SWOT analysis is a technique which can be used to aid strategic planning. Strategic Planning can be thought of as the process an organisation uses to define it’s strategy, that is, it’s future course.
SWOT Analysis is a technique we can use to understand the Strengths, Weakness, Opportunities, and Threats being faced in order to achieve a particular objective. SWOT analysis can be used in a number of contexts, covering both organizations and our personal lives. SWOT works by examining internal factors (Strengths and Weaknesses) and external factors (Opportunities and Threats) impacting on the objective.
What gives SWOT analysis its power is that it enables us to very quickly find opportunities that we are actually well positioned to exploit. Additionally, by understanding your weak areas and external threats, you can take steps to manage those that might not have otherwise been obvious.
In a business context, SWOT helps you to construct a strategy which aligns opportunities and your strengths, so you can effectively differentiate yourself from your competitors, while at the same time mitigating potential threats facing this strategy. The aim obviously being to help your business be successful in the future.
SWOT analysis doesn’t just have to be used to determine the direction of the whole organisation, it could also be used at a product level, a marketing plan level, or even a project level. You can even use SWOT analysis to examine your competitors and their products. As mentioned previously, SWOT doesn’t just have to be confined to the business arena. We could use SWOT analysis on ourselves personally, for example, to examine our career, thus helping us to create a compelling career based on our capabilities and personal tastes matched to the opportunities in the marketplace, all the while keeping a keen eye on the threats facing us or weaknesses we might have.
Let’s examine what we mean by Strengths, Weaknesses, Opportunities, and Threats in turn, before moving on to work through an example, with the aim of giving you a thorough understanding of SWOT analysis.
By strengths we mean the resources, products, and capabilities available which enable you to achieve a competitive advantage. Here are some questions you can use to help determine your strengths:
Weaknesses are obviously the opposite of strengths, or even just the absence of strengths in particular areas. Here are some questions you can use to determine your weaknesses:
Examining the external environment may result in identifying new opportunities. Another way to approach this is to examine your already completed strengths and determine if any of them could evolve into opportunities. Additionally, you could examine your weaknesses to see if resolving any of them would lead to opportunities. Here are some questions you can ask to help identify opportunities:
Here we examine what changes in the external environment could pose a threat. Questions to ask here include:
When performing your SWOT analysis, there are a few useful tips you should keep in mind:
The SWOT matrix is simply the major strengths, weaknesses, opportunities, and threats drawn in matrix form as shown below:
One area where a SWOT analysis can be powerful, is that it can help an organization understand that it should’t necessarily chase the most lucrative idea. Instead there might be better ways to create competitive advantage within the marketplace, that is, where aproaching opportunities seem to fit with your strengths, and the opposition are moving in a different direction so that the visible threats are minimal.
In order to understand SWOT analysis more deeply, let’s walk through an example. In this example we’re going to perform an analysis of an online retailer of books. We’ll first collect the data and then, based on this, propose two potential strategies. First, here is the SWOT data for our imaginary bookstore:
In terms of a SWOT matrix for our bookstore, this could be represented as follows:
By completing the SWOT analysis and by examining the SWOT matrix for our bookstore, we might derive the following two strategies (each would obviously need to be evaluated before one was decided upon):
Can you think of any other strategies the bookstore may want to consider based on the SWOT matrix?
In summary, SWOT analysis facilitates the creation of a strategy by examining strengths, weaknesses, opportunities, and threats. It can be used in a personal or business context. It’s power comes from it’s ability to help us carve out competitive advantage. They are also relatively simple to perform. If you’re running a project or a program, why not see if there are any obvious improvements which can be made to it by working with your team to perform a SWOT analysis.
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