ALLT om SWOT-analys

En SWOT-analys är ett verktyg som används vid lednings- och strategiutformning. Den kan hjälpa med att identifiera styrkor, svagheter, möjligheter och hot i ett särskilt företag.

Styrkor och svagheter är interna faktorer som skapar värde eller förstör värde. De kan inkludera tillgångar, förmågor eller resurser som ett företag har till sitt förfogande jämfört med dess konkurrenter. De kan mätas genom att använda interna bedömningar eller yttre benchmarking.

Möjligheter och hot är yttre faktorer som skapar värde eller förstör värde. Ett företag kan inte kontrollera dem. Men de dyker upp endera från konkurrensdynamiken i en industri/marknad eller från demografiska, ekonomiska, politiska, tekniska, sociala, juridiska eller kulturella faktorer (PEST).

Styrkor

Specialist marknadsföringsexpertis
Exklusiv tillgång till naturresurser
Patent
Ny innovativa produkter eller tjänster
Läget på din affär
Kostnadsfördel genom äganderätt till know-how
Kvalitetsprocesser och procedurer
Starkt varumärke eller anseende

Svagheter

Brist på marknadsföringskunskap
Odifferentierade produkter och tjänster (dvs. i förhållande till dina konkurrenter)
Läget för ditt företag
Konkurrenter har en överlägsen tillgång till distributionskanalerna
Dålig kvalitet på varor eller tjänster
Skadat anseende

Möjligheter

Utvecklingsmarknaderna (Kina, Internet)
Fusioner, samarbetsbolag eller strategiska allianser
Flyttar in i nya attraktiva marknadssegment
En ny internationell marknad
Öppnandet av regleringar
Borttagning av internationella handelsbarriärer
En marknad som är ledd av en svag konkurrent

Hot

En ny konkurrent på din egen hemma marknad
Priskrig
Konkurrenten har en ny innovativ ersättningsprodukt eller tjänst
Nya regleringar
Ökande handelsbarriärer
En potentiell ny beskattning på din produkt eller tjänst

Alla organisationer måste försöka att skapa en anpassning med dess yttre omgivningen. SWOT diagrammet är ett mycket bra verktyg för att analysera (interna) styrkor och svagheter hos ett företag och (yttre) möjligheter och hot. Dock, så är denna analys just bara det första steget. För att verkligen skapa en passform/anpassning till den yttre omgivningen är ofta det svåraste arbetet.

Konfrontationsmatris

Ett verktyg för att kombinera de interna faktorerna med de yttre faktorerna är konfrontationsmatrisen.

Möjligheter

Hot

Styrkor

Offensiv

att göra det bästa utifrån förutsättningarna

Justera

återställa styrkor

Svagheter

Defensiv

nära bevakning av konkurrenter

Överleva

vända utvecklingen

Många gånger så är det i verkligheten de två kolumnerna i SWOT diagrammet pekande i motsatta riktningar. Strateger måste fortfarande hantera paradoxen med att skapa en inriktning. Detta kan göras via ett utifrån och in strategiutformning (marknads-driven) eller inifrån och ut strategiutformning (resurs-driven).

Notera: du kan också applicera en SWOT analys på konkurrenter som ofta ger nya intressanta perspektiv.

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Forum

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Forum om SWOT-analys.

🔥	NY SWOT Analysen Egentligen är en Sammanställning av ett antal Olika Analyser Lägg märke till att swot analysen egentligen är en sammanställning av ett antal olika analyser, exempelvis krävs en omvä (...) 16

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? (...)

1 kommentarer

SWOT - research is important
A swot analysis can only be effectively executed if detailed and proper research work has been carried out. With detaile (...)

1 kommentarer

SWOT Analysis Well Suited as First Step
Swot is an effective tool for analyzing competitiveness only when it is used as first step. Other frameworks such as Por (...)

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SWOC Analysis instead of SWOT Analysis
The "T" in SWOT can be changed to "C" for Challenge to create a more positive attitude. (...)

2 kommentarer

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 necessar (...)

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 wi (...)

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SWOT Analysis or SWOCC Analysis?
I think SWOT Analysis does not always help analyze the organization. For example, the letter 'T" which stands for 'Threa (...)

10 kommentarer

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 (...)

2 kommentarer

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 woul (...)

Internal and External Factors in SWOT Analysis
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SWOT and Strategic Marketing Process
How does the SWOT analysis relate to the strategic marketing process (SMP)? (...)

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Competetive Analysis with SWOT
Is only a SWOT Analysis enough for competitive analysis or should it be combined with other techniques? (...)

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Involve Stakeholders in SWOT Analysis
Usually SWOT analysis is used by middle or higher managers/decision makers who are responsible for strategic planning. B (...)

1 kommentarer

Divide and Conquer Approach to SWOT
I recommend that the SWOT analysis be disaggregated into its 4 parts and distributed to different people for undivided f (...)

1 kommentarer

SWOT Analysis + Weightage
SWOT analysis is a basic tool for any marketing manager to determine their future strategies. But just listing the stren (...)

Evaluation and Giving Weights to Internal Factors
Response factors to listed strengths and weaknesses of a firm identified by an internal audit are typically to be rated (...)

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Best Practices

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Topprankade ämnen om SWOT-analys. Här hittar du de mest värdefulla idéerna och praktiska förslagen.

SWOT Analysis is Simple and Easy
As an MBA student, when we started to learn SWOT analysis it was difficult for us to understand, but once I found that i (...)

2 kommentarer

Be Careful with SWOT Analysis. Issues and Risks of SWOT
I am not that happy with SWOT Analysis. My issue does not concern the tool itself, but the way it is often used. People (...)

28 kommentarer

What is SWOT analysis?
A SWOT analysis is like showing a mirror to oneself. It tells where the person stands. Strength: gives power. One should (...)

1 kommentarer

WHEN to do a SWOT Analysis?
At what stage should an organization develop a SWOT analysis?
At the inception or developing stage? (...)

7 kommentarer

SWOT - Absolutely essential
This is the most important tool companies around the globe will need to survive and grow in our current uncertain econom (...)

2 kommentarer

Significance of SWOT Analysis
I have been given an assignment on SWOT Analysis and had no clue of what SWOT Analysis is, but in my research I became a (...)

2 kommentarer

Opportunity or Threat?
There can be considerable debate about what is a threat and what is an opportunity. When a company spots a new trend ear (...)

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Uses of SWOT analysis
A SWOT analysis is frequently used in an early stage of strategic or marketing planning for decision-making, problem sol (...)

8 kommentarer

SWOT Analysis Strength
I think companies strategies on which company is working and that is giving positive response from a long time is its st (...)

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 (...)

3 kommentarer

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 wh (...)

1 kommentarer

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 kee (...)

2 kommentarer

SWOT or (maybe better) TOWS?
While I was teaching Business Policy, I noted the limitation of the SWOT analysis because students did not take the next (...)

1 kommentarer

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 intern (...)

1 kommentarer

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? (...)

7 kommentarer

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 focuse (...)

3 kommentarer

Experttips

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Avancerad insikt om SWOT Analysis (Engelsk). Här hittar du professionella råd från experter.

	Steps of Typical SWOT Process SWOT Analysis Here's a list of typical phases in a medium size SWOT process (modify as needed). 1. Determine clear objective(s) 2. D (...)
	SWOT Strengths and VRIO test Thoroughly Analyzing Strengths In order to analyze true, valid strengths in a SWOT Analysis, you can use the VRIO test: VALUE - Does the strength gene (...)
	SWOT Dos and Donts Successful Implementation - Do create an environment that stimulates active contribution of all members participating in the SWOT analysis. - Do (...)
	10 SWOT Golden Rules SWOT Implementation, SWOT Best Practices 1. Precisely specify all factors to be listed. Avoid gray areas and misinterpretable data. 2. Consider realistically st (...)
	SWOT Applications and Aims SWOT Insight The SWOT Analysis can be generally carried out on: a product, a brand, a service, a company and its positioning, a distr (...)
	Critics on SWOT Analysis SWOT PItfalls, Improve your Usage of SWOT Although over the last 40 years SWOT Analysis has been widely used and appreciated as an effective technique for strateg (...)
	How to Attribute Scores to All SWOT Factors SWOT Analysis Implementation A typical best practice in implementing a SWOT Analysis is to attribute a score to all factors that represent strengths, (...)
	SWOT Disadvantages SWOT in Strategic Planning Here are the main disadvantages of using a SWOT Analysis for Strategic Planning. - It lacks a detailed structure, typi (...)
	SWOT Advantages SWOT in Strategic Planning Here following are the main advantages of using a SWOT analysis for Strategic Planning. – SWOT analysis is a flexible (...)
	Questions to Analyze the External Environment External Environment Analysis When performing a SWOT Analysis, a common practice is to ask the following 7 questions to analyze the external environme (...)
	History of SWOT. Early Strategic Planning Background SWOT Analysis The origin of the SWOT Analysis has been credited to Albert Humphrey in the 1960s. At that time he was leading a researc (...)

Informationskällor

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Olika informationskällor om SWOT-analys. Här hittar du powerpoints, videor, nyheter etc. som du kan använda i dina egna föreläsningar och workshops.

	Internal Analysis Strategic Analysis Comprehensive presentation about the internal part of strategic analysis. Includes: SWOT, BSC, defining objectives, reco (...)
	SWOT Analysis SWOT Analysis Presentation by Shabbar Suterwala with some good graphics. (...)
	SWOT Analysis with Example Self SWOT Analysis Lecture about SWOT Analysis by Shashi includes self analysis. (...)
	SWOT Analysis SWOT Analysis Short presentation by Carlos A. Benito about SWOT analysis distinguishes internal factors and external factors plus some (...)
	Techniques for Entrepreneurial Thinking Entrepreneurship, Critical Thinking, Creative Thinking, Lateral Thinking, Entrepreneurial Thinking This presentation elaborates on the different types of thinking for successful entrepreneurship. The presentation includ (...)
	SWOT, SOFT Diagrams SWOT, SOFT Analysis Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in (...)
	TOWS Matrix (Heinrich) TOWS Analysis, SWOT Analysis In-depth article by Prof. Klaus Weihrich introducing and explaining the TOWS Matrix. Also called confrontation matrix. (...)