ࡱ> SUR` !$bjbjss .:B8643hvv(3333333$4hT7^)3   )3>3G G G d3G 3G G s1|2j P;6ڻm|13T303277$272<(G tl)3)3d3    D SWOT Analysis Overview Q: What is SWOT? A: A Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a business project or venture. Q: Why use it? A: The outcome from a SWOT analysis enables organizations to focus on strengths, minimize weaknesses, address threats, and take the greatest possible advantage of opportunities available. The focus is on identifying specific attributes which assist in establishing objectives and criteria and developing specific strategic objectives. Strengths and Weaknesses are internal to an organization and are attributes that measure your internal capability. Opportunities and Threats originate from outside the organization and refer to how the external environment affects your business. In many organizations objectives are unclear or not measurable. By determining what the opportunities and threats are, and whether you are capable of meeting them with existing or anticipated resources, the organization becomes focused and may even find fresh vision. For example, if an oil company fails to identify the threat to its business implicit in continuing high prices and merely sees the situation as an opportunity to exploit the existing market situation, in a few years its market position may be significantly eroded. Therefore it must develop objectives which will give it continuing business in the future. One such objective may be to acquire ethanol production and distribution facilities. BP has implemented this strategy by diversifying into alternative energy markets. What about Oak Ridge? Strengths: Define areas where Oak Ridge excels, such as the city's appeal to high tech industries and proximity to a National Laboratory. What does Oak Ridge do well? How strong is our city in the competitive market for new business ventures? Does Oak Ridge have a clear strategic direction? Does Oak Ridge's culture and history produce a positive work environment? Weaknesses: Evaluate Oak Ridges liabilities What could be improved? What does Oak Ridge do poorly? What should be avoided as the Greening Effort moves forward? Is Oak Ridge able to finance needed technology upgrades and conversions? Does Oak Ridge have poor debt or cash flow? Opportunities: Analyze the citys customers (i.e., residents) and market attractiveness (compared to surrounding areas) What favorable circumstances is Oak Ridge facing? What are the interesting trends in Oak Ridge? Is Oak Ridge positioned to take on those trends? Is Oak Ridge entering new markets? Is Oak Ridge advanced in technology? Threats: Check out what your competitors for residence and new business are doing and access other potential challenges What obstacles does Oak Ridge face? What is our competition doing? Are the requirements for new businesses in Oak Ridge changing? Is changing technology and/or retail trends threatening Oak Ridges position? What policies are local and federal lawmakers backing that negatively effect Oak Ridge? Are there strategies identified to minimize their negative impact? Questions to ask ourselves Strengths: What does Oak Ridge do exceptionally well? What advantages do we have? What valuable assets and resources do we have? What do residents, businesses, agencies identify as our strengths? Tips: Be realistic...and honest! Think in terms of what we have that our competitors (e.g., West Knoxville, Clinton, etc.) don't have. Don't just take the internal staff and volunteer perspective...consider how our residents and businesses view the city. Weaknesses: What could Oak Ridge do better? What are we criticized for or receive complaints about? Where are we vulnerable? Tips: Don't tiptoe around weaknesses, but be constructive and positive in putting them on the table. Obtain research so you know what outsiders think...about Oak Ridge and our competition! Opportunities: What opportunities do we know about, but have not been able to address? Are there emerging trends on which we can capitalize? Tips: Look at changes in organization, technology, government policy, socioeconomic and demographic changes. Be open-minded...key opportunities may come from unlikely and seemingly unrelated sources. Consider how we can exploit our strengths or address our weaknesses to generate additional opportunities. Threats: Are any of our weaknesses likely to make us critically vulnerable? What external roadblocks exist that block our progress? Are our competitors or quasi-competitors doing anything differently than we are to attract resident and businesses? Is there significant change coming in the city that could negatively impact our ability to sustain ourselves? Is technology dramatically changing the city and the services it provides? Are there unresolved environmental issues stigmatizing Oak Ridge? Are economic conditions affecting our financial viability? Tips: Have an open and expansive perspective. The buggy whip manufacturing association may not have seen early automobiles as a big threat to the association...but they were! An environmental scan is critical. While an organization can undertake a SWOT Analysis without undertaking member research and an environmental scan, its value will be significantly greater if such research is incorporated. Final Thoughts The process is important not only for identifying where to apply resources and attention, but it also enables the organization to put issues into perspective. If the organization has a major competitor, it can also be illuminating to conduct a SWOT analysis of the competitor. The process can assist in identifying strategies to counter the competition, and to anticipate their future moves. A Sample SWOT Analysis A provincial professional association's SWAT Analysis might look as follows: Strengths: Our members value the professional designation. We have a lower course fee structure than similar programs. We provide good customer service. Our instructors are highly-regarded in the profession. We have a small staff and low overhead. Weaknesses: We are slow to make decisions and adapt to changes that affect the profession. The professional designation is rarely included as a condition of employment. We are overly dependent on key volunteers who developed and teach our certification courses. We do not have the resources to research the market and promote the designation. Opportunities: The employment market for our members is expanding rapidly. The government has indicated a willingness to review our Act. There is significant interest in accessing our programs from the Caribbean, and south east Asia. Threats: On-line education technology will produce more competition for courses. Since NAFTA, interest in the American certification is growing. A private company with a successful web site and conference is taking advertisers and sponsors away from us. Based on this SWOT Analysis, the association is better positioned to take appropriate and effective action.      PAGE 4 of  NUMPAGES 4 SWOT Analysis Overview -mn  5 6 k t y NZ~  )*8:D^h (+OUYu$&jmvhxhx5hOheu55 hx5heu5heu5heu55hhxhO h5hOhO5L-.    j k b c p q }~#$B & Fgdeu5gdeu5 h^h`gdOgdO$a$gdO# $B  :;Tt)*7[ @ & FgdO & FgdO & Fgdeu5 & Fgdeu5gdeu5 & Fgdeu5@'lmSYuUVc=gdeu5 & FgdO & FgdO7SW(EJRUV`nw=Cv'+WXD[\]dfg%'V~Vef#$34./hhxheu55hhxheu5 hxheu5hxheu5>*T'-\]gYVB#$34$%gdgdgdeu5$%.# $ . !!!o"p"w"#################$$$$$$$ $!$ҿh1hh15CJaJ h0J5CJaJmHnHuhh10J5CJaJ$jhh10J5CJUaJh-^:jh-^:Uh32hxheu5>*heu5hxhxheu55 h5)%1b# $ 1 .!!!!! 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