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  1. 1. (1) INTRODUCTION OF THE TOPIC What is SWOT Analysis?SWOT analysis is a basic, straightforward model that provides direction andserves as a basis for the development of marketing plans. It accomplishes thisby assessing an organizations strengths (what an organization can do) andweaknesses (what an organization cannot do) in addition to opportunities(potential favorable conditions for an organization) and threats (potentialunfavorable conditions for an organization). SWOT analysis is an importantstep in planning and its value is often underestimated despite the simplicity increation. The role of SWOT analysis is to take the information from theenvironmental analysis and separate it into internal issues (strengths andweaknesses) and external issues (opportunities and threats). Once this iscompleted, SWOT analysis determines if the information indicates somethingthat will assist the firm in accomplishing its objectives (a strength oropportunity),SWOT analysis is a general technique which can be applied across diversefunctions and activities, but it is particularly appropriate to the early stages ofplanning for a TIPD visit. Performing SWOT analysis involves generating andrecording the strengths, weaknesses, opportunities, and threats relating to agiven task. It is customary for the analysis to take account of internal resourcesand capabilities (strengths and weaknesses) and factors external to theorganization (opportunities and threats).SWOT analysis can provide:A framework for identifying and analyzing strengths, weaknesses, opportunitiesand threats.This checklist is for those carrying out, or participating in, SWOT analysis. It isa simple, popular technique which can be used in preparing or amending plans,in problem solving and decision making.Illustrative diagram of SWOT analysis If SWOT analysis does not start withdefining a desired end state or objective, it runs the risk of being useless. ASWOT analysis may be incorporated into the strategic planning model. An
  2. 2. example of a strategic planning technique that incorporates an objective-drivenSWOT analysis is SCAN analysis. Strategic Planning, including SWOT andSCAN analysis, has been the subject of much research.Strengths: attributes of the organization those are helpful to achieving theobjective.Weaknesses: attributes of the organization those are harmful to achieving theobjective.Opportunities: external conditions those are helpful to achieving the objective.Threats: external conditions that is harmful to achieving the objective.SWOT analysis can be used for all sorts of decision-making, and the SWOTtemplate enables proactive thinking, rather than relying on habitual orinstinctive reactions.The SWOT analysis template is normally presented as a grid, comprising foursections, one for each of the SWOT headings: Strengths, Weaknesses,Opportunities, and Threats. The free SWOT template below includes samplequestions, whose answers are inserted into the relevant section of the SWOTgrid. The questions are examples, or discussion points, and obviously can bealtered depending on the subject of the SWOT analysis. Note that many of theSWOT questions are also talking points for other headings - use them as youfind most helpful, and make up your own to suit the issue being analyzed. It isimportant to clearly identify the subject of a SWOT analysis, because a SWOTanalysis is a perspective of one thing, be it a company, a product, a proposition,and idea, a method, or option, etc. Here are some examples of what a SWOT analysis can be used to assess: a company (its position in the market, commercial viability, etc) a method of sales distribution a product or brand a business idea a strategic option, such as entering a new market or launching a new product a opportunity to make an acquisition a potential partnership
  3. 3. changing a supplier outsourcing a service, activity or resource an investment opportunity RELIANCE COMMUNICATION LIMITEDStrength Weakness Low Entry Cost Branding Image Commission Structure Distribution problem Fast Activation Process Limited product portfolio- Network Only Mobile Connectivity Lack of Competitive Strength Data GPRS Limited Budget
  4. 4. Opportunity Threat Preference of GSM over Political destabilization. CDMA New Entrants New Specialist Application IT Development Rural Telephony Market Demand New Market, Vertical, Seasonality, Weather Effects Horizontal Competitors` Vulnerabilities