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How to put into practice SWOT Analysis


Change is a very significant word running a business. Modern business is thought as the most competitive and active. To make it through in the present day competitive business environment, the organizations have to adopt their ways of meet the changing requirements and needs of the customers. SWOT evaluation is one the most significant business strategies which helps the organizations to evaluate their current situation both internally and externally and implement a new strategy where necessary.

Moreover, modern high technology, communication system and online shopping are highly influencing the customers and so their requirements and needs have become volatile. They have significantly more choices, substitute products and services to get. Also, the changing life-style of human beings is also another important reason the business enterprise organizations need to change their strategies. To balance these changes, both technical and communal, the managers should plan a SWOT analysis and implement a new business strategy.

However, change in business enables a business to compete with its rivals and win the business position. Business organizations, especially fashion, clothing, perfumed, mobile companies, technological instruments consider change as the most essential part of business strategy. For making companies, change is important in the sense that it gives variety to the prevailing customers and satisfies their unexposed wants.

However, to bring change in business environment, the very first thing is to identify the necessity of change, which is followed by a specific plan for these changes. Various business tools, process, technology and performance meters are used to incorporate these changes.

There is no alternative for constant improvement running a business environment. To endure in a competitive business environment, ongoing improvement is obligatory to meet up with the business objectives.

So, SWOT research is very important for business organizations to use a new business strategy in order to cope with the present day competitive business market and to meet business objectives.

Modern Business Environment: Volatile

Change is one of many and essential elements in business market. There are lots of reasons whey business market is changing and getting affected by it. The term 'change' has end up being the part of corporate business. Change management is a modern business school of thought which is followed almost by every renowned business business to meet up with the difficulties of volatile business environment. The reason why of fast change running a business can be economic instability, inflation, changing life style, extensive use of modern tools, etc. Rapid climb and fatality of new companies also affect business environment.

What is SWOT Analysis?

An internationally known and intensive used business tool, SWOT examination is a robust technique to evaluate the existing situation of any business organization and predict the future business life. It is the most important level for marketers to plan and concentrate on key issues. However, SWOT can be an abbreviated term for Advantages, Weaknesses, Opportunities and Hazards. Talents and weaknesses are interior factors, while opportunities and dangers are exterior.

History of SWOT examination:

Albert Humphrey developed the SWOT examination strategy. Team Action Model was the study task that Humphrey led a Stanford College or university in the 1960s and 1970s from where the term was produced. He collected the info for this research from many top companies. However, SWOT research is an prolonged form of TAM, which helps to manage change running a business organization. Moreover, since 1960s organizations have been using SWOT examination as a company concept. It has been also used in management structure and commercial marketing. Indeed, with the duration of time the ideas of SWOT have been altered to suit the needs of business setting up.

Significance of SWOT examination:

SWOT evaluation is one of the most significant business tools, which seeks to assess the current situation of an organization in order to develop business strategies to encounter competition. It really is a key component of tactical development. It can help a firm to forecast its future leads and the financial environment. Again, it can help an organization to build up its critical and specific decisions to plan proper objectives. It can help organizations to anticipate future issues or problems. Notably, SWOT analysis can also be used in individual life. It helps individuals to get an instantaneous view of personality or career. In fact, SWOT analysis is an impressive tool for appraisal both running a business and individual life.

Apart from these, there are amounts of other reasons whey an organization uses SWOT examination. It could be used as an instrument of problem handling, decision making, planning, brainstorm meetings, workshop lessons, product analysis and also personal development planning.

Discussion and Analysis: SWOT

A tool for auditing a business and its own environment, SWOT analysis is the principal level of planning which helps marketers to give attention to key issues of business strategies. However, SWOT stands for strengths, weaknesses, opportunities, and threats. Advantages and weaknesses are inside factors. Opportunities and hazards are exterior factors.



Strengths will be the first components of SWOT evaluation which assesses the positive tangible and intangible traits of a business internally. These features are controllable and within the organizations. These talents of an person or a corporation help achieve the targets. Strengths may also be defined as the elements which allow an organization to do well, contrasting to the rivals. It focuses on the features of the organization over the business enterprise.

For example, the advantages of an organization can be good quality of the merchandise, brand image, attention of electric media, customer commitment, best location, strong communication, etc.


Weaknesses include the elements that are harmful and stand in the way of achieving the business enterprise objectives. They are the inner factors within an organization's control that prevent to get the desired goals. It helps the organizations to identify the precise areas where advancements are necessary.

The weaknesses of a business, for instance, can be low quality standards, damaged reputation, past loss project, declined by customers, old fashioned products, poor communication system, neglectfulness of media, etc.



Opportunities will be the external factors over which the organization has control. But, these factors have an effect on the company's success and business procedures both directly and indirectly. These are the factors just why an organization is accessible and evolves. These factors help a business to foresee the future options and opportunities that the organization may face. They help the organization to plan and identify the time line to achieve the aims. Indeed, opportunities are the objectives of group in a wide sense.

For example, the opportunities of an organization can be a new business market, extending business overseas or even to other outlets, releasing a fresh product, adding new value (such as, online marketing), moving to global market, etc.


Threats are the exterior factors which cause risks and dangers for an organization to achieve the goals and objectives. As external factors, organizations don't have control over them, but are highly affected by them. These factors help a business to have safeguard from hazards and dangers. These factors also guide the organization to operate a vehicle on your path.

Threats of a business, for example, can be:

Rising reputation of the opponents in local or global market

Changing practices of customers

Pricing competition with competitors

Arrival of new alternative product in the market

New taxation policy

Difference between external and interior factors of SWOT:

The difference between exterior factors and interior factors of SWOT analysis is very apparent. The essential difference between your two is the fact inner factors are controllable, while exterior factors cannot be controlled by the organization. Usually, the exterior factors (advantages and weaknesses) of a business are mainly based on organization itself, commercial market or customer needs and needs. The effectiveness of an organization can be explained as the way of reaching customer needs and satisfaction, while weaknesses will be the problems or shortcomings that the company faces to satisfy the market or customer demands. However, the internal factors of an organization usually affect the following factors, such as sales and profitability, product quality and brand image, product cost and customer needs, employee potentiality and the financial capacity of management, etc.

On the other hands, the exterior factors of a business are the issues that affect not only firm however the total business system. The normal issues that impact the company externally can be business sections, customer motivations and unmet needs, business strategies, overall business constructions, environmental issues (such as governmental, scientific, economic, ethnical, demographic, etc. ), etc.

How to put into action SWOT Examination?

Though made an appearance as a straightforward and easy business tool, SWOT research is very powerful and important technique. To put into practice SWOT analysis, the first thing an organization needs to have is time and adequate information and resources. It isn't possible to use a SWOT research in an firm by one individual, since it requires team work and efforts. The positive features of this technique are that it is quick, versatile and detailed managing tool, which make the process easy to apply.

However, the process of SWOT research uses a sequential order. Certainly, there are four steps to check out in this research. Whether analyzing a product or something, the SWOT research is done in the same way.

First Step: Assortment of information

In this level, an organization collects everything regarding the first two internal factors, talents and weaknesses. However, these details collection can be done through a variety of ways. One-to-one interview or a group debate can be taken to assemble information. There will be number of different views, questions and conditions that related to these elements.

Second Step: List possible Opportunities and Threats

Here, the business can make a list of all the opportunities that it could encounter in the foreseeable future. It could make another set of all the near future possible risks within the organization.

Third Step: Planning action

In this stage, the program of action will completed to meet these opportunities and also to secure the business from the hazards. In this level, the organization makes certain that they can keep up with the advantages, change or stop the weaknesses, prioritize opportunies and reduce threats.

Again, there are different ways to apply SWOT analysis. The next graph shows another different strategy of SWOT analysis.

SWOT Examination Framework

Environmental Scan



Internal Evaluation

Exterior Analysis

/ \

/ \

Strengths Weaknesses

Opportunities Threats


SWOT Matrix

According to the SWOT matrix method, there should be a balance between these elements. The method follows the next chart:

SWOT / TOWS Matrix





S-O strategies

W-O strategies


S-T strategies

W-T strategies

S-O strategies: building up positive characteristics or opportunities

W-O strategies: preventing or conquering weaknesses to meet opportunities.

S-T strategies: conditioning ways to win external threats

W-T strategies: having a solid intend to avoid weaknesses and threats


There are amounts of organizations which are using SWOT analysis almost every day in this modern business environment. This research can be continued a small area of the corporation or on overall company. TESCO is one of the major global business installations that can be analyzed through the use of SWOT analysis all together.

Strengths in Tesco

The first power of Tesco can be found in their acceptance and business success of 'World Retail Prize'. Again, the regular increase of overall sales is another significant strength of Tesco. In the same way, Tesco has another durability in their reserve funds for business development and meeting financial crisis.

Weaknesses in Tesco

The major weakness of Tesco can be found in their bad arrears, house insurance boasts and credit card arrears. Being truly a price leader in the market, Tesco is shedding earnings. Again, Tesco business and its profitability is principally based on the united kingdom market.

Opportunities in Tesco

Being another largest global trader, Tesco has strong buying electric power. Tesco is a worldwide business organization which includes quantity of different products and services. It is still increasing to the global market and gaiting global trust. Comprehensive use of modern tools is enabling Tesco to meet the modern problem of marketing. Constant increase of Tesco mobile customers can be considered as a business opportunity.

Threats in Tesco

Economic inflation is one of the major business dangers that Tesco had encounter in the recent past. The increasing cost of food and non-food recycleables is another hazard for Tesco. Changing buying practices of customers also influence Tesco's business strategies and so it requires reassessment of the current market. Competition with competitors, especially with Wal-Mart which can takeover Tesco business position anytime is another noteworthy menace that Tesco is encountering nowadays.


To summarize, SWOT examination is one of the powerful business tools that can be used in nearly every business situation and also in individual affairs. It helps organizations to determine their current position and to plan their future strategies. It really is decision making tool that delivers the framework for a business to generate business strategy, tag its position and direct its objectives. Though very easy, SWOT analysis requires close attention and experienced application.

In the modern changing business market, SWOT analysis has been became a very important tool to the marketers. SWOT evaluation is often said to be paralleled and alternative to the PESTEL evaluation. Often, organizations use both these business tools collectively to plan their strategies.

Once again, the SWOT analysis helps organizations to get a standard picture of the company and the starting place of proper planning. It is the primary tool of business examination.

To conclude, experienced marketers when utilizing SWOT analysis make sure that the company is based on its talents and opportunities, in a position to stop and right its weakness, and can protect itself from exterior risks. They consider the business enterprise environment extremely unpredictable and thus use this tool that may help organizations to predict their future through this technique.

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