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Analyse SWOT

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Illustration de l'analyse SWOT
outil pour la stratégie d'entreprise.

Published in: Marketing
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Analyse SWOT

  1. 1. SWOTAnalyse Stratégique Comprendre et maitriser les outils stratégiques Abdellatif ABID Associé +(212) 661 671 868 abdellatif.abid@lean-consulting.ma LeanConsulting
  2. 2. SWOTillustration Un outil d'analyse stratégique, combinant l'étude des forces et des faiblesses d'une organisation, d'un territoire ou d'un secteur, avec celle des opportunités et des menaces de son environnement, afin d'aider à la définition d'une stratégie de développement. Cette stratégie peut être relative au marketing , financière, logistique ou industrielle. Sfacteurs positifs d'origine interne STRENGHTS Forces Ofacteurs positifs d'origine externe. OPPORTUNITIES Opportunités Wfacteurs négatifs d'origine interne) WEAKNESSES Faiblesses Tfacteurs négatifs d'origine externe. THREATS Menaces
  3. 3. SWOTillustration Les opportunités et les menaces sont les facteurs externes à votre entreprise Les forces et les faiblesses sont les facteurs internes à votre entreprise. D’autres outils tel que PESTEL ou les cinq forces de Porter sont complémentaires à cet outil. S STRENGHTS Forces OOPPORTUNITIES Opportunités WWEAKNESSES Faiblesses TTHREATS Menaces External Externe Internal Interne Positif Négatif
  4. 4. 0 1 2 3 4 5 6 N N-1 N-2 • Expertise de spécialiste (marketing, logistique, Industrie…) • Produit ou service innovateur ou différencié • Lieu de votre activité • Procédures de qualité • Tout autre aspect de votre business ajoutant de la valeur à vos produits ou services • … STRENGHTS Forces SWOTillustration
  5. 5. • Manque d’expertise • Produit ou service indifférencié (par rapport à vos concurrents) • Lieu de votre activité WEAKNESSES Faiblesses la notoriété de la marque BRANDING ▪ Spontanée, ▪ Assistée, ▪ Top of mind, ▪ sur les supports digitaux, ▪ etc Situation concurrentielle sur son marché MARKETING ▪ Benchmark, ▪ Mapping concurrentiel, ▪ etc … SWOTillustration • Mauvaise qualité de vos marchandises ou services • Réputation endommagée, • Turnover important • Faible intégration du système d’information • …
  6. 6. • Marché se développant (Internet, pays en voie de développement, …) • Fusions, joint-ventures ou alliances stratégiques • Apparition de nouveaux besoins OPPORTUNITIES Opportunités SWOTillustration NORTH AMERICA / AMÉRIQUE DU NORD 60% SOUTH AMERICA / AMERIQUE DU SUD 70% EUROPE 90% ASIA / ASIE 92% AFRICA / AFRIQUE 30% AUSTRALIA / AUSTRALIE 40% Les opportunités devraient permettre à l’entreprise d’augmenter ses parts de marché ou d’acquérir de nouveaux client, le but étant d’augmenter les ventes et la profitabilité SALES / VENTES • Entrée dans de nouveaux marchés offrant de meilleurs profits • Nouveau marché international • Marché délaissé par un concurrent inefficace, …
  7. 7. Produit PRODUCT Legistlation REGULATIONS Barrières commerciales TRADE BARRIERS Marché MARKET • Arrivée de nouveaux concurrents sur votre marché • Guerres des prix avec la concurrence • Concurrent ayant un produit ou service innovant • Concurrents ont un meilleur accès aux canaux de distribution • Nouvelle taxation sur votre produit ou service, • … THREATS Menaces SWOTillustration
  8. 8. ▪ Force 1 ▪ Force 2 ▪ … SSTRENGHTS Forces 80% ▪ Opportunité 1 ▪ Opportunité 2 ▪ … OOPPORTUNITIES Opportunités 60% ▪ Faiblesse 1 ▪ Faiblesse 2 ▪ … WWEAKNESSES Faiblesses 30% ▪ Menace 1 ▪ Menace 2 ▪ … TTHREATS Menaces 40% SWOTillustration Règles à respecter lors de votre analyse SWOT • Soyez réaliste au sujet des forces et des faiblesses de votre entreprise • Analysez distinctement la situation actuelle et future de votre entreprise • Soyez spécifique et évitez les zones ombragées • Analysez toujours votre entreprise par rapport à votre concurrence (vos concurrents sont-ils meilleurs ou plus mauvais ?) • Gardez votre SWOT courte et simple. Évitez les analyses complexes L e r é s u l t a t a t t e n d u s e p r é s e n t e s o u s l a f o r m e d ' u n t a b l e a u c o m p o s é d e q u a t r e g r a n d e s c a s e s
  9. 9. abdellatif.abid@lean-consulting.ma www.facebook.com/abid.abdellatif twitter.com/abid67 abid67.wordpress.com www.pinterest.com/abdellatifabid/ www.slideshare.net/abid67 +212 661 671 868 L e s e x p e r t s d u L e a n – S u p p l y C h a i n s LeanC o n s u l t i n g Abdellatif ABID Associé www.abid.ma

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