SWOT analysis To help student understand about SWOT.

1. Professional English
in Use: Marketing
Instructor:
Ms. Minh Nguyen Khoa Hong

2. Group 1 – S.W.O.T analysis

3. A. SWOT analysis
• SWOT analysis is an examination of an organization’s
internal strengths and weaknesses, its opportunities for
growth and improvement, and the threats of the external
environment presents to its survival.
• Internal factors: Strengths and Weaknesses
• External factors: Opportunities and Threats

5. 1. Strengths
• Strengths are the qualities that enable us to accomplish the
organization’s mission. These are the basis on which continued
success can be made and continued/sustained.
• Strengths can be either tangible or intangible. These are what
you are well-versed in or what you have expertise in, the traits and
qualities your employees possess (individually and as a team) and
the distinct features that give your organization its consistency.

6. 1. Strengths
• Strengths are the beneficial aspects of the organization or
the capabilities of an organization, which includes human
competencies, process capabilities, financial resources, products
and services, customer goodwill and brand loyalty.
• Examples of organizational strengths are huge financial resources,
broad product line, no debt, committed employees, etc.

8. 2. Weaknesses
• Weaknesses are the qualities that prevent us from
accomplishing our mission and achieving our full potential.
These weaknesses deteriorate influences on the organizational
success and growth. Weaknesses are the factors which do not
meet the standards we feel they should meet.
• Weaknesses in an organization may be depreciating machinery,
insufficient research and development facilities, narrow product
range, poor decision-making, etc.

9. 2. Weaknesses
• Weaknesses are controllable. They must be minimized and
eliminated. For instance - to overcome obsolete machinery, new
machinery can be purchased.
• Other examples of organizational weaknesses are huge debts,
high employee turnover, complex decision making process,
narrow product range, large wastage of raw materials, etc.

11. 3. Opportunities
• Opportunities are presented by the environment within
which our organization operates. These arise when an
organization can take benefit of conditions in its environment to
plan and execute strategies that enable it to become more
profitable. Organizations can gain competitive advantage by
making use of opportunities.

12. 3. Opportunities
• Organization should be careful and recognize the
opportunities and grasp them whenever they arise. Selecting
the targets that will best serve the clients while getting desired
results is a difficult task.
• Opportunities may arise from market, competition,
industry/government and technology. Increasing demand for
telecommunications accompanied by deregulation is a great
opportunity for new firms to enter telecom sector and compete
with existing firms for revenue.

14. 4. Threats
• Threats arise when conditions in external environment
jeopardize the reliability and profitability of the organization’s
business. They compound the vulnerability when they relate to the
weaknesses.
• Threats are uncontrollable. When a threat comes, the stability and
survival can be at stake. Examples of threats are - unrest among
employees; ever changing technology; increasing competition leading
to excess capacity, price wars and reducing industry profits; etc.

16. SWOT
Matrix

19. Strengths and Weaknesses: These are the
internal factors within an organization.
• Human resources - staff, volunteers, board members, target
population
• Physical resources - your location, building, equipment
• Financial - grants, funding agencies, other sources of income
• Activities and processes - programs you run, systems you employ
• Past experiences - building blocks for learning and success, your
reputation in the community

20. Opportunities and Threats: These are external
factors stemming from community or societal forces.
• Future trends in your field or the culture
• The economy - local, national, or international
• Funding sources - foundations, donors, legislatures
• Demographics - changes in the age, race, gender, culture of those you serve
or in your area
• The physical environment (Is your building in a growing part of town? Is the
bus company cutting routes?)
• Local, national or international events

21. Example SWOT
• A start-up small consultancy business might draw up the following SWOT
Analysis:
• Strengths:
We are able to respond very quickly as we have no red tape, and no need
for higher management approval.
Our lead consultant has strong reputation in the market.
We can change direction quickly if we find that our marketing is not
working.
We have low overheads, so we can offer good value to customers.

22. • Weaknesses:
Our company has little market presence or reputation.
We have a small staff, with a shallow skills base in many areas.
We are vulnerable to vital staff being sick, and leaving.
Our cash flow will be unreliable in the early stages.

23. • Opportunities:
 Our business sector is expanding, with many future opportunities for success.
 Local government wants to encourage local businesses.
 Our competitors may be slow to adopt new technologies.
• Threats:
 Developments in technology may change this market beyond our ability to adapt.
 A small change in the focus of a large competitor might wipe out any market
position we achieve.

24. B. Exercises
• Identify the elements (S), (W), (O), (T) in the following sentences:
Coca cola has strong market position
Consumers moving to online shopping
Products quality are not top-notch
MN company’s budget is limited
S
O
W
W

25. B. Exercises
Competitors' product or service is at a more advanced stage
Government's support in growing local market
We have strong relationship with suppliers
Competitors' products are superior or cheaper
Poor products currently are being eliminated in the market
S
O
O
T
T

26. B. Exercises
 The bad changes of government or legislation
We are able to give really good customer care, as the current small
amount of work means we have plenty of time to devote to
customers.
A shift in consumer behavior that decrease sales
One staff member has been a part of mediations, but not as a
neutral party
T
S
T
W