This document discusses the development of a strategic plan for a technical educational institution in India using SWOT analysis. It begins with an introduction to strategic planning and its importance for educational institutions. It then describes conducting a SWOT analysis that involved stakeholders from the institution. The analysis identified strengths, weaknesses, opportunities, and threats related to the institution's people, properties, processes, and products. Based on the SWOT analysis, the key thrust areas of student development and staff development were identified. Goals and objectives were set for each thrust area focused on improving academic excellence, personality development, value addition, staff-student interaction, placement, and career counseling for students as well as technical knowledge, HRD skills, and career growth for staff.

1. International Journal of Industrial Engineering Research and Development (IJIERD), ISSN 0976 –
6979(Print), ISSN 0976 – 6987(Online), Volume 5, Issue 2, March - April (2014), pp. 18-24 © IAEME
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DEVELOPMENT OF STRATEGIC PLAN IN A TECHNICAL
EDUCATIONAL INSTITUTION THROUGH SWOT ANALYSIS
Dr. A Thimmana Gouda1
, Veerabhadrappa Algur2
, R G Vani3
1, 2, 3
Dept. of Industrial Production Engineering, R Y M Engineering College, Bellary,
Karnataka, India,
ABSTRACT
Strategic planning is a process in which future aims are determined together with the
stakeholders and responsibilities as well as resources are allocated in accordance with these
future aims. It is a process between the points an institution stands presently and the points it
tries to reach in a certain period of time. Institutions are expected to make strategic planning
to gain better perception of ongoing quest for quality education and fulfilling its mission and
realizing its vision. In order to determine where it is going, the organization needs to know
exactly where it stands, then determine where it wants to go and how it will get there. The
resulting document is called the "strategic plan." This case study is towards achieving quality
education which is initiated with a strategic planning tool like SWOT analysis, and thereby
identifying the thrust areas for development. The strategic plan henceforth developed is
discussed in this paper.
Keywords: Quality Education, Stakeholders, Strategic Plan, SWOT Analysis, Thrust Areas.
1. INTRODUCTION
The aim of strategic planning is to produce planned facilities, embody the appointed
policies, follow the application efficiently and take the initiative and provide the effective
participation. The concept of strategic planning is closely related with the concept of
foresight. In this regard strategic planning can be considered as the collection of systematic
efforts of experts for the best choice of the future. In the process of strategic planning, some
of the fundamental questions are needed to be answered. Those are, where are we? How can
we reach our desired goal? And how can we evaluate our success [1].
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Hax and Maijluf [2] emphasized that to confront changes in the external and internal
environment, to respond to emerging challenges and to achieve organizational excellence,
strategic planning is needed. Strategic planning aligns an organization with its environment,
to accomplish goals, and provides direction to achieve organization's desired future. It
involves all the employees of the organization by proper dialogue, to develop, foster and
internalize the vision and also the ownership of the action plan, setting up the priorities, and
aligning the plan to the environment prevailing, thus accomplishing the goals.
Rowley, Lujan, & Dolence [3], highlighted that “Strategic planning helps a university
identify and maintain an optimal alignment with the most important elements of the
environment within which the university resides." This environment consists of "the
political, social, economic, technological, and educational ecosystem, both internal and
external to the university"
Strategic planning is an organization's process of defining its strategy, or direction, and
making decisions on allocating its resources to pursue this strategy, including its capital and
people [4]. Various analysis techniques can be used in strategic planning, including SWOT
(Strengths, Weaknesses, Opportunities, and Threats) analysis.
Problem statement
To know and analyze the prevailing quality of technical education in an institution
and to come out with possible solutions for optimum quality through SWOT Analysis.
1.1. Strategic planning of the case study
Two day workshop was conducted in the Institution (RYM Engineering College,
Bellary, Karnataka, India), to appraise the strategic planning process, its need and utility in
the present circumstances. In the workshop, top management representatives, principal,
representatives from various departments, office and administrative staff and a few alumni
representing different organizations were involved. The workshop emphasized the
operational procedure, and requirements for setting up the strategic planning culture in the
organization.
The representatives of the department, arranged weekly meetings in their respective
departments and initiated the process of strategic planning and took the confidence of the
staff (both teaching and Non-teaching), so that activities occurred simultaneously in each
department. The representatives of the student community were also involved. SWOT
analysis was carried out at the departmental level. This process continued for 3 months.
Strategic planning began with environmental scanning; each department participated in a
structured, in-depth interview followed by feedback survey to assess the environment.
2. SWOT ANALYSIS
SWOT, is an analysis method, which is used in strategic planning for the institutions
and consists of the initial letters of concepts of Strengths, Weaknesses, Opportunities and
Threats [5].
2.1 Salient points
As a medium of administration, SWOT analysis is used in making a plan, defining a
problem and also solution of it, making a strategy and giving an analytic decision [6]. It is a
tool for auditing an institution and its environment. It is a first stage of planning which helps
to focus on key issues. The role of SWOT analysis is to take the information from the

3. International Journal of Industrial Engineering Research and Development (IJIERD), ISSN 0976 –
6979(Print), ISSN 0976 – 6987(Online), Volume 5, Issue 2, March - April (2014), pp. 18-24 © IAEME
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environmental scan and separate it into internal and external issues. SWOT analysis
determines if the information indicates something that will assist the institution in
accomplishing its objectives or if it indicates an obstacle that must be removed or minimized
to achieve desired results. SWOT analysis is scalable, collaborative, integrateable, simple and
cost efficient.
2.2 SWOT analysis limitations
The classification of some factors as Strengths or Weaknesses, or as Opportunities or
Threats is somewhat arbitrary. For example, a particular institution’s culture can be either
Strength or a Weakness. A technological change can be an either a Threat or an Opportunity.
Perhaps what are more important than the superficial classification of these factors are the
institutions awareness of them and its development of a strategic plan to use them to its
advantage.
3. SWOT ANALYSIS OF THE INSTITUTION
The Strength and weakness of the Institution were broadly categorized under People
(Human resources), Properties (Infrastructural facilities), Process (covering the operational
process) and Product (covering the students, alumni). Opportunities and threats were based
on the external environment. The details are given in Table 1 to 5.
Table 1: SWOT Analysis of the college [People]
PEOPLE
STRENGTHS WEAKNESS
I) FACULTY
☺ Qualified faculty
☺ Committed faculty
☺ Young and enthusiastic staff
☺ Quest for higher learning
☺ Active participation in the college development
☺ High Co-ordination, teamwork
☺ Healthy relationship amongst the faculty
Willingness to undergo appraisal process by the
stakeholders.
☺ Appropriate student/staff ratio
II) ADMINISTRATIVE STAFF
☺ Adequate number of office staff.
☺ Reasonably punctual, sincere & co-operative
office staff
☺ Obedient Supporting staff
☺ Faith in traditional human values
I) FACULTY
Lack of involvement in Technical activities
Lack of initiation.
Inability to cope up with changing technology
Fewer quests for higher goals.
Low expertise in computer field
Unaware of responsibilities
Less involvement in R&D activities by the
qualified staff.
Non-sharing of the information by the faculty.
Lack of exposure and interaction with
industries.
II) ADMINISTRATIVE STAFF
Pessimistic attitude
Poor communication skills.
Escapism
Lack of Leadership
Lack of Peer groups
Lack of Role Models
Lack of awareness of optimal use of resources
Unsynchronized goals of the individual and the
institution.
Poor Student-Staff interaction

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Table 2: SWOT Analysis of the college [Properties]
PROPERTIES
STRENGTHS WEAKNESS
☺ Sufficient built up area with scope for expansion
☺ Well equipped laboratories for most of the
departments.
☺ Independent computing facilities for each of the
departments
☺ Adequate standby power supply facility to
conduct the laboratories.
☺ Adequate Audio Visual Aids facilities
☺ Well furnished classrooms.
☺ Good hostel facilities.
☺ Good play ground and upcoming indoor facilities.
☺ Good Auditorium facility.
☺ Existence of good transportation facility
☺ Xerox facility in library
Inadequate Library and information Services
Inadequate Computing facilities
Non existence of Office and Library
automation
Inadequate Internet facilities
Improper sharing of resources
Non existence of medical facilities
Inadequate basic amenities
No Guest house facility.
No recreational facilities.
Inadequate Canteen facilities
Lack of R&D infrastructure
Non replacement of the obsolete equipment.
Imbalance between expenses and revenue
generated
Table 3: SWOT Analysis of the college [Process]
PROCESS
STRENGTHS WEAKNESSES
☺ Supportive management body
☺ Potentiality to tap the resources from the funding
agencies
☺ Adaptability to change
☺ Sincere and obedient students
☺ Successful ISTE chapter
Improper Organizational structure
Inadequate financial assistance
Non availability of the Resource Persons
Non streamlined administration
Lack of empowerment
Lack of recognition
Lack of Administrative knowledge
Unscientific recruitment process with higher
inbreeding.
No Benchmarking of any of the activities
No MIS in the system
Lack of student activities
Inadequate student support system
No student counseling
No parents interaction
Low quality input
Rural and Semi urban background input
Lack of Technical activities
Lack of publication
Poor Industry Institute Interaction
Poor Consultancy
No Appraisal systems
Inefficient utilization of manpower resources
Poor Placement facilities
Poor transparency in the avenues available for staff
development
Poor communicational channel between staff and
administration
Lack of liaison between external environment and
the institute for enhancing consultancy.
Lack of image building activity.
Poor Alumni association
Lack of interdisciplinary activities
Lack of confidence in the system by the students.

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4. THRUST AREAS, GOALS AND OBJECTIVES OF THE COLLEGE
4.1Thrust areas
SWOT analysis revealed the scope for improvement. Broad thrust areas identified are
student development and staff development.
Table 4: SWOT Analysis of the college [Product]
PRODUCT
STRENGTHS WEAKNESSES
☺ Excellent Academic Results
☺ Sincere, hardworking and well disciplined
students
☺ Good representation of student projects with
many awards won at the state level contests
like “SHRISTI”.
Insufficient value added courses
Lack of Industrial Awareness
Lack of Pragmatism
Weak profile in personality development
Poorly conducted Alumni activities
Lack of awareness to competitive exams
like GATE/CAT etc.
Lack of Self confidence.
Table 5: SWOT Analysis of the college [Opportunities & Threats]
OPPORTUNITIES & THREATS
OPPORTUNITIES THREATS
☺ Reputed Engineering College in the district
☺ Bellary identified as Steel District
☺ Supportive Management
☺ Scope for lot of Steel and Allied industries
☺ High demand for IT sector supported by IT
policies
☺ Application of technology in Government
works
☺ Recognition of educational Institutions as a
certifying authority and training centre.
☺ Growth of Internet facility and Distance
learning program.
☺ Supportive Industry
☺ Government focus on infrastructure and
rural development
☺ Good Transportation facilities
☺ Quality consciousness in society
☺ Privatization of PSU’s.
☺ Demand for consulting services.
☺ Proximity to commercial centers.
☺ Funding support from various funding
agencies Like MHRD, VTU, AICTE
VTU curriculum
Opening up of more number of Engineering
colleges
Non availability of high quality
academicians
Imbalanced focus on IT sector
Average input quality
Rapid technological changes
Tapering of funds
Lack of Governments vision towards
technical education
Politicizing the education
Low profile of Industry Institute Interaction
Lack of concern and support from the
industries for education

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4.2 Goals and Objectives
Goals and objectives have basically the same meaning. However, it is possible to
differentiate between the two by using goals for long-term planning and objectives for short-
term planning. The goal is to win the war; the objective is to capture the bridge [7].
For the student development the major goals identified are Academic Excellence,
Overall Personality development, Value Addition, Staff-Student Interaction, Student Welfare
Activity, Placement and Career counseling. And for each of the goals various objectives have
been identified. They are detailed out in Table 6.
Similarly for the staff development the major goals identified are Technical knowledge up
gradation, HRD and Managerial skills, Career growth. The detailed objectives are shown in
Table 6.
The financial outlay of resources for the five years in terms of recurring and non-
recurring funds required for the development has been devised. The important initial outlay
were centered on Basic amenities for students, library and office automation, teaching aids,
transportation avenues, staff quarters, phase wise modernization of different laboratories,
training for the non-teaching staff, setting up of HRD cell, modernization of computer center,
Seminar/conference hall, establishment of Memorandum of understanding with different
institutions and industries and establishment of R&D center.
Table 6: Thrust areas, Goals and Objectives of the college
THRUST AREAS GOALS OBJECTIVES
Student Development
Academic Excellence Good Results with reduced drop outs Attracting
Meritorious Students. Equip with the state of Art
Technology
Increase employability Platform for Technical
Activities.
Overall Personality
development
Increase employability Enhance communication Skills
Build Self Esteem and Self confidence To develop
Leadership qualities. To develop Professionalism
Value Addition Prepare to the Market requirements Enhance job
opportunities Self Employability Additional
qualification
Staff-Student
Interaction
Create congenial Learning environment Develop
Openness Develop Channel of informal feedback
Student Welfare
Activity
To provide basic amenities To increase sense of
Belongingness To develop sense of Security Establish
Parent Institute Interaction
Placement and Career
counseling
Image building in Industrial sector Increase
employability Establish Information Centre Vocational
training Enhance campus placement recruitment
Staff Development
Technical Knowledge
Upgradation
Academic Excellence In tune with technology
Teach effectively Develop R&D capability
Imbibe forecasting and proactive attitude.
HRD & Managerial
skills
To be more effective in Profession To be a facilitator
Develop Leadership and communicational skills,
Optimal utilization of Resources.
Career growth To motivate To develop awareness of Responsibilities
and Accountability

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5. CONCLUSION
The strategic quality planning was initiated by conducting two day workshop in the
college by involving top management representatives, principal, representatives from various
departments, office and administrative staff and a few alumni representing different
organizations. The SWOT analysis highlighted, what constitutes excellence in an educational
institute, as perceived by the stakeholders and based upon which the Strategic planning is
suitably designed. It established the scope that was available for improvement, progress that
was taking place and gave an indication of culture that prevails thereby identifying the thrust
areas for development satisfying as many stakeholders as possible and keeping alive the
quality movement in the case study as presented above. The methodology used for
assessment of the environment in the institution can be generalized for most of the colleges.
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