This document discusses several strategic analysis tools: SWOT analysis, Porter's Five Forces, and STEEPLED analysis. SWOT analysis involves identifying internal strengths and weaknesses and external opportunities and threats. Porter's Five Forces examines the competitive environment through analyzing supplier power, buyer power, threat of substitution, threat of new entry, and competitive rivalry. STEEPLED analysis evaluates macro external factors including social, technological, economic, environmental, political, legal, ethical, and demographic considerations. The document provides examples and discusses issues with each tool.

1. Strategy Tools
 SWOT
 Porter’s Five Force
 STEEPLED Analysis
LouAnn Conner,
Founder + CEO, All Rights Reserved

2. Strengths Opportunities
Weaknesses Threats
SWOT Analysis
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• Founder + CEO, All Rights

3. Examples
advantages of position
capabilities
competitive advantage
unique selling points
resources
financial resources
culture
processes
innovation
location
Strengths Weaknesses
Examples
capability gaps
weak proposition
lack of competitive strength
cash flow
weak value chain
morale, culture
system or processes
management depth
Examples
market development
competitor’s vulnerabilities
technology development
global influence
new market
tactics: surprise, major contract
business/product development
information or research
partnership
seasonal, weather
Opportunities Threats
Examples
political environment
environment challenges
market demand
new technology or business
model
loss of key team member
weather, natural disaster
dropping market demand
new competition
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• Founder + CEO, All Rights
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More SWOT Ideas

4. Too little detail, often a few words description
Issues depend on where the line is drawn
Highly dependent on who’s involved
Focus mostly on issues (not necessarily root
cause)
Too many cooks spoil the soup - no agreement
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• Founder + CEO, All Rights
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Issues with SWOT

5. Social Technology Economic
Environmen
t
Political Legal Ethical Demographics
familial ties
government
research spending
economic growth natural resources
environment
regulations
environment
regulations
bribery, all levels ethnic ratio
risk (failure)
tolerance
Industry focus on
technological effort
interest rates &
monetary policies
global warming trade policies employment laws IP religious makeup
labor and social
mobility
new inventions
and development
government
spending
waste disposal/
recycling
international
trade regulations
contract laws reputation ethnic tolerance
lifestyle changes
rate of technology
transfer
unemployment
policy
carbon foot print
government
organization /
attitude
consumer
protection
business ethnics religious tolerance
work/career and
leisure attitudes
life cycle and speed of
tech obsolescence
taxation sustainable energy
competition
regulation
trade unions
client
confidentiality
mean / average
age
entrepreneurial
spirit
energy costs and
use
exchange rates
threats from
natural causes
political stability
corporate
governance
freedom of
information
children per
couple
education changes in IT inflation rates infrastructure safety regulations bankruptcy law
opaqueness of
contracts/agreement
s
GLTG acceptance
fashion/hypes
changes in
internet
stage of business
cycle
air quality
political party
changes
legal basis - differs
from home country
integration of
minorities,
women
living conditions
mobile technology
changes/adoption
consumer
confidence
water quality openness to FDI privacy laws
income
distribution
treatment of elderly
and disabled
trade agreements access to water
government
payment practices
Template, by no means complete but a good starting point
STEEPLED Analysis
• LouAnn Conner,
Founder + CEO, All Rights

6. • Identifies high level (macro) points, not how they
impact company
• Focuses on external issues, not how they relate
internally to the company
• Does not address company issues, or how to
tackle identified issues
• LouAnn Conner,
• Founder + CEO, All Rights
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Issues with STEEPLED Analysis

7. Factor id in STEEPLED
Analysis affecting Company
Specific Impact on Company Risk to Company
taxation 1. double taxation - no reciprocity with US - $$
2. complicated taxes - required for 2 countries H
slow adoption of smart
phones
1. existing marcom will not work
2. added cost to find new comm channels M
1.
2.
H, M, L
1.
2.
H, M, L
STEEPLED Analysis for potential overseas expansion
Next Steps after STEEPLED
• LouAnn Conner,
• Founder + CEO, All Rights

8. Bargaining Power of
Suppliers
ThreatofSubstitute
ProductorServices
ThreatofNewEntrant
Rivalry Among
Existing
Competitors Bargaining Power of
Buyers
Porter’s 5 Forces
• LouAnn Conner,
• Founder + CEO, All Rights

9. Static view of situation
Inside out perspective
Hard to talk about industries that overlap
Focused only on meso level
Issues with Porter’s
• LouAnn Conner,
• Founder + CEO, All Rights

10. STEEPLED
Porter’s
SWOT
internal
external
micro
macro
meso
Strategy Levels
• LouAnn Conner,
• Founder + CEO, All Rights