1. SWOT Training Economic Animator Jan Pesman Toon van Aert

2. 2 What is a SWOT Introduction Introduction Explanation Explanation Examples Examples

3. 3 Introduction SWOT analysis came from the research conducted at Stanford Research Institute from 1960-1970. The background to SWOT stemmed from the need to find out why corporate planning failed. SWOT analysis came from the research conducted at Stanford Research Institute from 1960-1970. The background to SWOT stemmed from the need to find out why corporate planning failed.

4. 4 Introduction It started with what is good and what is bad about a operation/product It started with what is good and what is bad about a operation/product What is good and what is bad about the present and the future What is good and what is bad about the present and the future You can make the SOFT analysis You can make the SOFT analysis

5. 5 Introduction Good in the present = Satisfactory Good in the present = Satisfactory Good in the future = Opportunity Good in the future = Opportunity Bad in the present = Fault Bad in the present = Fault Bad in the future = Threat Bad in the future = Threat

6. 6 Introduction Afterwards they changed the F(ault) into a W(eakness) Afterwards they changed the F(ault) into a W(eakness)

7. 7 Explanation SWOT analysis is a subjective assessment of data which is organized by the SWOT format into a logical order that helps understanding, presentation, discussion and decision-making. SWOT analysis is a subjective assessment of data which is organized by the SWOT format into a logical order that helps understanding, presentation, discussion and decision-making.

8. 8 Explanation Here are some examples of what a SWOT analysis can be used to assess: a company (its position in the market, commercial viability, etc) a company (its position in the market, commercial viability, etc) a method of sales distribution a method of sales distribution a product or brand a product or brand a strategic option, such as entering a new market or launching a new product a strategic option, such as entering a new market or launching a new product a opportunity to make an acquisition a opportunity to make an acquisition a potential partnership a potential partnership changing a supplier changing a supplier an investment opportunity an investment opportunity

9. 9 Explanation Translating SWOT into actions you can choose for example six categories: Product (what are we selling?) Product (what are we selling?) Process (how are we selling it?) Process (how are we selling it?) Customer (to whom are we selling it?) Customer (to whom are we selling it?) Distribution (how does it reach them?) Distribution (how does it reach them?) Finance (what are the prices, costs and investments?) Finance (what are the prices, costs and investments?) Administration (and how do we manage all this?) Administration (and how do we manage all this?)

10. 10 Explanation As far as identifying actions from SWOT issues is concerned, it all very much depends on your reasons and aims for using SWOT, and also your authority/ability to manage others, whom by implication of SWOT's breadth and depth, are likely to be involved in the agreement and delivery of actions. As far as identifying actions from SWOT issues is concerned, it all very much depends on your reasons and aims for using SWOT, and also your authority/ability to manage others, whom by implication of SWOT's breadth and depth, are likely to be involved in the agreement and delivery of actions.

11. 11 Examples Strengths Capabilities? Capabilities? USP's (unique selling points)? USP's (unique selling points)? Resources, Assets, People? Resources, Assets, People? Experience, knowledge, data? Experience, knowledge, data? Marketing - reach, distribution, awareness? Marketing - reach, distribution, awareness? Location and geographical? Location and geographical? Price, value, quality? Price, value, quality? Accreditations, qualifications, certifications? Accreditations, qualifications, certifications? Cultural, attitudinal, behavioural? Cultural, attitudinal, behavioural?

12. 12 Examples Weaknesses Gaps in capabilities? Gaps in capabilities? Reputation, presence and reach? Reputation, presence and reach? Financials? Cashflow, start-up cash- drain? Financials? Cashflow, start-up cash- drain? Continuity, supply chain robustness? Continuity, supply chain robustness? Effects on core activities, distraction? Effects on core activities, distraction? Accreditations, etc? Accreditations, etc? Processes and systems, etc? Processes and systems, etc? Management cover, succession? Management cover, succession?

13. 13 Examples Opportunities Market developments? Market developments? Industry or lifestyle trends? Industry or lifestyle trends? Global influences? New markets, vertical, horizontal? Niche target markets? Global influences? New markets, vertical, horizontal? Niche target markets? Geographical, export, import? Geographical, export, import? New USP's? New USP's? Business and product development? Business and product development? Partnerships, agencies, distribution? Partnerships, agencies, distribution? Volumes, production, economies? Volumes, production, economies? Seasonal, weather, fashion influences? Seasonal, weather, fashion influences?

14. 14 Examples Threats Political effects? Political effects? Legislative effects? Legislative effects? Environmental effects? Environmental effects? Market demand? Market demand? Vital contracts and partners? Vital contracts and partners? Sustaining internal capabilities? Sustaining internal capabilities? Sustainable financial backing? Sustainable financial backing? Economy - home, abroad? Economy - home, abroad? Seasonality, weather effects? Seasonality, weather effects?