Introduction to SWOT Analysis

Presentation byProf. M Ajoy Kumar &

Mr. Manu T U

What is SWOT?

• It is a planning tool used to identify Strengths, Weaknesses, Opportunities and Threats involved in a business. It is used as part of Strategic Planning Process

Strategic Planning

Strategic Planning helps an organisation to answer some basic and critical questions like:

a) Where we stand?b) What is our goal?c) How to reach the desired goal?d) How to evaluate performance?

The Environment

The actions of an organisation /institution are influenced simultaneously by two factors:

a) Internal Environment: People, systems, infrastructure, capabilities, culture etc.

b) External Environment: Political, legal, social, economical, technological etc.

Internal Environment

Analysis of Internal Environment leads to identification of:

a) Strengths: Positive aspects which are within the control of the institution.

b) Weaknesses: Constraining factors that hinder the institution’s ability to achieve its desired goals.

Strengths & Weaknesses

Contributing Factors:• People (Teachers/Staff/Students)• Programmes (UG/PG/Doctoral)• Properties (Assets/Infrastructure/Lab)• Processes (Teaching/Research)

Strengths• Highly competent faculty with Ph.D.• Modern laboratories & equipments• Unique programmes offered• Value adding additional programmes• Reputation & brand image• Examination & Evaluation Process• Research projects/Consultancy• Industry interactions

Weaknesses

• Lack of competent/qualified staff• Inadequate facilities/labs• Outdated syllabus/courses• Lack of industry orientation• Weak employability of students• Lack of research activities• Internal Funding difficulties for

projects

External Environment

Analysis of External Environment leads to identification of:

a) Opportunities: Attractive factors that help an institution to develop & improve

b) Threats: Factors beyond the control of an institution that potentially damage the present existence and future development

Opportunities & Threats

Contributing Factors:• Technological• Economic• Legal/Regulatory• Social• Demographic• Political

Opportunities• Growing demand for various courses• Growing demand for Technically

qualified people• New Technology Developments• Research opportunities in specialised

and niche areas• Collaborations with industry• Collaborations with institutes of higher

learning (national & international)

Threats• Competition from new entrants at local,

national & international level• Decreasing scope for some programmes• Change in Technology• Declining availability of qualified faculty• Decline in the overall quality of student

intake• Tight regulatory measures

Why SWOT?• Strengths – How to leverage?• Weaknesses – How to overcome?• Opportunities – How to exploit?• Threats – How to defend?

SWOT provides clarity on where we stand & in which direction we should move

SWOT leads to development of short-term & long-term objectives.

In the Absence

• Hidden strengths not utilised• Weaknesses not identified & taken

care• Opportunities missed• Unprepared to face threats

While doing SWOT

• Strengths – Modest & Clearly identifiable

• Weaknesses – Exhaustive• Opportunities – Realistic &

Identifiable• Threats – Clearly identifiable

KRAs• Enhancing quality of PG Programmes• Starting new PG Programmes• Strengthening Doctoral Programme• Strengthening R & D activities• Enhancing consultancy projects• Industry Institute Interactions• Collaboration with other institutes of

higher learning (national & foreign)• Centre of Excellence in a chosen area

After SWOT

• Link strengths to action plan to create sustainable competitive advantage

• Propose specific action plan to overcome weaknesses

• Develop action plan to take advantage of opportunities

• Develop action plan to defend the threats

How to proceed?• Select a coordinator• Create a SWOT Team• Brainstorm (all stakeholders)• Record all suggestions• Consolidate ideas• Clarify ideas & prioritise• Summarise into a SWOT Document

• Questionnaire circulated

Practical Aspects

• Confusing factors• Overlapping areas• Identity Crisis• Central Vs. Departmental Aspects

Thank You