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Change approaches & management tools SeCtion tWo
SWOT ANALYSIS Description
SWOT is a tool for identifying priorities for action. The term is an acronym for organisational or service Strengths, Weaknesses, Opportunities and Threats, and is intended to promote reflection on the extent to which an organisation or service can meet the needs and expectations made of it through encouraging reflection from a wide range of perspectives.
Use
The technique is used in many settings and sectors, with analysis typically following the steps below:
Stages in SWOT analysis
1. The team writes down its organisational purpose (‘mission’);
2. Using this frame of reference, they then apply tool(s) to assess internal organisational
strengths and weaknesses (e.g. 7S, or Weisbord’s six-box model);
3. A similar analysis of environmental opportunities and threats is then undertaken, again
using an appropriate tool such as PESTELI;
4. Further questions are then asked of each of the factors listed under the four SWOT headings:
a. Factors related to strengths or weaknesses (internal)
i. What are the consequences of this?
ii. Does it help or hinder our mission?
iii. What are the causes of this strength/weakness?
b. Factors related to opportunities or threats (external environment)
i. What impact is it likely to have on us?
ii. Will it help or hinder us to achieve our mission?
iii. What must we do to respond to this threat?
5. Reflection follows on the mission and the four components; specifically the causes of strengths and weaknesses, and response required to the identified opportunities and threats. These are then linked and prioritised, for action by the team.
(Adapted from Iles and Sutherland, 2001, pp. 40–41)
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