SWOT分析英文版及案例.ppt

SWOT Analysis The facility was oldThe staff lack of motivationThe building was really small… …There was a lot of paper Work and bureaucracy31542Starting positioncaseHealth Center Starting positioncase the establishment of a new advancedhospital in the city made the situation even worsecaseStarting position So the health Center may can’t achieve it’s missionNow, they decided to perform a SWOTanalysis in order to perform thebest decision-making for allthe problems that they faced!caseOf course they need yourhelp!?Rules•Using SWOT analysis grid (next 2 slides)•Two groups•Using paper•10 minutes for analysis•10 minutes for decision makingSWOT Analysis Matrix INTERNAL FACTORSEXTERNAL FACTORSSTRENGTHSSTRENGTHSWEAKNESSESWEAKNESSESOPPORTUNITIESOPPORTUNITIESTHREATSTHREATS•…•…•…•…•…•…•…•…•…•…•…•…•…•…•…•…HARMFULTo achieving the objectivesHELPFULTo achieving the objectivesSWOT Analysis Matrix (recommended)Opportunities•…•…•…Threats•…•…•…SOSOWOWOSTSTWTWTOptions………Options………Options………Options………Weaknesses•…•…•…Strengths•…•…•…steps•Step 1: Purpose of conducting SWOT analysis •Step 2: The gathering of information on Strengths and Weaknesses focused on the internal factors of skills, resources and assets, or lack of them. The gathering information on Opportunities and Threats should focus on the external factors steps•Step 3: The manager of the health centre encouraged all the members of staff to freely express their opinions about what they felt to be appropriate •Step 4: SWOT matrix •Step 5: After completing the SWOT matrix the SWOT participants had a wider view of the situation at the centre so they were able to propose the alternatives that helped considerably in the operation of the health centre Now is yourshow time!Review of SWOT analysisReview•What is SWOT analysis?SWTOStrengthsWeaknessesOpportunitiesThreatsWhat is SWOT analysis•A SWOT analysis is a planning tool used to understand the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business. •It involves specifying the objective of the business or project and identifying the internal and external factors that are supportive or unfavorable to achieving that objective. SWOT AnalysisSWOTStrengths• Positive tangible and intangible Positive tangible and intangible attributes, internal to an organization.attributes, internal to an organization.• They are within the organization’s They are within the organization’s control control SWOT AnalysisSWOTWeaknesses• Factors that are within an Factors that are within an organization’s control that detract from organization’s control that detract from its ability to attain the desired goal.its ability to attain the desired goal.• Which areas might the organization Which areas might the organization improve?improve? SWOT AnalysisSWOTOpportunities• External attractive factors that External attractive factors that represent the reason for an represent the reason for an organization to exist and develop.organization to exist and develop.• What opportunities exist in the What opportunities exist in the environment, which will propel the environment, which will propel the organization?organization? SWOT AnalysisSWOTThreats• External factors, beyond an organization’s control, which could place the organization mission or operation at risk.• The organization may benefit by having contingency plans to address them if they should occur.• Classify them by their “seriousness” and “probability of occurrence” SWOT Analysis MatrixOpportunities•…•…•…Threats•…•…•…SOSOWOWOSTSTWTWT(Offensive)make the most of these(Defensive)watch competition closely(Adjust)restore strengths(Survive)turn aroundWeaknesses•…•…•…Strengths•…•…•… Product evaluationProduct evaluationCompetitor evaluationCompetitor evaluationDecision Making Decision Making (with force field analysis(with force field analysis) ) Strategic PlanningStrategic Planning Situational AnalysisSituational AnalysisSWOTanalysisProblem solvingProblem solving … When to use SWOT analysis?  step 5step 5Evaluate listed ideas against objectivesEvaluate listed ideas against objectivesStep 4 Step 4 List S, W, O, T in the SWOT Matrix List S, W, O, T in the SWOT MatrixStep 3Step 3Create a workshop environmentCreate a workshop environmentStep 2 Step 2 Allocate research and information-gathering tasksAllocate research and information-gathering tasksStep1 Step1 Establish the objectives Establish the objectivesHow to do SWOT analysis-5stepsSimple rules for a successful SWOT analysis•Be realistic about the strengths and weaknesses of your organization•The Analysis should distinguish between where your organization is today, and where it could be in the future•Be specific. Avoid grey areas•Always analyse in relation to your competitionSimple rules for a successful SWOT analysis•Keep your SWOT short and simple•Avoid unnecessary complexity and over analysis•There is little point in listing an Opportunity (O) if the same opportunity is available to competitors•It is pointless to say you have Strengths (S) if your competitors have the same An unclear goalMaintaining too narrow of a focusNeglecting input from othersPerforming an analysis only onceReliance on SWOT as a holisticdiagnostic strategyWhat kind of mistakes may we often make in SWOT analysis?Thank you!。