SWOT 분석

지식 센터

   

강점, 약점, 기회, 그리고 위협요인의 명확화. SWOT Analysis (SWOT 분석).

목차

  1. 요약
  2. 포럼
  3. 모범 사례
  4. Expert Tips
  5. 자료
  6. 인쇄

SWOT 분석

SWOT 분석이란 ?

SWOT 분석은 경영 및 전략 수립에 사용되는 도구(Tool)이다. SWOT 분석은 기업의 강점, 약점, 기회, 그리고 위협요인을 확인하는데 도움을 준다.  


강점은 가치창출과 약점은 가치파괴와 관련된 내부 요인들이다. 이러한 내부 요인은 경쟁자와 비교했을 때, 기업이 보유하고 있는 자산, 기술, 또는 자원 등을 포함한다. 이러한 내부 요인들은 내부 평가 또는 외부 벤치마킹을 통하여 측정하는 것이 가능하다.


기회는 가치창출과 위기는 가치파괴와 관련된 외부 요인들이다. 기업은 이러한 외부 요인들을 통제할 수 없다. 이러한 외부 요인들은 산업/시장의 경쟁적 역동성 또는 인구통계, 경제, 정치, 기술, 사회, 법 또는 문화적 요인 (PEST)통해서 나타난다.


SWOT 분석에서 사용하는 각 요인들의 예시 :


강점

  • 전문가의 마케팅 전문지식
  • 천연 자원에 대한 독점권
  • 특허
  • 새롭고 혁신적인 제품 또는 서비스
  • 사업 소재지
  • 보유 Know-How를 통한 비용우위
  • 품질 프로세스와 절차
  • 강력한 브랜드 또는 평판

약점

  • 마케팅 전문지식의 부족
  • 차별화되지 못한 제품 및 서비스(경쟁사 대비)
  • 기업의 소재지
  • 유통채널에 대한 접근우위를 가지고 있는 경쟁사
  • 상품 또는 서비스의 낮은 품질
  • 손상을 입은 평판

기회

  • 발전중인 시장(중국, 인터넷)
  • 합병, 합작 투자 또는 전략적 연합
  • 새롭고 매력적인 세분시장으로의 이동
  • 새로운 국제시장
  • 규제 완화
  • 국제무역장벽의 철폐
  • 약한 경쟁자에 의해 주도되는 시장

위협

  • 자사 핵심 시장에의 새로운 경쟁자
  • 가격 전쟁
  • 새롭고 혁신적인 대체 제품 또는 서비스를 보유한 경쟁사.
  • 새로운 규제
  • 무역 장벽의 증가
  • 자사의 제품 또는 서비스에 대한 새로운 과세 가능성

어느 조직이든지 외부환경에 적응하기 위해 노력해야만 한다. SWOT 분석은 (기업의 내부) 강점과 약점과 (외부) 기회와 위협요인을 분석하는데 유용한 도구이다. 그러나 이러한 분석은 단지 첫 번째 단계에 지나지 않는다. 실제로 외부환경에 적응한다는 것은 매우 어려운 일이다.

 

비교 매트릭스(Confrontation Matrix)

외부 요인과 내부 요인을 결합하는 도구로서 비교 매트릭스 .

 

 

기회

위협

강점

 

공격

최대한 활용(최대한 목표 달성).

 

방어

강점 회복(위협회피, 강점활용).

약점

 

강화

경쟁상황 관찰(약점 극복, 기회활용).

 

생존

턴 어라운드(기존 전략목표 수정).

 

사실 SWOT 분석의 세로 영역은 서로 반대되는 방향을 가리키고 있다. 전략가는 이를 조정해야 하는 역설적인 상황을 다루어야 한다. 이는 아웃사이드인 전략수립(시장지향적 전략) 또는 인사이드아웃 전략수립(자원주도적 전략)을 통해 수행하는 것이 가능하다.


주: 흥미롭고 새로운 관점 제공을 위해 SWOT 분석을 경쟁사에 적용할 수도 있다.


SWOT 분석 포럼
  Using SWOT Analysis for Supplier Audits
This would be a good tool to use during the evaluation of a supplier like when conduction a quality audit.
How would I draft such a report? Would I just comment on each area, e.g., S, W, O and T.
What would a project manager or procurement ...
     
 
  Involve Stakeholders in SWOT Analysis
Usually SWOT analysis is used by middle or higher managers/decision makers who are responsible for strategic planning. But don't overlook anyone else in the creation stage!
While it is possible to develop a SWOT analysis in a small group, it wil...
     
 
  Be Careful with Viewing Industry Opportunities as Company Opportunities
Managers are advised to guard against considering every industry opportunity as a company opportunity. An opportunity without the MEANS to capture it is an illusion.
To capture an opportunity it must match up with the financial and other resourc...
     
 
  SWOT Analysis as a Brainstorming Technique
SWOT analysis can be used in each organization. It can be used as brainstorming technique where individuals come up with distinctive ideas about the strengths, weaknesses, opportunities and threats of the busi...
     
 
  WHEN to do a SWOT Analysis?
At what stage should an organization develop a SWOT analysis?
At the inception or developing stage?...
     
 
  Internal Opportunities and Threats
What about the opportunities and threats that exist within the organization and we are not aware about them? How we will evaluate them through SWOT framework?...
     
 
  SWOT Analysis Strength
I think companies strategies on which company is working and that is giving positive response from a long time is its strength.
Therefore
"strategies giving positive response is the strength"....
     
 
  SWOT Analysis for British Airways and Ryan Air
Would anybody be able to suggest some key points to include under SWOT for the above firms.
I'm having problems keeping it short and succinct as well as assessing what are actually relative strengths and weaknesses....
     
 
  Combine SWOT Analysis with 5 Ps
I always do a SWOT analysis against the 5 Ps. People, Product, Promotion, Place and last of all Price....
     
 
  Design Shool Theory vs. SWOT
Whats the difference between a SWOT analysis and the Design School Theory?...
     
 
  Turning Competitor's Weaknesses Into Opportunities
How can I turn my rival's internal weaknesses into my opportunities since some companies succeed in keeping their internal weaknesses as a secret to themselves?...
     
 
  SWOT and Strategic Marketing Process
How does the SWOT analysis relate to the strategic marketing process (SMP)?...
     
 
  SWOT Analysis + Weightage
SWOT analysis is a basic tool for any marketing manager to determine their future strategies. But just listing the strengths, weaknesses, opportunities and threats are not adequate especially for the challenging business environment. Sometimes manage...
     
 
  Well suited for Crisis too
In this moment of crisis, I never see a better tool for help us in our decisions. This analysis model gives the necessary matrix for fast and proper action....
     
 
  Swot Analysis Well Suited as First Step
Swot becomes an effective tool for analysing competitiveness only when it is used as first step. Other frame work such as Porters' five forces, benchmarking and pest need to come into play before final analysis, decisions and strategy is formulated....
     
 
  SWOC Analysis instead of SWOT Analysis
The "T" in SWOT can be changed to "C" for Challenge to create a more positive attitude....
     
 
  Competetive Analysis with SWOT
Is only a SWOT Analysis enough for competitive analysis or should it be combined with other techniques?...
     
 
  SWOT - Absolutely essential
This is the most important tool companies around the globe will need to survive and grow in our current uncertain economic climate!...
     
 
  Ranking model for the Opportunities and Threats
In order to remove subjectivity in ranking Opportunities and Threats I am looking for a ranking model/theory/approach which could be used to rank the Opportunities and Threats. Does anyone have experience in using a ranking model, other than using...
     
 

SWOT 분석 시그(SIG)


시그(SIG)

SWOT 분석 교육 및 이벤트


교육, 세미나 및 이벤트 찾기


모범 사례 - SWOT 분석 프리미엄
  How to Proceed after the SWOT Analysis to the Strategy?
What should we do after the SWOT analysis. In other words, depending on the SWOT outcomes, what strategy can we use?...
     
 
  Combining SWOT with other Strategy Tools
It is my experience that the SWOT analysis as a standalone tool is not better than a simple brainstorming process focused on the four different issues.
In order to make it work, it is necessary to work several other analysis e.g.  
   
 
  Uses of SWOT analysis
A SWOT analysis is frequently used in an early stage of strategic or marketing planning for decision-making, problem solving, and as a tool to increase the awareness of certain people about the situation the firm is in. But you can also use SWOT as a...
     
 

Expert Tips (ENG) - SWOT Analysis 프리미엄
 

Steps of Typical SWOT Process

Here's a list of typical phases in a medium size SWOT process (modify as needed).
1. Determine clear objective(s)
2. Determine SWOT t...
Usage (application) : SWOT Analysis
 
 
 

SWOT Strengths and VRIO test

In order to analyze true, valid strengths in a SWOT Analysis, you can use the VRIO test:
VALUE - Does the strength generate efficie...
Usage (application) : Thoroughly Analyzing Strengths
 
 
 

SWOT Dos and Donts

- Do create an environment that stimulates active contribution of all members participating in the SWOT analysis.
- Do take into consideration, w...
Usage (application) : Successful Implementation
 
 
 

10 SWOT Golden Rules

1. Precisely specify all factors to be listed. Avoid gray areas and misinterpretable data.
2. Consider realistically strengths and weaknesses of ...
Usage (application) : SWOT Implementation, SWOT Best Practices
 
 
 

SWOT Applications and Aims

The SWOT Analysis can be generally carried out on: a product, a brand, a servic...
Usage (application) : SWOT Insight
 
 
 

Critics on SWOT Analysis

Although over the last 40 years SWOT Analysis has been widely used and appreciated as an effective technique for strategic analysis, some major academ...
Usage (application) : SWOT PItfalls, Improve your Usage of SWOT
 
 
 

How to Attribute Scores to All SWOT Factors

A typical best practice in implementing a SWOT Analysis is to attribute a score to all factors that represent strengths, weaknesses, threats and oppor...
Usage (application) : SWOT Analysis Implementation
 
 
 

SWOT Disadvantages

Here are the main disadvantages of using a SWOT Analysis for Strategic Planning<...
Usage (application) : SWOT in Strategic Planning
 
 
 

SWOT Advantages

Here following are the main advantages of using a SWOT analysis for Strategic Pl...
Usage (application) : SWOT in Strategic Planning
 
 
 

Questions to Analyze the External Environment

When performing a SWOT Analysis, a common practice is to ask the following 7 questions to analyze the external environment:
1. How can int...
Usage (application) : External Environment Analysis
 
 
 

History of SWOT. Early Strategic Planning

The origin of the SWOT Analysis has been credited to Albert Humphrey in the 1960s. At that time he was leading a research project at Stanford Universi...
Usage (application) : Background SWOT Analysis
 
 

자료 - SWOT 분석 프리미엄
 

뉴스

SWOT 분석
     
 

뉴스

SWOT concept
     
 

영화

SWOT 분석
     
 

영화

SWOT concept
     
 

프리젠 테이션

SWOT 분석
     
 

프리젠 테이션

SWOT concept
     
 

SWOT 분석
     
 

SWOT concept
     

관련 개념: Core Competence[핵심역량]  |  Parenting Advantage [양육우위]  |  Porter의 산업구조분석모델  |  Outsourcing [외주]  |  Industry Change [산업변화]  |  OODA 루프 모델  |  BCG 매트릭스  GE 매트릭스

다른 페이지로 이동: Change & Organization [변화와 조직]  |  의사결정과 가치평가  |  윤리와 책임  |  재무와 투자  |  마케팅  |  전략


관리 방법, 모형 및 이론

Special Interest Group Leader

여기에 당신


12manage소개 | 광고 | 12manage링크하기 | 개인정보보호 | 이용약관
Copyright 2016 12manage - 경영 이러닝 커뮤니티. V14.1 - 마지막 업데이트: 7-12-2016. 모든 상표권은 소유자에게 있습니다.