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How to conduct a swot analysis the right

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A SWOT Analysis is a planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats (SWOT) of a product. While it is a very common analysis technique, it is also one that is frequently underutilized and misunderstood. Most people associate SWOT with the four-quadrant diagram, unfortunately most SWOT analyzes begin and end with this diagram which is a huge disservice considering all that a complete SWOT analysis can offer. In this presentation, I will describe the workflow for a complete SWOT Analysis, starting with a review of internal and external factors that feed into the SWOT profile which in turn provides the basis for a set of objectives or recommendations.

Published in: Marketing
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How to conduct a swot analysis the right

  1. 1. Mark Officer
  2. 2.  Internal strengths and weaknesses  External opportunities and threats 1. 2. 3. 1. 2. 3. 1. 2. 3. 1. 2. 3. Strengths Weaknesses Opportunities Threats Internal Factors External Factors
  3. 3. 1. Often misunderstood 2. Frequently underutilized 3. Usually not done correctly 1. 2. 3. 1. 2. 3. 1. 2. 3. 1. 2. 3. Strengths Weaknesses Opportunities Threats Internal Factors External Factors
  4. 4.  Is not the beginning of the process  It is not the end of the process  …it is in the middle 1. 2. 3. 1. 2. 3. 1. 2. 3. 1. 2. 3. Strengths Weaknesses Opportunities Threats Internal Factors External Factors
  5. 5. Situational Analysis SWOT Profile Recommendations
  6. 6. Situational Analysis Internal Factors •Staff experience •Company culture •Operational efficiency •Financial resources External Factors •Customers •Partners •Competitors •Market trends Macro-Environment Analysis •Political factors •Economic conditions •Social trends •Technological
  7. 7. What do you do better than others? What do your competitors do better than you? What is available to you to gain a competitive edge? What factors may negatively impact you? Strengths Weaknesses Opportunities Threats Internal Factors External Factors
  8. 8.  Four classes of strategic recommendations  Match internal strengths and weaknesses to external threats and opportunities
  9. 9.  Competitive analysis  Marketing plans  Support for product roadmaps  Example: OpenOffice Strategic Marketing Plan, chapter 10 OpenOffice Strategic Marketing Plan

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