0. SWOT

1. SWOT ANALYSIS
A tool for auditing ( help to focus on key issues ) an organization and its environments
A strategic planning tool that separates influences on a business’s future success into internal and external factors.

2. SWOT Analysis Internal Factors External Factors
Strengths
Weakness
Internal Factors
Opportunities
Threats
Determine strengths and weaknesses inside the institution while evaluating threats and opportunities outside the institution (SWOT or OTSW Analysis)
The S and the W are INTERNAL
The O and T are EXTERNAL.
Traditionally, facilitators begin with the organization’s Strengths and Weaknesses and then move out to the external Opportunities and Threats. Recent thinking prompts consideration first of the opportunities and threats existing in the “outside world” against which the institution can leverage its strengths and find conviction to correct its weaknesses. We like this reversal of the traditional order because it helps an organization place itself in context.
External Factors

3. SWOT Analysis S – Strengths W – Weaknesses O – Opportunities-
T – Threats

4. SWOT Analysis allows businesses to…
Define realistic goals
Improve capability
Overcome weaknesses with strengths
Identify threats than can be turned into opportunities

5. Brainstorming Questions
What opportunities exist in our external environment?
What threats to the institution exist in our external environment?
What are the strengths of our institution?
What are the weaknesses of our institution?
This will emerge from our following guiding question after Strategic Planning.
What facilitators do not do:
Back a particular opinion voiced in the group
Offer their own opinions
Let the group unconsciously shy away from a difficult area
Lead the group towards what he/she thinks is the right direction

6. Internal factors Strengths and Weaknesses
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

7. SWOT: Internal Factors
Strengths
Positive tangible and intangible attributes, internal to an organization.
They are within the organization’s control.

8. Strengths What do you do particularly well?
What do you do that is unique in the “marketplace?”
What do your customers/clients/patrons ask for you to do over and over again?
What do you have the right tools/resources to accomplish?

9. A strength can be competitive advantages :
Your specialist marketing expertise.
A new, innovative product or service.
Location of your business.
Quality processes and procedures.
Any other aspect of your business that adds value to your product or service.

10. Which areas might the organization improve?
Weaknesses
Weaknesses
Factors that are within an organization’s control that detract from its ability to attain the core goal.
Which areas might the organization improve?
What do you not feel as comfortable doing?
What is needed resources, staff, or skills do you lack? (1)

11. A weakness can be a disadvantage such as…
Lack of marketing expertise.
Undifferentiated products or services (i.e. in relation to your competitors).
Inferior location of your business.
Poor quality goods or services.
Damaged reputation.

12. External factors Opportunity and Threat
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

13. SWOT : External Factors
Opportunities
External attractive factors that represent the reason for an organization to exist and develop.
What opportunities exist in the environment, which will propel the organization?
Identify them by their “time frames” .

14. Opportunities
Are there new situations coming down the road that you can take advantage of (new programs being offered, new faculty joining the department, new tools available to you)?
Are there gaps in the “market” that you can fill?
Are there partnerships that might be fruitful?

15. A developing market such as the Internet.
An Opportunity can be :
A developing market such as the Internet.
Moving into new market segments that offer improved profits.
A new international market.
A market vacated by an ineffective competitor

16. SWOT: External Factors
Threats
External factors, beyond an organization’s control, which could place the organization mission or operation at risk.
The organization may benefit by having contingency plans to address them if they should occur.
Classify them by their “seriousness” and “probability of occurrence”.

17. Threats
Who is your competition and what do they offer that you can’t do as well or at all?
Are there “environmental” changes or situations that could cause problems for you and your programs?
What other roadblocks are being thrown in your path?

18. A threat can be :
A new competitor in your home market.
Price wars with competitors.
A competitor has a new, innovative product or service.
Competitors have superior access to channels of distribution.
Taxation is introduced on your product or service (Unfavourable regulation changes)
Market shrinkage

19. Threat : Hotel industry
Guest houses replace the hotels.
Political turbulence in the area reduces tourist traffic and thus the business of thehotels
Changing trends in the west demand similar changes in India
The economic conditions of a country have a direct impact on the earnings in hotel industry.
Lack of training man power in the hotel industry.
Fluctuations in international tourist arrivals.
Increasing competition

20. Simple Rules SWOT Analysis
Be realistic about the strengths and weaknesses of your organization or group
Distinguish between where your organization is today, and where it could be in the future
Be specific: Avoid gray areas.

21. Simple Rules SWOT Analysis
Always analyze in relation to your core values, mission, mandate, goals, vision.
Keep your SWOT short and simple.
Avoid complexity and over analysis
Empower SWOT with a logical conceptual framework.

22. SWOT (OTSW) MATRIX Opportunities-external 1. 2. 3. 4. 5.
Threats-external
Strengths-Internal
Weaknesses-Internal
What are the Threats and Opportunities present in the external environment that effect this program?
What are the Strengths and Weaknesses present inside the institution that effect this program?