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SWOT Analysis Overview
What is SWOT Analysis?
A SWOT (Strengths, Weaknesses, Opportunities, and Threats) is a tool used to
provide a general or detailed snapshot of a company's health. Think of your SWOT
as a tune-up that every business needs periodically to diagnose and fix what’s a bit
worn, what’s on the verge of breaking down, or what’s already broken and needs
replacement--so that you can keep the business humming—even better than it has
in the past.
9 SWOT offers professional managers an effective evaluative technique to aid the
decision making process.
9 It can not find the solution for you, but it will ensure that issues are: identified,
classified and prioritized clearly, showing the problem in terms of key underlying
issues. Decision makers can then see the answer.
9 It's a four-part approach to analyzing a company's overall strategy or the strategy of
its business units. All four aspects must be considered to implement a long-range
plan of action.
Delta Air Lines Inc., chose to invest in a multibillion-dollar customer service system that addresses
the flight delay problems experienced by 20% of its passengers. Although some companies might
think the move was excessive considering 80% of customers have no problems, Delta believed
customer service was an important area for increasing market share and that competitors could
pose a threat if Delta didn't address the problem.
Another example is Dell Computer Corp., which is a great example of how an IT company can use
a SWOT analysis to carve out a strong business strategy, according to Glazer.
Dell recognized that its strength was selling directly to consumers and keeping its costs lower than
those of other hardware vendors.
As for weaknesses, the company acknowledged that it lacked solid dealer relationships.
Identifying opportunities was an easier task. Dell looked at the marketplace and saw that customers
increasingly valued convenience and one-stop shopping and that they knew what they wanted to
purchase. Dell also saw the Internet as a powerful marketing tool.
On the threats side, Dell realized that competitors like IBM and Compaq Computer Corp. had
stronger brand names, which put Dell in a weaker position with dealers.
Dell put together a business strategy that included mass customization and just-in-time
manufacturing (letting customers design their own computers and custom-building systems). Dell
also stuck with its direct sales plan and offered sales on the Internet.
Clarity in strategy works. Fuzzy strategies fail. Most strategies
fail because they don't have a clear direction
© Copyright 2006 - Advanced Integrated Technologies Group, Inc., All rights reserved.
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SWOT Analysis
Operational Definitions
A STRENGTH is something that you truly do well, excel at versus the competition, can
build on; something that truly differentiates your business, a key metric that is improving,
etc. Most companies do surprisingly bad job of identifying what they are really good at
doing. Every company has strengths. A strength can be something very concrete like a
large, growing customer base or less measurable: a well-run customer service
department that keeps customers satisfied (thus helping both retention and new sales).
Note that a STRENGTH can also be a weakness: e.g. you’re Number One in your market
is a STRENGTH, but if you are taking that for granted—that’s also a weakness.
A Weakness is a real gap, a deficiency, a problem, or a key metric that is going south;
something you’re not doing very well and that you should be doing better; something
that’s dated that no longer applies—even though it used to; something important that you
really don’t know or aren’t sure about. In fact, one good outcome of a SWOT is to
discover what you really don’t know and then do something about it. A weakness can be
very tangible and concrete or it can be an attitude: e.g. a complete unwillingness to invest
in any marketing initiatives or a lack of understanding what to do.
Get input from at least 3-5 key people who have varying views & opinions
© Copyright 2006 - Advanced Integrated Technologies Group, Inc., All rights reserved.
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SWOT Analysis
Tricks
9 Minimize the “group grope” and meeting stuff while developing your SWOT — meet
to discuss the SWOT, modify it as necessary, and develop one or more action steps.
9 Ask the hard questions and challenge all of your basic assumptions — none are
sacred.
9 Be objectively critical but also don’t undersell yourself.
9 Get the key facts but don’t get paralyzed with analysis and fact-finding. You may
need to do some other fact-finding and analysis before implementing your
recommendations, but don’t get bogged down at the micro-level of detail.
9 Keep “personal” issues off the list — and handle those separately.
9 This is important, especially if there are to be major changes in the organization and
the content of the program; all members should feel comfortable that this is a group
process, not dominated by factions or individuals.
“Its what you learn after you know it all that counts!”
- John Wooden
© Copyright 2006 - Advanced Integrated Technologies Group, Inc., All rights reserved.
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About The Author
© Copyright 2006 - Advanced Integrated Technologies Group, Inc., All rights reserved.
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