Conducting a SWOT Des Lee Futurscope Ltd.
Introduction • Introduction to SWOT analysis • Issues to consider when doing a SWOT • Pitfalls • Questions at any time
Model of Strategic Planning Resources Environment Analysis Implementation Choice
SWOT Output • A description! • Qualitative • Introspective • Subjective • Creative • Agreed/consensual
SWOT Analysis • External factors — Opportunities & Threats • Internal Factors — Strengths & Weaknesses
Key Definitions • Boundary for external analysis • Benchmark for internal analysis
Opportunities and Threats • Audit external influences • Nature of the environment • Market analysis • Competitor analysis
Audit the Environment A brainstorming activity to generate ideas Which environmental (external) influences have affected the department in the past and which are likely to do so in the future?
Nature of Environment • Political factors • Economic factors • Socio-cultural factors • Technological factors • Environmental factors • Legal factors
What matters? Identify the features or combination of features to which the department needs to pay attention over the strategic planning period
Strengths and Weaknesses • Internal focus • Resources • Power • Seven S’s
Seven S’s • Strategy • Structure • Systems • Staff • Skills • Style • Shared values
What matters? Identify the internal strengths and weaknesses to which the department needs to pay attention over the strategic planning period
Future actions • As a result of SWOT… • What future directions could the department go in? • What actions could/should the department take? • Prioritise them
Issues to consider • Level of involvement • Methodology • Internal or external facilitation • Inclusion of minority views
Pitfalls • Power structures and cliques • Relationships • Mixed agendas • Academic and non-academic views • Group dynamics