Difference between revisions of "SWOT Analysis"

To conduct a SWOT analysis identify the following four categories of the SWOT matrix:

1. Strengths : An internal competence, valuable resource or attribute that an organization can use to exploit the external environment. For example : competitive advantages, resources, certifications, experience, management cover, communication. The aim of the SWOT is to maintain, build, and leverage.
2. Weaknesses : An internal lack of competence, resource or attribute that an organization requires to perform in the external environment. For example : gaps in capabilities, reputation, financials, reliability of data. The aim of the SWOT is to remedy or exit.
3. Opportunity : An external possibility that an organization can pursue or exploit to gain benefit. For example : market developments, competitors' vulnerabilities, information and research. The aim of the Swot is to prioritise and optimise them.
4. Threat : An external factor that has the potential to reduce an organization's performance. For example : political and environmental effects, market demand, IT developments. The aim of the Swot is to counter them.

Strengths and Opportunities are identified as enhancers to desired performance, while Weaknesses and Threats are inhibitors.^[2]

SWOT Matrix

Step by Step

1. A brainstorming session should be conductedto get inputs about the stengths of the organization.
   • The facilitator distribute paper cards and ask participants to write what are the things that they consider as strengths within the organization. Everyone is allowed to write as many things as they want.
   • The facilitator then collects all the paper cards and place them on a board. Inputs that are redundant are discharged
   • The same procedure is repeated for weaknesses, opportunities and threats.
   • Categorize all the SWOT factors into the Swot matrix and work to build consensus around the placement of them.

• The situation is then analyzed by looking for ways in which the group/organization’s strengths can be built on to overcome identified weaknesses, and opportunities can be taken to minimize threats;
• A strategy for making improvements is formulated and subsequently developed using a number of additional planning tools. ^[3]

Job Aids

Swot Matrix Template