Six Steps To Better SWOTs
圖資三
圖資三
B96106016
B96106021
鄭文音
張雅婷
Outline
SWOT
Six Steps
Summary
Outline
SWOT
Six Steps
Summary
What is it？
Strengths
Weaknesses
Opportunities
Threats
What is it？
Strengths
Weaknesses
Opportunities
Threats
What is it？
Strengths
Weaknesses
Opportunities
Threats
What is it？
Strengths
Weaknesses
Opportunities
Threats
What is it？
Strengths
Weaknesses
Situational
Analysis
Competitor
Profiling
Opportunities
Threats
How is it？
Well-known
Well-accepted
Relatively straightforward
Understandable
How is it？
 1998
A survey of SCIP members

The third-most widely used intelligence
analytic technique

Respondents considered it the most effective
analysis tool

63 percent rated it “extremely effective” or
“very effective”
How is it？
 2005
A survey of CI professionals

The second-most frequently used intelligence
analysis technique

82.6 percent of respondents reported using
SWOT analysis “frequently” or “sometimes”
Is it useful？
Supporters
It is an integral tool
It is difficult to be objective about one’s
own company
Its results are often misused
Naysayers
Is it useful？
 SWOT by itself does not constitute a complete
analysis
 Used properly and in conjunction with other
analytic techniques
Outline
SWOT
Six Steps
Summary
Six Steps
1st
• Start with a brainstorming session
2nd
• Never brainstorm alone
3rd
• Rank order all quadrants
4th
• Match strengths with threats; weaknesses with opportunities
5th
• Use as a starting point for further analysis
6th
• Don’t show to your senior management team
First Step-Start with a brainstorming session
You have a competitor profile due
tomorrow morning
You have 14,000 things to do
Are you doing it
You know you should do a SWOT to
help frame the analysis
right？
You draw four quadrants on a piece
of paper and fill the quadrants
SWOT done
First Step-Start with a brainstorming session
 Brainstorming session
Share
Brainstorming
Session
Blend
Expand
First Step-Start with a brainstorming session
 Brainstorming session
Share
Brainstorming
Session
Blend
Expand
First Step-Start with a brainstorming session
 Brainstorming session
Share
Brainstorming
Session
Expand
Blend
First Step-Start with a brainstorming session
 Brainstorming session
Share
Brainstor
ming
Session
Expand
Blend
First Step-Start with a brainstorming session
Advantages of brainstorming session
First Step-Start with a brainstorming session
Advantages of brainstorming session
First Step-Start with a brainstorming session
Advantages of brainstorming session
First Step-Start with a brainstorming session
Advantages of brainstorming session
Second Step-Never brainstorm alone
 Members of the brainstorming session
 How to perform?
Second Step-Never brainstorm alone
In-person
Second Step-Never brainstorm alone
Suggestions on conducting a brainstorming session
Clearly
define the
subject
Solicit a list
of your
company’s
S&W
Consider the
O&T to
your
organization
Get
agreement
Second Step-Never brainstorm alone
Suggestions on conducting a brainstorming session
Clearly
define the
subject
Solicit a list
of your
company’s
S&W
Consider the
O&T to
your
organization
Get
agreement
Second Step-Never brainstorm alone
Suggestions on conducting a brainstorming session
Clearly
define the
subject
Consider the
O&T to
your
organization
Solicit a list • Consider all
aspects
of your
a master
company’s • Create
list
S&W
• Transfer
Get
agreement
Second Step-Never brainstorm alone
Suggestions on conducting a brainstorming session
• Create a master
list
• Transfer
Clearly
define the
subject
Solicit a list
of your
company’s
S&W
Consider the
O&T to
your
organization
Get
agreement
Second Step-Never brainstorm alone
Suggestions on conducting a brainstorming session
Clearly
define the
subject
Solicit a list
of your
company’s
S&W
Consider the
O&T to
your
organization
Get
agreement
Third Step-Rank order all quadrants
 Reorder the contents of each list by what?
The most important
Share your criteria
for ranking
The next-most important
˙
˙
˙
Fourth Step-Match strengths with opportunities;
weaknesses with threats
Strengths
Opportunities
Well-managed
organization with solid
infrastructure and
consistent global strategy
Our global marketing
campaign enable us
to keep pace with
competitors with less
spending
Centralized
organizational structure
means
shorter time to get
products to market
Beat competitors to
market with premium
product
Fourth Step-Match strengths with opportunities;
weaknesses with threats
Weaknesses
Threats
Limited distribution
network restricts
deployment in field
Competitors with welldeveloped distribution
systems could catch up
with our lead taking
products to market
Outsourcing means we
no longer operate
our computer systems inhouse
？
Fifth Step-Use as a starting point for further analysis
Identify where
your company is
at
Add depth by
conducting other
analyses
Provide a decisionmaking construct
Be used as a
summary analysis
Fifth Step-Use as a starting point for further analysis
Identify where
your company is
at
Add depth by
conducting other
analyses
Provide a decisionmaking construct
Be used as a
summary analysis
Fifth Step-Use as a starting point for further analysis
Identify where
your company is
at
Add depth by
conducting other
analyses
Provide a decisionmaking construct
Be used as a
summary analysis
Fifth Step-Use as a starting point for further analysis
Identify where
your company is
at
Add depth by
conducting other
analyses
Provide a decisionmaking construct
Be used as a
summary analysis
Fifth Step-Use as a starting point for further analysis
Identify where
your company is
at
Add depth by
conducting other
analyses
Provide a decisionmaking construct
Be used as a
summary analysis
Fifth Step-Use as a starting point for further analysis
Not a replacement
for creative
thinking
Sixth Step-Don’t show to your senior
management team
 Incorporate a SWOT
chart in an appendix
 As a back-up slide
Outline
SWOT
Six Steps
Summary