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What is SWOT Analysis?<br />2<br />Strengths – core competencies that confer an advantage when meeting target market needs.<br />Weaknesses – limitations faced in developing or implementing a marketing strategy.<br />Opportunities – favourable environmental conditions that could produce rewards for the firm if acted upon properly.<br />Threats – conditions or barriers that may prevent achievement of objectives.<br />
SWOT Analysis<br />3<br />Strengths and Weaknesses are ________factors that can be directly controlled. <br />Opportunities and Threats are ______factors that exist independently and are beyond the organisation’s control.<br />
4<br />SWOT Analysis<br />What<br />A scan of the internal and external environment of a company. Environmental factors internal to a company are classified as strengths (S) or weaknesses (W) and those external to a company are classified as opportunities (O) or threats (T)<br />Benefits<br />Quickly and easily creates an understanding of a company’s underlying position and the driving forces in the external environment facing a company<br />Application<br />Used frequently to analyze companies and their environments to gauge competitive forces<br />
Building a SWOT Analysis Framework<br />6<br />Complete the internal analysis<br />Complete the external analysis<br />Complete the matrix and analysis<br /><ul><li>Identify a company’s strengths- a company’s strengths are its resources and capabilities that can be used as a basis for developing competitive advantage
Ensure that internal and external analysis are consistent
Order the strengths, weaknesses, opportunities and threats by importance within each section
Create necessary supporting exhibits and material</li></li></ul><li>Additional Tips for Creating a SWOT Analysis Framework<br />7<br /><ul><li>Be objective and support subjective statements with appropriate facts
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