples - Entry of foreign competitors, Introduction of new substitute products, Product life cycle in decline, Changing customer needs/tastes, Rival firms adopt new strategies, Increased government regulation, Economic downturn. 9
  • 10. 10
  • 11. S W T O • To help decision makers share and compare ideas. • To bring a clearer common purpose and understanding of factors for success. * To organize the important factors linked to success and failure in the business world. * To help individual or organization to understand their strengths and weaknesses. • It promotes strategic thinking 11
  • 12. Job Holder • When supervisor has issues with work output • Assigned to a new job • New financial year – fresh targets • Job holder seeks to improve performance on the job 1 Business Unit 2 •When the team has not met its targets • Customer service can be better • Launching a new business unit to pursue a new business • New team leader is appointed Company • When revenue, cost & expense targets are not being achieved •Industry conditions are unfavorable • Launching a new business venture 3 Who needs SWOT Analysis? 12
  • 13. Workshop Sessions Strategic Planning Product Evaluation Competitor Evaluation Personal Development Planning Decision Making Product Launch Changing Jobs Who needs SWOT Analysis? SWOT Analysis is also required for / during... Brainstorm meetings Problem solving Planning 13
  • 14. SWOT Analysis for Individuals • “Those with keen understanding of their strengths and needs are in much better position than those with limited or faulty self-knowledge. —Howard Gardner, Frames of Mind • Personal SWOT analysis is a great tool to assess yourself in order to plan your career. • You can use it to assess yourself, compare yourself against your peers/competitors and also use it to find career growth opportunities. 14
  • 15. Personal SWOT Combination of … • Self-assessment tool • Strategic planning activity And Created … • In light of an individual’s personal mission statement • Their vision of where they see themselves in the future 15
  • 16. When to do a personal SWOT analysis ? • When going to an interview – So you can focus on your strengths and talk about them more. It will help in preparing the CV as well. If you have a very good idea about the job requirements beforehand you can modify the CV to match them as well. • When applying for a promotion – helps you to assess yourself against other candidates. You’ll have a good understanding of your strengths against your competitors so you can focus on them rather than your general strengths. 16
  • 17. • Before a career switch – helps you to figure out whether your skills match the opportunities in your new career or whether they are much suited for your current job. 17
  • 18. 3. Prepare Action Plans 2. Perform SWO T Analysis 1. Analyse Internal & External Environment How to conduct SWOT Analysis? 18
  • 19. 1. Analyse Internal & External Environment 19
  • 20. 1. SO strategies—use a firm’s internal strengths to take advantage of external opportunities. (LEVERAGE) 2. WO strategies—are aimed at improving internal weaknesses by taking advantage of external opportunities. (CONSTRAINTS) 3. ST strategies—use a firm’s strengths to avoid or reduce the impact of external threats. (VULNERABILITIES) 4. WT strategies—are defensive tactics directed at reducing internal weaknesses and avoiding external threats. (PROBLEMS) 20
  • 21. 21
  • 22. 2. Perform SWOT Analysis & Document (1) • Establish the objectives - Purpose of conducting a SWOT may be wide / narrow, general / specific. • Select contributors - Expert opinion may be required for SWOT • Allocate research & information gathering tasks - Background preparation can be carried out in two stages – Exploratory and Detailed. Information on Strengths & Weaknesses should focus on the internal factors. • Create a workshop environment - Encourage an atmosphere conducive to the free flow of information. 22
  • 23. 2. Perform SWOT Analysis & Document (2) • Evaluate listed ideas against Objectives - With the lists compiled, sort and group facts and ideas in relation to the objectives. • List Strengths, Weaknesses, Opportunities, & threats • Carry your findings forward - Make sure that the SWOT analysis is used in subsequent planning. Revisit your findings at suitable time intervals. 23
  • 24. 3. 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 24
  • 25. Advantages of SWOT (1) • In social work practice framework is beneficial because it helps organizations decide whether or not an objective is obtainable and therefore enables organizations to set achievable goals, objectives, and steps to further the social change or community development effort. • In organisation it enables organizers to take visions and produce practical and efficient outcomes in order to effect long-lasting change, and it helps organizations gather meaningful information in order to maximize their potential. 25
  • 26. Advantages of SWOT (2) • In the individual to know yourself more by focusing and answer objectively on each of the four questions, you will be able to get a less emotional and more realistic analysis. I know that the SWOT analysis Analyze lets you look objectively at your role and your performance, to see what you can change it to get the desired results. And also it allows you to take some action toward opportunities, and reduce your weaknesses. 26
  • 27. Limitations of SWOT • SWOT can be misused as a technique, as it can be quickly designed without critical thought leading to a misrepresentation of SWOT, within an organization's internal and external surroundings. • Development of a swot analysis simply to defend previously decided goals and objectives. Leads to:- Limitations on brainstorming possibilities and "real" identification of barriers. Also places the organization’s interest above the well being of the community. • The design of a swot analysis by one or two community workers is limiting to the realities of the forces specifically external factors, and devalues the possible contributions of community members. 27
  • 28. Tips of conducting SWOT analysis DO’S  Be analytical and specific.  Record all thoughts and ideas.  Be selective in the final evaluation.  Choose the right people for the exercise.  Choose a suitable SWOT leader or facilitator.  Think out of the box  Be open to change DON’T S х Try to disguise weaknesses. х Merely list errors and mistakes. х Lose sight of external influences and trends. х Allow the SWOT to become a blame-laying exercise. х Ignore the outcomes at later stages of the planning process. 28
  • 29. Tips & Exercise EXAMPLE Mc Donald’s SWOT Analysis 29
  • 30. WEAKNESSES • Failing pizza test market thus limiting the ability to compete with pizza providers. • High training costs due to high turnover. • Minimal concentration on organic foods. • Not much variation in seasonal products . • Quality concerns due to franchised operations. • Focus on burgers / fried foods not on healthier options for their customers. • Ranks very high on the Fortune Magazine's most admired list • Community oriented • Global operations all over the world • Cultural diversity in the foods • Excellent location • Assembly line operations. • Use of top quality products STRENGTHS INTERNAL • Marketing strategies that entice people from small children to adults. • Lawsuits for offering unhealthy foods. • Contamination risks that include the threat of e-coli containments. • The vast amount of fast food restaurants that are open as competition. • Focus on healthier dieting by consumers. • Down turn in economy affecting the ability to eat that much. THREATS • Opening more joint ventures. • Being more responsive to healthier options. • Advertising wifi services in the branches. • Expanding on the advertising on being more socially responsible • Expansions of business into newly developed parts of the world. • Open products up to allergen free options such as peanut free. OPPORTUNITIES EXTERNAL Tips & Exercise Mc Donald’s SWOT Analysis 30
  • 31. Conclusion • A SWOT analysis identifies your S, W, O and T to assist you in making strategic plans and decisions. • SWOT is a simple yet comprehensive way of assessing the positive and negative forces within and without your organization, so you can be better prepared to act effectively 31
  • 32. 32