S.W.O.T. Analysis

Advanced Diploma

S.W.O.T. Analysis

Strengths

Opportunities

Weakness

Threats

Factors Internal to organisation

Factors External to organisation

SWOT: Description

• A SWOT analysis generates information that is helpful in matching an organisation or group’s goals, programs, and capacities to the social environment in which it operates.

• Factors internal to the firm usually can be classified as strengths (S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T).

• It is an instrument within strategic planning. • When combined with dialogue it is a

participatory process

SWOT: Internal Factors

• Strengths Positive tangible and intangible attributes,

internal to an organisation. They are within the organisation’s control.

• Weakness Factors that are within an organisation’s control

that detract from its ability to attain the core goal. Which areas might the organisation improve?

SWOT: External Factors• Opportunities

– External attractive factors that represent the reason for an organisation to exist and develop. What opportunities exist in the environment, which will propel the organisation?

– Identify them by their “time frames”

• Threats– External factors, beyond an organisation’s control, which

could place the organisation mission or operation at risk. The organisation may benefit by having contingency plans to address them if they should occur.

– Classify them by their “seriousness” and “probability of occurrence”.

Back to Design

Simple Rules for SWOT Analysis

• Be realistic about the strengths and weaknesses of your organisation or group.

• Distinguish between where your organisation is today, and where it could be in the future

• Be specific: Avoid gray areas.• Always analyze in relation to your core mission. • Keep your SWOT short and simple. Avoid

complexity and over analysis• Empower SWOT with a logical conceptual

framework.

Caution!

• SWOT analysis can be very subjective. Do not rely on it too much. Two people rarely come-up with the same final version of SWOT.

• Use it as guide and not a prescription.