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.

SWOT-analys Särskild Intressegrupp SIG

Särskild Intressegrupp SIG (64 medlemmar)

SWOT-analys Forumet

Nya ämnen

	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 omvärldsanalys för att finna avgör...

	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 like to make some statements w...

	SWOT - research is important A swot analysis can only be effectively executed if detailed and proper research work has been carried out. With detailed research you won't be...

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

	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 ...

	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 ...

	SWOT Analysis or SWOCC Analysis? I think SWOT Analysis does not always help analyze the organization. For example, the letter 'T" which stands for 'Threat' is not applicable to social...

	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, benchm...

	SWOT Analysis as a Brainstorming Technique SWOT analysis can be used in each organization. It can be used as brainstorming technique where individuals c...

	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...

	SWOT and Strategic Marketing Process How does the SWOT analysis relate to the strategic marketing process (SMP)?...

	Internal and External Factors in SWOT Analysis Does it make sense to classify internal and external Factors? In practice, such distinctions are difficult. An arbitrary classification of external fa...

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

	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 ...

	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 focus on the one aspect. Each e...

	SWOT Analysis + Weightage SWOT analysis is a basic tool for any marketing manager to determine their future strategies. But just listing the strengths, weaknesses, opportunitie...

Best Practices - SWOT-analys

	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 it is so simple to learn, once ...

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

	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!...

	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 analyse his Weakness. Opportu...

	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 aware of what is it all about. ...

	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 early and acts upon it well, then...

	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 increas...

	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 "s...

	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 ...

	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 ...

	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 secr...

	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 ...

	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 step in developing alternativ...

	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...

	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....

	Confrontation Matrix I am using the SWOT analysis with my research and find it really helpfull. This site however displays a wrong confrontation matrix. The T/S cell must ...

	Design Shool Theory vs. SWOT Whats the difference between a SWOT analysis and the Design School Theory?...

Expert Tips (ENG) - SWOT Analysis

	Steps of Typical SWOT Process

	SWOT Strengths and VRIO test

	SWOT Dos and Donts

	10 SWOT Golden Rules

	SWOT Applications and Aims

	Critics on SWOT Analysis

	How to Attribute Scores to All SWOT Factors

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	SWOT Advantages

	Questions to Analyze the External Environment

	History of SWOT. Early Strategic Planning

Resurser - SWOT-analys

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Vad är en SWOT-analys? Beskrivning

Styrkor

Svagheter

Möjligheter

Hot

Konfrontationsmatris

Möjligheter

Hot

Styrkor

Svagheter