SWOT 분석 요약 및 포럼

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.

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.

시그(SIG)

SWOT 분석 시그(SIG).

시그(SIG) (71 개 회원)

포럼

다음에 대한 포럼 토론: SWOT 분석. 아래에서 이 주제에 대해 질문하거나 경험을 공유하거나 새로운 개발을 보고하거나 무언가를 설명할 수 있습니다.

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