SWOT analysis

Revision as of 16:03, 21 November 2014

Abstract

This article will discuss different approaches when making a SWOT analysis.

extent

What is SWOT?

The SWOT analysis is a tool that provides a basic framework for situation analysis. It generates lists or inventories of strengths, weaknesses, opportunities and threats which can be used when generating strategies. ^[1] There is no single guide or manual on how to perform a SWOT analysis - on the contrary many papers, books and articles have been issued describing, criticising and expanding the usage of the method.

This article will seek to present the reader with a guide on how to perform a "conventional" swot analysis as well as presenting a variant called the "TOWS matrix" which

Due to the simple structure of the SWOT analysis it can be performed on many levels. This is also why it has been greatly criticised.

The analysis at its simplest consists of filling out the four boxes in the SWOT matrix. This "analysis" or exercise is often carried out as a group discussion among

It is commonly known that the SWOT analysis is a an easy and straight-forward

allowing them to analyse internal and external environments with a systematic approach. ^[2]

The internal environment are a given project's strengths and Skriv hvorfor det er relevant for projektledelse, programledelse og portefølgeledelse

The history of SWOT

Although there is no single inventor/author of the SWOT analysis, early versions are developed in Harvard Business School by George Albert Smith Jr. and C Roland Christiensen in the 1950s and 1960s ^[3]. The The four factors that later became the Strengths, Weaknesses, Opportunities and Threats (SWOTs) were then called "opportunities" "risks" "environment" "problems of other industries". Another version was developed at Stanford University by Albert Humphrey that later became the SWOT analysis as we know it today. The factors, represented by the acronym SOFT, were here: “What is good in the present is SATISFACTORY, good in the future is an OPPORTUNITY; bad in the present is a FAULT and bad in the future is a THREAT.” ^[4]

Different approaches to SWOT analysis

Præssenter the swot matrix.

  -Den simpleste hvor der kun er 4 kasser (SWOT). Skriv her om hvad der er galt med den. "Brainstorming" og "opvarmning til strategiplanlægning"
  -Den hvor indre og ydre faktorer er taget med og forklar at pointen er at indre faktorer har man kontrol over og ydre har man ikke.
  -Den med "beneficial" og "inbeneficial". Den ved jeg ikke helt hvad jeg skal med men det kommer jeg til.

There will be an introduction to the different templates you can use when doing a SWOT analysis.

Application example

Two examples of application to illustrate how the SWOT analysis can be highly beneficial but also can be handled in a way that is not beneficial.

References

1. ↑ [SWOT does not have to be recalled - it needs to be enhanced] http://www.westga.edu/~bquest/2000/swot1.html
2. ↑ [SWOT METHODOLOGY: A STATE-OF-THE-ART REVIEWFOR THE PAST, A FRAMEWORK FOR THE FUTURE] http://www.tandfonline.com/doi/pdf/10.3846/16111699.2011.555358
3. ↑ [History of SWOT Analysis] http://www.marketingteacher.com/history-of-swot-analysis/
4. ↑ [SWOT analysis (TOWS matrix) Made Simple] https://rapidbi.com/swotanalysis/