SWOT ANALYSIS IN PROJECT MANAGEMENT

ACKNOWLEDGEMENT

With Immense pleasure I would like to present the report on SWOT ANALYSIS
IN PROJECT MANAGEMENT

Acknowledgements are due to colleagues who have helped me directly or

indirectly in the successful completion of the project.

Table of Contents

Sr. No. Particulars Page No.

1 Topic 1
2 ACKNOWLEDGEMENT 2
3 Undertaking by Candidate 3
4 TOC 4
5 Introduction 5-6
6 What is SWOT ANALYSIS? 7-8
7 Importance of SWOT ANALYSIS 9-10
8 Purpose of SWOT ANALYSIS 11-12
9 Benefits/Advantages of SWOT ANALYSIS 13-14

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 10 Limitations/Disadvantages of SWOT ANALYSIS 15-16
11 Elements of SWOT ANALYSIS 17-19
12 Performing a SWOT ANALYSIS 20-21
13 How to CONDUCT a SWOT ANALYSIS? 22-23
14 The SWOT MATRIX 24-25
15 Internal and External Factor of SWOT 26-27
How to implement SWOT Analysis
16 28-29
17 Significance of SWOT analysis 30-31
18 Difference between external and internal factors of SWOT 32-33
19 When to use SWOT analysis? 34-35
20 Typical questions for each part of the SWOT Analysis 36-38
21 Why do You Need Project Management SWOT Analysis? 39-40
22 When do You Need Project Management SWOT Analysis? 41-42
23 Benefits of Project Management SWOT Analysis 43-44
SWOT ANALYSIS, ITS ROLE IN STABILITY OF AN
24 ORGANISATION AND PRODUCTIVITY
45-47
25 APPLICATIONS OF SWOT ANALYSIS 48-49
26 SIMPLE RULES FOR A SUCCESSFUL SWOT ANALYSIS 50
27 What makes a SWOT analysis work? 51
28 Steps/ Process to do a SWOT 52
29 Using SWOTs with an Objective or Goal 53
30 Generating Strategies – get them USED 54
31 What strengths and weaknesses are examined in a swot analysis? 55-57
32 What opportunities and threats are examined 58-59
33 Conclusion 60
34 Bibliography 61
35 CERTIFICATE FROM THE GUIDE 62

INTRODUCTION

SWOT analysis is a method for identifying organization’s strengths, weaknesses, opportunities,

and threats.
SWOT analysis evaluates what an organization can or cannot do in terms of both internal as well
as external factors.
This analysis uses environmental data and forms an evaluation on the position of a company.
Conducting a SWOT analysis determines the factors that will assist the firm in achieving its
objectives.

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SWOT also identifies the factors that must be minimized or overcome to attain the desired result.
The origins of the SWOT analysis technique is credited by Albert Humphrey, who led a research
project at Stanford University in the 1960s and 1970s using data from many top companies.
The goal was to identify why corporate planning failed.
The resulting research identified a number of key areas and the tool used to explore each of the
critical areas was called SOFT analysis.
Humphrey and the original research team used the categories “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.”
In 1964 Uric and Orr at a conference changed the F to a W, and it has stuck as that, soft to
SWOT

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 What is SWOT ANALYSIS?

SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,
Opportunities, and Threats involved in a project or in a business venture.
It involves specifying the objective of the business venture or project and identifying the internal
and external factors that are favorable and unfavorable to achieve that objective.
The technique is credited to Albert Humphrey, who led a convention at Stanford University in
the 1960s and 1970s using data from Fortune 500 companies.

A SWOT analysis must first start with defining a desired end state or objective.
A SWOT analysis may be incorporated into the strategic planning model.
Strategic Planning has been the subject of much research.

Strengths: characteristics of the business or team that give it an advantage over others in the
industry.
Weaknesses: are characteristics that place the firm at a disadvantage relative to others.
Opportunities: external chances to make greater sales or profits in the environment.
Threats: external elements in the environment that could cause trouble for the business.

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Identification of SWOTs is essential because subsequent steps in the process of planning for
achievement of the selected objective may be derived from the SWOTs.
First, the decision makers must determine whether the objective is attainable, given the SWOTs.
If the objective is NOT attainable a different objective must be selected, and the process
repeated.
The SWOT analysis is often used in academia to highlight and identify strengths, weaknesses,
opportunities and threats. It is particularly helpful in identifying areas for development.

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 Importance of SWOT ANALYSIS

SWOT analysis is not only concerned with making only four lists, but it is much more than that.

The following points highlight its importance:

1. SWOT Analysis brings to light whether the business is healthy or sick.

2. An undertaking comes to know of both internal as well as external factors affecting its success

or failure.

3. It helps in the formation of a strategy so as to make preparations for the possible threats from

the competitors.

4. SWOT analysis evaluates the business environment in a detailed manner so as to take strategic

decisions for the future course of action.

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In India, the importance of SWOT analysis has further increased since 1991 i.e., after the

adoption of the policy of LPQ (Liberalization, Privatization and Globalization). There is now a
two-fold competition to our own business concerns. Internally, competition has increased on

account of liberalization and privatization. Telecommunication, Insurance, Banks and many

other sectors have now been opened to the private sector. On account of globalization, many

multinational companies have come to India and are giving stiff competition to Indian business

concerns. Only a concern which makes its SWOT analysis can survive. Globalization is an

opportunity because our entrepreneurs can now go to the foreign countries and sell their

products. It is a threat because our home market may be captured by multinationals if we do not

produce quality products.

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 Purpose of SWOT ANALYSIS

We can say that the purpose of SWOT analysis is to study the internal and external environments
of a company, through the identification and analysis of the strengths and weaknesses of the
organization, and the opportunities and threats to which it is exposed.

Part of the purpose of SWOT analysis is to also assertively identify factors that influence the
functioning of the organization providing very useful information in the strategic planning
process.

You can divide SWOT analysis into two parts: the internal environment where strengths and
weaknesses are identified, and the analysis of the external environment, where threats and
opportunities are determined.

The purpose of SWOT analysis is to gather, analyze, and evaluate information and identify
strategic options facing a community, organization, or individual at a given time. 
SWOT Analysis is a very effective way of identifying strengths and weaknesses, and
of examining the opportunities and threats one tends to face.
Carrying out an analysis using the SWOT framework helps to focus activities into areas where
one is strong and where the greatest opportunities lie.
This knowledge is then used to develop a plan of action.
 
The analysis can be performed on a product, on a service, a company or even on an individual.
Done properly, SWOT will give the big picture of the most important factors that influence
survival and prosperity as well as a plan to act on. 

Strengths and weaknesses are internal while opportunities and threats are external.
 Strengths and weaknesses must be matched with the opportunities in the external environment
and to counter any threats that might pose a danger to plans.

You should do a personal SWOT analysis because it will tell you what your strong points are and
how can you further brush them up to exploit them to get a good job.
It will also show you your negative character traits that can hinder your chances of getting
a good job.
You can then work towards overcoming those shortcomings and minimizing their effects.

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Your strengths will tell you the jobs and the kind of work you are best for hence making it easier
to avail the right opportunities.
Threats will show you the skills, courses and training you need in order to remain competitive.

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 Benefits/Advantages of SWOT ANALYSIS

SWOT Analysis is instrumental in strategy formulation and selection.

It is a strong tool, but it involves a great subjective element.

It is best when used as a guide, and not as a prescription.

Successful businesses build on their strengths, correct their weakness and protect against internal
weaknesses and external threats.

They also keep a watch on their overall business environment and recognize and exploit new
opportunities faster than its competitors.

SWOT Analysis helps in strategic planning in following manner-

a. It is a source of information for strategic planning.

b. Builds organization’s strengths.
c. Reverse its weaknesses.
d. Maximize its response to opportunities.
e. Overcome organization’s threats.
f. It helps in identifying core competencies of the firm.
g. It helps in setting of objectives for strategic planning.
h. It helps in knowing past, present and future so that by using past and current data, future
can be chalked out.

SWOT Analysis provide information that helps in synchronizing the firm’s resources and
capabilities with the competitive environment in which the firm operates.

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 A SWOT analysis involves negligible cost and anyone having an understanding of the business
will be able to prepare the analysis.

SWOT analysis addresses complex situations and finds means towards improvement.

SWOT analysis also holds a number of more advantages.

The following are the benefits of the SWOT analysis:

 Capitalise on opportunities
 Address weaknesses
 Understand your business better
 Deter threats
 Develop business goals and strategies for achieving them
 Take advantage of your strengths

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Limitations/Disadvantages of SWOT ANALYSIS

SWOT is intended as a starting point for discussion and cannot, in itself, show managers how to
achieve a competitive advantage.
Because the SWOT analysis is a snapshot of the firm at a moment in time, the analysis might
obscure the fact that both the internal and external environment are rapidly changing.
Some findings from Menon et al. (1999) and Hill and Westbrook (1997) have suggested that
SWOT may harm performance and that "no-one subsequently used the outputs within the later
stages of the strategy".
Others have critiqued the misuse of the SWOT analysis as a technique that can be quickly
designed without critical thought leading to a misrepresentation of strengths, weaknesses,
opportunities, and threats within an organization's internal and external surroundings.
 If a firm becomes preoccupied with a single strength, such as cost control, they can neglect their
weaknesses, such as product quality.
Another limitation includes the development of a SWOT analysis simply to defend previously
decided goals and objectives.
This misuse leads to limitations on brainstorming possibilities and "real" identification of
barriers. This misuse also places the organization's interest above the well-being of the
community.
Further, a SWOT analysis should be developed as a collaborative with a variety of contributions
made by participants including community members.
The design of a SWOT analysis by one or two community workers is limiting to the realities of
the forces, specifically external factors, and devalues the possible contributions of community
members.

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 Elements of SWOT ANALYSIS

The following are the elements of the SWOT analysis:

STRENGTHS

Strengths are factors which the company holds expertise in and contribute to the continued
success of the organization.
These are the basis for the continued success of the organization and will assist in gaining the
organization’s mission.
These factors could include strong capabilities of the organizations in spheres such as process
capabilities, brand loyalty, customer goodwill, human competencies, financial resources, no debt,
broad product line and many others.

WEAKNESSES

Weaknesses are factors that prevent an organization from meeting its mission and achieving full
potential.
These weaknesses hamper the organizational success and growth.
These factors do not meet the required standards of the organization.
Weaknesses could include factors such as insufficient research and development facilities,
narrow product range, poor decision-making and depreciating machinery.

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OPPORTUNITIES

The environment within which our organization operates offers opportunities.

An organization can identify such opportunities and enjoy benefit arising from them by planning
and executing required strategies.

Recognizing and grasping these strategies well in time will help the organization in gaining
competitive advantage.

Opportunities may arise from factors such as government/industry, technology, and competition.

THREATS

Threats are factors existing in the external environment that jeopardize the profitability and
reliability of the organization.

Such threats are uncontrollable and prove to be a risk to the stability and survival of the
organizations.

Threats could include factors such as ever-changing technology, unrest among employees, price
wars, reducing industry profits and increasing competition.

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 Performing a SWOT ANALYSIS

A SWOT analysis session should always have a clear objective and it is the Project Manager's
responsibility to communicate that objective to all those present at the session.

A typical session will include all stakeholders, where possible, and key members of the project
team.

If the analysis is being performed at the start of a project, the objective is likely to be fully
identifying all required activities and potential risks so that a proper plan can be put in place.

However, if it is being conducted during an ongoing project, the objective may be to re-assess
the budget or schedule.

Because the objectives of a SWOT Analysis can vary so too can the questions used to elicit the
required information.

For this reason, there is not a standard set of pre-defined questions that will meet every situation,
but every session must have a set of questions written down before the session to ensure the
attendees remained focused.

This, again, is the project manager's responsibility.

Depending on the urgency of completing the analysis and starting the project planning phase, it
may be necessary to send out the questions in advance to allow attendees the opportunity of
gathering any relevant information in advance.

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 How to Conduct a SWOT Analysis?

The SWOT analysis is normally led by a facilitator who has considerable experience in the
relevant subject.

The following steps describe how to conduct a SWOT analysis:

 Prepare the necessary facts and figures before conducting the analysis.

 With your team, clearly explain why it is important to conduct the analysis and how you
will do it.

 Hang out four large flipcharts, one to each category (strengths, weaknesses,
opportunities, and threats).

 Use brainstorming to log all possible inputs under each category.

 Ask questions to seek meaningful information and encourage everyone to participate.

 Take time to ensure the appropriateness and completeness of the recorded information.

 Once the SWOT analysis is complete, prioritize the findings then record the inputs of
each category on one document and in the form of a matrix.

 Present the SWOT matrix to key decision makers and planning teams.

 Develop an action plan to address each of the four categories.

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 The SWOT MATRIX

If you are a marketer or an avid learner, you will have to learn about SWOT as an integral part of
strategic analysis.

It has a very diverse implication, you can use it to analyze any number of things, we sometimes
use it to analyze our blog and our company as a whole, obviously!

SWOT is also known as the TOWS Matrix; have a look at the graph below:

SWOT/TOWS Matrix

Strength Weakness

Opportunity S – O Strategy W – O Strategy

Threat S – T Strategy W – T Strategy

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  S – O Strategy is the strategy that utilizes the strength of a company to pursue the
opportunities that are present.

 W – O Strategy is to pursue the opportunity by overcoming the weakness of the

company.

 S – T Strategy identifies the areas where the company can utilize its strengths to
overcome the weakness that is persisting in the business environment.

 W – T Strategy is the most defensive strategy among all the strategies. Over here the
focus of the company will be to minimize the weakness and to avoid any threat.

SWOT can be used in just about any field, it is a tool most used in strategic analysis by
strategists because it gets the conversions; Let me list a few of its applications:

 It can be used to find solutions to any of your business problems.

 It can help in clarifying the direction and help the decision-making process by identifying
the opportunity and keeping in check the threat that the business is facing or might face in
the near future.

 It can assist in determining the changes required in the business.

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 Internal and external factors

SWOT analysis aims to identify the key internal and external factors seen as important to
achieving an objective.

SWOT analysis groups key pieces of information into two main categories:

1. Internal factors — the strengths and weaknesses internal to the organization

2. External factors — the opportunities and threats presented by the environment external to

the organization

Analysis may view the internal factors as strengths or as weaknesses depending upon their effect
on the organization's objectives.
What may represent strengths with respect to one objective may be weaknesses (distractions,
competition) for another objective.
The factors may include all of the 4Ps as well as personnel, finance, manufacturing capabilities,
and so on.
The external factors may include macroeconomic matters, technological change, legislation, and
sociocultural changes, as well as changes in the marketplace or in competitive position.
The results are often presented in the form of a matrix.
SWOT analysis is just one method of categorization and has its own weaknesses.
For example, it may tend to persuade its users to compile lists rather than to think about actual
important factors in achieving objectives.
It also presents the resulting lists uncritically and without clear prioritization so that, for example,
weak opportunities may appear to balance strong threats.
It is prudent not to eliminate any candidate SWOT entry too quickly.
The importance of individual SWOTs will be revealed by the value of the strategies they
generate.
A SWOT item that produces valuable strategies is important.
A SWOT item that generates no strategies is not important.

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 How to implement SWOT Analysis
Though appeared as a simple and easy business tool, SWOT analysis is very powerful and
meaningful technique.
To implement SWOT analysis, the first thing an organization needs to have is time and adequate
information and resources.
It is not possible to implement a SWOT analysis in an organization by one person, because it
requires teamwork and efforts.
The positive traits of this technique are that it is quick, flexible and comprehensive managing
tool, which make the process easy to implement.
However, the process of SWOT analysis follows a sequential order.
Obviously, there are four steps to follow in this analysis.
Whether analysing a product or a service, the SWOT analysis is done in the same way.

First Step: Collection of information

In this stage, an organization collects all the information regarding the first two internal factors,
strengths and weaknesses.

However, this information collection can be done through several different ways.

One-to-one interview or a group discussion can be carried to gather information.

There will be number of different views, questions and issues that related to these elements.

Second Step: Listing possible Opportunities and Threats

Here, the organization can make a list of all the opportunities that it may encounter in the future.

It can make another list of all the future possible threats within the organization.

Third Step: Planning action

In this stage, the plan of action will be carried out to meet these opportunities and to secure the
company from the threats.

In this stage, the organization makes sure that they can maintain the strengths, change or stop the
weaknesses, prioritize opportunities and minimize threats.

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Again, there are other ways to implement SWOT analysis.

The following chart shows another different technique of SWOT analysis.

SWOT Analysis Framework

Environmental Scan
/

Internal Analysis
External Analysis
/
/
Strengths   Weaknesses
Opportunities   Threats
|

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 Significance of SWOT analysis

SWOT analysis is one of the most significant business tools, which aims to assess the current
situation of an organization in order to develop business strategies to encounter competition.

It is a key element of strategic development.

It helps a company to predict its prospects and the financial environment.

Again, it helps an organization to develop its critical and specific decisions to plan strategic
objectives.

It helps organizations to predict future difficulties or problems.

Notably, SWOT analysis can also be used in human life.

It helps individuals to get an instant view of personality or career. I

In fact, SWOT analysis is a magnificent tool for appraisal both in business and individual life.

Apart from these, there are numbers of other reasons whey an organization uses SWOT analysis.

It can be used as a tool of problem solving, decision making, planning, brainstorm meetings,
workshop sessions, product evaluation and personal development planning.

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 Difference between external and internal
factors of SWOT

The difference between external factors and internal factors of SWOT analysis is obvious.

The basic difference between the two is that internal factors are controllable, while external
factors cannot be controlled by the organization.

Usually, the external factors (strengths and weaknesses) of an organization are mainly based on
organization itself, corporate market or customer needs and demands.

The strength of an organization can be defined as the way of meeting customer needs and
satisfaction, while weaknesses are the problems or shortcomings that the company faces to fulfill
the market or customer demands.

However, the internal factors of an organization usually affect the following factors, such as sale
and profitability, product quality and brand image, product cost and customer needs, employee
potentiality and the financial ability of management, etc.

On the other hand, the external factors of an organization are the issues that affect not only
organization but the total business system.

The common issues that affect the company externally can be business segments, customer
motivations and unmet needs, business strategies, overall business structures, environmental
issues (such as governmental, technological, economic, cultural,

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 When to use SWOT analysis?

The uses of a SWOT analysis by a community organization are as follows:

To organize information, provide insight into barriers that may be present while engaging in
social change processes, and identify strengths available that can be activated to counteract these
barriers.

A SWOT analysis can be used to:

 Explore new solutions to problems 

 Identify barriers that will limit goals/objectives

 Decide on direction that will be most effective 

 Reveal possibilities and limitations for change

 To revise plans to best navigate systems, communities, and organizations

 As a brainstorming and recording device as a means of communication

 To enhance "credibility of interpretation" to be used in presentation to leaders or key

supporters.

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Typical questions for each part of the SWOT
Analysis are listed below:

Strengths
 Does the company have the necessary skills in-house?
 Has a budget been assigned to the project?
 What are the business benefits of completing the project?
 Will the project require new technology or equipment?
 How experienced is the project team on similar projects?

Weakness
 Is there a reliable estimate of costs available?
 Does the company have the budget to provide contingency funding?
 What are the drawbacks of the project?
 Will parts of the project need to be outsourced?
 Is the proposed schedule realistic?

Opportunities
 Can a local project be leveraged nationally or internationally?
 Do the competitors have any weaknesses?
 What are the latest industry trends?
 Are there any new, or imminent, technology developments?

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Threats

 Is there well-established competition already in the marketplace?

 Are experienced staff difficult to replace?
 Has new technology been fully tested?
 Could national or global economic conditions affect the project?

The list of questions to use in a SWOT analysis could, obviously, be much longer than the basic
questions listed above, but using these in your project will provide a good starting point.

Performing a thorough SWOT analysis at the beginning, or any stage, of a project will provide
you with detailed information to help you in the planning and decision-making processes of a
project.

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 Why do You Need Project Management
SWOT Analysis?

Using professional help in project management swot analysis is always the best idea.

It offers reliability of results and genuine outcomes can be expected when your swot analysis
procedure is trustworthy.

However, the time requirement of this task is high and therefore it can become a lengthy and
inconvenient procedure.

Therefore, use of templates is the right way to get perfect professional assistance in completion
of your swot analysis in project management.

This is really a very quick and easy thing to do and you can find many different varieties of
templates for free.

You can use these templates to make your analysis procedure faster and much more reliable.

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 When do You Need Project Management
SWOT Analysis?

Whenever it is time to do a check on your business and whenever you run project management
swot analysis, the requirement of some assistance becomes a necessary obligation.

Usually, professional help in this matter is not something that you can get every time you start
your swot analysis.

However, with the help of right and professionally developed swot analysis templates, you can
get higher level support in your task.

Your entire designing and development workload will be reduced to zero when you will consider
using the readymade templates for this requirement.

Additionally, templates can also help you to get better precision in your swot analysis.

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 Benefits of Project Management
SWOT Analysis

Although, development of a template for the purpose of project management swot analysis is not
an impossible task to handle but still it is a very complex task which can result in dissatisfaction
most of the times.

You may put in your best effort in this procedure every time but still there is no guarantee that
you will get results of your efforts as per your expectation when you develop the template
personally without any kind of professional support.

However, downloading the readymade template is another option that can be highly convenient
in this matter.

All the templates that you will find on the internet will be professionally developed by skilled
people and these templates will guarantee best results every time you use them.

The process of project management swot analysis is not complex and time consuming anymore.

It is much more convenient and quicker with the help of advanced techniques and advanced
features.

You can find these advantages in readymade templates which clearly explain why you don’t
need to waste your time in developing templates.

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 SWOT ANALYSIS, ITS ROLE IN
STABILITY OF AN ORGANISATION AND
PRODUCTIVITY

To achieve stability in any organization, a careful identification of critical elements and or what
actually constitutes the SWOT is necessary.

The major items that could constitute say Strength, Weakness, Opportunities and Threats which
is peculiar with the organization in question.

The strength, weakness, opportunities and threats differ from organization to organization.

For a manger or top management to scale though or achieve stability emphasis must be laid on
the four acronyms the SWOT considering the peculiar nature of the organization in question.

One cannot begin to tell us that a cement manufacturing company has the threat and
opportunities with that of sachet water producing industry.

Both in terms of financing the production cannot be equated, they differ in nature of machine
manpower, management, technical staff, human resources, etc.

The two companies have their peculiar problems, their strength differs, so also weakness. It is
therefore necessary that before each can achieve any stability a careful identification of what
constitutes four acronyms SWOT is necessary, as this would go a long way in determining the
stability of such organization.

SWOT analysis is necessary because if organizations know her strength, what he is capable of
doing, the level and capability of manpower etc: as listed previously, she cannot venture into
areas that would not benefit the organization, if she embarks on the venture that exceed her
strength that means crises for the organization and the organization would definitely end up
unstable.

Strength identification would help organisation not to overstep her bounds.

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You can imagine an organization that have for years long serving and committed staff, just
within some weeks as a result of maybe change of management and or cut in their salaries, or
because of maybe administrative bottlenecks could not receive their pay as at when due.

The implication is that if the staff is 100% committed and are involved in production, they may
likely drop in terms of production to 80% if not to 50%, off course one knows the implication of
this. The organizations cannot move the way it’s moving.

One can also imagine a situation where there is an established system for controlling access and
maintaining confidentiality, within some time loses this, what would now happen is what one
cannot imagine.

So, strength is what one cannot play with in any organization, an organization must make sure
that her strength is not toiled with.

The organization must value those things that she does well and seek ways to improve on it
rather than lose it.

Weakness in any organization as discussed earlier which are in most cases internal is what the
management must identify and tackle because it is within the purview or capability of the
organization, if weaknesses are not properly handled, they may lead to instability.

Weakness which may include what the organization does poorly including so many other things
must be sorted internally if they are properly handled after careful; identification it would
contribute to stability.

One can imagine what would happen to an organisation with lack of skilled staff, the
organisation can easily source for alternative for these unskilled staff, either by training or hiring
of skill staff.

In case of inadequate funding, one at the top management should as a matter of importance know
the financial implication of running the type of organization which he is into, one cannot blame
an outsider on the issue of inadequate funding on the organization which he is the CEO.

This is practically impossible but only possible in public business, top management must
regularly seek for a way to fund or finance his business.

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Can we blame customers for lack of coordination in a private enterprise, if then what is the work
of them at the top management?

This is purely an internal factor which when not properly handled will definitely lead to
instability.

What about opportunities? Who do we blame for sudden change in the perception of the
company by the general public? And who do we give kudos over the good perceptions and
increasing number of the public who are willing to work for your company?

If their good perception about one’s organization, it means the organization has tendency of
moving ahead and in higher.

What about the recent waves of internet aided trade and management of organization, if there are
opportunities in term of pay rolling using excel packages and the managements still insist on
paper done, what would happen if the number of paid staff increased by the day, what would be
the faith of those people using manual papers, they will be overworked and they may not likely
be consistent in their work, there are bound to be mistakes and omission in the pay roll system.

So, organizations must seek to make use of good opportunities to achieve stability.

Threats in any organization is what people must be very careful in handling, if as stated earlier
relate to weakness they can be disastrous.

So, it’s necessary that weaknesses are treated whenever they are identified since threats are not
easily managed.

Effort and sincere approach towards tackling threats is needed if the stability of the organization
would not be jeopardized

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 Applications of SWOT analysis

A SWOT analysis can be used for:

 Workshop sessions

 Brainstorm meetings

 Problem solving

 Planning

 Product evaluation

 Competitor evaluation

 Personal Development Planning

 Decision Making (with force field analysis)

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Simple rules for a successful SWOT analysis

 Be realistic about the strengths and weaknesses of your organization

 The Analysis should distinguish between where your organization is today, and where it
could be in the future.

 Be specific. Avoid grey areas

 Always analyze in relation to your competition i.e. better than or worse than your
competition

 Keep your SWOT analysis short and simple – but only as short and simple as the
application or situation demands – it is about ‘fitness for purpose’

 Avoid unnecessary complexity and over (swot) analysis

 There is no point listing an opportunity (O) if the same opportunity is available to

competitors

 It is pointless to say you have strengths (S) if your competitors have the same

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What makes a SWOT analysis work?

Due to the collaborative nature of a swot analysis, your working group will need certain
qualities to succeed:

Trust – The questions that a SWOT analysis will bring up, particularly in the Weaknesses
and Threats categories may be uncomfortable.

Your group must be at a point in its working relationship where weaknesses and potential
threats can be faced openly and objectively.

Ability and willingness to implement change.

Diversity – The team conducting the SWOT analysis should be representative of your entire

planning team.

Time – Taking time to do a thorough SWOT analysis and assessment will help your group
move forward in developing a workable plan.

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 Steps/ Process to do a SWOT

Establish that your coalition has the necessary components to successfully conduct a SWOT
analysis.

Assemble the group that will conduct the SWOT analysis

Set up meeting times (if the SWOT analysis is not going to be completed in one ‘sitting’

Distribute/ complete the swot analysis tool/template individually

In the group meeting, combine individual answers. Collaborate on each category. Complete the
analysis.

Discuss how to use the information gathered from the SWOT analysis to inform your next
steps.
 

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 Using SWOTs with an Objective or Goal

If a SWOT analysis does not start with defining a desired end state or objective, it runs the risk
of being an exercise for the sake of an exercise (i.e. useless).

A SWOT analysis may (should) be incorporated into a strategic planning model.

If a clear objective has been identified, SWOT analysis can be used to help in the pursuit of that
objective.

In this case, SWOT analysis are:

Strengths: attributes of the organization that are helpful to achieving the objective.

Weaknesses: attributes of the organization that are harmful to achieving the objective.

Opportunities: external conditions that are helpful to achieving the objective.

Threats: external conditions that are harmful to achieving the objective.

Decision-makers can then us the results from a SWOT analysis to determine whether the
objective is attainable, given the resulting analysis and summary.

If the objective is NOT attainable a different objective must be selected and the process
repeated.

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 Generating Strategies – get them USED

When the desired objective has been deemed attainable, the SWOTs are used as inputs to the
creative generation of possible strategies, by asking and answering each of the following four
questions, many times:

 How can we Use each Strength?

 How can we Stop each Weakness?

 How can we Exploit each Opportunity?

 How can we Defend against each Threat?

Ideally, a cross-functional team or a task force that represents a broad range of perspectives
should carry out the SWOT analysis. For example, a SWOT team may include an accountant, a
salesperson, an executive manager, operational staff and an engineer

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 What strengths and weaknesses are
examined in a swot analysis?

The strengths and weaknesses analysis are an internal examination that focuses on your past
performance, present strategy, resources and capabilities. It is based on an analysis of facts and
assumptions about the company, including:

 People (Human Resources)

o People and skills (marketing, export experience)

o Staff development

 Properties (Buildings, Equipment and other facilities)

 Processes (Such as quality, finance, M.I.S. etc.)

o Financial resources (debt to asset ratio and personal equity)

o Governance
o Management/ Leadership
o Staff Development
o Communication

 Products (Publications etc.)

o Sales
o Products
o Markets
o Capabilities/ scalability
o Capital structure suppliers
o Customers (market research)
o Intellectual property

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Some organizations use the framework PRIMO-F as the structure for capturing SW factors
of SWOT analysis:

 People
 Resources
 Ideas/ Innovation
 Marketing
 Operations (products services etc.)
 Finance

In other words:

 Strengths

o What do you do well? Is there anything you do better than most? Better than
anyone else?

 Weaknesses

o What should be improved? What do you do poorly? What should you avoid,
based on mistakes in the past?

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 What opportunities and threats are examined?

The opportunity and threat analysis are carried out by examining external factors in your
domestic and export markets.

This is usually broken down into environmental factors and competitors, including:

Environmental Factors Competitor Factors

 Demographics  Capability
 Economic  Resources
 Political/legal  Ownership
 Sociological  New entrants
 Environmental  Market segments
 Technology  Products
 Cultural  Prices
 Promotion
 Distribution
 Substitute products
 Suppliers customers
 Product life cycle
 Risk and cost of intellectual property
violation of your product

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 CONCLUSION
A realistic recognition of the weaknesses and threats that exist for your effort is the first step to
countering them with a robust and creative set of strengths and opportunities.

A SWOT analysis identifies your strengths, weaknesses, opportunities, and threats to assist you
in making strategic plans and decisions.

SWOT is a simple yet comprehensive way of assessing the positive and negative forces within
and without your organization, so you can be better prepared to act effectively.

The more stakeholders you involve in preparing the SWOT, the more valuable your analysis will
be.

Whatever courses of action you decide on, the four-cornered SWOT analysis prompts you to
move in a balanced way throughout your program.

It reminds you of:

 build on your strengths

 minimize your weaknesses
 seize opportunities
 counteract threats

A SWOT analysis will be most helpful if you use it to support the vision, mission, and objectives
you have already defined.

The SWOT will at least provide perspective, and at best will reveal connections and areas for
action.

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  SWOT ANALYSIS IN PROJECT MANAGEMENT, developed by Albert Humphrey, on
behalf of Prin. L.N. Welingkar Institute of Management Development & Research

 https://en.wikipedia.org/wiki/SWOT_analysis

 Humphrey, Albert  "SWOT Analysis for Management Consulting" (PDF). 

 https://www.managementstudyguide.com/swot-analysis.htm

 https://www.business.qld.gov.au/starting-business/planning/market-customer-research/swot-
analysis/benefits-limitations

 http://www.google.co.in/

 http://www.google.co.in/images?
hl=en&source=imghp&biw=800&bih=503&q=wipro&gbv=2&aq=f&aqi=g10&aql=&oq=&gs_rfai=

 https://hmcs.sharepoint.com/search/Pages/results.aspx?k=swot&x=15&y=12

 https://intranet.here.com/

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