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Unit 4: SWOT Analysis: Concept and Process

To recap, S.W.O.T. is an abbreviation for Strengths-Weaknesses-Opportunities-Threats. It represents Notes
a group of four factors which data are collected to reflect each of these four factors. These four
factors are categorized into Internal and External Factors.

How to measure SWOT analysis in an organisation?

4.2.1 How to Collect Relevant Data for the S.W.O.T.?
In order to use the SWOT Analysis for the Strategic Planning, you need to understand how to collect
the data for the SWOT factors.
Lets start with the Strengths. To collect data for the Strengths in relation to your competitor, you
may use the following guides:-
• What are the advantages of your company over your competitor?
• What are some of the customer benefit you can offer?
• What are some your customer relationship?
• What are some of the offers to customer your can fulfilled?
• What are some of the low cost operation capabilities?
• What are your financial strengths?
Similar to the Strengths, Weaknesses is another internal factor that deals with the weaknesses of the
operation. The impact of these weaknesses is more urgent when compared it with the competitors
who are ahead of you. Below is the guideline you can use to identify weaknesses:-
• What are some of the setback with your company or operation
• What are some of the “out-dated” or inefficient equipment?
• What are some of the bad customer experience?
• What are some of the repeated operation failure?
• What are some of the escalated cost components?
In the area of Opportunities, it is an external factor. When dealing with external factors, you have
to be objectives. Keep focus on external factors that has an influence to the market and your sales
opportunity and those are not within your control. You may use the following guidelines to help
you to generate the list of opportunities:-
• Political or Policy changes that may spur development
• Economic situation that encourage spending.
• Societal stability that may encourage harmony (more spending)
• Technological advancement that can accelerate your operation
In the area of Threats, it is another external factor you must deal with realistically and that the
information has great impact to your business. Keep focus on external factors that has an influence
to the market and your sales opportunity and those are not within your control. You may use the
following guidelines to help you to generate the list of opportunities:-
• Any new entrance to your industry?
• Any form of substitutions or alternatives
• What are some of the Political changes that influence the economy?
• Policy imposed that cost more in the long run

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