Ian Allgood
S.W.O.T Analysis
July 2010
ian@coach4results.co.uk
A SWOT analysis is:
A commonly used management strategy tool to identify the
subsequent steps in a process of planning and influencing a
business, project or objective.
Strengths, Weaknesses, Opportunities and Threats
Influences: positive and negative activities, both internally
and externally in a simple visual format.
The outcome can determine the next step in the decision
making process.
ian@coach4results.co.uk
Internal Factors
External Factors
SWOT
Analysis
Strengths
Opportunities
Positive
Factors
Weakness
Threats
Negative
Factors
ian@coach4results.co.uk
Internal Factors
External Factors
SWOT
Analysis
Strengths
•Capabilities?
•Competitive advantages?
•USP's (unique selling points)?
•Resources, Assets, People?
•Experience, knowledge, data?
•Financial reserves, likely returns?
•Marketing - reach, distribution, awareness?
•Innovative aspects?
•Location and geographical?
•Price, value, quality?
•Accreditations, qualifications, certifications?
•Processes, systems, IT, communications?
•Cultural, attitudinal, behavioural?
ian@coach4results.co.uk
Positive
Factors
Negative
Factors
Internal Factors
External Factors
SWOT
Analysis
Strengths
•Capabilities?
•Competitive advantages?
•USP's (unique selling points)?
•Resources, Assets, People?
•Experience, knowledge, data?
•Financial reserves, likely returns?
•Marketing - reach, distribution, awareness?
•Innovative aspects?
•Location and geographical?
•Price, value, quality?
•Accreditations, qualifications, certifications?
•Processes, systems, IT, communications?
•Cultural, attitudinal, behavioural?
Weakness
Opportunities
Positive
Factors
Threats
Negative
Factors
ian@coach4results.co.uk
Internal Factors
External Factors
SWOT
Analysis
Strengths
Weakness
•Disadvantages of proposition?
•Gaps in capabilities?
•Lack of competitive strength?
•Reputation, presence and reach?
•Financials?
•Own known vulnerabilities?
•Timescales, deadlines and pressures?
•Cashflow, start-up cash-drain?
•Continuity, supply chain robustness?
•Effects on core activities, distraction?
•Reliability of data, plan predictability?
•Morale, commitment, leadership?
•Processes and systems, etc?
ian@coach4results.co.uk
Positive
Factors
Negative
Factors
Internal Factors
External Factors
SWOT
Analysis
Strengths
•Capabilities?
•Competitive advantages?
•USP's (unique selling points)?
•Resources, Assets, People?
•Experience, knowledge, data?
•Financial reserves, likely returns?
•Marketing - reach, distribution, awareness?
•Innovative aspects?
•Location and geographical?
•Price, value, quality?
•Accreditations, qualifications, certifications?
•Processes, systems, IT, communications?
•Cultural, attitudinal, behavioural?
Opportunities
Positive
Factors
Threats
Negative
Factors
Weakness
•Disadvantages of proposition?
•Gaps in capabilities?
•Lack of competitive strength?
•Reputation, presence and reach?
•Financials?
•Own known vulnerabilities?
•Timescales, deadlines and pressures?
•Cashflow, start-up cash-drain?
•Continuity, supply chain robustness?
•Effects on core activities, distraction?
•Reliability of data, plan predictability?
•Morale, commitment, leadership?
•Processes and systems, etc?
ian@coach4results.co.uk
Internal Factors
Strengths
External Factors
SWOT
Analysis
Opportunities
• Market developments?
•Competitors' vulnerabilities?
•Industry or lifestyle trends?
•Technology development and innovation?
•New markets, vertical, horizontal?
•Niche target markets?
•Geographical, export, import?
•New USP's?
•Business and product development?
Weakness
•Information and research?
•Partnerships, agencies, distribution?
•Volumes, production, economies?
•Seasonal, weather, fashion influences?
ian@coach4results.co.uk
Positive
Factors
Negative
Factors
Internal Factors
Strengths
•Capabilities?
•Competitive advantages?
•USP's (unique selling points)?
•Resources, Assets, People?
•Experience, knowledge, data?
•Financial reserves, likely returns?
•Marketing - reach, distribution, awareness?
•Innovative aspects?
•Location and geographical?
•Price, value, quality?
•Accreditations, qualifications, certifications?
•Processes, systems, IT, communications?
•Cultural, attitudinal, behavioural?
External Factors
SWOT
Analysis
Opportunities
• Market developments?
•Competitors' vulnerabilities?
•Industry or lifestyle trends?
•Technology development and innovation?
•New markets, vertical, horizontal?
•Niche target markets?
•Geographical, export, import?
•New USP's?
•Business and product development?
•Information and research?
•Partnerships, agencies, distribution?
•Volumes, production, economies?
•Seasonal, weather, fashion influences?
Positive
Factors
Weakness
•Disadvantages of proposition?
•Gaps in capabilities?
•Lack of competitive strength?
•Reputation, presence and reach?
•Financials?
•Own known vulnerabilities?
•Timescales, deadlines and pressures?
•Cashflow, start-up cash-drain?
•Continuity, supply chain robustness?
•Effects on core activities, distraction?
•Reliability of data, plan predictability?
•Morale, commitment, leadership?
•Processes and systems, etc?
Threats
ian@coach4results.co.uk
Negative
Factors
Internal Factors
External Factors
Strengths
Opportunities
Threats
•Political effects?
•Legislative effects?
•Environmental effects?
•IT developments?
•Competitor intentions - various?
•Market demand?
Weakness
•New technologies, services, ideas?
•Sustaining internal capabilities?
•Obstacles faced?
•Loss of key staff?
•Sustainable financial backing?
•Economy - home, abroad?
•Seasonality, weather effects?
ian@coach4results.co.uk
SWOT
Analysis
Positive
Factors
Negative
Factors
Internal Factors
Strengths
•Capabilities?
•Competitive advantages?
•USP's (unique selling points)?
•Resources, Assets, People?
•Experience, knowledge, data?
•Financial reserves, likely returns?
•Marketing - reach, distribution, awareness?
•Innovative aspects?
•Location and geographical?
•Price, value, quality?
•Accreditations, qualifications, certifications?
•Processes, systems, IT, communications?
•Cultural, attitudinal, behavioural?
Weakness
•Disadvantages of proposition?
•Gaps in capabilities?
•Lack of competitive strength?
•Reputation, presence and reach?
•Financials?
•Own known vulnerabilities?
•Timescales, deadlines and pressures?
•Cashflow, start-up cash-drain?
•Continuity, supply chain robustness?
•Effects on core activities, distraction?
•Reliability of data, plan predictability?
•Morale, commitment, leadership?
•Processes and systems, etc?
External Factors
SWOT
Analysis
Opportunities
• Market developments?
•Competitors' vulnerabilities?
•Industry or lifestyle trends?
•Technology development and innovation?
•New markets, vertical, horizontal?
•Niche target markets?
•Geographical, export, import?
•New USP's?
•Business and product development?
•Information and research?
•Partnerships, agencies, distribution?
•Volumes, production, economies?
•Seasonal, weather, fashion influences?
Positive
Factors
Threats
•Political effects?
•Legislative effects?
•Environmental effects?
•IT developments?
•Competitor intentions - various?
•Market demand?
•New technologies, services, ideas?
•Sustaining internal capabilities?
•Obstacles faced?
•Loss of key staff?
•Sustainable financial backing?
•Economy - home, abroad?
•Seasonality, weather effects?
ian@coach4results.co.uk
Negative
Factors
Internal Factors
Strengths
•Capabilities?
•Competitive advantages?
•USP's (unique selling points)?
•Resources, Assets, People?
•Experience, knowledge, data?
•Financial reserves, likely returns?
•Marketing - reach, distribution, awareness?
•Innovative aspects?
•Location and geographical?
•Price, value, quality?
•Accreditations, qualifications, certifications?
•Processes, systems, IT, communications?
•Cultural, attitudinal, behavioural?
Weakness
•Disadvantages of proposition?
•Gaps in capabilities?
•Lack of competitive strength?
•Reputation, presence and reach?
•Financials?
•Own known vulnerabilities?
•Timescales, deadlines and pressures?
•Cashflow, start-up cash-drain?
•Continuity, supply chain robustness?
•Effects on core activities, distraction?
•Reliability of data, plan predictability?
•Morale, commitment, leadership?
•Processes and systems, etc?
External Factors
SWOT
Analysis
Opportunities
• Market developments?
•Competitors' vulnerabilities?
•Industry or lifestyle trends?
•Technology development and innovation?
•New markets, vertical, horizontal?
•Niche target markets?
•Geographical, export, import?
•New USP's?
•Business and product development?
•Information and research?
•Partnerships, agencies, distribution?
•Volumes, production, economies?
•Seasonal, weather, fashion influences?
Positive
Factors
Threats
•Political effects?
•Legislative effects?
•Environmental effects?
•IT developments?
•Competitor intentions - various?
•Market demand?
•New technologies, services, ideas?
•Sustaining internal capabilities?
•Obstacles faced?
•Loss of key staff?
•Sustainable financial backing?
•Economy - home, abroad?
•Seasonality, weather effects?
ian@coach4results.co.uk
Negative
Factors