m Strengths, Weaknesses, Opportunities and Threats (SWOT)

m Tool for participatory planning based on sound knowledge of stakeholders on

present situation & trends
m SWOT outputs: structured basic information common understanding of reality &
strategic options

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 o consensus among local stakeholders on how to develop coastal tourism to meet a

growing market & address environmental issues affecting Pujada Bay
 eed to validate where Mati stands possibly in the regional tourism network, & identify its
competitive advantage and the major problems that counter this advantage
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POSITIVE/ HELPFUL NEGATIVE/ HARMFUL

INTERNAL Origin
facts/ factors of the Strengths Weaknesses
locality Things that are good now, Things that are bad now,
maintain them, build on remedy, change or stop them.
them and use as leverage

EXTERNAL Origin
facts/ factors of the Opportunities Threats
environment in Things that are good for Things that are bad for the
which the locality the future, prioritize them, future, put in plans to manage
operates capture them, build on them or counter them
them and optimize



 any internal asset of know-how, technology, motivation and entrepreneurial spirit,

finance, business links, etc. which can help exploit opportunities and to fight off
threats
 positive tangible and intangible attributes, internal to a locality/group, and are
within the locality͛s/group͛s control.
 should build on the competitive advantage of the area.
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 an internal condition or deficit which endangers the competitive position of a
locality or hampers the exploitation of opportunities
 factors that are within your locality͛s control that detract from its ability to
improve Mati͛s position in the regional tourism industry
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 any external circumstance or characteristic which favors the demand of the
locality or where the locality enjoys a competitive advantage
 external attractive factors that represent the reason for the locality͛s tourism
industry to exist and develop
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   dentify them by their ͞time
frames͟ if possible.
 

 a challenge of an unfavorable trend or of any external circumstance which will

unfavorably influence the position of the region
 external factors, beyond a locality͛s control, which could place the locality͛s vision
for tourism development or operation at risk
 contingency plans to address them if they should occur

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n answering these, try
to determine your responses their ͞seriousness͟ and ͞probability of occurrence͟.
m ëssess key strengths, weaknesses, opportunities and threats
(SWOT) relevant to tourism along Pujada bay
m Formulate goals for coastal tourism development
m Generate indicative priority action areas
m Session 1: 3 rationalized and priority SWOT
m Session 2: Strategic goals for strategy development
m 2 sessions
[ SWOT inventory & prioritization
[ Goal Setting
m Grouping:
[ Session 1: 4 groups, by sector represented (see list)
[ Session 2: 4 groups, by SWOT combination
m 1 idea per card, clear & concise statement
m Each group selects own moderator, documenter & reporter
m Resource persons and reference materials are available
m Compliance with time allotted for discussion & presentation
m Outputs to be submitted at the end of every session
1. Brainstorm & list 5 SWOT on coastal tourism in Mati
2. Choose or prioritize the 2 most important SWOT & rationalize these
choices. ote that these priority SWOT require actions that can be
pursued within the plan period 2010-2025

Output: Rationalized priority SWOT, each group should have 2S, 2W, 2O & 2T

Plenary Guide:
m From all group outputs, participants will prioritize further & choose only 3
SWOTs that can best represent the situation of tourism in Mati.
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1. Formulate broadly defined goals as shown:
Opportunities Threats
O1:_______________________ T1:_________________________
O2:_______________________ T2:_________________________
O3:_______________________ T3:_________________________
trengths 1. Choose the best co bination of -O 1. Choose the best co bination of -T
1:______________ 2. 2. eco end IC 2. eco end the B T T T TO
2:_______________
O O T ITY C B D D C T LOC LITY¶
3:_______________
T T IT T LOC LITY¶ L BLITY TO T O T
T T L I T T
( roup 1) ( roup 2)


eaknesses 1. Choose the best co bination of O- 1. Choose the ost pressing T and


1:_____________ 2. eco end what can be done to 2. eco end what can be done TO


2:_____________

O CO T O T I D C T K T T K
3:______________
K T TC CILIT T T LOC LITY O T C TIBL TO
T IT O T B T T O T L I T T
O O T ITY
( roup 4)
( roup 3)
2. State the goal identifying
ü 2-3 main action areas:

[ Strengths need to be maintained, built upon or leveraged.

[ Weaknesses need to be remedied, changed or stopped.
[ Opportunities need to be prioritized, captured, built on and optimized.
[ Threats need to be countered or minimized and managed.

ü the important risks that could prevent the attainment of the goal
ü the factors that can increase the chances of goal being achieved
ü Recommended time frame or period of implementation



: Each group shall have at least 1 goal formulated from the best combination of
SWOT. ët least 4 goals will be refined in the plenary

) 
'á
m ialidate group outputs & build consensus on the goals.
1:20pm SWOT Workshop SWOT Workshop Overview and Overall Facilitator
Proper Mechanics
1:30pm Session 1: SWOT Inventory & Workgroups
Prioritization
2:10pm Presentation of Session 1 Outputs
2:30pm Plenary 1 Overall Facilitator
3:00pm Health break
3:15pm Session 2: Goal-Setting Workgroups
3:45pm Presentation of Session 2 Outputs
4:05pm Plenary 2 Overall facilitator
m Be realistic about the strengths and weaknesses
m The analysis should distinguish between where your locality is today, and where it
could be in the future.
m Be specific. ëvoid gray areas.
m ëlways analyze in relation to your competition i.e. better than or worse than your
competition
m Keep your SWOT short and simple - but only as short and simple as the application
or situation demands - it is about 'fitness for purpose͚
m ëvoid unnecessary complexity and over analysis
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