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Handout 5 - SWOT Analysis Key Points and Example

SWOT analysis is a technique used to evaluate the strengths, weaknesses, opportunities, and threats involved in a project or business venture. It involves identifying internal strengths and weaknesses as well as external opportunities and threats. Carrying out a SWOT analysis helps focus activities on areas of strength and greatest opportunity while also understanding weaknesses and threats. An example SWOT analysis is provided for a new small business, identifying strengths like agility and enthusiasm, weaknesses like lack of experience, opportunities like market expansion, and threats like new competition.

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50 views

Handout 5 - SWOT Analysis Key Points and Example

SWOT analysis is a technique used to evaluate the strengths, weaknesses, opportunities, and threats involved in a project or business venture. It involves identifying internal strengths and weaknesses as well as external opportunities and threats. Carrying out a SWOT analysis helps focus activities on areas of strength and greatest opportunity while also understanding weaknesses and threats. An example SWOT analysis is provided for a new small business, identifying strengths like agility and enthusiasm, weaknesses like lack of experience, opportunities like market expansion, and threats like new competition.

Uploaded by

Clean Tone
Copyright
© © All Rights Reserved
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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KEY POINTS AND EXAMPLE OF A SWOT ANALYSIS

SWOT analysis is a general technique that can be applied to any number of situations and
activities. It is particularly appropriate during strategic planning. Performing a SWOT analysis
involves brainstorming and recording strengths, weaknesses, opportunities and threats
concerning a task, individual, or organization. The analysis takes into account internal resources
and capabilities (strengths and weaknesses) and ones that are external (opportunities and threats).

Why use the tool?

SWOT analysis is a very effective way of identifying your strengths and weaknesses, and
examining the opportunities and threats you face. Carrying out an analysis using the SWOT
framework will help you to focus your activities on areas where you are strong and where the
greatest opportunities lie.

How to use the tool

To carry out a SWOT analysis, write down answers to the following questions (or similar ones):

Strengths

• What are your advantages?

• What do you do well?

• What do other people see as your strengths?

Consider this from your own point of view and from the point of view of the people you deal
with. Don’t be modest – be realistic. If you are having any difficulty with this, try writing down a
list of your characteristics. Some of these will be strengths!

Weaknesses

• What could you improve?

• What do you do badly?

• What should you avoid?

Again, consider this from an internal and external basis. Do other people perceive weaknesses
that you do not see? It is best to be realistic now and face any unpleasant truths.

Opportunities
1
• Where are the good opportunities facing you?

• What are the interesting trends you are aware of?

Useful opportunities can come from things such as changes in government policy, changes in
social patterns and population profiles, and local events.

Threats

• What obstacles do you face?

• What is your competition doing?

Carrying out this analysis will often be illuminating – both in terms of pointing out what needs to
be done and in putting problems into perspective. You can also apply SWOT analysis to your
competitors – this may produce some interesting insights!

Example

A new small business might carry out the following SWOT analysis.

Strengths Weaknesses
• We are able to respond quickly to customers. • Our company is new and has not developed a
strong reputation yet.
• Our staff are young and enthusiastic.
• Our staff don’t have a lot of experience.
• Our leader has a good reputation in the
community. • We are not making a lot of money yet.

Opportunities Threats
• Our business sector is expanding. • Technology may change this market beyond
our ability to adapt.
• Our local council wants to encourage local
businesses by giving them contracts. • If a larger, more established competitor starts
offering the same services, we may not have
• The government is considering offering tax any business.
exemptions to small companies like ours.

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