Swot analysis show


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Swot analysis show

  1. 1. SWOT Analysis (Strengths, Weaknesses, Opportunities & Threats) By: Atef Khayat, MD, MBA 2009
  2. 2. <ul><li>It is a scanning for the internal and external environment of the business. </li></ul><ul><li>Environmental factors internal to the firm (within your control) usually can be classified as strengths ( S ) or weaknesses ( W ), and </li></ul><ul><li>Those external to the firm (you can’t control) can be classified as opportunities ( O ) or threats ( T ). </li></ul>What is a SWOT Analysis?
  3. 3. Purpose <ul><li>The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. </li></ul><ul><li>As a basic tool its mastery is a fundamental requirement for the marketer, entrepreneur or business person. </li></ul><ul><li>It is a very important and useful tool to use in marketing Management, strategy formulation and selection. </li></ul><ul><li>Also in other business applications. </li></ul>
  4. 4. SWOT Analysis Strengths Weaknesses Threats Opportunities Internal Origin (Attributes of the firm) S T O W External Origin (Attributes of the environment) Helpful (to achieve the objectives) Harmful (to achieve the objectives)
  5. 5. Strengths <ul><li>What do we do well? </li></ul><ul><li>One’s strength is another’s weakness. </li></ul><ul><li>A firm's strengths are its resources and capabilities that can be used for developing a competitive advantage . </li></ul><ul><li>Examples of such strengths include: </li></ul><ul><ul><ul><ul><li>Patents </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Strong brand names </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Good reputation among customers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Cost advantages from proprietary know-how </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Exclusive access to natural resources </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Good access to distribution networks </li></ul></ul></ul></ul><ul><ul><ul><ul><li>skills, education or connections do you have that others don't have </li></ul></ul></ul></ul>
  6. 6. Weaknesses <ul><li>What is wrong now? </li></ul><ul><li>What should you avoid? </li></ul><ul><li>One’s strength is another’s weakness. </li></ul><ul><li>Be truthful so that weaknesses may be overcome as quickly as possible. </li></ul><ul><li>The absence of certain strengths are a weakness. For example, the following may be considered weaknesses: </li></ul><ul><ul><ul><li>Lack of patent protection </li></ul></ul></ul><ul><ul><ul><li>A weak brand name </li></ul></ul></ul><ul><ul><ul><li>Poor reputation among customers </li></ul></ul></ul><ul><ul><ul><li>High cost structure </li></ul></ul></ul><ul><ul><ul><li>Lack of access to best natural resources </li></ul></ul></ul><ul><ul><ul><li>Lack of access to key distribution channels </li></ul></ul></ul>
  7. 7. Weaknesses - Continued <ul><li>In some cases, a weakness may be the flip side of a strength. </li></ul><ul><li>For example, a firm has a large amount of manufacturing capacity. </li></ul><ul><li>While this capacity may be considered a strength that competitors do not share, it also may be a considered a weakness if the large investment in manufacturing capacity prevents the firm from reacting quickly to changes in the strategic environment. </li></ul>
  8. 8. Opportunities <ul><li>The external environmental analysis may reveal certain new opportunities for profit and growth. Some examples of such opportunities include: </li></ul><ul><ul><ul><li>An unfulfilled customer need </li></ul></ul></ul><ul><ul><ul><li>Arrival of new technologies </li></ul></ul></ul><ul><ul><ul><li>Loosening of regulations </li></ul></ul></ul><ul><ul><ul><li>Removal of international trade barriers </li></ul></ul></ul>
  9. 9. Threats <ul><li>Changes in the external environment also may present threats to the firm. Some examples of such threats include: </li></ul><ul><ul><ul><li>shifts in consumer tastes away from the firm's products </li></ul></ul></ul><ul><ul><ul><li>emergence of substitute products </li></ul></ul></ul><ul><ul><ul><li>new regulations </li></ul></ul></ul><ul><ul><ul><li>increased trade barriers </li></ul></ul></ul><ul><ul><ul><li>other ongoing research or commercialization efforts </li></ul></ul></ul><ul><ul><ul><li>a large existing competitor </li></ul></ul></ul><ul><ul><ul><li>market volatility (because we are new market entrants) </li></ul></ul></ul><ul><ul><ul><li>market access (for supplies or customers) </li></ul></ul></ul><ul><ul><ul><li>a competitor has a new, innovative product or service </li></ul></ul></ul><ul><ul><ul><li>competitors have superior access to channels of distribution </li></ul></ul></ul>
  10. 10. The SWOT Matrix <ul><li>A firm should not necessarily pursue the more lucrative opportunities (overextending). </li></ul><ul><li>Rather, it may have a better chance at developing a competitive advantage by identifying a fit between the firm's strengths and upcoming opportunities. </li></ul><ul><li>In some cases, the firm can overcome a weakness in order to prepare itself to pursue a compelling opportunity. </li></ul>
  11. 11. SWOT / TOWS Matrix <ul><li>To develop strategies that take into account the SWOT profile, a matrix of these factors can be constructed. </li></ul><ul><li>The SWOT matrix, can be changed into what is known as the TOWS Matrix that is shown on the next slide: </li></ul>
  12. 12. SWOT / TOWS Matrix W-T Strategies S-T Strategies Threats W-O Strategies S-O Strategies Opportunities Weaknesses Strengths TOWS Analysis
  13. 13. SWOT / TOWS Matrix <ul><li>S-O strategies pursue opportunities that fit well the company's strengths. </li></ul><ul><li>W-O strategies overcome weaknesses to pursue opportunities. </li></ul><ul><li>S-T strategies identify ways that the firm can use its strengths to reduce its vulnerability to external threats. </li></ul><ul><li>W-T strategies make a defensive plan to prevent the firm's weaknesses from making it susceptible to external threats. </li></ul>
  14. 14. SWOT Interactions
  15. 15. Important Tips <ul><li>Be realistic about the strengths and weaknesses of your organization or group. </li></ul><ul><li>Distinguish between where your organization is today, and where it could be in the future. </li></ul><ul><li>Be specific: Avoid gray areas. </li></ul><ul><li>Always analyze in relation to your core mission. </li></ul><ul><li>Keep your SWOT short and simple. Avoid complexity and over analysis. </li></ul><ul><li>Empower SWOT with a logical conceptual framework. </li></ul>
  16. 16. Common Mistakes <ul><li>Failure to lay the analysis out as a grid. </li></ul><ul><li>Not identifiable sources for external aspects (like a STEEP or Five Forces analysis). </li></ul><ul><li>Confusing internal aspects with external aspects i.e, confusing strengths with opportunities and weaknesses with threats. </li></ul><ul><li>Not using bullet points </li></ul><ul><li>Too many bullet points </li></ul><ul><li>Failure to make links (between strengths and opportunities and, weaknesses and threats) </li></ul>
  17. 17. Caution! <ul><li>SWOT analysis can be very subjective.. Two people rarely come-up with the same final version of SWOT. Do not rely on it too much. </li></ul><ul><li>Use it as guide and not a prescription. </li></ul><ul><li>SWOT analysis can be very subjective. </li></ul><ul><li>Be realistic; no need to inflate strengths or be in denial about shortcomings. </li></ul><ul><li>Be specific. Avoid grey areas. </li></ul><ul><li>Always analyze in the context of your competitive environment. </li></ul>
  18. 18. Thanks, <ul><li>Kindly send me your comments on </li></ul><ul><li>[email_address] </li></ul>