1. © 2012 Pearson Education, Inc. publishing Prentice Hall. Note 25 SWOT Analysis

2. © 2012 Pearson Education, Inc. publishing Prentice Hall. Figure Note 25-1 - SWOT Analysis Identifying Strengths and Weaknesses 2

3. © 2012 Pearson Education, Inc. publishing Prentice Hall. Customer Assessment  External forces represent opportunities or threats because of the changes they produce in the way customers meet or can possibly meet a need  Considering and continuously reconsidering customer assessment and segmentation is essential to identifying opportunities and threats 3

4. © 2012 Pearson Education, Inc. publishing Prentice Hall. Segment Changes  Market segments are never static  Segments grow, shrink, and change their buying habits, preferences, and buying criterion  Segments can split into subsegments or can merge or combine into a single, larger segments 4

5. © 2012 Pearson Education, Inc. publishing Prentice Hall. Environmental Scanning  Wherever an opportunity or threat arises, monitoring the environment is essential to feed understandings of changes, trends, and events to SWOT analyses 5

6. © 2012 Pearson Education, Inc. publishing Prentice Hall. Figure Note 25-2 - Strategic Implications of SWOT Analysis 6

7. © 2012 Pearson Education, Inc. publishing Prentice Hall. Conducting a SWOT Analysis  Assess the firm’s competitive advantages  Study the environment for opportunities and threats  Identify strategic alternatives and imperatives from the “fit” or match between the strengths and weaknesses and the opportunities and threats  Prioritize, plan, and act 7

8. © 2012 Pearson Education, Inc. publishing Prentice Hall. Figure Note 25-3 - Strengths, Weaknesses, Opportunities and Threats Feed into the Matrix 8

9. © 2012 Pearson Education, Inc. publishing Prentice Hall. Figure Note 25-4 - Strengths and Weaknesses, Opportunities and Threats Drive Strategies 9

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