SWOT Analysis
Practice
 What are your strengths in English?
 What are your weaknesses in English?
 What are your opportunities for practicing
English?
 What stops you from getting better?
What is a SWOT analysis?
 first stage of planning
 helps marketers focus on key issues
 S = strengths
 W = weaknesses
S + W = internal factors
 O = opportunities
 T = threats
O + T = external factors
Why should I use it?
 Because it indicates…
 something that will assist the firm in accomplishing its
objectives
 an obstacle that must be overcome or minimized to achieve
desired results
Typical Items in a SWOT -- STRENGTHS
 Good market share
 Experience of top management
 Efficient manufacturing process
 Good brand image
 Good distribution channels
Typical Items in a SWOT -- WEAKNESSES
 Small market share
 High levels of debt
 Lack of modern technology
 Poor distribution channels
Typical Items in a SWOT -- OPPORTUNITIES
 Possible new markets
 Growing economy
 Developments in technology
Typical Items in a SWOT -- THREATS
 Slowdown in the economy
 Success of existing competitors
 New competitors
 Changing consumer tastes
Class Exercise
 SWOT Analysis for Coach
Coach
 SWOT Analysis for Forever 21
Forever 21
S = STRENGTHS
 Advantages of
 Location and
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proposition?
Capabilities?
Competitive advantages?
USP's (unique selling
points)?
Resources, Assets, People?
Experience, knowledge,
data?
Financial reserves, likely
returns?
Marketing - reach,
distribution, awareness?
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geographical?
Price, value, quality?
Accreditations,
qualifications,
certifications?
Processes, systems, IT,
communications?
Cultural, attitudinal,
behavioral?
Philosophy and values?
Innovative aspects?
W = WEAKNESSES
 Disadvantages of
 Effects on core activities,
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proposition?
Gaps in capabilities?
Lack of competitive strength?
Reputation, presence and
reach?
Financials?
Own known vulnerabilities?
Timescales, deadlines and
pressures?
Cashflow, start-up cashdrain?
Continuity, supply chain
robustness?
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distraction?
Reliability of data, plan
predictability?
Morale, commitment,
leadership?
Accreditations, etc?
Processes and systems, etc?
Management cover,
succession?
O = OPPORTUNITIES
 Market developments?
 Tactics: eg, surprise, major
 Competitors' vulnerabilities?
 Industry or lifestyle trends?
 Technology development and
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innovation?
Global influences?
New markets, vertical,
horizontal?
Niche target markets?
Geographical, export,
import?
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contracts?
Business and product
development?
Information and research?
Partnerships, agencies,
distribution?
Volumes, production,
economies?
Seasonal, weather, fashion
influences?
T = THREATS
 Political effects?
 Sustaining internal
 Legislative effects?
 Environmental effects?
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 IT developments?
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 Competitor intentions -
various?
 Market demand?
 New technologies,
services, ideas?
 Vital contracts and
partners?
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capabilities?
Obstacles faced?
Insurmountable
weaknesses?
Loss of key staff?
Sustainable financial
backing?
Economy - home,
abroad?
Seasonality, weather
effects?