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Copyright © 2002 by Harcourt, Inc. All rights reserved.
Topic 6 :Topic 6 :
Business Analysis ModelsBusiness Analysis Models
Lecturer: Zhu WenzhongLecturer: Zhu Wenzhong
Copyright © 2002 by Harcourt, Inc. All rights reserved.
 Key learning goals:
This topic will introduce two well-known
business analysis models, SWOT and PEST,
which are commonly used as tools to analyze and
develop business strategies.
1. State the 4 areas of SWOT analysis and tell which
are internal and which are external by giving
some examples.
2. State the 4 areas of PEST analysis and give at
least some examples for each.
3. Do a case study.
LEARNING GOALSLEARNING GOALS
Copyright © 2002 by Harcourt, Inc. All rights reserved.
What is SWOT analysis?What is SWOT analysis?
• SWOT analysis involves looking at the internalSWOT analysis involves looking at the internal
strengths and weaknesses of a business and externalstrengths and weaknesses of a business and external
opportunities and threats.opportunities and threats.
• In other word, it is used to analyze the possible internalIn other word, it is used to analyze the possible internal
advantages and problems that a business has, and toadvantages and problems that a business has, and to
determines the external factors of the business whichdetermines the external factors of the business which
may affect its strategy.may affect its strategy.
• The purpose of a SWOT analysis is to conduct aThe purpose of a SWOT analysis is to conduct a
general and quick examination of a business’s currentgeneral and quick examination of a business’s current
position so that it can help the business to develop orposition so that it can help the business to develop or
plan a direction of development or a proper strategy inplan a direction of development or a proper strategy in
future.future.
Business Analysis ModelsBusiness Analysis Models
-SWOT Analysis-SWOT Analysis
Copyright © 2002 by Harcourt, Inc. All rights reserved.
Figure 6-1 Elements of SWOT Analysis
Copyright © 2002 by Harcourt, Inc. All rights reserved.
Uses of SWOT analysis:
 SWOT analysis is an effective way of gathering and
classifying information, illustrating particular matters,
and generating strategic planning ideas for a business.
The result of the analysis may provide a basis on which
a more detailed analysis can be conducted.
SWOT analysis is, therefore, often used as a method by
which a business or its marketing department can plan
its marketing strategy. Some examples of SWOT
analysis are given in the following table:
Business Analysis ModelsBusiness Analysis Models
-SWOT Analysis-SWOT Analysis
Copyright © 2002 by Harcourt, Inc. All rights reserved.
• Good brand image
• Well-known name
• Good reputation
• Cost advantage in production
• High market share
• Confidence in the market
• Customer loyalty or repeat
business
• More advanced technology
and R & D
• …
Strengths
© PhotoDisc
Business Analysis ModelsBusiness Analysis Models
-Examples or Illustrations for SWOT-Examples or Illustrations for SWOT
Analysis ModelsAnalysis Models
Copyright © 2002 by Harcourt, Inc. All rights reserved.
• Ineffective in production
• Falling profit
• Falling sales of the product
• Declining age of the life cycle of a
product
• Poor reputation
• Lack of innovation and change
• Lack of adequate capital or having
some financial problems
• Customers’ losing confidence or
increasing complaints on the business
• Poor management or inefficient
organizational structure
• ….
Strengths
Weaknesses
© PhotoDisc
Business Analysis ModelsBusiness Analysis Models
-Examples or Illustrations for SWOT-Examples or Illustrations for SWOT
Analysis ModelsAnalysis Models
Copyright © 2002 by Harcourt, Inc. All rights reserved.
• Possible development of new
products
• Expansion into new markets
• Development of a global brand
• Joint –development with other
companies
• Possible growing demand for a
product in the market
• Possible government policies
encouraging the growth of the
business and its certain products
• New sources of profit or income
• ….
Strengths
Weaknesses
© PhotoDisc
Business Analysis ModelsBusiness Analysis Models
-Examples or Illustrations for SWOT-Examples or Illustrations for SWOT
Analysis ModelsAnalysis Models
Opportunities
Copyright © 2002 by Harcourt, Inc. All rights reserved.
• Changes in law or regulation
which may prohibit or affect the
production of a business
• Growing competition from local
companies
• Increasing competition from
foreign competitors
• New products developed by
other companies which may
replace the product of the
business
• Marketing activities or strategies
which will be implemented by
competitors
• …..
Strengths
Weaknesses
Opportunities
Threats
© PhotoDisc
Business Analysis ModelsBusiness Analysis Models
-Examples or Illustrations for SWOT-Examples or Illustrations for SWOT
Analysis ModelsAnalysis Models
Copyright © 2002 by Harcourt, Inc. All rights reserved.
Question for your critical thinking:
Please briefly make a SWOT analysis on
yourself based on the analysis model we have
discussed in the class within 10 minutes.
Business Analysis ModelsBusiness Analysis Models
-SWOT Analysis-SWOT Analysis
Copyright © 2002 by Harcourt, Inc. All rights reserved.
What is PEST analysis?
• PEST analysis is an analysis model examining
the external environment and the global factors
that may affect a business.
• It can provide a quick understanding of the
external pressures facing a business and their
possible constraints on its strategy.
• It is usually divided into four external influences
on a business – political, economic, social and
technological.
Business Analysis ModelsBusiness Analysis Models
-PEST Analysis-PEST Analysis
Copyright © 2002 by Harcourt, Inc. All rights reserved.
 Purposes:
To find how political development,
locally, nationally, internationally
affect the strategy of a business.
 Areas to be considered:
1. Consumer laws and regulation
2. Political pressures,
3. Government views of certain
business activities, including local,
national or international
government political issues
affecting a business
4. …
Political
© PhotoDisc
Business Analysis ModelsBusiness Analysis Models
-Illustrations for PEST Analysis Models-Illustrations for PEST Analysis Models
Copyright © 2002 by Harcourt, Inc. All rights reserved.
 Purposes:
To find how economic factors may
affect on the business.
 Areas to be considered:
1. Consumer activities, such as
spending patterns
2. Economic conditions, such as
inflation, unemployment, growth,
etc.
3. Government policies, such as fiscal,
monetary, exchange rates, etc.
4. The changes in production and labor
market …
Political
Economic
© PhotoDisc
Business Analysis ModelsBusiness Analysis Models
-Illustrations for PEST Analysis Models-Illustrations for PEST Analysis Models
Copyright © 2002 by Harcourt, Inc. All rights reserved.
 Purposes:
To find what competitive advantage a
business may gain by social changes.
 Areas to be considered:
1. Aging population trend, which may increase
services for old people
2. Birth rate increase, which may affect baby
product markets
3. Security condition, e.g. increase in crime
may cause a business to increase insurance
costs
4. Pressure groups, such as environmental
groups, local community groups, etc. which
may prevent a business from polluting a
river…
Political
Economic
© PhotoDisc
Business Analysis ModelsBusiness Analysis Models
-Illustrations for PEST Analysis Models-Illustrations for PEST Analysis Models
Social
Copyright © 2002 by Harcourt, Inc. All rights reserved.
 Purposes:
To find how new technologies
might affect the business
activities.
 Areas to be considered:
1. The rate of technological change
2. The development of IT
3. The wide use of Internet
4. The creation of new materials for
production …
 Impacts:
All these technological changes will
lead to some effects on the business,
such as the product of the business may
be replaced by new products or its
production methods may have become
out of date.
Political
Economic
Social
Technological
© PhotoDisc
Business Analysis ModelsBusiness Analysis Models
-Illustrations for PEST Analysis Models-Illustrations for PEST Analysis Models
Copyright © 2002 by Harcourt, Inc. All rights reserved.
Question for your critical thinking:
Please try to tell what the key difference is
between SWOT and PEST models.
Business Analysis ModelsBusiness Analysis Models
-SWOT and PEST-SWOT and PEST

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SWOT and PEST analysis - Strategic Management

  • 1. Copyright © 2002 by Harcourt, Inc. All rights reserved. Topic 6 :Topic 6 : Business Analysis ModelsBusiness Analysis Models Lecturer: Zhu WenzhongLecturer: Zhu Wenzhong
  • 2. Copyright © 2002 by Harcourt, Inc. All rights reserved.  Key learning goals: This topic will introduce two well-known business analysis models, SWOT and PEST, which are commonly used as tools to analyze and develop business strategies. 1. State the 4 areas of SWOT analysis and tell which are internal and which are external by giving some examples. 2. State the 4 areas of PEST analysis and give at least some examples for each. 3. Do a case study. LEARNING GOALSLEARNING GOALS
  • 3. Copyright © 2002 by Harcourt, Inc. All rights reserved. What is SWOT analysis?What is SWOT analysis? • SWOT analysis involves looking at the internalSWOT analysis involves looking at the internal strengths and weaknesses of a business and externalstrengths and weaknesses of a business and external opportunities and threats.opportunities and threats. • In other word, it is used to analyze the possible internalIn other word, it is used to analyze the possible internal advantages and problems that a business has, and toadvantages and problems that a business has, and to determines the external factors of the business whichdetermines the external factors of the business which may affect its strategy.may affect its strategy. • The purpose of a SWOT analysis is to conduct aThe purpose of a SWOT analysis is to conduct a general and quick examination of a business’s currentgeneral and quick examination of a business’s current position so that it can help the business to develop orposition so that it can help the business to develop or plan a direction of development or a proper strategy inplan a direction of development or a proper strategy in future.future. Business Analysis ModelsBusiness Analysis Models -SWOT Analysis-SWOT Analysis
  • 4. Copyright © 2002 by Harcourt, Inc. All rights reserved. Figure 6-1 Elements of SWOT Analysis
  • 5. Copyright © 2002 by Harcourt, Inc. All rights reserved. Uses of SWOT analysis:  SWOT analysis is an effective way of gathering and classifying information, illustrating particular matters, and generating strategic planning ideas for a business. The result of the analysis may provide a basis on which a more detailed analysis can be conducted. SWOT analysis is, therefore, often used as a method by which a business or its marketing department can plan its marketing strategy. Some examples of SWOT analysis are given in the following table: Business Analysis ModelsBusiness Analysis Models -SWOT Analysis-SWOT Analysis
  • 6. Copyright © 2002 by Harcourt, Inc. All rights reserved. • Good brand image • Well-known name • Good reputation • Cost advantage in production • High market share • Confidence in the market • Customer loyalty or repeat business • More advanced technology and R & D • … Strengths © PhotoDisc Business Analysis ModelsBusiness Analysis Models -Examples or Illustrations for SWOT-Examples or Illustrations for SWOT Analysis ModelsAnalysis Models
  • 7. Copyright © 2002 by Harcourt, Inc. All rights reserved. • Ineffective in production • Falling profit • Falling sales of the product • Declining age of the life cycle of a product • Poor reputation • Lack of innovation and change • Lack of adequate capital or having some financial problems • Customers’ losing confidence or increasing complaints on the business • Poor management or inefficient organizational structure • …. Strengths Weaknesses © PhotoDisc Business Analysis ModelsBusiness Analysis Models -Examples or Illustrations for SWOT-Examples or Illustrations for SWOT Analysis ModelsAnalysis Models
  • 8. Copyright © 2002 by Harcourt, Inc. All rights reserved. • Possible development of new products • Expansion into new markets • Development of a global brand • Joint –development with other companies • Possible growing demand for a product in the market • Possible government policies encouraging the growth of the business and its certain products • New sources of profit or income • …. Strengths Weaknesses © PhotoDisc Business Analysis ModelsBusiness Analysis Models -Examples or Illustrations for SWOT-Examples or Illustrations for SWOT Analysis ModelsAnalysis Models Opportunities
  • 9. Copyright © 2002 by Harcourt, Inc. All rights reserved. • Changes in law or regulation which may prohibit or affect the production of a business • Growing competition from local companies • Increasing competition from foreign competitors • New products developed by other companies which may replace the product of the business • Marketing activities or strategies which will be implemented by competitors • ….. Strengths Weaknesses Opportunities Threats © PhotoDisc Business Analysis ModelsBusiness Analysis Models -Examples or Illustrations for SWOT-Examples or Illustrations for SWOT Analysis ModelsAnalysis Models
  • 10. Copyright © 2002 by Harcourt, Inc. All rights reserved. Question for your critical thinking: Please briefly make a SWOT analysis on yourself based on the analysis model we have discussed in the class within 10 minutes. Business Analysis ModelsBusiness Analysis Models -SWOT Analysis-SWOT Analysis
  • 11. Copyright © 2002 by Harcourt, Inc. All rights reserved. What is PEST analysis? • PEST analysis is an analysis model examining the external environment and the global factors that may affect a business. • It can provide a quick understanding of the external pressures facing a business and their possible constraints on its strategy. • It is usually divided into four external influences on a business – political, economic, social and technological. Business Analysis ModelsBusiness Analysis Models -PEST Analysis-PEST Analysis
  • 12. Copyright © 2002 by Harcourt, Inc. All rights reserved.  Purposes: To find how political development, locally, nationally, internationally affect the strategy of a business.  Areas to be considered: 1. Consumer laws and regulation 2. Political pressures, 3. Government views of certain business activities, including local, national or international government political issues affecting a business 4. … Political © PhotoDisc Business Analysis ModelsBusiness Analysis Models -Illustrations for PEST Analysis Models-Illustrations for PEST Analysis Models
  • 13. Copyright © 2002 by Harcourt, Inc. All rights reserved.  Purposes: To find how economic factors may affect on the business.  Areas to be considered: 1. Consumer activities, such as spending patterns 2. Economic conditions, such as inflation, unemployment, growth, etc. 3. Government policies, such as fiscal, monetary, exchange rates, etc. 4. The changes in production and labor market … Political Economic © PhotoDisc Business Analysis ModelsBusiness Analysis Models -Illustrations for PEST Analysis Models-Illustrations for PEST Analysis Models
  • 14. Copyright © 2002 by Harcourt, Inc. All rights reserved.  Purposes: To find what competitive advantage a business may gain by social changes.  Areas to be considered: 1. Aging population trend, which may increase services for old people 2. Birth rate increase, which may affect baby product markets 3. Security condition, e.g. increase in crime may cause a business to increase insurance costs 4. Pressure groups, such as environmental groups, local community groups, etc. which may prevent a business from polluting a river… Political Economic © PhotoDisc Business Analysis ModelsBusiness Analysis Models -Illustrations for PEST Analysis Models-Illustrations for PEST Analysis Models Social
  • 15. Copyright © 2002 by Harcourt, Inc. All rights reserved.  Purposes: To find how new technologies might affect the business activities.  Areas to be considered: 1. The rate of technological change 2. The development of IT 3. The wide use of Internet 4. The creation of new materials for production …  Impacts: All these technological changes will lead to some effects on the business, such as the product of the business may be replaced by new products or its production methods may have become out of date. Political Economic Social Technological © PhotoDisc Business Analysis ModelsBusiness Analysis Models -Illustrations for PEST Analysis Models-Illustrations for PEST Analysis Models
  • 16. Copyright © 2002 by Harcourt, Inc. All rights reserved. Question for your critical thinking: Please try to tell what the key difference is between SWOT and PEST models. Business Analysis ModelsBusiness Analysis Models -SWOT and PEST-SWOT and PEST