Years 2009 / 2010
Professional Certificate in International Business Management
Personal & Professional Development - Justin Keogan
I : CONTENTS 3
II : INTRODUCTION 4
III : DESCRIPTION OF SWOT 5
A : General 5
B : Working 6
1 : Selection of the working group 6
2 : Explain the method 6
3 :Information research 7
4 : Selection of key elements and construction of the matrix 7
5 : Strategy development 8
6 : Other tools 9
C : Analyse writers 10
IV : EXAMPLE OF SWOT 11
V : CRITICAL ANALYSIS 13
VI : CONCLUSION 16
VII : BIBLIOGRAPHY 17
Develop product, complete a project, solve a problem... Organizations have often actions like these toachieve. The question then arises: How to carry out its actions?
In any case, the first step is to set goals and describe the limits of the action (What do we want to have? What is the deadline?, what is the budget? ...) Then, we must establish a strategic plan to achieve its objectives. How? In many organisations, a study of the environment can define the strategic lines of the project. Why?Today, organisations are increasingly complex (economic, human, political, competitive, consumption ...). Thus, it is essential for an organisation to understand the world in which it develops and it is even more the case when the organization decides to conduct a project. It is then very important to make a good analysis to be sure to have the good guidelines for the project.
There is a tool toachieve this environmental study: SWOT analysis.
In this study, we will analyze this tool by asking several questions:
What is SWOT?
What are the targets of SWOT?
How do we use SWOT?
SWOT; is it a good tool to define guidelines?
To answer questions of there, we begin by this study describe the generality of SWOT then we will see the several steps to conduct a SWOT analysis and howdo we define the guidelines for the project. At the end, we criticize SWOT to know if it is a good tool or not for organisation.
DESCRIPTION OF SWOT
When an organization has a project, it makes a strategic plan to do it. One of the first steps of this strategic plan is to analyze the environment.
“To plan effectively it is necessary to be very logical when analyzingthe data. An organization must differentiate between those items that are likely to affect its performance significantly and those which will have little effect. Treating the internal audit data separately from the external data allows the significant data to be classified under four headings: Strengths, Weaknesses, Opportunities and Threats.” (Adcock, D. & Halborg, A. & Ross, C., 2004, P407)
Aswe read in this citation, the goal of the environment analyze is to understanding our environment in order to have few elements whose will have an effect on the project. This allows for targeting key components of the project.
There are two environment elements in an organization: Internal and external environment. It’s important to analyze both to don’t forget any elements of ourenvironment.
When we use SWOT, we must to find the positive and the negatives things about the environment and positives and negatives things about your organisation.
To cross these different elements, we can find 4 analyze elements: Strengths, Weakness, Opportunity and Threats (SWOT). So, we can draw the following table.
Figure 1: SWOT MatrixBut: What to do with these components? What are the ultimate goals of this method?
“SWOT analysis is therefore designed to achieve two principal objectives:
1. To separate meaningful data from that which is merely interesting.
2. To discover what management must do to exploit its distinctive competencies within each of the market segments both now and in the longer term.” (Wilson,...