This document provides guidance on how to conduct a SWOT analysis. It defines each element of a SWOT analysis: strengths as internal resources or capabilities that provide an advantage; weaknesses as internal limitations; opportunities as external forces that could provide an advantage if exploited; and threats as external forces that could inhibit advantages. It recommends being realistic and specific in identifying each element, comparing to competitors, and keeping the analysis short. The guidance outlines a three step process: 1) list strengths, weaknesses, opportunities, and threats; 2) clarify the ideas through discussion; 3) create an action plan to address each area.

1. How to conduct a SWOT analysis

2. What's a SWOT?
A SWOT analysis is a structured group activity that's useful in
identifying the internal and external forces that drive your competitive
position .
SWOT is an acronym for Strengths, Weaknesses, Opportunities and
Threats. For purposes of this exercise, we define each as follows.

3. Strengths - Identify any existing or potential resource or capability within
yourself or company that provides a competitive advantage. , you might define
your capabilities as having For example: Strong customers service
ability, sales skill, your personal contacts, people skills, technical
experience, work habits, production experience, Estimating
skills ,etc….
The thing to notice from the definitions above is
Strengths and Weaknesses are inward-looking
You generate ideas and gather feedback within the context of yourself or
company.

4. Opportunities - are existing or potential forces in the external
environment that, if properly exploited, could provide a competitive
advantage. For example: high customer satisfaction ratings,
raving fans, untapped knowledge offered from paint jobber
relationships, untapped use of new technologies, untapped
skill from technicians and so on.
Threats - Pertain to any existing or potential force in the
external environment that could inhibit the maintenance or
attainment of a competitive advantage. For examples a loss
of key DRP partner ,new or “revived” competitor, loss of a key fleet
customer(s), loss of a key jobber relationship, lack of new
experience technician to the industry, etc.

5. • Be realistic about the strengths and weaknesses of your organization
when conducting SWOT analysis.
• SWOT analysis should distinguish between where your organization is
today, and where it could be in the future.
• SWOT should always be specific. Avoid grey areas.
• Always apply SWOT in relation to your competition i.e. better than or
worse than your competition.
• Keep your SWOT short and simple. Avoid complexity and over analysis
• SWOT is subjective.

6. Strengths Weakness
 Good Work Habits  Lack of training opportunities
Step#1 work sheet list

7. Opportunities Threats
 Group Associations, 20 Group,  Unaware of potential competition
Peer Groups
Step#1 work sheet list

8. Clarify ideas.
Review each idea within each of the domains; ask clarifying questions
while discussing the underlying drivers of each idea. It will help to ask
members who presented an idea to help clarify and explain to the rest
of the team what they meant about the idea. Remember, the goal in
this step is to clarify. Avoid debating the importance of any particular
idea.
Step#2

9. Plan of action…
Review your SWOT matrix with a view to creating an action plan to
address each of the four areas.
Step#3

10. Randy S Ferrese Sr.
824 Blue Bird circle
Mays Landing, NJ 08330
609 576 4244
Randy@bodyshopinabox.net
In summary:
Strengths need to be maintained, built upon or leveraged.
Weaknesses need to be remedied, changed or stopped.
Opportunities need to be prioritized, captured, built on and optimized.
Threats need to be countered or minimized and managed.