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What is a SWOT analysis and why

should you use one?
SWOT Analysis: Strengths,
A SWOT analysis guides you to identify the positives
Weaknesses, Opportunities, and and negatives inside your organization (Strength &
Threats Weakness) and outside of it, in the external
environment (Opportunity & Threat). Developing a full
awareness of your situation can help with both
strategic planning and decision -making.

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When do you use SWOT?

You might use it to: What are the elements of a
• Explore possibilities to problems. SWOT analysis?
• Make decisions for your initiative.
• Determine where change is possible.
• Adjust and refine plans mid-course.

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A SWOT analysis focuses on Strengths, Weaknesses,

Opportunities, and Threats. If a looser structure helps you brainstorm, you can group
Ask participants to answer these simple questions: what are the positives and negatives to think broadly about your
strengths and weaknesses of your group, community, or effort, organization and its external environment.
and what are the opportunities and threats facing it?

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Below is a third option for structuring your SWOT analysis, David gives an example for Campbell Soup Company that
which may be appropriate for a larger initiative that requires stresses financial goals, but it also illustrates how you can pair
detailed planning. This "TOWS Matrix" is adapted from Fred the items within a SWOT grid to develop strategies. (This
David's Strategic Management text. version of the chart is abbreviated.)

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Listing Your Internal Factors: Listing External Factors:

Strengths and Weaknesses (S, W) Opportunities and Threats (O, T)
General areas to consider Forces and facts that your group does not control include
• Human resources - staff, volunteers, board members, • Future trends in your field or the culture
target population • The economy - local, national, or international
• Physical resources - your location, building, equipment • Funding sources - foundations, donors, legislatures
• Financial - grants, funding agencies, other sources of • Demographics - changes in the age, race, gender, culture
income of those you serve or in your area
• Activities and processes - programs you run, systems you • The physical environment (Is your building in a growing
employ part of town? Is the bus company cutting routes?)
• Past experiences - building blocks for learning and • Legislation (Do new federal requirements make your job
success, your reputation in the community harder...or easier?)
• Local, national or international events

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How do you create a SWOT Steps for conducting a SWOT analysis:

analysis? • Designate a leader or group facilitator.
• Designate a recorder to back up the leader if your group is large.
• Who develops the SWOT? • Introduce the SWOT method and its purpose in your organization.
• Let all participants introduce themselves.
• When and where do you develop a SWOT analysis?
• Have each group designate a recorder; direct them to create a SWOT
• How do you develop a SWOT analysis? analysis.
• Reconvene the group at the agreed-upon time to share results.
• Discuss and record the results.
• Prepare a written summary of the SWOT analysis to give to participants.

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How do you use your SWOT

In Summary
analysis?
Use it to: A realistic recognition of the weaknesses and threats that exist for your
effort is the first step to countering them with a robust set of strategies
• Identify the issues or problems you intend to that build upon strengths and opportunities. A SWOT analysis identifies
your strengths, weaknesses, opportunities and threats to assist you in
change. making strategic plans and decisions
• Set or reaffirm goals.
• Create an action plan.

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