Strengths, Weaknesses, Opportunities & Threats
SWOT measures positioning of business units, propositions or ideas

 Strengths (maintain, build & leverage)

• Advantages of proposition?

• Capabilities?

• Competitive advantages?

• USP's (unique selling points)?

• Resources, Assets, People?

• Experience, knowledge, data?

• Financial reserves, likely returns?

• Marketing - reach, distribution, awareness?

• Innovative aspects?

• Location and geographical?

• Price, value, quality?

• Accreditations, qualifications, certifications?

• Processes, systems, IT, communications?

• Cultural, attitudinal, behavioral?

• Management cover, succession?

 Weaknesses (remedy or exit)

• Disadvantages of proposition?

• Gaps in capabilities?

• Lack of competitive strength?

• Reputation, presence and reach?

• Financials?

• Own known vulnerabilities?

• Timescales, deadlines and pressures?

• Cash-flow, start-up cash-drain?

• Continuity, supply chain robustness?

• Effects on core activities, distraction?

• Reliability of data, plan predictability?

• Morale, commitment, leadership?

• Accreditations, etc?

• Processes and systems, etc?

• Management cover, succession?

 Opportunities (prioritize & optimize)

• Market developments?

• Competitors' vulnerabilities?

• Industry or lifestyle trends?

• Technology development and innovation?

• Global influences?

• New markets, vertical, horizontal?

• Niche target markets?

• Geographical, export, import?

• New USP's?

• Tactics - surprise, major contracts, etc?

• Business and product development?

• Information and research?

• Partnerships, agencies, distribution?

• Volumes, production, economies?

• Seasonal, weather, fashion influences?

 Threats (counter)

• Political effects?

• Legislative effects?

• Environmental effects?

• IT developments?

• Competitor intentions - various?

• Market demand?

• New technologies, services, ideas?

• Vital contracts and partners?

• Sustaining internal capabilities?

• Obstacles faced?

• Insurmountable weaknesses?

• Loss of key staff?

• Sustainable financial backing?

• Economy - home, abroad?

• Seasonality, weather effects?

Key Questions

Strengths

• Is the strength real or perceived?

• How do we manage the strength's perception?

• How do we know the strength is unique?

• Do customers see the strength as unique?

• How do we know competitors do not have it?

Weaknesses

• Is the weakness real or perceived?

• How do we manage the weakness?

• How do we know the weakness is unique?

• Do customers see the weakness?

• How can we tell if competitors have similar weaknesses?

Opportunities

• Is the opportunity real or perceived?

• How can we be sure about the opportunity?

• How should we prioritize the opportunities?

• Do customers understand the opportunity?

• How can we tell if competitors are aware of the opportunity?

Threats

• Is the threat real or perceived?

• How do we manage the threat?

• Is this threat unique to our organization?

• Do customers understand this threat??

• How can we tell if competitors have a similar threat?
   

Six Categories for SWOT Analysis Action Plans

1. Product (what are we selling?)

2. Process (how are we selling it?)

3. Customer (to whom are we selling it?)

4. Distribution (how does it reach them?)

5. Finance (what are the prices, costs and investment?)

6. Administration (and how do we manage all this?)

Brian Harrison Smith's SWOT Brainstorming Guide is based on materials originally published at www.businessballs.com This is a web site packed with useful information for business people, and we recommend a visit.