An example of a swot analysis.

See and download an example of a SWOT analysis, as well as detailed instructions for conducting it.

SWOT analysis - handy tool to determine the most important directions of the company's strategic development. In literal translation, this abbreviation stands for:

• strengths (Strengths), the advantages of the company relative to its competitors, what will allow it to achieve established strategic goals;
• weaknesses (Weaknesses), shortcomings of the company, what it loses to its competitors, what prevents it from achieving strategic goals;
• opportunities (Opportunities), favorable external factors for the work of the company;
• threats, negative external factors that pose a potential danger to the enterprise.

To conduct a SWOT analysis, the following is required.

1. Identify, classify and rank the factors that represent the strengths and weaknesses of the company, as well as the opportunities and threats of the external environment. From each group, select the most significant (10, no more).

2. Consistently study the combinations of these factors:

• "Possibilities/Powers". Reflects the potential of the company and allows you to answer the question of whether it has competitive advantages and external enabling factors on which the strategy could be based;
• Threats/Weaknesses. Reveals a combination of potential external negative factors and the weakest internal factors of the company that need to be dealt with in the first place;
• Opportunities/Weaknesses. Allows you to identify the internal factors of the company, which should be strengthened in order to take advantage of favorable opportunities in the external environment in the future.

For greater clarity, it is more convenient to present the intermediate and final results of the SWOT analysis in tabular form. It is also better to compare factors using tables.

Let's analyze the swot analysis method using the example of APLEONA HSG, where I work.

An example of a SWOT analysis of an enterprise

Choosing an object of analysis

For swot-analysis, you can select any object: a manufactured product, a business sector, a business, a competitor, and so on. The main thing is to clearly fix it and not scatter attention to adjacent objects. APLEONA HSG provides comprehensive commercial property management, technical control and audit, and infrastructure management services. The company is present in six large regions of Russia: Central, Northwestern, Southern, Far Eastern districts, Siberia and the Volga-Ural region, as well as in Kazakhstan. For example, let's conduct a swot-analysis of the service "comprehensive management of commercial real estate" in the Central region.

We appoint experts

Experts can be top managers of the company or middle managers, but they must be well-versed in information in their field. They must operate not only with personal opinion, but also with dry figures.

Table 1. Experts to conduct a SWOT analysis of the organization

We identify strengths, weaknesses, opportunities and threats

At this step, you need to systematically and as realistically as possible determine the strengths and weak sides companies, threats and opportunities of the external environment. All indicators must be recorded in groups. You can write down as many factors as you like, but here the rule of greatest efficiency comes into force, the meaning of which is: to make a selection from significant indicators, ignoring insignificant ones. This means that you can use your time effectively.

The internal strengths (S) of the business include:

1. Great accumulated work experience.
2. Highly qualified personnel.
3. Customized production and business processes.
4. Good marketing policy.
5. High quality of manufactured products.
6. Corporate culture ( what a CFO needs to know about corporate standards ).
7. The innovative component of the business.
8. Other.

Internal weaknesses (W) include:

1. High business debt.
2. Lack of a development strategy.
3. Inefficient use of production assets.
4. Narrow range of products.
5. And so on.

The possibilities of the external environment (O) include:

1. Government support for the business sector or region.
2. Low competition in the business niche.
3. Growth in demand for products.
4. Increasing the availability of resources.
5. And so on.

The threats of the external environment (T) include:

1. Unfavorable economic situation in the region of presence.
2. Permanent competitive advantage over competitors.
3. Unfavorable shift in exchange rates.
4. Tightening tax laws.
5. And so on.

In our example SWOT analysis of the firm The Deputy General Manager for Property Management noted the following factors:

• S - the presence of a central dispatching service increases the quality of services by 15%, and the quality of accident elimination by 50%;
• W - belonging to a large international corporation imposes additional non-production tasks on reporting and compliance with policies on production. This reduces productivity by 12.2%;
• O - the development of real estate management technologies allows you to make a better product with less labor costs;
• T - the technical base of most commercial buildings and structures is becoming obsolete, new equipment is rarely put into operation. As a result, the risks of insured events increase.

The CFO noted the following indicators:

• S - the organization does not use loans in its work, as a result of which net profit is more by 2 - 4% per year;
• W - the additional burden of compliance with policies and regulations increases overhead costs by 10% per year;
• O - purchase volumes and high competition in the markets of suppliers make it possible to obtain profitable terms for the purchase of raw materials and services. For example, increase the payment terms up to 90 calendar days;
• T - tightening the tax policy carries an additional burden on the formation of reporting for each EP. The threat can be estimated at 2 million rubles. annually.

The commercial director noted the factors:

• S - the image of the company as a conscientious and professional service provider helps to win tenders for large contracts for complex property management;
• W - at the same time, the price of the company's services is above the market, which scares away some customers. The share of such clients is 35%;
• O - APLEONA HSG has a good chance of getting an international contract for servicing offices and factories of transcontinental customers operating in the Central region of Russia;
• T - due to the difficult state of the economy, the commercial real estate market in the Central region is stagnating. Contract prices are falling, often below cost.

The Human Resources Director noted the indicators:

• S - high qualification and low turnover of "blue collars" increases labor productivity by 10%;
• W - remuneration of personnel is on average higher than the market, which gives additional costs for the payroll of 50 million rubles. in year;
• O - thanks to the "white" terms of contracts, the company has a wide choice of specialists in the labor markets;
• T - the general decrease in the qualifications of specialists in the labor markets affects the company.

The technical director noted the factors:

• S - the presence of the CAFM system - an innovative tool for managing commercial real estate - allows you to increase work efficiency by 20%;
• W - material engineering base does not allow for a full range of maintenance services;
• O - customers have increased need for the constant presence of highly qualified engineers at the facility;
• T - competition in the market of engineering companies has increased, part of the market has been occupied by highly specialized companies with direct contracts with customers.

How to Use a SWOT Analysis for a CFO

SWOT analysis can be useful for making almost any management decisions. Look at concrete examples how to use this technique correctly in the current work and in the development of a strategy. In the article you will find examples of a SWOT analysis of a project using factoring services, building a SWOT matrix for a machine tool plant, as well as a SWOT analysis of a jewelry company.

Compiling a table and a SWOT analysis matrix

After you have written out the indicators in four lists by category, assign each indicator a significance. Use the opinions of experts.

table 2. Example of a project SWOT analysis table

Sort the indicators within the categories from largest to smallest and fill in the swt-matrix

Based on the collected and ranked factors, the following SWOT analysis matrix was obtained (see Figure 2).

Picture. Example of a SWOT Analysis Matrix

Analyzing the results

At the last stage, we identify the relationships between the indicators, in other words, we conduct a scenario analysis. To do this, all the factors of the internal environment are compared with the factors of the external environment. The intersection of indicators is a set of scenarios for the possible development of events for the company.

The following swt-analysis matrix is ​​compiled (example):

Scripts are written:

• "Weakness and Opportunities" - pay attention to how to correct the weaknesses of the business with the help of the opportunities of the external environment;
• "Weakness and Threats" - what needs to be done first of all so that threats from the external environment do not harm the business;
• "Strength and Opportunities" - how to maximize the use of competitive advantages in a favorable external environment;
• "Power and Threats" - how to maintain competitive advantages in the face of unfavorable developments.

The obtained results of the analysis can be safely introduced into the strategy of the organization's behavior and used in daily work.

In our sample swot analysis for APLEONA HSG, the following scenarios are considered and behavioral strategies are adopted:

I. Weakness: additional non-productive tasks in production

Opportunity: a wide choice of specialists in the labor markets

The impact on business is average.

The strategy is to improve the work of personnel services in order to find only highly qualified young personnel who are able to work quickly and solve various problems.

II. Weakness: the price of the company's services is higher than the market.

Threat: stagnation of the commercial real estate market.

The impact on business is heavy, close to critical.

Behavior strategy - search for new sales markets, including entry into the markets of the CIS countries.

III. Strength: High blue-collar skills and low turnover.

Opportunity: the need for the presence of engineers on site.

The degree of impact on business is average.

The strategy is to allocate additional savings to the customer from the presence of qualified personnel at the facility when concluding an agreement with the customer.

IV. Strength: the image of the company as a conscientious and professional performer

Threat: increased competition in the engineering companies market.

Business impact is moderate.

The development strategy is to constantly train the engineering staff, modernize the technical base in order to provide a full range of technical services clients.

VIDEO: An example of a SWOT analysis of the financial condition of a company

How to do an analysis financial condition enterprises based on SWOT analysis, see the video.

Conclusion

The analysis of the combination of external factors (opportunities and threats) of the company with its advantages and disadvantages (strengths and weaknesses) allows us to answer the following questions:

• how the company can use the available opportunities, relying on its strength, which of the opportunities will allow it to increase its competitiveness;
• what shortcomings in the company's work can prevent it from confronting threats during the implementation of the strategy, as well as limit its ability to take advantage of the available favorable external factors;
• what shortcomings in the work of the company can interfere.

The conclusions drawn on the basis of the company's swot analysis allow us to determine the main stages of the company's strategic planning in the long term.

Introduction………………………………………………………………………...2

Chapter 1. SWOT analysis as part of strategic planning………..4

Chapter 2. Methodology for conducting a SWOT analysis…………………………….9

Chapter 3. Conducting a SWOT - analysis on the example of the company "Panda" ...... 21

Conclusion……………………………………………………………………..28

List of used literature………………………………………….30

Introduction

“Results can be achieved by seizing opportunities, not by solving problems. The results themselves must come from the use of opportunities: to find right ways and deeds and concentrate resources and efforts on them.

P. Drucker (1, p. 70)

Have you ever wondered what a good military leader does before a fight? He studies the field of the upcoming battle, looking for all the winning hills and dangerous swampy places, assesses his own strength and the strength of the enemy. If he does not, he will doom his army to defeat.

The same principles work in business. Business is an endless series of small and major battles. If, before a battle, a firm does not assess its strengths and weaknesses of the enterprise, does not identify market opportunities and threats (the very uneven terrain that becomes of great importance in the midst of a battle), its chances of success will drastically decrease.

In order to get a clear assessment of the strength of the organization of the enterprise and the situation in the market, there is a SWOT analysis. It is this technology that is the object of study of this course work. The subject of the research is the use of SWOT analysis in modern business.

Indeed, today interest in the problems of strategic management is exacerbated by unexpected changes in external environment that require a quick and adequate response of the company to maintain and enhance its competitiveness.

The external environment in which Russian companies have to operate is becoming qualitatively different: the intensification of competition in a saturated market leads to an increase in its degree of uncertainty, which means that unpredictable risk factors appear. It is obvious that the priorities of management are also shifted to the area of ​​change management. That is why the topic we have chosen is really relevant.

But theory alone won't get you far. Based on this, the main goal of this work for us is to improve practical skills in the field of marketing research.

To achieve this goal, several tasks must be completed:

Give the concept of SWOT analysis

Give the concept of marketing research

Determine the place of SWOT analysis in marketing research

Consider the methodology for conducting a SWOT analysis

Develop a SWOT matrix for Morozko

The work uses a variety of literature: management journals (most of which were needed only at the preparation stage), textbooks, tutorials and articles from the Internet.

Theory

Chapter 1. SWOT - analysis as part of strategic planning.

SWOT analysis is an operational diagnostic analysis of an organization and its environment. It is carried out with the aim of identifying strengths and weaknesses in the organization's potential, threats from the external environment, as well as establishing the opportunities provided by the firm by its external environment. (5, p. 351)

This is an integral element of strategic planning, the essence of which is the constant revision of answers to the following questions: where is the organization now; in what direction should it develop in the future; how she is going to get into the position where the leadership wants her to be.

The strategic approach to managing business organizations began to be used all over the world as early as the 20-30s. XX century. But the process of transition to development-based management began especially intensively in the 60s, when the competition between European and American business with Japan intensified and companies were forced to restructure their activities taking into account new realities. It was then that an approach was required that would enable companies to adapt in a timely manner to external conditions, both favorable and unfavorable, to predict alternative options for the development of the company and manage this development using new methodologies for predicting and modeling trends in changes in the macro- and microenvironment. So the concept of strategic management (or strategic management) entered the management lexicon. Another important aspect of strategic management was attention to trends in the internal environment of the company and, above all, to the interests and aspirations of its staff.

According to most experts, modern strategic management is “a programmatic way of thinking and managing that ensures the coordination of the goals and capabilities of an enterprise with the interests of all parties interested in its activities. It involves not only determining the general course of development of the enterprise and organizing business on this basis, but also increasing the motivation and interest of all employees in its implementation .... This involves setting up a new set of processes that reflect the priority of goals and dynamics of development, ensuring the timeliness of decisions and actions, foreseeing the future, analyzing the consequences of control actions and innovations.”

It is obvious that a technology is needed to carry out constant diagnostics of both the internal resources and capabilities of the company, and the external environment. Thus, we can simplistically represent the following algorithm of the strategic management process:

As you can see, the starting point of the strategic management process is the formation of the company's mission. This can be the philosophy of the organization's activities - its purpose, values ​​and principles of activity, or the mission as a representation main goal firm's activities.

After the formation of the mission, the firm develops goals for itself, which should give a clear idea of ​​​​the direction of development. By definition, "strategic objectives are the main activities of an organization leading to the fulfillment of its mission."

Next milestone- strategic analysis, which should give real assessment own resources and capabilities in relation to the state (and needs) of the external environment in which the company operates.

Based on this analysis, a rational choice of strategies from a possible set of options should take place. And then - the implementation of the most effective strategy and its adjustment, if necessary.

In full strategic analysis is available only to very large companies. However, in a dynamically changing environment, even for relatively small enterprises, the manager's intuition alone is not enough for successful actions in the market. This necessitates the introduction of limited, "cheaper" options for developing strategies in such companies. But even for large companies, “very often the costs of quantitative justification for the choice of goals and strategies are much higher than the effect of their advantages, compared with simpler “qualitative” methods” (E. Deming).

Therefore, as the main tool for regular strategic management, many companies choose the matrix of "quality" strategic analysis, which is also called the SWOT matrix (abbreviation of initial letters English words: Strengths - strengths; Weaknesses - weaknesses; Opportunities - opportunities; Threats - threats)

This matrix provides company leaders with a structured information field in which they can strategically navigate and make decisions.

The most attractive thing about this method is that the information field is formed directly by the leaders themselves, as well as by the most competent employees of the company on the basis of generalization and coordination. own experience and vision of the situation.

At the same time, there is no need to use powerful expensive systems of "quantitative" analysis and involve no less expensive experts, who, having less knowledge of the specifics of a particular market and a particular enterprise, can "impose" a non-optimal solution under time constraints and incomplete information. But the value of any carefully calculated "optimal" solution, if it appears too late, becomes equal to "zero".

Based on the consistent consideration of these factors, decisions are made to adjust the goals and strategies of the enterprise (corporate, product, resource, functional, managerial), which, in turn, determine key points organization of activities.

It should be noted that strategic decisions are not always associated with a long planning time, but rather are characterized by their influence on the depth of business restructuring, its structure, development directions, which, for example, during periods of crises or technological “leaps”, can change quite quickly.

In addition, strategic decisions are related to external rather than internal problems of the company - in particular decisions related to the choice of product range and market segments. Moreover, these “strategic decisions” can be influenced by both factors of the near and far “environment of the company”.

Thus, the development of a company's strategy is based on the analysis of specific market segments to assess the favorable penetration into the intended areas, their use to strengthen their positions. Success in this case depends on a formal, accurate, complete and comprehensive description of the interaction of the enterprise with the external environment. This gives some guarantee that strategic decisions are made on the basis of an analysis of all available information and nothing is missed.

Correctly and timely made strategic decisions today play a key role in the successful operation of the organization. Ultimately, it is they who have a decisive influence on the competitiveness of products and the enterprise as a whole. (7)

primary goal SWOT analysis– study of the strengths and weaknesses of the enterprise. An analysis of potential threats from external factors should be carried out, a search and definition of presumable ways for the development of the company should be carried out. In addition, the analysis helps to establish links between these components. The development of the SWOT analysis belongs to Professor Kenneth Andrews. It was he who took up adding factors from the outside and those that are inside to the matrix in the analysis and received as a result a visual classification of the definitions of phenomena, projects or organizations to select the main factors that determine the level of success.

Speaking about the name of the analysis, it should be noted that the abbreviation SWOT can be attributed to the names that are often put forward by American business teachers so that aspiring entrepreneurs can more easily remember fundamental principles.

The name of the analysis called SWOT consists of several values. AT this case S is Strength, W is Weakness, O is Opportunities, and T is Troubles. It is worth noting that this abbreviation really capaciously and fully reflects the main business characteristics that, in combination with each other, constitute the main task of the SWOT analysis idea. This section of analysis is sometimes given the name situational. This figure is sometimes used as independent part analysis plan, which is carried out before the goals and objectives are revealed. Below we will consider what types of SWOT analysis are.

What is the strength and what is the weakness of this or that enterprise? The analysis helps to reveal these data. These characteristics can only be controlled by the authors of the analysis project. Strength and weakness in the analysis tell about the features that exist in this moment. Thanks to SWOT analysis, you can get detailed information about these data.

Speaking about the opportunities and problems identified in the analysis, it should be noted that they are characteristics that can affect the outcome, but the entrepreneur cannot control them.

The factors that are considered in the analysis are very diverse. If desired, in the process of SWOT analysis, they can be divided into the following groups: organizational, financial, technical, personnel, marketing. The author of the analysis-plan has the opportunity to independently choose what form of ownership the future enterprise will have (we are talking about the organizational factor), use personal funds and own production assets. Personnel factors in the analysis, therefore, can be considered qualifications, skill levels and the number of shortcomings that the staff has. Marketing analyzes are always important aspects of the work, as they relate to the market, competitors, services, product differences.

In the process of SWOT analysis, one should consider, first of all, the factors that help to realize the idea. For example, entertainment establishments develop most rapidly in those periods when the number of solvent population grows along with the growth of their income, and this should be taken into account in the analysis. Concerning optimal conditions, into which cars can be imported, then in the process of analysis we can say about the factor that justifies the organization of car park networks.

Opportunities and problems in the analysis can be considered certain properties of the environment, conditions where business is supposed to be done. The economic environment is created by the socio-cultural and political situation, tax legislation, which is important for analysis. From these components, doing business becomes easier or, on the contrary, more difficult. When analyzing, it is worth remembering about technological indicators. For example, about the level of development of telecommunications, as well as demographic factors.

An example of using SWOT analysis: a company case

The editors of the magazine "General Director" considered an example of using SWOT analysis in the company "Avenir". This method allows the CEO to look at the benefits, opportunities, risks and threats, and decide whether or not to introduce a new contract into the company's portfolio.

Goals of the SWOT Analysis

Leaving behind the situational analysis, you can move on to the identification of tasks and goals. The goal of a SWOT analysis is the level of development you would like to reach in the process of implementing the plan. The beginning of the path to the goal is indicated in the analysis by the awareness of the state of affairs today. Planning helps to start a direction and outline its path - also a kind of analysis. It leads to the implementation of plans.

The goal in the analysis should be achievable, specific and defined so that efforts are concentrated on the main thing. Secondary qualities in the analysis are not so important. However, the scope of the analysis should cover a sufficient area to provide room for development. In addition, the analysis should indicate those special properties that your business has, unlike others.

4 combinations of SWOT analysis factors

1. A development strategy is considered a combination in a SWOT analysis, where there are strengths and opportunities.
2. A strategic development constraint is a combination of threats and weaknesses.
3. Internal transformations must also have a strategy in the analysis. It may have strengths and weaknesses.
4. Potential benefits and their strategy when analyzed are strengths and threats combined together.

What are the types of SWOT analysis

Express SWOT analysis is the most common option that helps in identifying the strengths of the enterprise. It is these parties, identified in the analysis, that are capable of resisting threats in the future, as well as using opportunities from outside. SWOT analysis helps to identify weaknesses. Advantage of SWOT Analysis of this type ease of use and clarity of indicators.

Consolidated SWOT-analysis, where there is a place for the main indicators that determine the performance of the organization today and provide information about the development prospects. The advantage of this type of SWOT analysis is that it can be used to obtain information about the quantitative assessment of factors identified using other methods present in the strategic analysis. Another advantage of the SWOT analysis is that it is possible to develop a strategy and other activities focused on achieving strategic goals. Strategic management involves a view from above, when the whole picture is more important than individual numbers. A tool - a strategic map of the company - allows you to build a complete picture.

The tool was developed within the framework of the theory of a balanced scorecard, you can learn how to draw up such a map and use it after passing through the School of the General Director.

A mixed SWOT analysis is a combination of summary and express analyzes. At least three main types of analysis are common in order to combine factors in tables and form a cross matrix. Quantitative assessment of factors, as a rule, does not occur in SWOT analysis. The advantage of a mixed SWOT analysis is that it allows you to analyze the data in depth and get an accurate result.

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What is SWOT analysis used for?

SWOT analysis is used to carry out strategic planning for the development of the capabilities of an enterprise or part of it. However, the use of SWOT analysis is often criticized, which is quite fair. The SWOT matrix contains a visual reflection of the factors that make it possible to form the strategies of firms, since required condition to develop strategies is to take into account the strengths and weaknesses of the company.

When conducting a SWOT analysis, one should focus on maximizing opportunities, attracting the necessary resources for development, which should be accompanied by the development of a plan to reduce threats. At the same time, according to the SWOT matrix, it is impossible to reveal information about the four groups of analysis factors, but it allows them to be clearly demonstrated. By identifying strengths and weaknesses, opportunities and threats, other management tools should also be involved in the analysis process.

SWOT analysis is applicable for:

1. Analysis of competitive environment factors. At the moment, if we take into account the framework of strategic planning technologies, SWOT analysis is considered as a separate stage in the evaluation and development of an information structure that was assembled based on the classic PEST models, Porter.
2. Planning the implementation of strategies. In order to implement strategies developed taking into account SWOT models, balanced scorecard matrices are used in the analysis. Thanks to this tool, it is possible to identify which areas and performers in strategic development are key.
3. Competitive Intelligence. For competitive intelligence, SWOT analysis is very useful. In more than 50% of cases, SWOT analysis helps to fully explore intelligence information about competing individuals and firms.

Pros and cons of SWOT analysis

The benefits of a SWOT analysis include:

1. The ability to identify and structure strengths and weaknesses, potential opportunities and threats (for this, first of all, a SWOT analysis is needed).
2. Efficient use and ease of implementation (SWOT analysis itself is quite simple).
3. Identification of links in the analysis between the company's capabilities and real problems (a competent SWOT analysis allows you to get this information).
4. Establishing links in the analysis process between the strong and weak sides of the company (this is perhaps one of the main tasks of the SWOT analysis).
5. No need for extensive data for calculations (SWOT analysis requires aggregated data).
6. Determining the prospects for further activities and development of the company using analysis (when real indicators are entered into the SWOT tables, it becomes possible to learn about the future prospects of the enterprise).
7. Calculation in the SWOT analysis of potential options for effective work enterprises (competent analysis allows you to get a clear picture of reality).
8. The ability of SWOT analysis to evaluate profitability indicators, to analyze in comparison with competitive information.
9. The ability of management to expand and strengthen the competitive advantages of the company (with the correct application of the analysis and the correct data entered into the SWOT tables).
10. Creation of conditions for assessing the internal potential and resources of the enterprise (many companies use SWOT analysis today).
11. Identification of possible problems, their timely prevention (identification of threats during the SWOT analysis is a useful procedure for any enterprise).
12. The ability of a SWOT analysis to provide a clear vision of the market situation (the analysis provides an opportunity to really assess the picture).
13. The ability to prevent hazards in the analysis, choose the best option.
14. The ability to create a logical and consistent scheme during the analysis, where it is realistic to formulate data on the interaction of strengths and weaknesses, opportunities and threats for the company (SWOT analysis is intended, among other things, for these purposes).

SWOT analysis also has disadvantages:

1. Lack of temporal dynamics in the SWOT analysis. Since the market situation is rapidly changing, the company's reaction to the emergence of new factors should be swift, as the analysis should warn about. SWOT analysis does not always take into account time factors.
2. The absence of quantitative and evaluative indicators in the analysis, as a result of which the SWOT analysis, despite its simplicity, carries little information. We can say that SWOT analysis is not very informative.
3. The presence of subjective indicators in the SWOT analysis itself.

To do or not to do a SWOT analysis?

Do a SWOT analysis if you need a quick and accumulated statement of facts, the creation of a statistical picture, an initial catalog of questions, in order to further consider this data when analyzing it. A SWOT analysis, when done correctly, provides information about the initial, rough checklist. Analysis is also used for sketching in a notebook during meetings with partners and similar cases. Representatives of business education could deal with SWOT analysis, since most of them are not given FAQ about the main objectives of the industry.

Don't do a SWOT analysis, if you need information about the dynamic changes in the world obtained through analysis. To do this, the SWOT analysis is represented by a primitive matrix. With the help of it, it is really possible to get a static and fragmentary picture - the analysis is intended for this. You can compare SWOT analysis to a picture from the rearview mirror of a car, which often turns out to be wrong.

It should be noted that with a thorough audit (scientific, technical, marketing, organizational, financial), SWOT analysis with its data can significantly lose to other types of analysis. Often, he sins with rough estimates that do not correspond to reality.

An example of a complete SWOT analysis can be downloaded at the end of the article.

How to write a SWOT analysis: step by step instructions

Step 1. Preparing for a SWOT Analysis

To start an effective SWOT analysis, you need to analyze the market, paying attention to Special attention product characteristics and consumer research. The second component of the analysis is conducting a competitive analysis and identifying the main competitors. Strengths and weaknesses in an organization in a SWOT analysis are best identified through comparisons with competing organizations. At the same time, the strengths of the company can be absolutely everything in which the company is superior to competing enterprises, and this can be reflected in the analysis. As for the weaknesses indicated in the SWOT analysis, these are the nuances where competitors are in a more advantageous position.

To identify strengths and weaknesses in a SWOT analysis, you must:

• write information about internal factors, potentially affecting the level of competitiveness of goods manufactured by the company (reflecting it later in the SWOT analysis);
• determine in the process of analysis which factors act as the main ones, and enter the data in the table;
• assess what is your superiority over competitors, and what you lose to them;
• fill in the SWOT-table, indicating the strengths and weaknesses in the analysis process.

It is worth saying a few words about the determining factors that are important for SWOT analysis. It is noted here:

1. Product properties (when conducting a SWOT analysis, they indicate which product characteristics are key for consumers and what needs they can satisfy).
2. The degree of recognition of the product. Awareness of a product or service among the population plays an essential role in the sales process. The more people know about a brand, the higher the level of trust in it. It - important information for SWOT analysis.
3. Consumer loyalty.
4. Brand Perception Metrics. The population may develop certain associations with products, a certain image. Associations are both positive and negative.
5. Consumer properties. In a SWOT analysis, it is important to consider how the consumer evaluates the quality of the product. It's not uncommon to find "super-quality" features that are among the best on the market, but buyers can't rate them the way they want to. These data must be taken into account in the analysis.
6. Design and packaging can also be product strengths reflected in the SWOT analysis.
7. Product price.
8. Range breadth.
9. Availability of technologies and patents.
10. Personnel, intellectual capital.
11. Product location.
12. Distribution - degree and breadth. A company may have a strength in the form of unique access to a particular distribution channel or leadership in multiple distribution channels. The weak side is the presence of failures in the coverage of distribution channels. All this should be reflected in the analysis.
13. Positioning of products on the shelves. Some product categories need proper layout to attract the attention of buyers.
14. Cost benefits.
15. Opportunities to invest.
16. The presence of advertising and effective methods on promotion. What new approaches and directions of development you need to think about in the near future, read the article Trends of 2018: new markets, new ideas, due to which you can grow in the new year.
17. Rapid response to changing market conditions. New technologies, developing rapidly, have increased the rate of change in the market. If a company can quickly adapt to a new environment, we can say that this is its strength.
18. Technologies used by the company. It directly depends on how productive and effective the actions taken by the company will be.

Thanks to the audit of the activities carried out at the moment, it is possible to influence the solution of emerging problems. It should be borne in mind that SWOT analysis information should contain information about both current and predicted trends. It - necessary condition for an objective analysis and a clear understanding of the organization of tasks, namely: by whom, at what time and in what period they should be implemented. The number of employees participating in this process, their activities depend on what strategic tasks the company sets for itself.

Step 2. Identify Threats and Opportunities for Business Growth

It is necessary to conduct a SWOT analysis that affects the external factors of the environment, and at the same time evaluate how each factor affects the degree of sales of the company.

The factors of the external environment in the analysis are the possibilities of the organization (O = Opportunities). Due to them, the company can increase sales and increase profits.

The role of environmental factors in the SWOT analysis is the company's threats (T = Threats), which can subsequently reduce sales and reduce income.

To evaluate a company's capabilities, one should focus on a number of analysis factors. It:

1. Opportunities to expand the sphere of influence of the firm (in a SWOT analysis, one can consider the possibility of distributing products in new countries, in new sales markets, in new segments, to determine whether new categories of products or services can be covered).
2. New buyers in a market segment where products/services are already being sold (may be worth thinking about gaining the attention of new target groups).
3. Opportunities aimed at increasing the frequency of use of a product or service by customers who are currently active, as well as increasing the monetary value of the purchase.
4. Expansion of the assortment range, predetermination of the needs of the buyer and their satisfaction.
5. The development of new technologies and the introduction of one or more programs that reduce the costs incurred by the firm.
6. Expectation of weaker government regulation of the industry, the possible introduction of tax incentives and other solutions that can simplify the activities of the firm.
7. Improved economic environment, stability, growth in consumer purchasing power.
8. Creation of more optimal conditions for firms, elimination of serious competitors from the market environment.

When assessing potential threats to a firm in a SWOT analysis, one should focus on factors such as:

1. Changes in lifestyle, consumer desires, which often leads to the fact that groups refuse to offer products (this is important for conducting a SWOT analysis).
2. Deterioration of the competitive environment, emergence of new competitors.
3. Beginning of tougher regulation by the state, new legal regulations that increase the costs of the company's activities in the industry.
4. Recession in the economy as a whole, reduction in the audience of consumers; increasing sensitivity to the cost of goods, analyzing the likelihood that consumers will refuse goods if they are not priority items.
5. An increase in the cost of production and activities for the sale of products, which is higher than the growth in value.

Practitioner tells

Anton Antich, Senior COO of VeeamSoftware, St. Petersburg

SWOT analysis can be used in the process of studying products manufactured by competitors. SWOT analysis makes it possible to identify strengths and weaknesses based on the main parameters:

• level of functionality;
• product satisfaction;
• distribution channels;
• price;
• degree of customer support.

We will tell you below how to do a SWOT analysis of a competitor.

Step 3. SWOT analysis table

The SWOT analysis table allows you to structure all the information collected. It has four squares that list strengths, weaknesses, potential threats, and opportunities in a clear sequence. Depending on the level of importance, the identified factors are entered into the cells of the SWOT analysis table.

An example of a SWOT analysis of a competitor company

Step 4. Preparing conclusions

In order to draw conclusions from a SWOT analysis, one should consider the actions that are needed to prepare them. Required:

1. Identify, develop, understand what the main competitive advantage is, based on the strengths of the product when conducting a SWOT analysis.
2. Write in the analysis information about the ways in which it is possible, based on the strengths of the products, to develop the capabilities of the enterprise. Also reflected in the SWOT analysis.
3. Describe in a SWOT analysis a way in which weaknesses can be turned into strengths, as well as threats can be converted into opportunities for business process development.
4. If such transformations cannot be carried out, the SWOT analysis should outline ways to help circumvent threats and weaknesses, minimizing undesirable consequences for the company.
5. Tell in a SWOT analysis about turning the identified benefits into obvious ones for the buyer.
6. Describe in a SWOT analysis how to make threats less neutral in a minimum amount of time, and how to take full advantage of opportunities.
7. Describe in the SWOT analysis ways to hide the weaknesses of the product from the buyer.

You can draw conclusions from SWOT analysis based on two methods.

Quick method in 30 minutes. After the SWOT table with strengths and weaknesses has been completed, you can proceed to the formulation of conclusions on the completed SWOT analysis. You should get rid of unnecessary and non-priority areas in each of the table fields and focus on the goals that are really important at the moment. Based on the finished SWOT analysis table, a number of conclusions can be drawn.

In a SWOT analysis, you need to evaluate:

1. Which aspects of the product are strong, what are the competitive advantages of the product, how can they be developed and strengthened.
2. What strengths, in your opinion, the sides of your company are not obvious to the consumer.
3. What strengths need effective communication.
4. How to realize the potential opportunities of your company in the shortest possible period of time.
5. How to implement the strengths of the product to develop opportunities.
6. How to make the impact of the weaknesses of the product on its implementation minimal.
7. How to neutralize the threats that exist at the moment.
8. How to hide the weaknesses of the product, which cannot be eliminated.
9. How to turn threats to a business process into opportunities for its development and increase in profits.
10. What protective actions can be taken as soon as possible.

In addition, a SWOT analysis should develop an action plan to eliminate the weak links in the company and turn them into strong ones.

Method "SWOT-matrix". In SWOT analysis, such a matrix is ​​the last stage. When analyzing, you can find the right strategies for the growth and development of the company, as well as get reliable data. The SWOT analysis matrix consists of four squares. All these squares in the analysis have tactical actions aimed at improving the competitive qualities of the product, reducing threats from the outside, ensuring the effectiveness of the application of existing methods to increase sales.

S-O actions. Speaking of growth strategies in the analysis process, it can be noted that these are activities or programs that involve the use of key product strengths in order to capture every opportunity. To determine these actions, the parties and opportunities reflected in the SWOT analysis table can be considered. As you look at each opportunity in a SWOT analysis, you should have a logical question about how to effectively leverage the strengths of the product in the process of working with those or other opportunities.

W-O action. The analysis is about protection strategies. These are programs or activities that help change or improve, overcome weaknesses in order to take full advantage of identified opportunities. To determine these actions, the weaknesses and opportunities described in the developed SWOT analysis table should be considered. Looking at each described opportunity in a SWOT analysis, what weaknesses need special attention to overcome, ensure coverage, maximize opportunities? How should one act to deal with weaknesses?

S-T action. Speaking about defense strategies in the analysis, it is worth noting that the possibility of threats is quite possible to avoid if you use the strengths of the company. To identify threats in a SWOT analysis, both strengths and threats need to be considered. As you review each threat as you analyze it, ask a question regarding the selection of strengths that can protect the product or minimize risks when threats occur.

W-T action. Protection strategies, or activities that help improve and overcome weaknesses in a product in order to prevent or minimize the risks of threats. Weaknesses and threats should be analyzed to determine these actions. Looking through each threat described in the SWOT analysis, one must ask the question: which of the weaknesses contributes to the growth of the risks of certain threats? What should be done to strengthen the weak side in order to minimize the risks of threats?

To get the most detailed and reliable results, you need to use two methods of SWOT analysis at once.

• Sales funnel as a predictive tool in business

Step 5. Make a presentation of the results

Presentation plan:

1. summary. The first section contains the key proposals, the conclusions of the SWOT analysis, presented in a short form.
2. Introduction. Explain what tasks and goals the SWOT-analysis pursues, tell us about the analyzed, reviewed internal and external factors.
3. Remember the basic form of SWOT analysis - a simple matrix that contains four squares containing information about weaknesses, strengths, opportunities and threats. The location of factors in a SWOT analysis should ideally be in order of increasing importance of their priorities. You do not need to specify a large number of factors. It will be enough 6-8 key values ​​in each of the categories of the SWOT analysis.
4. Analysis data. Prepare visual images that illustrate the evidence for each factor you have analyzed. This will make it easier to justify the selected factors and priorities in the SWOT analysis.
5. Findings in the analysis.
6. Action plan. When conducting a SWOT analysis, you should suggest options for how to proceed.

Examples of SWOT Analysis

Wall Mart

When conducting a SWOT analysis, it is possible to talk about the strengths of the brand.

1. The brand is known in the modern market, enjoys the loyalty and trust of customers (an important indicator for analysis).
2. A brand can sell its product at an acceptable cost, which retains old customers, increases loyalty and attracts new consumers.
3. Offers a wide range of products grouped into categories. The trade line includes all the major brands on the market. The buyer always has the opportunity to find the product that he needs.
4. Stores are conveniently located and well thought out. The territories in which they are located are very passable, which ensures a stable influx of buyers.

At the same time, the brand also has weaknesses, which should also be reflected in the SWOT analysis, namely:

1. Due to the small geographical expansion, the trading network in international concept does not take first place, but is inferior to a number of retail chains.
2. There are quite a lot of Chinese products in the stores. At the same time, the percentage of defective goods is high, which has a bad effect on the company's reputation and reduces customer loyalty.
3. Problems with employees. The organization has gone through a lot in the last few years. conflict situations that were associated with staff. As a result, it became possible to talk about a reduction in the involvement of workers.

Company capabilities:

1. Opportunity to increase sales and generate income through an online store. This helps to expand work in areas where there are no shops.
2. Possibility of substantiation in new markets where the company does not currently exist.
3. The possibility of replenishing the assortment range, adding brands that are not currently sold by the network.
4. Opportunity to use the shaky economic situation. The organization of an advertising campaign with an emphasis on low cost saves the day.

When conducting a SWOT analysis, the following factors were identified that could become a threat to the company. These included the expansion and rapid growth of a number of large-scale chain stores. In addition, there is a barrier to entering a new market. Despite the fact that the trademark is widely known, in some countries there are political, social, legal barriers that complicate international expansion.

Donut LLC

The main activity of the company is the sale of equipment made in Russia, as well as baking bakery products from rye flour. By the way, last view activities - a hobby of the owner of the company. The company was founded by an entrepreneur ten years ago, and the businessman was immediately able to establish good and effective interaction with the largest customers.

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Among the popular research methods used in a wide range of disciplines - marketing, sociology, economics, there is a SWOT analysis. Its key feature, prescribed by many experts, is versatility.

You can conduct a SWOT analysis of an OJSC, LLC, or even a non-profit enterprise. The results in all cases will be very useful in terms of the prospects for the development of the institution. At a minimum, "blank spots" specific to the current policy of managing a business or a non-profit organization will be revealed.

SWOT Analysis: Theory

SWOT analysis is a study of an object according to four main criteria. S - these are its strengths (eng. Strengths), W - weak (Weaknesses), O - opportunities generated by the environment (Opportunities), T - possible threats, also determined by environmental factors (Threats). SWOT analysis is a fairly universal methodology. If you use it, you can evaluate the prospects for the development of businesses, non-profit projects, and, if desired, individual states.

Consider the main varieties that represent SWOT analysis. Experts identify two of the most common.

1. Quick SWOT analysis. This method of studying an object is limited to listing key factors that reflect its strengths and weaknesses, as well as opportunities and threats that are formed by the external environment. The practical value of this type of analysis is very limited: it is advisable to use it if, for example, the task is to introduce the SWOT methodology to an audience that knows nothing about it.
2. In-depth SWOT analysis. This method, in turn, is much more detailed than the previous one in studying the properties of an object. The main advantage that this SWOT analysis method has is the ability to predict (model) further changes that reflect each of the four criteria. That is, not only an assessment of the weaknesses and strengths of the object, characteristic of the current moment, is given, but also a calculation of possible changes in them in the future.

Attempts to combine these two models are possible. Moreover, as some experts emphasize, in many cases the SWOT methodology is not presented in its purest form in a "quick" or "in-depth" format. It occupies, as a rule, some intermediate position, the characteristics of which depend on how much the researcher himself decided to study the aspects of the object.

SWOT analytics in business

Among the areas in respect of which the applicability of the SWOT methodology is most justified is entrepreneurship. The fact is that business is a type of activity where all four types of criteria indicated by us above are traced, as many experts believe, very clearly.

For example, each enterprise has strengths (against the background of competitors). Otherwise, the product produced by the firm would not be in demand in the market. Also strong point a company may not have a product that it produces, but also, for example, some experience, expertise, and qualifications of specialists working in the business.

In turn, all businesses have weaknesses. In particular, it may be insufficient manufacturability of processes or low labor productivity.

Businesses always interact with the external environment - they sell something somewhere, contact with suppliers, competitors, the state. Accordingly, they are very susceptible to various kinds of threats. Such as, for example, the sudden shutdown of important supply channels, changes in the tax regime, political crises, etc.

Finally, the success of a business almost always depends on the opportunities provided by the external environment. They can appear in many different ways. For example, low saturation of any niche is definitely an opportunity. Low taxes too. Growth of salaries of target groups of consumers - similarly.

Why does an entrepreneur need a SWOT analysis?

SWOT analysis of a commercial type organization is very useful for its owners in terms of forming the right business strategy, experts say. This kind of methodology will help companies at any stage of development, as well as under very different market conditions.

The SWOT analysis of an enterprise is an example of a methodology that will always provide some guidance for action - it cannot be that the company has only weaknesses, it is also unlikely that the environment will carry mainly threats. There will definitely be some internal competitive tools, and in the external environment there will be factors that have a positive impact on the business.

Internal and external criteria

Experts studying practical use SWOT analysis strategies recommend to distinguish between external and internal criteria as clearly as possible. Which, respectively, include the threats and opportunities of the environment, as well as the strengths and weaknesses of the object. The main delimiting feature here is that external criteria reflect processes that are not directly controlled by the object.

For example, if we try to conduct a SWOT analysis of a travel agency, then, for example, explicitly external factor there will be a policy of issuing visas by those states where the company sends its clients. If it becomes obvious that the company can still influence certain phenomena in the external environment, this option automatically becomes its strength. Therefore, this factor will be part of the internal criteria.

Adequate assessment of criteria

It cannot be considered that some aspects of the object are strong, while others are weak only because of the subjective perception of them as such by the person who conducts the SWOT analysis. Example: The Narcissus company sells vegetables by purchasing them from suppliers in Hungary under an exclusive contract. Farmers from this Eastern European country send fruits of excellent quality to Russia at a very low price.