Using SWOT Analysis
In Strategic Planning
Group Best 204
Paul Wolf, Alison Weitman, Margaret Monahan,
Katrina Burch, Megan Wagner and Lorry Williams
Learning Objectives
Lorry Williams
• What is SWOT analysis?
Alison Weitman
• Strengths & Weaknesses
Margaret Monahan
• Threats & Opportunities
Katrina Burch
• Information Gathering
Paul Wolf
• Importance of SWOT
Megan Wagner
• Concluding Thoughts & References
What is SWOT?
• SWOT is an analytical tool for strategic
planning in a library or business.
• SWOT – an acronym for: Strengths,
Weaknesses, Opportunities & Threats.
• Inner Influences: Strengths and Weaknesses.
• Outer Influences: Opportunities and Threats.
• Purpose of SWOT
What is SWOT Cont’d.
•
•
•
•
SWOT analysis is collaborative.
SWOT is the first stage of planning.
SWOT analysis is a tool for auditing.
SWOT can be used in conjunction with
other tools.
Strengths and Weaknesses Internal Forces
That Can Affect SWOT
•Strength: Something the organization controls
internally which has a positive benefit and the
organization leverages to complete the strategic
plan successfully
•Weakness: Something the organization internally
controls which lacks a positive benefit and the
organization can eliminate to successfully complete
the strategic plan
Internal Factors That Can Be
Strengths or Weaknesses
• Community outreach, fiscal base, staff skills, collections,
organization, staff turnover (Evans & Ward, 2007 p. 153).
• Strengths must be leveraged to support the strategic plan
• Opportunity must be used to counter weaknesses
• Strength and opportunity can overlap as can weakness and
threat
Opportunities and ThreatsExternal Forces
That Can Affect SWOT
Opportunity: An external circumstance that
may create a positive effect upon an
organization.
Threat: An external circumstance that may
create a negative impact upon an
organization.
Opportunities and ThreatsExternal Forces
That Can Affect SWOT Cont’d.
Three common Opportunities and/or Threats:
• Finances
• Politics
• Environment
Opportunities and ThreatsExternal Forces
That Can Affect SWOT Cont’d.
• Minimizing Threat and Taking Advantage of
Opportunity
• Environmental Scanning
• Environmental Forecasting
Gathering Information for
Assessment
• Taking a Meyers- Briggs personality test.
• Taking a Color personality test
• How these tests will help in assessment
Gathering Information From
Outside sources
• To assess these look to the outside market
• What is the market doing?
• What is the market NOT doing?
• Ways to assess the market
• Give surveys to current customers and patrons
• Look at other libraries and information places
• Look at both the good and bad
• Ask the community for input
Importance of SWOT Why Do a SWOT Analysis?
• Assess current state of an organization.
• Measure progress – you can’t determine how far
you’ve come unless you know where you’ve been.
Why do a SWOT analysis?
Cont’d.
• “Effective planning…is the result of highly
collaborative efforts” (Evans & Ward, 2007, p.
45).
• Supports Mission and Vision statements and
Strategic plan.
Concluding Thoughts
• SWOT analysis is an essential aspect to Strategic Planning
• SWOT analysis can be used independently, or as a part of any
organizational plan.
• All aspects of SWOT must be evaluated to be complete and effective.
• SWOT analysis is collaborative, includes staff input, and uses
information gathering from Environmental Scanning and Forecasting,
and by conducting surveys, questionnaires, and personality tests.
• Strengths and Weaknesses are Internal, while Weaknesses and Threats
are External.
• Strengths help enhance future Opportunities, and minimize or negate
the impact of Weaknesses and Threats.
• Strengths, Weaknesses, Opportunities, and Strengths can overlap, and
should be weighted in light of the Vision and Mission Statement of the
Strategic Plan.
References
Books
• Evans, G. E., & Ward, P. L. (2007). Management Basics for
Information Professionals (2nd ed.). New York: Neal-Schuman.
• Matthews, J. R. (2005). Strategic Planning and Management for
Library Managers. Westport, CT: Libraries Unlimited.
Online Resources
• Color personality testing: http://www.colorcode.com/
• Meyers – Briggs personality test:
http://www.myersbriggsreports.com/