Page 32 - DCAP307_PLANNING_AND_MANAGING_IT_INFRASTRUCTURE

Planning and Managing IT Infrastructure

Notes STRENGTHS / WEAKNESSES, and OPPORTUNITIES / THREATS are a convenient, easy way to
identify the relative position of your company to the market, the customer and to the competition.
The SWOT analysis tool lends itself to the evaluation of the business overall as well as to specific
functional areas within the business. Involving multiple people in the process expands the
strategic thinking. It also improves the opportunity to gain new perspective on the relative
effectiveness of the company. Bringing people into the SWOT process from both inside and
outside of the company leverages the analysis even further. The views of customers upstream
and suppliers downstream from the company add maximum value to a SWOT analysis.
Collecting SWOT input can be done from individuals or from groups working together.
Experimenting with the process of collecting SWOT information will help to build a useful,
comfortable and trustworthy process for your organisation.

Strengths are those company attributes or activities that you do better than most, or better than
anyone else, in your competitive environment. Include categories important to success in your
business, e.g. supply chain, marketing, operations, technology, product development, etc. Build
your selection of areas based on your industry requirements for success. Think and analyse
questions such as: What do we do well? What do we do better than most? Following are some
examples of company strengths:

Example: SWOT: Strengths

Well established reputation
Financial resources
Certain market segments are served profitably
Geographic location to customers
Geographic location to suppliers

Management experience in the industry
Marketing support levels
Management information systems
Weaknesses are the attributes and activities that, if substantially improved, would provide the
company additional probability for success. In this area, it is important to obtain two distinct
views of the current situation. First, get multiple views from key functional managers within
the company. Multiple points of view will help to assure that differing points of view are aired
and all key weaknesses are surfaced. Second, get the perspective outside the company by bringing
customers and suppliers into the discussion. Often weaknesses are seen differently from outside
the company. The key questions are: What do we do not so well? What should be improved? Are
there mistakes we need to avoid? Do others see our weaknesses as we do, or differently?
Remember, it is important to be honest and realistic in your evaluation. Following are some
examples of company weaknesses:

Example: SWOT: Weaknesses
Lack of Expertise in Certain Growing Markets
Lack of Clear Strategy

High outside Sales Turnover
Out of Touch with Marketplace

26 LOVELY PROFESSIONAL UNIVERSITY