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SWOT analysis
SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. The technique is credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using data from Fortune 500 companies. A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. Strategic Planning has been the subject of much research. Strengths: characteristics of the business or team that give it an advantage over others in the industry. Weaknesses: are characteristics that place the firm at a disadvantage relative to others. Opportunities: external chances to make greater sales or profits in the environment. Threats: external elements in the environment that could cause trouble for the business.
Identification of SWOTs is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs. First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable a different objective must be selected and the process repeated. The SWOT analysis is often used in academia to highlight and identify strengths, weaknesses, opportunities and threats. It is particularly helpful in identifying areas for development.
SWOT analysis
The SWOT-landscape systematically deploys the relationships between overall objective and underlying SWOT-factors and provides an interactive, query-able 3D landscape.
SWOT analysis
Corporate planning
As part of the development of strategies and plans to enable the organization to achieve its objectives, then that organization will use a systematic/rigorous process known as corporate planning. SWOT alongside PEST/PESTLE can be used as a basis for the analysis of business and environmental factors.[7] Set objectives defining what the organization is going to do Environmental scanning Internal appraisals of the organization's SWOT, this needs to include an assessment of the present situation as well as a portfolio of products/services and an analysis of the product/service life cycle Analysis of existing strategies, this should determine relevance from the results of an internal/external appraisal. This may include gap analysis which will look at environmental factors Strategic Issues defined key factors in the development of a corporate plan which needs to be addressed by the organization Develop new/revised strategies revised analysis of strategic issues may mean the objectives need to change Establish critical success factors the achievement of objectives and strategy implementation Preparation of operational, resource, projects plans for strategy implementation
Monitoring results mapping against plans, taking corrective action which may mean amending objectives/strategies.[8]
Marketing
In many competitor analyses, marketers build detailed profiles of each competitor in the market, focusing especially on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors. Marketing management often finds it necessary to invest in research to collect the data required to perform accurate marketing analysis. Accordingly, management often conducts market research (alternately marketing research) to obtain this information. Marketers employ a variety of techniques to conduct market research, but some of the more common include: Qualitative marketing research, such as focus groups Quantitative marketing research, such as statistical surveys Experimental techniques such as test markets Observational techniques such as ethnographic (on-site) observation Marketing managers may also design and oversee various environmental scanning and competitive intelligence processes to help identify trends and inform the company's marketing analysis.
Using SWOT to analyse the market position of a small management consultancy with specialism in HRM.[8]
SWOT analysis
Weaknesses Shortage of consultants at operating level rather than partner level Unable to deal with multi-disciplinary assignments because of size or lack of ability
Opportunities Well established position with a well defined market niche Identified market for consultancy in areas other than HRM
Threats Large consultancies operating at a minor level Other small consultancies looking to invade the marketplace
References
[1] See for instance: Mehta, S. (2000) Marketing Strategy (http:/ / www. shsu. edu/ ~mkt_ssm/ mkt570/ Chap04. ppt) [2] ManyWorlds.com: Dont do SWOT: A Note on Marketing Planning (http:/ / manyworlds. com/ exploreco. aspx?coid=CO85041445304) [3] Menon, A. et al. (1999). "Antecedents and Consequences of Marketing Strategy Making". Journal of Marketing (American Marketing Association) 63 (2): 1840. doi:10.2307/1251943. JSTOR1251943. [4] Hill, T. & R. Westbrook (1997). "SWOT Analysis: Its Time for a Product Recall". Long Range Planning 30 (1): 4652. doi:10.1016/S0024-6301(96)00095-7. [5] J. Scott Armstrong (1982). "The Value of Formal Planning for Strategic Decisions". Strategic Management Journal 3 (3): 197211. doi:10.1002/smj.4250030303. [6] Brendan Kitts, Leif Edvinsson and Tord Beding (2000) Crystallizing knowledge of historical company performance into interactive, query-able 3D Landscapes http:/ / de. scientificcommons. org/ 534302 [7] Armstrong. M. A handbook of Human Resource Management Practice (10th edition) 2006, Kogan Page , London ISBN 0-7494-4631-5 [8] Armstrong.M Management Processes and Functions, 1996, London CIPD ISBN 0-85292-438-0
External links
SWOT Analysis, video and template (http://www.mindtools.com/pages/article/newTMC_05.htm) SWOT analysis, method and examples (http://www.businessballs.com/swotanalysisfreetemplate.htm) Free online software tool for SWOT Analysis (http://www.inghenia.com/gadgets/swot/swot_en.php)
License
Creative Commons Attribution-Share Alike 3.0 Unported http:/ / creativecommons. org/ licenses/ by-sa/ 3. 0/