A SWOT Analysis is a planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats (SWOT) of a product. While it is a very common analysis technique, it is also one that is frequently underutilized and misunderstood. Most people associate SWOT with the four-quadrant diagram, unfortunately most SWOT analyzes begin and end with this diagram which is a huge disservice considering all that a complete SWOT analysis can offer. In this presentation, I will describe the workflow for a complete SWOT Analysis, starting with a review of internal and external factors that feed into the SWOT profile which in turn provides the basis for a set of objectives or recommendations.

1. Mark Officer

2.  Internal strengths and weaknesses
 External opportunities and threats
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Strengths Weaknesses
Opportunities Threats
Internal Factors
External Factors

3. 1. Often misunderstood
2. Frequently underutilized
3. Usually not done correctly
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Strengths Weaknesses
Opportunities Threats
Internal Factors
External Factors

4.  Is not the beginning of the process
 It is not the end of the process
 …it is in the middle
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Strengths Weaknesses
Opportunities Threats
Internal Factors
External Factors

5. Situational Analysis SWOT Profile Recommendations

6. Situational
Analysis
Internal Factors
•Staff experience
•Company culture
•Operational efficiency
•Financial resources
External Factors
•Customers
•Partners
•Competitors
•Market trends
Macro-Environment
Analysis
•Political factors
•Economic conditions
•Social trends
•Technological

7. What do you do better than
others?
What do your competitors do
better than you?
What is available to you to
gain a competitive edge?
What factors may negatively
impact you?
Strengths Weaknesses
Opportunities Threats
Internal Factors
External Factors

8.  Four classes of strategic recommendations
 Match internal strengths and weaknesses to
external threats and opportunities

9.  Competitive analysis
 Marketing plans
 Support for product roadmaps
 Example: OpenOffice Strategic Marketing
Plan, chapter 10
OpenOffice Strategic Marketing Plan