Discover New Opportunities. Manage and Eliminate Threats.

SWOT Analysis
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CONTENTS

SWOT Analysis History SWOT Components Aim & Requirement of SWOT Analysis How to Use the Tool Brainstorming Activity Worksheet Analysis Summary
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What is SWOT Analysis?

A technique that enables a group or individual to move from everyday problems and traditional strategies to a fresh perspective.

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HISTORY

The technique is credited to Albert Humphrey , which was called the SOFT analysis. In 1964 F was changed to W and called SWOT analysis.

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Internal Environment

External Environment

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Strength
Any existing or potential resources or capability within the organisation that provides a competitive advantage in the market.
Subjects: Capabilities ? Competitive advantages ? USP's (unique selling points) ? Price, value, quality ?

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Weakness
Any existing or potential force which could serve as a barrier to maintaining or achieving a competitive advantage in the market.
Subjects: Lack of a clear company strategy Lack of training opportunities for using a new software

Reputation, presence and reach? Processes and systems, etc?

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Opportunity
Any existing or potential force in the external environment that, if properly leveraged, could provide a competitive advantage.
Subjects: Organisations geographic location New technology

Market developments? Partnerships, agencies, distribution

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Threat
Any existing or potential force in the external environment that could erode a competitive advantage.
Subjects: A new competitor entrant A recession, rising interest rates, or tight credit lines

Political effects ? Loss of key staff ?

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Aim of SWOT Analysis

1.

2.

Take advantage of opportunities. Minimise weaknesses threats

strengths
and

and

eliminate

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Creative Use of SWOTs:

The SWOTs are used as inputs to the creative generation of possible strategies, by asking and answering each of the four questions, many times: How can we Use and Capitalize on each Strength? How can we Improve each Weakness? How can we Exploit and Benefit from each Opportunity? How can we Mitigate each Threat?
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Other Users of SWOT analysis

SWOT ANALYSIS

COMPANY

BUSINESS UNIT

JOB HOLDER

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Who Needs SWOT Analysis?

A Company When revenue, cost and expense targets are not being achieved; Market share is dropping; Industry conditions are unfavourable; Want to launch a new business venture; etc
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Who Needs SWOT Analysis?

A Department/Business Unit

When the team has not met its targets; Customer service can be better; A new business unit to pursue a new business; A new team leader is appointed; etc
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Who Needs SWOT Analysis?

Job Holder

When supervisor has issues with work output; Assigned to a new job; New financial year fresh targets; Job holder seeks to improve performance on the job; etc.
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Relation B/w the Components

Strength Weakness

Opportunity

Threat

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How to do SWOT Analysis ?

Step 1 Analyse Internal & External Environment Step 2 Perform SWOT Analysis and Document Step 3

Prepare Action Plans

A SWOT analysis is useful only when action plans and strategies are developed from the results
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Rules for SWOT analysis

Be realistic about the strengths and weaknesses of your organization when conducting SWOT analysis. SWOT analysis should distinguish between where your organization is today, and where it could be in the future. SWOT should always be specific. Always apply SWOT in relation to your competition . Keep your SWOT short and simple.
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ILLUSTRATION

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Benefits of SWOT Analysis

Solving problems Implementing change Developing strategies for achieving the organisations objectives and mission

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Brainstorming

key ingredient for SWOT

SWOT analysis will be useful if:

You are thinking outside the box Availability of varied perspectives group discussion Liberty to say your mind Willingness to break away from traditional methods Appetite for change
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Some Brainstorming Rules

Everyone must participate No idea is stupid, everyones contribution is valid and important Build on the ideas of othersYou dont have to agree with anyone else use initial ideas as a jumping -off point for more ideas

Be open-minded

Always ask questions

Seek first to understand before being understood

Have fun!!!

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SWOT ANALYSIS OF VODAFONE

Strengths Strong presence allover the world. Brand name. Huge company. able to invest huge capital. Weaknesses Lack of infrastructure and technology. Zero market share. Almost absence in many cities.

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SWOT ANALYSIS OF VODAFONE

Opportunities Emerging market. Technology. Focus on cost reduction improving returns. Threats Highly competitive market. Political pressures.

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STRATEGIES & ACTION PLANS

Majority stake in Hutchison Essar in India. Expansion of services and operations. Huge focus on marketing. Introduction of customer oriented schemes.

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Inherent Weaknesses of the SWOT Analysis

First off, it should be looked at as just one of the many productive tools to consider achieving objectives. Because the SWOT Analysis for the most part is a list making tool, many times more energy can be consumed creating lists, instead of actively solving problems. In order for a SWOT Analysis to work, you do need a clearly defined objective. Without a clearly defined objective, it will be difficult to focus on the problem or plan a way to achieve your goal. You should also make sure you separate opportunities that are external to the company with strengths that are internal to the company. Clearly defining each category will help you better plan your overall strategies.
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Summary

Visioning-SWOT Analy sis.mp4

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THANK YOU..

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