Among many consulting tools, SWOT analysis is almost one of the most widely used and widely used tools.
First, it is considered to be relatively simple and easy to use, without losing the grade;
Second, through SWOT analysis, we can straighten out the hierarchical structure and make the work more rigorous;
Third, it is easier to write the content and length of the patterned products;
However, after careful study, many people use SWOT analysis method only to be tangible without spirit, which can not well show the connotation and internal logic of the model.
As a strategic consultant, how do you use the SWOT model?
The logical structure of this paper is:
Overview of 0 1 SWOT analysis method
02 SWOT analysis method steps
Application of SWOT analysis method
04 SWOT analysis method case
Matters needing attention in SWOT analysis method
06 written at the end
Overview of 0 1 SWOT analysis method
SWOT analysis method comes from the strategic planning module in enterprise management theory and was born in 1980s.
It is a method to list all kinds of factors of internal and external environment, arrange them in matrix form according to four dimensions, then match the four dimensions and analyze them according to systematic thinking, so as to draw the conclusion of enterprise's future development planning.
The so-called SWOT analysis is the abbreviation of the first letter of four words, including its own strengths, weaknesses, opportunities and threats in external competition.
SWOT analysis method is a kind of enterprise situation analysis method, which is used to make a comprehensive and in-depth analysis of itself and locate its competitive advantage before formulating its development strategy.
In SWOT analysis, SW refers to the evaluation of internal resources, and OT refers to the evaluation of external environmental impact.
On the basis of analyzing internal resources and external environment, enterprises can make strategic decisions according to relevant conclusions.
In SWOT analysis, enterprises must consider the following questions:
Whether the enterprise has a shortage of resources to make up;
What kind of resource capacity should enterprises strengthen;
How to allocate enterprise resources in combination with external opportunities;
How can enterprises take action to establish their own ability advantages?
Facing the future, what adjustment actions should enterprises take;
SWOT analysis is widely used. At first, it was considered as an enterprise strategy analysis method, but now there are countless examples applied to industrial research, personal development planning and so on.
To understand SWOT analysis, we need to deeply understand its internal logical relationship and be tangible when using it.
02 SWOT analysis method steps
As one of the classic consulting tools, SWOT analysis has a specific routine to follow when it is used.
When using SWOT analysis method, consultants start from four aspects: external environment analysis, internal resource evaluation, SWOT matrix construction and strategic planning.
1, external environment analysis
The analysis of external environment needs to judge whether external factors are opportunities, threats or have no influence on the development of enterprises.
On the basis of the conclusion, what measures should the company take to deal with the changes in the external environment?
Macro-environmental analysis: PEST (politics, economy, social culture, technology);
Microenvironment analysis: five-force model, industrial life cycle, etc.
2. Internal resource assessment
Internal resource evaluation is to take stock of the resources owned by enterprises and find out the advantages and disadvantages of enterprise resources in dealing with future market uncertainty.
When an enterprise is operating, it will inevitably involve human, financial, material and social relations.
We can start from these aspects when evaluating internal resources.
Perform the following analysis (sample):
3. Construct the SWOT matrix.
The construction of SWOT matrix is to prioritize the factors that have significant and urgent influence on the company, and give priority to the major influencing factors when formulating strategies;
The construction of SWOT matrix is to put the external opportunities and threats faced by enterprises, as well as the internal strengths and weaknesses in a table, and then express the analysis results concisely according to relevant experience and brainstorming results.
Details are as follows:
Step 4 make a strategic plan
Through SWOT matrix analysis, we can basically analyze the opportunities and threats faced by enterprises, internal advantages and disadvantages.
When making a strategic plan, enterprises need to:
Give full play to advantages and overcome disadvantages;
Take advantage of opportunities and avoid threats;
Based on the present and looking forward to the future;
Specifically, in the future development process, according to SWOT analysis, there are four strategies: SO strategy, WO strategy, ST strategy and WT strategy;
The strategic plan made in the SWOT matrix is only rough and can't be really implemented.
If we want to implement the strategy, we need to refine the formulated grand strategy, and finally form a strategic and technical route, which can be implemented at the tactical level in order to implement it within the enterprise.
Application of SWOT analysis method
SWOT analysis is widely used, from industry analysis to enterprise management to personal career planning.
But in practice, it is usually used for enterprise management and personal planning.
1, enterprise management application
SWOT analysis is to analyze the internal and external resources and environment of the enterprise, and then make cross analysis.
On the basis of analysis, the strategic conception of the future development of the enterprise is formed.
On the basis of analyzing each dimension, the factors of each dimension are arranged compulsively.
In order to help enterprise managers arrange the most important and urgent matters in the company's operation, and then make decisions to adapt to the company's development.
2. Personal career planning application
SWOT analysis is one of the tools to evaluate personal abilities, resources, skills, hobbies and career opportunities.
Individuals who do SWOT analysis can understand their own strengths and weaknesses, and also explore the opportunities and threats of different career paths.
04 SWOT analysis method case (from MBA think tank)
Enterprise A, an automobile manufacturer headquartered in developed countries, is facing many challenges in its development.
Through SWOT analysis, enterprise A can make the following strategic plan.
Matters needing attention in SWOT analysis method
The universality of SWOT analysis is bound to bring some confusion to users when using it.
In the course of decades of development, SWOT analysis has gradually become a classic, but it also has certain limitations.
Users must pay attention to some usage matters when using.
1, which requires the combination of qualitative analysis and quantitative analysis.
When using SWOT analysis, many people just think that this model is a typical example of qualitative analysis.
Ignoring the established facts and actual data, the analysis will become very general and unconvincing, and it is difficult to make strategic planning.
Therefore, in SWOT analysis, it is necessary to combine qualitative analysis with quantitative analysis.
Combined with the personal experience of enterprise managers and the actual operation data of enterprises, the SWOT analysis made in this way is more complete.
2. Users can't tell the appearance from the inside.
When using SWOT analysis, we must distinguish between what are appearances and what are the internal factors that cause these appearances.
For example, the vigorous development of industry A in recent years is caused by the strong pull of industry B. If we only see the development speed of industry A and don't analyze industry B in the analysis process, the conclusion of SWOT analysis is likely to be invalid.
Therefore, when using SWOT analysis, analysts need to deeply understand the internal logic of various industries and straighten out the value chain in the process of industrial development.
In SWOT analysis, you should also pay attention to the following items:
SWOT analysis tool is a standardized tool, but its content is non-standardized.
SWOT analysis requires analysts to comprehensively consider various logical relationships and straighten out the value chain;
SWOT analysis must have a clear and accurate understanding of the company's strengths and weaknesses;
SWOT analysis must be sensitive to changes in the external environment and find opportunities and threats in time.
The conclusion of SWOT analysis needs to be concise, but the process needs to be discussed constantly;
……
06 written at the end
As a classic consulting tool, SWOT analysis has some limitations with the changes of the times.
How to break through this limitation requires analysts to ponder carefully when using it.
Anyway, as one of the commonly used analysis tools of top consulting companies, it is still very valuable.
1, MBA think tank encyclopedia;
2. Wikipedia;