- SWOT Analysis is an analytical tool used by businesses to identify
- Internal strengths and weaknesses
- External opportunities and threats
- Effective SWOT analysis can help senior managers to understand the current business position and future changes that may occur so that appropriate strategic decisions may be made
Factors Often Considered in a SWOT Analysis
STRENGTHS
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WEAKNESSES
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- What the business is good at
For example:
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- Qualities that separate the business from rivals
- Internal resources such as skilled staff or a particular innovation
- Possession of assets such as capital, patents or intellectual property
- A loyal customer base
- Effective leadership
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- What the business does poorly
For example:
- Ways in which the business lags behind competitors
- Resource or capital limitations including labour and finance
- Lack of a competitive advantage
- Lack of a unique selling proposition (USP)
- Poor online presence
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OPPORTUNITIES
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THREATS
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- Options a business may exploit to enjoy further success
For example:
- Developing markets for specific products become apparent
- Few competitors exist
- A changing legal or political environment positively impacts on business processes and decisions
- Social or technological developments create an emerging need for the businesses products
- Economic indicators becoming more favourable
- A potential for positive media coverage of the business
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- Hazards that have the potential to damage business performance
For example:
- New or emerging competitors are gaining market share
- A changing legal or political environment negatively impacting on business processes and decisions
- Social or technological developments threaten obsolescence of products
- Economic indicators becoming less favourable
- Negative press coverage
- Changing customer attitudes towards the business
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Example of a Swot Analysis
- Once a SWOT Analysis has been completed by a business, appropriate decisions can be made to improve performance
- Strengths should be harnessed
- Weaknesses should be eliminated
- Opportunities should be seized
- Threats should be mitigated
An example of a SWOT Analysis for a small cafe business
- Having compiled the SWOT Analysis the owner of the cafe may conclude that the business should
- Seize the opportunity presented by the growing interest in locally sourced ingredients by promoting the cafe's strength of its seasonal, locally sourced menu, especially given the threat from large competitors
- Make use of the government funding for staff training to attempt to reduce staff turnover
- Increase the volume of sales to a geographically wider target market by teaming up with delivery apps and establishing an inexpensive social media presence
The usefulness of SWOT analysis
- The usefulness of SWOT analysis depends on a range of factors
Factors Affecting the Usefulness of SWOT Analysis
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Explanation
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1. The quality & relevance of data used
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- The accuracy and reliability of the data used for SWOT analysis greatly influence its usefulness
- If the information used for analysis is outdated, incomplete or biased it can lead to flawed conclusions and ineffective decision-making
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2. Objectivity & bias
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- SWOT analysis requires a fair and unbiased assessment of the organisation's internal and external factors
- If the analysis is influenced by personal biases, preconceived notions or subjective opinions it can undermine the usefulness of the analysis
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3. Depth of analysis
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- Superficial analysis may overlook important factors or fail to capture the complexity of the organisation's environment
- A comprehensive and thorough analysis can provide more accurate insights and improve the usefulness of SWOT analysis
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4. Stakeholder involvement
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- SWOT analysis should involve input from various stakeholders within the organisation, including employees, managers, customers, suppliers, and industry experts
- Their diverse perspectives can provide a broader understanding of the organisation's strengths, weaknesses, opportunities and threats thus increasing the usefulness of the analysis
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5. Dynamic nature of the environment
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- As market conditions, technology and consumer preferences change over time the relevance of identified strengths, weaknesses, opportunities and threats may also shift
- Regular updates and revisions to the analysis are necessary to ensure its usefulness
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