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Unit 4: SWOT Analysis: Concept and Process

4.3.4 Evaluate the strategic options Notes
At the end of this paring of SWOT factors, you would have end up several strategic options. Do a
quick evaluation of each of these strategies to the extent of meeting the company objectives.
4.3.5 Selecting Strategic Options
At this step, you would have a long list of strategic options. Too many strategies to implement may
not be practical. Therefore, you need to shorten the list to perhaps maximum three strategies.
After you have completed all the 5 steps to use SWOT Analysis to Formulate Strategies, you have
a list of strategies for you to implement to your business.

Self Assessment
2. Multiple choice questions:
Choose the correct option
(i) In SWOT, T stands for
(a) Tree (b) Threats (c) Teacher (d) Time
(ii) In P.E.S.T, S stands for
(a) Societal (b) Success (c) Sculpture (d) Scientist
(iii) How many factors are involved in SWOT analysis?
(a) 5 (b) 6 (c) 4 (d) 10
(iv) How many strategies are pairing of SWOT factors?
(a) 4 (b) 7 (c) 8 (d) 3
4.4 Pros and Cons of using SWOT in Strategic Planning

You may have gained some basic understanding of SWOT Analysis. You like to start using it for
your work or your personal objectives. Whichever way you do it, it will bring about a your desired
outcome because the data you collected for the Four factors of S.W.O.T. is objective and relevant.
If you have put the SWOT Analysis into real life practice, you could have faced with some difficulties
in using it. But don't worry too much, as more practice would gain better experience with SWOT
Analysis.

4.4.1 PROS
1. Factual data are available to understand external factors as well as internal capabilities
2. Get a chance to evaluate the external opportunities and threats
3. A factual evaluation of own strengths and Weaknesses as compared with competitors
4 Open up a new dimension of competitive position
4.4.2 CONS
1. Time consuming
2. Data collected may not be current (member may take past single even to make conclusion)
3. Differences in opinion due to difference understanding of the SWOT process
4. Form own opinion of an event instead of base on factual information
While you go through the SWOT Analysis yourself, you may encounter various different experiences.
Feel free to add your experience into the list above. More importantly, it is for you to take advantage
of the PRONS and avoid the CONS

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