SWOT Analysis
Also known as the TOWS Matrix. SWOT Analysis is an but powerful
guide for analyzing a company's Strengths and Weaknesses, and the
Opportunities and Threats a company might encounter. Enables a
company to focus on strengths, minimize threats, and take advantage
of opportunities.
SWOT Analysis can be used for a variety of assessments including:
business ideas, opportunities or business plans
your company (its position in the market, commercial viability,
etc)
your competition
sales distribution methods
products or brands
strategic options
evaluations of product portfolio
evaluations of investment portfolio
opportunities to make an acquisition
potential partnerships
changing a supplier
outsourcing a service, activity or resource
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1 Strengths
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Identify your strengths...
Advantages of proposition?
Capabilities?
Competitive advantages?
Unique selling points?
Resources, Assets, People?
Protected Assets like Patents?
Experience, knowledge, data?
Financial reserves, likely returns?
Marketing - reach, distribution, awareness?
Innovative aspects?
Location and geographical?
Price, value, quality?
Accreditations, qualifications, certifications?
Processes, systems, IT, communications?
1.1 Guide Posts
1.1.1 What are the advantages of your company?
1.1.2 What do other companies see as your strengths?
1.2 PASSION!
1.3 Technical competence
1.4 Quality product
1.5 Reputation in marketplace
1.5.1 History of service
1.5.2 Individual talent in the industry
1.5.3 Diversity of team
1.6 Diverse skill sets (work and life experiences)
1.7 Fresh approach-no boundaries
1.8 Client support-always willing to help other departments.
1.9 Customer perspective with eye toward our business
1.10 Excellent individual communication negotiation and problem-solving skills
1.11 Leadership
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2 Weaknesses
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Identify your weaknesses and how to overcome
them:
Disadvantages of proposition?
Gaps in capabilities?
Lack of competitive strength?
Reputation, presence and reach?
Unstable Financial performance? Unproven?
Competing deadlines and pressures?
Not enough resources (cash, people, etc...)?
Distribution capabilities?
Management cover, succession, leadership?
Accreditations, etc?
2.1 Guide Posts
2.1.1 Areas you should avoid?
2.1.2 What are some weaknesses seen by other companies?
2.2 Work/life balance
2.3 Better clarification roles/relationships
2.4 Develop back up support
2.5 Need more time spent in field
2.6 Ability to blend new organization
2.7 Lack of accounting structure
2.7.1 Possible Solutions
2.8 Communication
2.8.1 Communication between teams could be improved
2.8.2 Communicate project and activity timelines and deadlines
2.8.3 More communication around structure
2.8.4 Set Goals
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3 Opportunities
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Identify your opportunities:
New market developments?
Exploit competitors' vulnerabilities?
Changes in industry or lifestyle trends?
New technology development and innovation?
Global influences?
New markets, vertical, horizontal?
Niche target markets?
Geographical, export, import?
Tactics - surprise, major contracts, etc?
Business and product development?
Leverage information and research?
Leverage partnerships, agencies, distribution?
Scale...volumes, production, economies?
Seasonal, weather, fashion influences?
3.1 Guide Posts
3.1.1 Interesting trends in your niche?
3.1.2 What are the best opportunities?
3.2 Competitors vulnerabilities
3.3 Improved compliance
3.4 Fresh customer perspective
3.5 Enhance partnerships with international clients to improve work processes/communications
3.6 Customer service improvement is within companies overall goals
3.7 New niche markets
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4 Threats
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Identify possible threats:
Politics?
New or changed legislation?
Environment?
Competitive announcements / new offerings?
Changes in market demand?
New technologies, services, ideas?
Key contracts and partners?
Sustaining internal capabilities?
Loss of key staff?
Sustainable finances?
Economic impact?
Seasonality?
4.1 Guide Posts
4.1.1 Is there any outstanding debt or large loans?
4.1.2 What is your competition doing?
4.2 Competing with others for capital
4.2.1 Competition Factors
4.3 Economy will increase scrutiny on money management
4.4 Regulatory/legislative action
4.5 Increased competition/new innovations
existing
potential (window of opportunity)
direct vs. indirect
Strengths and weaknesses
Competitive Position
Importance of target market to competition
Market share distribution
Barriers to entry
Regulatory environment
4.6 Market changes
4.7 Internal policies/politics/work rules
4.8 Regulatory micro-management
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