Chapter 11

The SWOT ANALYSIS: Process

and Basic Components

Presented by: Kamelia Gulam

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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.
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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.

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 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.

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Basic Elements of The SWOT Analysis

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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 6
skills, Committed employees.
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 7
employees.
 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

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customer needs/tastes, New uses for product discovered, Economic boom,
Government deregulation, Sales decline for a substitute product .
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.
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 • To help decision makers
share and compare
ideas.

• To bring a clearer
common purpose and
understanding of
S W factors for success.

* To organize the
important factors linked to
success and failure in the
business world.

O T * To help individual or
organization to
understand their strengths
and weaknesses.
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• It promotes strategic
thinking
 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
1 3 • When revenue, cost & expense
work output
targets are not being achieved
• Assigned to a new job
•Industry conditions are unfavorable
• New financial year – fresh targets
• Launching a new business venture
• Job holder seeks to improve
performance on the job 12
 Who needs SWOT Analysis?
SWOT Analysis is also required for / during...
Changing Jobs
Product Launch
Decision Making

Brainstorm meetings Personal Development

Planning
Competitor Evaluation
Problem solving Product Evaluation
Strategic Planning
Planning
Workshop Sessions

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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
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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 16
strengths.
• 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.

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 How to conduct SWOT Analysis?

1. Analyse Internal & 2. Perform SWO T 3. Prepare Action Plans

External Environment Analysis

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1. Analyse Internal & External Environment

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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 20
and avoiding external threats.
(PROBLEMS)
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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.
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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.

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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.

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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 27
members.
Tips of conducting SWOT analysis
DO’S DON’T S
 Be analytical and specific. х Try to disguise weaknesses.
 Record all thoughts and ideas. х Merely list errors and
 Be selective in the final evaluation. mistakes.
 Choose the right people for the
х Lose sight of external
exercise.
influences and trends.
 Choose a suitable SWOT leader or
х Allow the SWOT to become
facilitator.
a blame-laying exercise.
 Think out of the box
х Ignore the outcomes at later
 Be open to change 28
stages of the planning process.
Tips & Exercise

EXAMPLE

Mc Donald’s SWOT Analysis

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Tips & Exercise
Mc Donald’s
SWOT Analysis INTERNAL

STRENGTHS WEAKNESSES

• Ranks very high on the Fortune Magazine's most • Failing pizza test market thus limiting the
admired list ability to compete with pizza providers.
• Community oriented • High training costs due to high turnover.
• Global operations all over the world • Minimal concentration on organic foods.
• Cultural diversity in the foods • Not much variation in seasonal products .
• Excellent location • Quality concerns due to franchised operations.
• Assembly line operations. • Focus on burgers / fried foods not on healthier
• Use of top quality products options for their customers.

OPPORTUNITIES THREATS

• Opening more joint ventures. • Marketing strategies that entice people from
• Being more responsive to healthier options. small children to adults.
• Advertising wifi services in the branches. • Lawsuits for offering unhealthy foods.
• Expanding on the advertising on being • Contamination risks that include the threat of
more socially responsible e-coli containments.
• Expansions of business into newly developed • The vast amount of fast food restaurants that
parts of the world. are open as competition.
• Open products up to • Focus on healthier dieting by consumers. 30
allergen free options • Down turn in economy affecting the ability to eat
such as peanut free. that much.
EXTERNAL
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

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