HINT: If time and logistics permit, it is
preferred to have team members gather
information and data prior to convening a
meeting to produce or review the SWOT.
SWOT Analysis
What is it?
A method used to clarify the strategic context and key
issues for an organization, unit, or team, including:
♦ Internal Strengths and Weaknesses of the organization
♦ External Opportunities and Threats.
It is often used during Strategic Planning or Scorecard
definition to identify and review key issues.
How do I use It?
Identify the organization, unit, or team that will be
conducting the SWOT Analysis, and reach agreement
on the time horizon to be considered.
For most strategic planning efforts, 2-5 years is typical,
depending upon the rate of change in your industry or
organization. The agreed upon time horizon value will
replace the "x" in Step questions.
Clarify assignments to prepare for the SWOT analysis,
and roles for the meeting at which the SWOT will be
reviewed.
One option is for the facilitator to survey
and/or interview team members to create a
preliminary SWOT, and summarize Areas of
Agreement, Areas of Disagreement, Minority
Opinions. Present and discuss the latter two
areas during the SWOT meeting to clarify
and resolve differences.
Another option is to assign individual team
members specific areas for gathering
information to be reviewed during the SWOT
meeting. Examples follow.
If making assignments for data and information
gathering prior to a SWOT meeting, consider the
following areas.
For STRENGTHS and WEAKNESSES, gather
information and data on the capabilities of your
organization's…
♦ Processes and Operations
♦ Human Resources
♦ Key Suppliers and/or Partners
Making Better Joe Kilbride, Kilbride Consulting, Inc.
Excerpt from Chapter 2: Making Sense
For OPPORTUNITIES and THREATS, gather
information and data on external factors such as…
Continue by identifying those internal Strengths and
Weaknesses that are key to addressing the
Opportunities and Threats previously identified…
♦ Customers and markets
♦ What are your organization’s greatest strengths
relative to competitors that will enable you to
capitalize on the market opportunities described
above?
♦ Competitive environment
♦ Technology changes
♦ Financial, societal, regulatory, and other risks.
♦ What are your organization’s greatest internal
weaknesses that must be addressed if you are to
capitalize on the market opportunities described
above?
During the meeting, review information gathered and
use the following questions as prompts to complete the
SWOT analysis.
Options for dealing with the complexity that typically
results from SWOT analysis include the following:
Begin with the external environment and identify
Opportunities and Threats first…
♦ Multi-vote and agree upon 2-3 key issues in each
quadrant: Strengths, Weaknesses, Opportunities
and Threats. Use Fist of Five to test for consensus.
♦ What external events do you see creating the
greatest opportunity for your organization or unit in
the next "x" years?
♦ What external events are likely to create the
greatest threats to the success of your
organization or unit in the next "x" years?
♦ Convert the SWOT into an Influence Diagram.
POINTER: Refer to Chapter 5: Making
Decisions for more on Multi-voting and
Fist of Five. Refer to Chapter 2:
Making Sense for more on Influence
Diagrams.
On the next page is an example SWOT for a fictitious
pizza company. On the page after that is a blank
SWOT Analysis worksheet.
Making Better Joe Kilbride, Kilbride Consulting, Inc.
Excerpt from Chapter 2: Making Sense
SWOT Analysis
Example for Joe’s Perfect Pizza
Opportunities
Lunch crowd places
premium on speed and
convenience
Large, target markets
located in major office
buildings
Competition with lots of
fast food alternatives
Strengths
Threats
Many competitors and
easy for customers to
switch
Shortages of ingredients
causes price fluctuations
Tight labor market
Weaknesses
New, high capacity ovens
National chain (can draw on
group experiences, tools)
Strong benefits for parttime workers
Gainsharing program
Dependence on few
suppliers of raw ingredients
Sub-contracting of
equipment maintenance
Lean staffing and high
volume creates highpressure work environment
Making Better Joe Kilbride, Kilbride Consulting, Inc.
Excerpt from Chapter 2: Making Sense
SWOT Analysis
Your Organization, Unit or Team:
Date:
Participants:
Roles
Time Horizon
OPPORTUNITIES
What external events related to your organization’s products, services or markets are likely to create the
greatest opportunity for success in the next few years?
STRENGTHS
What are the key internal strengths that will enable your organization to achieve its goals and capitalize
on the market opportunities described below?
Scribe:
THREATS
Facilitator:
Timekeeper:
What external events related to your organization’s products, services or markets are likely to create the
greatest threats to the success of your organization or unit in the next few years?
WEAKNESSES
What are the key internal weaknesses that must be strengthened if your organization is to achieve its
goals and capitalize on the market opportunities and/or survive the threats described below?
Making Better Joe Kilbride, Kilbride Consulting, Inc.
Excerpt from Chapter 2: Making Sense