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SWOT Analysis

Presentation · August 2016

DOI: 10.13140/RG.2.2.12630.45122

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Hussein A Mustafa
Salahaddin University - Erbil
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 Strategic Management
SWOT Analysis
Asst. Lecturer Hussein A. Mustafa
Business Administration, College of Administration &
Economics, Salahaddin University-Erbil
hussein.mustafa@su.edu.krd
Mob: 0750 406 8474

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Outlines:

 Introduction
 What is SWOT Analysis?
 The process of SWOT
 Internal Analysis
 External Analysis

 Aim of SWOT Analysis?

 The SWOT matrix
 Who needs SWOT Analysis?

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Introduction:
The SWOT analysis is a business analysis technique that
your organization can perform for each of its products,
services, and markets when deciding on the best way to
achieve future growth.

The process involves identifying the strengths and

weaknesses of the organization, and opportunities and
threats present in the market that it operates in.

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What is SWOT Analysis?

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What is SWOT Analysis?

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The process of SWOT

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Internal Analysis
 The internal analysis of your organization should include
its culture, expertise, resources, and unique qualities
within the market place.

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External Analysis
 External factors include the environment your
organization operates in, its market, ecosystem, and all
of the third parties involved.

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Aim of SWOT Analysis?
1. To help decision makers share
and compare ideas.
2. To bring a clearer common
purpose and understanding of
factors for success.

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Aim of SWOT Analysis?

3. To organize the important factors linked to success and

failure in the business world.
4. To analyze issues that have led to failure in the past.
5. To provide linearity to the decision making process
allowing complex ideas to be presented systematically.

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The SWOT matrix

 The SWOT matrix illustrates how the external

opportunities and threats facing a firm can be matched
with its internal strengths and weaknesses to result in four
sets of possible strategic alternatives. The SWOT matrix
includes:

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 The SWOT matrix
Internal Factor
Evaluation
Strategies Weaknesses
Evaluation
External Factor

Opportunities

SO WO
Threats ST WT

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The SWOT matrix
1. SO strategies focus on how to use strengths of a
business to take advantage of opportunities.
2. WO strategies aim to eliminate weaknesses to open
new opportunities.
3. ST strategies attempt to utilize the strengths of a
company to avoid threats.
4. WT strategies are basically defensive and mainly act to
minimize weaknesses and avoid threats.

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Who needs SWOT Analysis?

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REFRENCES
1. Cadle, J., Paul, D. and Turner, P. (2010), Business Analysis Techniques, 72
Essential Tools for Success, BCS The Chartered Institute for IT.
2. David ME, David FR, David FR (2008), The Quantitative Strategic
Planning Matrix (Qspm) Applied To A Retail Computer Store. Coast. Bus.
J., 8 (1): 42-52.
3. Panagiotou G. (2003), Bringing SWOT into focus. Business Strategy
Review. 14(2): 8-10.
4. Riston N (2008), Strategic Management. Neil Riston and Ventus Publishing
APS, ISBN 978-87-7681-417-5.
5. Singh N (2010), SWOT Analysis – A Useful Tool For Community Vision A
concept paper of central Himalayan village. Res., 2(9): 16-18.

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