SWOT Analysis

trengths

ASK yourself:

• What advantages does your company have? • What do you do better than anyone else? • What unique or lowest-cost resources do you have

access to? • What do people in your market see as your strengths? • What factors mean that you "get the sale"?

S

eaknesses

ASK yourself:• What could you improve? • What should you avoid? • What are people in your market likely to see as

weaknesses? • What factors lose you sales?

W

pportunities

ASK yourself:

• Where are the good opportunities facing you? • What are the interesting trends you are aware of?

Useful opportunities can come from such things as: • Changes in technology and markets on both a broad and narrow

scale.• Changes in government policy related to your field.• Changes in social patterns, population profiles, lifestyle changes.• Local events.

O

hreats

ASK yourself:• What obstacles do you face? • What is your competition doing that you should be worried

about? • Are the required specifications for your job, products or services

changing? • Is changing technology threatening your position? • Do you have bad debt or cash-flow problems? • Could any of your weaknesses seriously threaten your business?

T

SWOT Analysis Example

Example: Wal-MartStrengthsWal-Mart is a powerful retail brand. It has a reputation for value for money, convenience and a wide range of products all in one store.

WeaknessesWal-Mart is the World's largest grocery retailer and control of its empire, despite its IT advantages, could leave it weak in some areas due to the huge span of control.

OpportunitiesTo take over, merge with, or form strategic alliances with other global retailers, focusing on specific markets such as Europe or the Greater China Region.

ThreatsBeing number one means that you are the target of competition, locally and globally.

Examples: StarbucksStrengthsStarbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004.

WeaknessesStarbucks has a reputation for new product development and creativity.

OpportunitiesNew products and services that can be retailed in their cafes, such as Fair Trade products.

ThreatsStarbucks are exposed to rises in the cost of coffee and dairy products.

Example: Nike

Strengths- Nike is a very competitive organization. Phil Knight (Founder and CEO) is often quoted as saying that 'Business is war without bullets.

WeaknessesThe organization does have a diversified range of sports products.

OpportunitiesProduct development offers Nike many opportunities.

ThreatsNike is exposed to the international nature of trade.

PracticeHighly Brill Leisure Center has hired you to help them with their marketing decision making. Perform a

SWOT analysis on Highly Brill Leisure Center, based upon the following issues:

• 1.The Center is located within a two-minute walk of the main bus station, and is a fifteen-minute ride away from the local railway station.

• 2.There is a competition standard swimming pool; although it has no wave machines or whirlpool equipment as do competing local facilities.

• 3.It is located next to one of the largest shopping centers in Britain.• 4.It is one of the oldest centers in the area and needs some cosmetic attention.• 5.Due to an increase in disposable income over the last six years, local residents have more money to spend on leisure

activities.• 6.There has been a substantial decrease in the birth rate over the last ten years.• 7.In general people are living longer and there are more local residents aged over fifty-five now than ever before.• 8.After a heated argument with the manager of a competing leisure center, the leader of a respected local scuba club is

looking for a new venue.• 9.The local authority is considering privatizing all local leisure centers by the year 2000.• 10.Press releases have just been issued to confirm that Highly Brill Leisure Center is the first center in the area to be

awarded quality assurance standard BS EN ISO 9002.• 11.A private joke between staff states that if you want a day-off from work that you should order a curry from the

Center's canteen, which has never made a profit.• 12.The Center has been offered the latest sporting craze.• 13.Highly Brill Leisure Center has received a grant to fit special ramps and changing rooms to accommodate the local

disabled.• 14.It is widely acknowledged that Highly Brill has the best-trained and most respected staff of all of the centres in the

locality

AnswersStrengths1, 13, 14 (maybe 2, 10)

Weaknesses4, 11 (maybe 2)

Opportunities3, 5, 8, 9, 12 (maybe 10)

Threats6, 7

As you can see my answer does not completely agree with yours. This does not mean that you are wrong. It simply means that the results of your analysis are represented in a different way. Points 2 and 10 are difficult to place. Point 2 depends on whether or not wave machines or a whirlpool have a distinct competitive advantage over a competition standard pool. Point 10 is an internal strength and an external opportunity.

Resources"SWOT Analysis - Discover New Opportunities. Manage and Eliminate Threats -

Management Training from Mind Tools." Mind Tools - Management Training, Leadership Training and Career Training - Right Here, Right Now.. 17 Sep. 2009 <http://www.mindtools.com/pages/article/newTMC_05.htm#business>.

"SWOT Analysis." Marketing Teacher Homepage. 17 Sep. 2009 <http://www.marketingteacher.com/Lessons/lesson_swot.htm>.