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SWOT Analysis

S.W.O.T. Analysis

SWOT: Description A SWOT analysis generates information that is helpful in matching an organization 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 organization. They are within the organization’s control. Weakness Factors that are within an organization’s control that detract from its ability to attain the core goal. Which areas might the organization improve?

SWOT: External Factors Opportunities External attractive factors that represent the reason for an organization to exist and develop. What opportunities exist in the environment, which will propel the organization? Identify them by their “time frames” Threats External factors, beyond an organization’s control, which could place the organization mission or operation at risk. The organization may benefit by having contingency plans to address them if they should occur. Classify them by their “seriousness” and “probability of occurrence”.

SWOT Matrix

SWOT strategies S-O strategies: build on success, good practices, models S-T strategies: use success to minimize threats W-O strategies: use opportunities to address weaknesses W-T strategies: defensive actions vs susceptible areas

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.