SWOT: Internal Factors• Strengths – Positive tangible and intangible attributes, internal to an organization. They are within the organization’s control.• Weakness – Factors that are within an organization’s control that detract from its ability to attain the core goal. Which areas might the organization improve?
SWOT: External Factors• Opportunities – External attractive factors that represent the reason for an organization to exist and develop. What opportunities exist in the environment, which will propel the organization? – Identify them by their “time frames”• Threats – External factors, beyond an organization’s control, which could place the organization mission or operation at risk. The organization may benefit by having contingency plans to address them if they should occur. – Classify them by their “seriousness” and “probability of occurrence”.
SWOT Matrix Strengths WeaknessesOpportunities S-O strategies: W-O strategies: use build on success opportunites to address weaknessesThreats S-T strategies: use W-T strategies: success to defensive actions vs minimize threats susceptible areas
SWOT strategies• S-O strategies: build on success, good practices, models• S-T strategies: use success to minimize threats• W-O strategies: use opportunities to address weaknesses• W-T strategies: defensive actions vs susceptible areas
Caution!• SWOT analysis can be very subjective. Do not rely on it too much. Two people rarely come- up with the same final version of SWOT.• Use it as guide and not a prescription.
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