Understanding SWOT analysis

UNDERSTANDING

SWOT ANALYSIS

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What is SWOT Analysis?

Strengths – core competencies that confer an advantage when meeting target market needs.

Weaknesses – limitations faced in developing or implementing a marketing strategy.

Opportunities – favourable environmental conditions that could produce rewards for the firm if acted upon properly.

Threats – conditions or barriers that may prevent achievement of objectives.


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SWOT Analysis

Strengths and Weaknesses are ________factors that can be directly controlled.

Opportunities and Threats are ______factors that exist independently and are beyond the organisation’s control.

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WhatA scan of the internal and external environment of a company. Environmental factors internal to a company are classified as strengths (S) or weaknesses (W) and those external to a company are classified as opportunities (O) or threats (T)

BenefitsQuickly and easily creates an understanding of a company’s underlying position and the driving forces in the external environment facing a company

ApplicationUsed frequently to analyze companies and their environments to gauge competitive forces

SWOT Analysis


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The 4-cell SWOT Matrix


Building a SWOT Analysis Framework

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• Identify a company’s strengths- a company’s strengths are its resources and capabilities that can be used as a basis for developing competitive advantage− Patents− Strong brand names− Good reputation among customers− Cost advantages− Access to resources and/or

distribution− Strong market position

• Identify a company’s weaknesses- the absence of certain strengths may be viewed as weakness or weaknesses can be the flip side of a strength− Little or no IP− Weak brand name− Poor reputation among customers

or negative PR− High cost structure− Lack of access to resources and/or

distribution− Weak market position

• Identify opportunities for growth or improved profitability for a company− Unfulfilled customers needs− New technologies− Loosening of regulations− Removal of international

trade barriers− Improving macroeconomic

indicators• Identify threats facing a

company− Shifts in consumer tastes− Emergence of substitute

products− New regulations− Increased trade barriers− Takeover or acquisition of a

the company

• Ensure that internal and external analysis are consistent

• Order the strengths, weaknesses, opportunities and threats by importance within each section

• Create necessary supporting exhibits and material

Complete the internal analysis

Complete the external analysis

Complete the matrix and analysis


Additional Tips for Creating a SWOT Analysis Framework

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•Be objective and support subjective statements with appropriate facts

•Be specific rather than general•Strengths and weaknesses focus on the internal perspective of a company

•Opportunities and threats focus on the external perspective of a company

•Opportunities and threats can often be identified by looking at the strengths and weaknesses of competitors


SWOT :Example:LAM Research

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SWOT Analysis Example - Citigroup

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SWOT Analysis Example – Unisys

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Understanding SWOT analysis

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