Swot analysis brief description. Why do you need a SWOT analysis?

Situational or SWOT analysis(the first letters of the English words strengths - strengths, weaknesses - weak sides, opportunities - opportunities and threats - dangers, threats), can be carried out both for the organization as a whole and for individual species business. Its results are subsequently used in the development of and.

Analysis of strengths and weaknesses characterizes the study of the internal environment of an organization. The internal environment has several components, each of which includes a set of key processes and elements of the organization (types of business), the state of which together determines the potential and capabilities that the organization has. The internal environment includes financial, production and personnel and organizational components.

Since it does not have a clear manifestation, its analysis on a formal basis is very difficult. Although, of course, you can try to expertly assess such factors as the presence of a mission that unites the activities of employees using the form provided; the presence of certain common values; pride in your organization; a motivation system clearly linked to employee performance; psychological climate in the team, etc.

• S— strenghts — strengths;
• W- weaknesses - weaknesses;
• O- opportunities - opportunities;
• T- threats - dangers, threats;

SWOT analysis is an analysis of the company’s strengths and weaknesses, and an assessment of the opportunities and threats on the path of its development.

SWOT analysis methodology involves first identifying strengths and weaknesses, as well as threats and opportunities, and then establishing chains of connections between them, which can later be used to formulate organizational strategies.

First, taking into account the specific situation in which the organization is located, a list of its weaknesses and strengths, as well as a list of threats (dangers) and opportunities, are compiled.

Next, a connection is established between them. For this purpose, a SWOT matrix is ​​compiled. On the left there are two sections (strengths and weaknesses), into which all the strengths and weaknesses of the organization identified at the first stage of the analysis are respectively entered. At the top of the matrix there are also two sections (opportunities and threats), into which all identified opportunities and threats are entered.

SWOT Matrix

SIV- strength and opportunity. A strategy should be developed to leverage the organization's strengths to capitalize on opportunities. For those couples who find themselves on the field SLV, the strategy should be structured in such a way that, due to the emerging opportunities, an attempt is made to overcome the existing weaknesses in the organization. SIOUX(Power and Threats) - develop a strategy that should use the organization's strength to overcome threats. SLU(Weaknesses and threats) - develop a strategy that would allow the organization to get rid of weaknesses and prevent the impending threat.

For successful application In the SWOT methodology, it is important to be able not only to reveal threats and opportunities, but also to try to evaluate them from the point of view of how important it is for orientation to take into account each of the identified threats and opportunities in the strategy of its behavior.

To assess the opportunity, the method of positioning each specific opportunity on the opportunity matrix is ​​used (Table 2.1).

This matrix is ​​constructed as follows: at the top is the degree of influence of the opportunity on the organization’s activities (strong, moderate, small); on the side - the likelihood that the organization will take advantage of this opportunity (high, medium, low). The ten fields of possibilities obtained inside the matrix have different meaning for the organization. Opportunities falling on the fields "BC", "VU" and "SS" have great importance for the organization, and they must be used. Opportunities that fall into the “SM”, “NU” and “NM” fields practically do not deserve attention. For the opportunities that fall into the remaining fields, management must make a positive decision to pursue them if the organization has sufficient resources.

Table 2.1 Capability Matrix

A similar matrix is ​​compiled to assess threats (Table 2.2). Those threats that fall into the “VR”, “VC” and “SR” fields pose a very great danger to the organization and require immediate and mandatory elimination. Threats that fall into the “VT”, “SC” and “NR” fields should also be in the field of view of senior management and be eliminated as a matter of priority. As for the threats located on the fields of “NK”, “ST” and “VL”, a careful and responsible approach to eliminating them is required.

Table 2.2 Threat matrix

It is advisable to carry out this analysis, answering the following questions in relation to opportunities and threats in three areas:

1. Determine the nature of the opportunity (threat) and the reason for its occurrence?
2. How long will it last?
3. What power does she have?
4. How valuable (dangerous) is it?
5. What is the extent of its influence?

The environmental profiling method can also be used to analyze the environment. This method is convenient to use for compiling a profile of the macroenvironment, the immediate environment and the internal environment. Using the environmental profiling method, it is possible to assess the relative importance of individual factors for the organization.

The method for compiling an environmental profile is as follows. Individual environmental factors are listed in the environmental profile table (Table 2.3). Each factor is given by expert means:

• assessment of its importance for the industry on a scale: 3 - strong importance, 2 - moderate importance, 1 - weak importance;
• assessment of its impact on the organization on a scale: 3 - strong, 2 - moderate, 1 - weak, 0 - no effect;
• assessment of the direction of influence on a scale: +1 - positive influence, -1 - negative influence.

Table 2.3 Environment profile

Next, all three expert assessments are multiplied, and an integral assessment is obtained, showing the degree of importance of this factor for the organization. From this assessment, management can conclude which environmental factors are relatively more important for their organization and, therefore, deserve the most serious attention, and which factors deserve less influence.

SWOT is an acronym for the words Strengths, Weaknesses, Opportunities and Threats. The internal situation of the company is reflected mainly in S and W, and the external situation - in O and T. SWOT analysis is a development stage

The SWOT analysis methodology involves, firstly, identifying the internal strengths and weaknesses of the company, as well as external opportunities and threats, and, secondly, establishing connections between them.

SWOT analysis helps answer the following questions:

Does the company use internal strengths or differentiating advantages in its strategy? If the company does not have distinctive advantages, then which of its potential strengths could become them?
- Are the company's weaknesses its competitive vulnerabilities and/or do they prevent it from taking advantage of certain favorable circumstances? What weaknesses require adjustment based on strategic considerations?
- what opportunities give the company a real chance of success using its skills and access to resources? (opportunities without ways to realize them are an illusion; the strengths and weaknesses of a firm make it better or worse suited to exploiting favorable opportunities than other firms).
- what threats should a manager be most concerned about and what strategic actions should he take to ensure good protection?

The table provides examples of the main factors that should be taken into account in a SWOT analysis.

Potential Internal Strengths(S):	Potential internal weaknesses(W):
Clearly demonstrated competence	Loss of some aspects of competence
Adequate financial sources	Unavailability of finance needed to change strategy
High art of competition	Market art below average
Good understanding of consumers	Lack of consumer information analysis
Recognized market leader	Weak market participant
A clearly defined strategy	Lack of a clearly defined strategy, inconsistency in its implementation
Leveraging economies of scale, cost advantage	High cost of production compared to key competitors
Own unique technology, best production facilities	Outdated technology and equipment
Proven reliable control	Loss of depth and flexibility of management
Reliable distribution network	Weak distribution network
High Art of R&D	Weak positions in R&D
The most effective advertising in the industry	Weak promotion policy
Potential external opportunities(ABOUT):	Potential external threats(T):
Possibility of serving additional consumer groups	Weakening market growth, unfavorable demographic changes and the introduction of new market segments
Expanding the range of possible products	Increased sales of substitute products, changing customer tastes and needs
The complacency of competitors	Fierce competition
Reducing trade barriers to entering foreign markets	The emergence of foreign competitors with low-cost goods
Favorable shift in exchange rates	Unfavorable movement in exchange rates
Greater availability of resources	Strengthening supplier requirements
Relaxation of restrictive legislation	Legislative price regulation
Easing business instability	Sensitivity to instability in external business conditions

Classic SWOT analysis involves identifying the strengths and weaknesses of a company’s activities, potential external threats and opportunities, and assessing them in terms of scores relative to industry averages or in relation to data from strategically important competitors. The classic presentation of information from such an analysis was the compilation of tables of strengths in the company’s activities (S), its weaknesses (W), potential favorable opportunities (O) and external threats (T).

The final SWOT matrix looks something like this:

At the intersection of SW with OT it is indicated expert review their mutual influence in points. The total sum of points in rows and columns shows the priority of taking into account a particular factor when forming a strategy.

Based on the results of the SWOT analysis, a matrix of strategic activities is compiled:

SO- activities that need to be carried out to use strengths to increase the company's capabilities;
WO- activities that need to be carried out to overcome weaknesses and take advantage of the opportunities presented;
ST- activities that use the organization's strengths to avoid threats;
W.T.- activities that minimize weaknesses to avoid threats.

Rules for conducting SWOT analysis

In order to avoid in practice possible errors To get the most out of a SWOT analysis, there are a few rules you need to follow.

1. If possible, specify the scope of the SWOT analysis as much as possible. When conducting an analysis that covers the entire business, the results are likely to be too general and not useful for practical application. Focusing a SWOT analysis on a company's position within a specific market/segment will provide much more practical results.
2. Be correct when classifying a factor as a strength/weakness or opportunity/threat. Strengths and weaknesses are internal features of a company. Opportunities and threats describe the market situation and are not subject to the direct influence of management.
3. A SWOT analysis should show the real position and prospects of the company in the market, and not their internal perception, therefore strengths and weaknesses can be considered as such only if they (or their result) are perceived in this way by external customers and partners. They must correspond to objectively existing differences between the company’s products and competitors. Strengths and weaknesses must be ranked in accordance with their importance (weight) for buyers and only the most important ones must be included in the SWOT analysis.
4. The quality of a SWOT analysis directly depends on objectivity and the use of diverse information. You cannot entrust it to one person, because the information will be distorted by his subjective perception. When conducting a SWOT analysis, the points of view of all functional divisions of the company must be taken into account. In addition, all identified factors must be confirmed by objective facts and research results.
5. Vaginal and ambiguous language should be avoided. The more specific the wording, the clearer the impact of this factor on the company’s business now and in the future, the greater practical value will have the results of a SWOT analysis.

Limitations of SWOT Analysis

SWOT analysis is only a tool for structuring available information; it does not provide clear and clearly formulated recommendations or specific answers. It only helps to visualize the main factors, as well as to estimate as a first approximation expected value certain events. Formulating recommendations based on this information is the job of the analyst.

The simplicity of a SWOT analysis is deceptive; its results are highly dependent on the completeness and quality of the source information. Conducting a SWOT analysis requires either experts with a very deep understanding current state and market development trends, or a very large amount of work on collecting and analyzing primary information to achieve this understanding. Errors made during the formation of the table (inclusion of unnecessary factors or loss of important ones, incorrect assessment of weighting coefficients and mutual influence) cannot be identified in the process of further analysis (except for very obvious ones) - they will lead to incorrect conclusions and erroneous strategic decisions. In addition, the interpretation of the resulting model, and therefore the quality of conclusions and recommendations, highly depend on the qualifications of the experts conducting the SWOT analysis.

History of SWOT Analysis

Kenneth Andrews is considered the pioneer of the direction of strategic analysis aimed at finding a balance between the resources and capabilities of a company with factors and conditions of the external environment (. He developed a model that became the prototype of SWOT analysis. This model is based on four questions:

1. What can we do (strengths and weaknesses)?
2. What would we like to do (organizational and personal values)?
3. What could we do (opportunities and threats of external conditions environment)?
4. What do others expect from us (intermediary expectations)?

The answers to these four questions served as the starting point for strategy formation.

SWOT analysis in its modern form appeared thanks to the work of a group of scientists at the Stanford Research Institute (SRI): R. Stewart (research director), Marion Dosher, Otis Benepe and Albert Humphrey (Robert Stewart, Marion Dosher, Dr Otis Benepe, Birger Lie, Albert Humphrey). Studying the organization of strategic planning in companies from the Fortune's 500 list (the study was carried out from 1960 to 1969), they eventually came to a system they called SOFT: Satisfactory, Opportunity, Fault, Threat. The model was later modified and renamed the SWOT presented above.

1. Product (what are we selling?)
2. Processes (how do we sell?)
3. Buyers (who are we selling to?)
4. Distribution (how does it reach customers?)
5. Finance (what are prices, costs and investments?)
6. Administration (how do we manage it all?)

Based on the factors identified during the analysis, strategic decisions were then made.

Life forces us to make decisions every day. And every decision we make, one way or another, affects our future. Our fate for years and even decades depends on some decisions. To accept any important decision A thorough analysis of what is happening is needed, this is necessary both in business and in everyday life. Qualitative analysis is a very difficult matter. And despite the fact that absolutely every person needs to be able to do it, this management function is not taught in school. Today we will talk about one of the most common methods of analysis - the SWOT method.

What is SWOT analysis

SWOT analysis is a method of primary assessment of the current situation based on considering it from four sides:

• Strengths - strengths;
• Weaknesses - weaknesses;
• Opportunities - opportunities;
• Threats – threats;

Strengths and weaknesses are your internal environment, what you already have in your this moment time. Opportunities and threats are environmental factors, they may or may not happen, it also depends on your actions and decisions.

The acronym SWOT was first used at Harvard in 1963 at a conference on business policy by Professor Kenneth Andrews. In 1965, SWOT analysis was proposed to develop a company's behavioral strategy.

SWOT analysis helps to create a structured description of a specific situation, based on this description, conclusions can be drawn. This allows you to make correct and informed decisions. SWOT analysis plays a significant role in business and should be mastered by everyone involved in personnel management and marketing.

Rules for conducting SWOT analysis

Before you begin drawing up a SWOT analysis, you need to understand a number of rules.

1. Need to choose the most specific area of ​​research. If you choose an area that is too broad, the conclusions will be unspecific and less applicable.
2. Clear separation of elementsSWOT. There is no need to confuse strengths and opportunities. Strengths and weaknesses are internal features organizations under its control. Opportunities and threats are related to the external environment and are not directly subject to the influence of the organization; the organization can only change its approach and adapt to them.
3. Avoid subjectivity. It would be naive to rely on your opinion if the market does not agree with it. You may think your product is unique, but it's worth asking consumers about this first. Without them, your personal opinion has no meaning.
4. Try use the opinions of as many people as possible. The larger the sample, the more accurate the research. Remember about?
5. The most specific and precise formulations. I often ask my subordinates: “What should you do to earn more?” They almost always tell me that I need to work harder. This is not a specific formulation; it is not clear what specific actions a person should perform at what time.

Using these not complex rules You can proceed to compiling a SWOT matrix.

SWOT matrix

SWOT analysis is usually used by drawing a table, it is often called a SWOT matrix. This method of use does not depend on the global nature of the problem being solved. It doesn’t matter whether you’re deciding who to spend the weekend with or what business to invest your millions in, the essence and appearance SWOT analysis will remain unchanged. The SWOT matrix looks something like this:

The first line and first column are indicated simply for ease of understanding; they are not necessary to draw if you understand the SWOT analysis method well.

How to use SWOT analysis

So, you are faced with a certain task and you need to understand how to solve it. First of all, you need to draw a SWOT matrix. You can do this by dividing a sheet of paper into four parts. In each part you need to write as much available information as possible. It is advisable to write the more significant factors first, then move on to the less significant ones.

We analyze strengths and weaknesses

It is not surprising, but it is with the description of strengths that the most problems arise for people who take up SWOT analysis for the first time. In general, you can ask your employees, friends and acquaintances for help in assessing, but it is better to learn how to analyze yourself. Strengths and weaknesses are assessed using the same parameters.

In business, strengths are assessed primarily based on the following parameters:

• Management and human resources in general. First of all, the competence and experience of the staff;
• Having a clear system. Business processes and employee understanding of what to do;
• Finance and access to money;
• Clearly. This is a very important success factor; the lack of a sales department is a serious obstacle and a sink for other resources;
• Reasonable marketing policy;
• Availability of production costs.

When conducting a SWOT analysis of your personality, you can rely on the following criteria:

• Education and knowledge;
• Experience and your skills;
• Social connections, useful contacts and other opportunities to use administrative resources;
• Recognition and authority;
• Availability of material resources;

When analyzing your strengths, you should focus on what you like to do and what you are good at. As a rule, what we don’t like turns out worse for us.

Analysis of opportunities and threats

Opportunities and threats are created by changes in the environment and those changes that you can make personally. It is worth noting that to analyze the external situation on the market, and even more so to predict the future market, you need to have serious qualifications. It is very difficult to predict what will happen and it is worth relying primarily on current facts and trends. At the same time, when making long-term planning, it is necessary to take into account the most pessimistic scenario for the development of the situation.

Opportunities and threats in business are primarily assessed according to the following parameters:

1. Market trends. Increase or decrease in demand.
2. Economic situation in the country. In years of economic growth, business, other things being equal, will grow in proportion to the growth of the economy, and vice versa.
3. Competition, the absence of competitors today does not guarantee their absence tomorrow. The arrival of a major player in the market can turn the industry upside down.
4. Infrastructure changes. Major changes to infrastructure can result in both gains and losses.
5. Legislation and political trends. Probably, in 2003, no one imagined that within 5 years all casinos would close.
6. Technological revolutions. Progress inevitably destroys entire industries while creating new ones.

Every field of business has its own experts and professionals; to compile a high-quality SWOT matrix, you can turn to them for advice and expert opinion.

SWOT analysis methodology

So, we have a completed SWOT matrix that contains: strengths and weaknesses, as well as opportunities and threats. Based on this matrix, you need to work according to it. To do this, perform the following steps:

1. It is necessary to rank all factors according to the degree of influence;
2. All contrived and not important factors needs to be excluded;
3. We analyze how your strengths can help you avoid threats and achieve opportunities;
4. Let's see what impact your weaknesses can have on opportunities and threats;
5. How strengths can help improve weaknesses;
6. How can we reduce threats;

Based on the work done, you draw up the main vectors of development. SWOT analysis is primarily a tool for descriptive assessment of the situation. It does not analyze large amounts of analytics and does not compare indicators over past years. SWOT does not measure quantitatively the parameters. And that is why the SWOT method will always be a rather subjective analysis tool.

Application of SWOT analysis

The simplicity of SWOT analysis makes this tool very versatile; as we wrote above, it can be used both in life and in business. SWOT analysis is used both separately and in combination with other analysis and planning tools. Widest application of SWOT analysis received in management primarily for strategic planning of the organization's activities.

SWOT self-analysis

Separately, I would like to talk about the use of the SWOT analysis method to determine priorities in personal development. You can use this tool to determine goals both at work, for example, what area of ​​activity you should pursue, and in personal relationships.

I strongly recommend that middle and senior managers ask their subordinates to do a personal SWOT analysis at least once a year. Also this great tool to determine management abilities when hiring a new employee. I first read this idea in Igor Mann’s book Number 1. Mann recommends giving SWOT to everyone who came for an interview.

Importance thorough analysis strategies

When doing business, people face all sorts of difficulties and surprises. And such activity also consists of processes different levels difficulties. This means that in business you need to act based on one or another long-term plan. We often use the word “strategy” in our lives. What does it mean? This word usually means planning a complex activity over a long period of time. It must take into account both various complex processes, as well as possible surprises and difficulties that may arise both in the business itself and in the outside world that influences it. This is very not an easy task. It is difficult to even understand how to start this business, where, in fact, to start. We use such a wonderful tool as SWOT analysis. Examples of its application can be very diverse.

Scheme carrying out analysis

Let's show what a SWOT analysis looks like using an example of an enterprise. The analysis carried out using this methodology will create the basis for the strategy of further activities. So, let's take a closer look at the technique. This name itself represents the first letters of four words in English language. These words: opportunities (opportunities), threats (threats), strengths (strengths) and weaknesses (weaknesses) correspond to four main sections. Where can this type of analysis be applied? Obviously, to the study of most of the various complex processes in the economy and in society. This can be the study of not only a separate business, but also the work of an entire economic sector, for example.

SWOT analysis as an example

Let's consider how to apply this approach to analyzing the activities of an individual business enterprise. When we conduct a SWOT analysis using an example of a company, the first stage consists of a very careful study all sorts of features work of the company. At the second stage, you also need to carefully study the external environment of the business. These two initial stages of analysis lay the foundation for further actions. Here it is necessary to consider many aspects - both those characterizing the company itself and those describing in detail the external environment. Now all the information received needs to be correctly classified, distributed into the appropriate sections. Further, after careful preparation, we can indicate the strengths of our business, weaknesses that still need to be worked on, and

work. The capabilities that make sense to be developed in the future also become clearer. And all sorts of risks and threats that may have to be faced in the future become clearly formulated. Next comes the turn of processing the results obtained. Once the data was collected, analyzed and classified, we received an information basis for strategic business planning. Here it should be noted that, in fact, the SWOT analysis itself using the example of an enterprise ends at this point, then you need to draw conclusions and base your further work. It remains to consider exactly how we can make the most of our strengths, how to strengthen our weak positions, with which we can reduce the risk from possible threats. And carefully consider the opportunities that open up. SWOT analysis trading enterprise happens in the same way.

Detailed example SWOT-analysis

Now suppose that you want to carry out such an analysis in practice and use its results for your activities. For example, let's use a fictitious small business company. So, you have decided to conduct a SWOT analysis. First you need to invite interested people and arrange something like a brainstorming session to generate the right ideas. As we remember, we need to formulate ideas that fall into four categories. The first two categories (strengths and weaknesses of the enterprise) reflect the internal activities of the company, the other two (threats to the organization and its opportunities) reflect environmental characteristics not controlled by the enterprise. In the process of generating ideas, you need to limit criticism in order to spur creative process. You also need to remember that it is not such a rare situation when some factor is both a strength and a weakness (for example, an increase in the scale of an enterprise strengthens the business itself, but at the same time it is a factor that complicates the process of managing the company). Thus, creating a table from these sections, done in the most complete manner possible, is the goal of the first stage of analysis. Let's illustrate this.

Strengths of the company:

1. Good reputation.
2. Quality product.
3. Professional team.
4. Large customer database.

Weaknesses of the company:

1. There are not enough employees.
2. Unreliable suppliers.
3. The advertising budget is too small.
4. It's time to update the equipment.
5. There is no business plan, strategic goals are not defined.

Opportunities available in the outside world:

1. The competitors are not very strong.
2. Opportunity to occupy new market niches.
3. Opportunity to improve our product.
4. Opportunity to receive additional investment.
5. Opportunity to expand our sales to other territories.

Threats from the outside world:

1. New competitors may appear.
2. Customer preferences may change after a few years.
3. Changes in the economy.
4. Key employees may quit. The result of the first stage of SWOT analysis will look something like this (but in much more detail). What to do next with this list? Based on the points marked as strengths, the main priorities in the development of the enterprise are determined. They need to be strengthened in every possible way. Capabilities need to be developed on a priority basis. In relation to weaknesses, you need to take measures to correct them, in relation to threats, you need to be ready to repel them. Based on the above, a strategic plan for further development is drawn up. You just need to remember that weaknesses and threats can have a reverse useful side- for example, changes in the economy can change the rules of the market, which can provide new opportunities for the enterprise. This must be taken into account when drawing up this plan.

Possible area applications such analysis

Using this analysis, you can evaluate the performance of a business. A business can be called ideal if it has distinct strengths and real favorable opportunities for development, while threats remain insignificant. If great opportunities coexist with high risk, then this business can rightfully be called risky. A mature business is characterized by the fact that both opportunities and threats are present at the same time, but the latter are not very pronounced. SWOT analysis using the example of a company is a powerful tool for creating a business strategy. Its capabilities can also be effectively used with great benefit in a wide variety of areas.

Accordingly, the question “how to do a SWOT analysis” has special meaning in the life of an entrepreneur. Today we will talk about how to do a SWOT analysis. Or rather, let's develop one step by step instructions- a questionnaire, after which the same question () will be completely closed for you.

First, let's look at what a SWOT analysis is (I apologize in advance to those for whom this is unnecessary). SWOT analysis is a tool for planning and comparing four business elements. These elements are: Strengths, Weaknesses, Opportunities, and Threats. A correctly done SWOT analysis gives an entrepreneur a huge amount useful information required for adoption the right business decisions.

Learning to do swot analysis

SWOT analysis - 4-step instructions

For greater clarity, we will divide the SWOT analysis process into steps, each of which is represented by several questions. Answering these questions is, in essence, the process of conducting a SWOT analysis. So.

Step 1 — Scanning the business environment

In this step, by looking at our business environment, we must identify the factors that influence or may influence our business. All factors can be divided into internal and external. To determine these factors, answer the following questions:

1. What legal factors (laws and other regulations) affect (or may affect) my business?

2. What environmental factors affect (or may affect) my business?

3. What political factors affect (or may affect) my business?

4. What economic forces affect (or may affect) my business?

5. What geographic factors affect (or could affect) my business?

6. What social factors affect (or may affect) my business?

7. What technological factors affect (or may affect) my business?

8. What cultural factors influence (or may influence) my business?

9. What market factors influence (or may influence) my business?

The answers to the first 9 questions give you information about external factors, i.e., about those impacts on your business that exist in your environment regardless of the existence of your business. All of these questions, one way or another, are worth asking yourself in order to fully understand what could have any impact on your business. Of course, different factors will have different effects in different business areas, but this is exactly what you will understand by answering these questions.

10. Does (or can it influence) the competition factor affect my business?

11. Does (or can it influence) the management and business management factor affect my business?

12. Does the chosen business strategy factor (or can it influence) my business?

13. Does the business structure factor affect (or can it affect) my business?

14. Does the employee factor affect (or can it affect) my business?

15. Does the factor of my business goals influence (or can influence) my business?

16. Does (or can it influence) the leadership factor affect my business?

17. Does the operational management factor affect (or can it affect) my business?

18. Does the technology factor in business affect (or can it affect) my business?

Answers to questions 10 to 18 will give you information about the overall impact of your business's entry into the marketplace. The list may not be exhaustive; a lot depends on the field of activity, but these are the main points.

And so, having answered the above questions, you will have an almost complete set of factors on which your business depends to one degree or another. Next, you should analyze them and draw the right conclusions for yourself. In this regard, we move on to the next step of our instructions on how to do a SWOT analysis.

Step 2. Analysis of the business environment

In this step of the SWOT analysis, we must analyze in more detail all the factors listed above and understand what they actually represent for us and our business. Let's do this, as you guessed, in a few questions. Here they are:

19. Which legal factors could be a threat to our business and which could be an opportunity?

20. Which political factors could be a threat to our business and which could be an opportunity?

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