Business needs to be constantly improved and adapted to changing market conditions. But before making changes, it is necessary to analyze - to identify strengths and weaknesses, threats and opportunities for development.
Many entrepreneurs do not pay enough attention to analyzing their company. They believe that to obtain analytics it is necessary to spend a large number of time, money and effort. However, this is not always the case.
SWOT analysis will help you cope with this task. You will only spend a few hours on it. And, as a result, you will receive data that will allow you to formulate a development strategy for at least the next six months.
From the article you will learn in detail how to check your business for strengths and weaknesses, threats and opportunities for development.
What is SWOT analysis
SWOT analysis is one of the most common and easiest to use types of business analysis. With its help, you can identify internal and external factors that influence the success of the company.
SWOT analysis of a business allows you to evaluate the company’s activities based on four factors:
S - strength (strengths). Competitive advantages of your enterprise. For example,
- low production costs,
- a close-knit community of brand fans,
- high KPIs for email campaigns.
W - weakness (weaknesses). Internal factors that hinder business growth reduce your competitiveness. For example,
- insufficient number of support staff,
- lack of configured trigger mailings,
- high cost of attracting a client.
O - opportunities. External factors that can positively affect business growth. For example,
- improving the site’s position in organic search results,
- “exit” of a competitor from the market.
T - threats. Negative external factors that may adversely affect the further development of the enterprise. For example,
- reduction in market size,
- entry of a major competitor into the market with many advantages,
- tightening of business conditions on the part of the state regulator.
Who can benefit from a SWOT analysis of a company?
SWOT analysis of an organization is suitable for absolutely all types and sizes of businesses.
With its help, startupers and owners of new businesses will be able to take into account all the risks and draw up a development strategy in such a way as to become competitive even in the first stages after launch and, soon, overtake competitors.
For existing companies, it is important to conduct a SWOT analysis of the enterprise at least once a year, even in cases where things are going well.
The analysis will help determine the company's development strategy in accordance with current market conditions.
Important!
After conducting the analysis, you can transform it into a marketing strategy for the company’s growth for the next period (6 months/1 year). By knowing your strengths, your marketing messages will be more accurate.
At the same time, knowing your weaknesses, you can make every effort to level them out.
Advantages
The popularity of SWOT analysis is due to several factors.
Versatility
Regardless of what market share you own, whether you are in manufacturing or retail, online or offline, this method of analysis is applicable to all businesses. It can also be used to evaluate the effectiveness of specific departments of the company.
Simplicity
A SWOT analysis of a brand can be carried out by the owner or manager of the enterprise. To carry it out, you do not need to resort to complex calculations and conduct extensive research. It is enough just to be aware of the real state of affairs in the company and on the market as a whole.
A complex approach
During the SWOT analysis, both external and internal factors affecting the company's activities are taken into account. Therefore, the results of the analysis will help to understand the real state of affairs, and will not show only one side of the coin.
Flaws
Even though SWOT is a very effective and convenient way of doing analytics, it does have some disadvantages.
Subjectivity
There is no standard set of indicators that need to be taken into account when conducting an analysis. You have to rely on the personal opinion of analysts about the company and its position in the market.
Blurry results
Very often it is impossible to evaluate the factors of analysis in quantitative terms. Therefore, SWOT analysis helps to formulate general idea about the enterprise and its position in the market, but does not allow assessing and comparing the influence of various factors.
How to use analysis
Getting started SWOT analysis, you need to clearly define the main goals of your organization. In order to analyze the advantages, disadvantages, opportunities and risks in application to the implementation of the assigned tasks.
When conducting analysis, consider only significant factors. For example, a delivery price that is 5 UAH lower than that of competitors should not be considered one of the company’s advantages.
5 Rules for Effective SWOT Analysis
- Conduct research on each market segment, department, product to get more objective results.
- Don't confuse opportunities with advantages and threats with disadvantages. Advantages and disadvantages are internal factors of the enterprise. You can control them. Opportunities and threats are external factors beyond our control.
- Identify strengths and weaknesses from the buyer's perspective. To verify your assumptions, conduct interviews or surveys among clients.
- Use precise, unambiguous language.
- For each factor of disadvantages and risks, try to find ways to eliminate or minimize them. For advantages and opportunities - ways to strengthen and use. Record all data in the decision matrix.
Preparing for analysis
Before carrying out the analysis, it is necessary to study the market in which the company operates. Special attention It’s worth spending time researching your target audience in order to clearly understand the “pain” of a potential client and orient your business to satisfy the user’s needs, and not just sell them your product. This is a key factor in building long-term relationships with clients.
Identify your main competitors and analyze their companies from the point of view of a potential client. Based on this, you can highlight your strengths and weaknesses.
Step-by-step algorithm for doing SWOT analysis
There is a special technique for conducting SWOT analysis to obtain the highest quality results. It consists of 5 stages.
Step 1: Identify questions for analysis
Need to answer next questions. They will help you highlight the most important information and get ready for further work.
Examples of questions to identify strengths:
- What is our main competitive advantage?
- How are we superior to our competitors?
- What benefits do our employees have?
- What resources do we have?
- What makes us unique?
- Why do clients use our services?
- What assets do we have?
Questions to identify weaknesses:
- What is the competitive advantage?
- What are our competitors doing better than us?
- What are our clients not happy with?
- What resources are we lacking?
- What are our employees complaining about?
- What are the disadvantages of the product?
- What factors prevent you from making a better product?
- What internal processes can be improved?
Questions to identify enterprise capabilities:
- How can the current political and economic situation support business growth?
- What external resources can be attracted to accelerate development?
- How can current market trends benefit us?
- Are the opportunities permanent or temporary?
Examples of questions to identify threats:
- Which new market participants are potentially dangerous for us?
- How can the political and economic situation worsen our effectiveness?
- What new products and technologies may be more attractive to users than ours?
- Could market trends adversely affect our business?
Step 2. Create a SWOT analysis table
Using a table (matrix) you can structure all the information received. It consists of four parts: strengths, weaknesses, opportunities and threats. All identified factors must be entered into the SWOT matrix in the appropriate blocks, sorted by importance.
Step 3: Finding Strengths and Weaknesses
Identify the main internal factors influencing the company's success. Factors that are better than competitors are strengths, those that are worse are weaknesses.
Sort the data received so that at the top of the list are those factors that affect the final profit to the greatest extent.
Step 4: Find Growth Opportunities
Step 5. Search for business threats
Determine what could reduce your company's income. At the same time, never forget that threats refer to external factors. They are not under your control - you cannot influence them.
Quantitative method of analysis
In practice, a quantitative method is often used. Its essence is that after identifying all the factors, you evaluate them on a point scale. Thanks to this, the results of the analysis will become more clear, as they provide an understanding of how important a particular factor is.
Carrying out a full-fledged quantitative SWOT analysis requires a lot of time. But there is alternative method, which is almost as accurate as the classic one and requires less time.
SWOT analytics using the example of an online store
Let's consider compiling SWOT tables analysis using the example of an online store of household appliances.
Strengths:
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Weak sides:
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Possibilities:
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Threats:
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The factors in the table are sorted by level of importance. The following conclusions can be drawn from the most important criteria:
- It is worth continuing to engage in search engine optimization because it is the most effective traffic channel.
- The mobile version of the site is definitely worth updating. This is guaranteed to impact your mobile conversion rate and overall purchases.
- You shouldn’t go offline, because the market is developing steadily.
- If the dollar rate rises, you will have to raise prices in the store.
5 examples of solutions based on SWOT analysis
The main goal after SWOT analysis is to correctly interpret the data obtained. This will help overcome difficulties and ensure further business development. Let's look at 5 examples of problems with potential solutions.
1. Marketing department employees do not complete assigned tasks within the deadlines set by the department head.
Solution: hire a project manager. It will help you correctly set tasks, prioritize them and correctly estimate the time to complete them.
2. Rents for brick-and-mortar stores are rising, while their income is steadily declining.
Solution: create an online store and start moving sales online.
3. Declining living standards have a negative impact on sales of premium clothing.
Solution: increase the share of products for the middle class.
4. 65% of organic traffic comes from a corporate Youtube channel. If the channel is unexpectedly blocked, most of the traffic will be lost.
Solution: start developing other traffic sources. For example, do search engine optimization or develop a corporate Facebook page.
5. At a production plant for the manufacture of polyethylene products, the old extruder often breaks down, and there is not yet the funds to purchase a new one.
Solution: find partners whose equipment you can use to produce products, giving them a portion of the profits.
conclusions
A SWOT analysis of a small business or large enterprise allows you to identify weaknesses and threats, as well as strengths and opportunities for development. Thanks to this, you will be able to organize the company’s activities in such a way as to effectively counter external threats, successfully compete in the market and steadily increase the efficiency of your business.
To ensure the most complete and reliable data in SWOT analytics, conduct analysis not only for the entire company, but also for specific departments and products. At the same time, try to get the opinion of as many knowledgeable people as possible in order to obtain objective data. Thanks to this, you will be able to make the right and effective decisions in developing your business.
SWOT analysis- one of the most common methods that comprehensively evaluate internal and external factors influencing the development of a company. This is an analysis of the strengths and weaknesses of the organization, as well as opportunities and threats from external environment. “S” and “W” refer to the state of the company, and “O” and “T” refer to the external environment of the organization.
SWOT analysis is a preliminary research stage in drawing up strategic plans, developing strategic goals and objectives of the company.
The term SWOT was first used by Kenneth Andrews in 1963 at Harvard at a business policy conference.
Term in English: SWOT analysis.
Main parameters of SWOT analysis
SWOT stands for:Strengths– strengths,
Weakness- weak sides,
Opportunities- possibilities,
Threats– threats.
Based on the results of the situational analysis, it is possible to assess whether the company has internal forces and resources to realize existing opportunities and counter external threats. Accordingly, an analysis of the internal and external situation is necessary.
When assessing external situation worth considering:
- legislation and political climate,
- expected or possible changes that may affect the operation of the company. (Example: changes in customs legislation);
- economic situation of the country, region (changes in GNP indicators, possible major changes in the economy potentially affecting the company, expected inflation);
- socio-demographic factors;
- changes in technology (waiting for technical innovations);
- ecological environment.
During the analysis internal situation the company's resources and business processes are assessed, and competitiveness is analyzed.
During the analysis process, the formulation of the company's sustainable competitive advantages is confirmed or changed. Key analysis factors:
Deciphering the method
The main idea of the technique SWOT analysis consists of an attempt to determine by calculation how much each of the possible development paths can influence the success of the current, tactical and strategic business processes of the enterprise. When ranking threats in the SWOT analysis matrix by degree of impact, it is assumed to determine the estimated time at which the enterprise will reach a certain degree of destruction, and the sooner economic performance indicators deteriorate, the more attention should be paid to eliminating this threat. After complete completion of the work, based on a SWOT analysis and associated with identifying the greatest threats to the enterprise’s activities and identifying priority areas of development that promise the greatest economic effect with the available financial and human resources, the next stage begins to optimize the work of personnel.
The results of the SWOT analysis are entered into tables.
Decisive for success are always specific actions (events) related to specific goals and consistently implemented.
NexterrorsMost often found in SWOT analysis tables:
1. Conducting a SWOT analysis without a pre-established overall goal. SWOT is not an abstract analysis; its use involves achieving a specific goal
2. External chances are often confused with internal strengths of the company, while they should be strictly distinguished
3. SWOT analysis is often confused with all sorts of strategies. We must not forget the main difference between one and the other (SWOT analysis describes states, and strategy describes actions)
4. In the process of SWOT analysis, priorities are not identified and specific activities are not named. SWOT-Analysis.
Rules for conducting SWOT analysis
No formal training is required to conduct a SWOT analysis. Any manager who understands the company's affairs and is familiar with the market can draw up a simple SWOT form.
But this simplicity and ease of use also has a downside. There is a risk of misuse, hasty and meaningless conclusions, and the use of vague and ambiguous concepts. In addition, do not forget that for the objectivity of the picture, only relevant, verified and fresh information must be used for analysis, which many users simply forget about.
Here are a few simple rules that will help you avoid such mistakes and get the most out of your SWOT analysis.
Rule 1. For an objective SWOT analysis, a business must be segmented by area or specific market. A general analysis that covers the entire business is inappropriate, as the results will be too generalized and useless. Focusing a SWOT analysis on a specific segment will ensure that the company's most important strengths, weaknesses, opportunities and threats are identified.
Rule 2. We must be aware that the elements of SWOT differ significantly from each other, in particular regarding their origin and spheres of influence. For example, strengths and weaknesses are internal characteristics company, therefore, they are controlled by it. Opportunities and threats are external, objective, independent characteristics of the market environment, and they are not subject to the influence of the organization.
Rule 3. The strengths and weaknesses of a company are subjective concepts. But opinions on these characteristics should not be expressed by managers or even competitors, but by clients, customers, partners, and investors. How they consider and perceive these elements is the way it is. Strengths will be considered as such as long as the market perceives them as competitive.
Rule 4. For objective analysis, diverse input data should be used. Even if it is not possible to obtain extensive results marketing research, this does not mean that it is enough to limit ourselves to the work of one person. For accuracy and depth of analysis, it is best to organize a group discussion with the exchange of ideas, learn and take into account the points of view of all functional departments of the company. Any information or initial data must be supported by reasoned evidence (official letters, verified quotes, industry statistics, press reports, information from dealers, customer opinions and comments, government publications).
Rule 5. The more precise the wording, the more useful the analysis will be. Therefore, one should avoid broad, vague and ambiguous statements that mean nothing to most buyers.
Pros and cons
SWOT analysis is often criticized. We are talking about a standardized analysis scheme, which is not suitable for all enterprises and firms.
Benefits of SWOT Analysis
- Helps a company leverage internal strengths or differentiating advantages in its strategy.
- If the company does not yet have strong distinctive advantages, you can analyze your potential strengths and use them to achieve marketing goals.
- Analyze all the company’s weaknesses and vulnerabilities to understand whether they affect competition, market position, and whether they can be corrected based on strategic considerations?
- Know what resources and qualifications are best used to maximize opportunities.
- Identify the threats that are most critical to the company and take a series of strategic actions to ensure good protection.
Flaws
- SWOT analysis is simply a tool for obtaining visual structured information; it does not contain clear recommendations or specific formulated answers. Next is the work of the analyst.
- The simplicity of SWOT analysis is deceptive; its results are extremely dependent on the completeness and quality of the source information. An objective SWOT analysis requires experts with a deep understanding of market development trends and its current state, or to carry out a large amount of work on collecting and analyzing primary information.
- In the process of generating tables, mechanical errors may be made (loss of important factors or inclusion of unnecessary ones, incorrect assessment of weighting coefficients, etc.). They are difficult to identify, except for very obvious errors, but they affect the process of further analysis and lead to incorrect conclusions and erroneous strategic decisions.
Literature and links
This is a preliminary encyclopedic article on this topic. You can contribute to the development of the project by improving and expanding the text of the publication in accordance with the rules of the project. You can find the user manual
The business environment is often associated by unprepared people with a meat grinder - just yesterday the company existed and seemed to be in good health, but today competitors have already wiped it off the face of the earth. Decisions in the field of entrepreneurship sometimes need to be made at lightning speed, but this is impossible without a clear understanding of the real state of affairs - a manager must know everything about his business, like a parent about an unintelligent child.
It's difficult, don't you agree? But there is a way out - conducting a SWOT analysis, which allows you to identify the strengths and weaknesses of the company, assess development prospects and potential threats. Let's discuss what a SWOT analysis is and how to do it. Of course, we can’t do without an example here, so let’s confirm the theory with practice by considering a specific enterprise.
What is SWOT analysis?
Most entrepreneurs are faced with a situation where they need to do something to develop their business - reduce the price of goods, take out a large loan, start producing new products... There are a lot of options. But is it possible to accept important decision, if the manager simply does not have information about what is happening under his nose? Logically, no, because, for example, strong dumping will easily hasten the collapse of a company if it does not have a financial cushion or the ability to increase profits by increasing sales volumes. In such cases, it is impossible to do without a SWOT analysis. To understand its essence, let's look at the definition.
SWOT-analysis is an economic term based on an English abbreviation:
- S– strengths – the strengths of the company that allow it to compare favorably with its competitors;
- W– weaknesses - weaknesses, certain pitfalls and peculiar “holes” into which a business can fall under unfavorable circumstances;
- O– opportunities – opportunities and prospects, the bet on which is most likely to win;
- T– threats – threats and risks that can affect the organization in the most negative way.
Important: the environment prevailing within the company is reflected in the letters S and W, and the external environment - in O and T.
The acronym was first used in 1963 at a Harvard conference covering current business problems - Professor Kenneth Andrews proposed using SWOT analysis as a possible solution to troubles. The idea was received extremely favorably, and after a couple of years the methodology began to be used to develop an effective and competent behavioral strategy for the company.
SWOT analysis allows the organization’s management to get answers to the following important questions:
- Does the firm's strategy emphasize existing strengths and competitive advantages? If the latter are not yet available, who can get them?
- How do weaknesses affect the business? Are they truly weak spots that prevent you from taking full advantage of favorable situations? What “holes” urgently need to be patched in order to increase business efficiency?
- What opportunities does a company have to achieve success if it uses all its available resources?
- Are there hypothetical risks that you can insure yourself against in advance? Where to lay the straw to avoid the collapse of the company due to an unfavorable situation?
Important: Some people think that conducting a SWOT analysis is fraught with many difficulties, and in general it is a labor-intensive and boring task, which is much easier to just calm down if you are satisfied with it. But the results of SWOT make it possible to look at the business with a fresh and unclouded look, get rid of the anchors that are pulling you to the bottom, catch a fair wind and move forward.
How is a SWOT analysis of an enterprise carried out?
Any marketing analysis begins with a simple thing - it is necessary to study the market area in which the company operates comprehensively and in as much detail as possible. SWOT, like SWOT, is needed to identify and structure the strengths and weaknesses of the company; Potential risks and opportunities are not left unattended. Many people are interested in when should a SWOT analysis be carried out? There is simply no clear answer to this question, since everything depends on the desires of the management team.
Of course, we must understand that planning and new strategic ideas will never be superfluous. SWOT results allow you to take into account the changes that constantly occur in the business environment and develop options for proactive response. Beginners can use the methodology to draw up a company development plan. Universal recipe, suitable for all organizations, cannot be found, since initially the “ingredients” and conditions are different for everyone, and SWOT analysis is precisely aimed at identifying the features and distinctive features each specific business. Let's take a step-by-step look at the process of conducting a SWOT analysis.
Identifying SWOT Analysis Participants
It is logical that the organization decides this on its own, but there are recommendations from economics gurus - experts advise involving almost the entire enterprise team in the SWOT analysis process. Why? There are many answers:
- Firstly, brainstorming has not been canceled - sometimes even the cleaning lady can express an interesting idea.
- Secondly, such an event is an excellent opportunity to unite employees, since a common problem always contributes to the establishment of not only work, but also friendly contacts.
- Third, when people understand that they can influence the development strategy of the enterprise, and also see the results of their work, their motivation increases significantly - which means that the outcome of the discussion is most likely to bring real, rather than imaginary, results.
Choosing a form for conducting a SWOT analysis
Written, oral - any. For example, for SWOT analysis the following options are possible:
- Table– event participants fill out a table consisting of four areas (strengths and weaknesses, opportunities and threats);
- Mind map– refers to the creative path itself, which allows you to present the situation more clearly and unconventionally (drawn individually or collectively);
- Questionnaire– each member of the team conducting the SWOT analysis answers a series of questions.
Most often, the optimal result is achieved through a combination of a written survey followed by a group discussion of its results.
Advice: When planning the SWOT analysis format, pay attention to the brainstorming method, since it can help you identify as accurately as possible the aspects that need research. It is worth keeping in mind that the most significant points in SWOT are indicated at the top - the higher the priority of the factor, the higher it is located in the final list.
Identifying the strengths of the enterprise
In SWOT analysis, strengths are understood as internal positive factors that contribute to the development of the company. To determine them, you need to get answers to some questions. Of course, they may be different for each organization. For example:
- What's great about your company right now? For example, low production costs, high, great organization advertising campaigns etc.
- What internal resources do you have? Perhaps you have highly qualified specialists, good business reputation, many years of experience, friendly team, etc.
- What tangible and intangible assets do you have? Here we are talking about capital, equipment, customer base, patents, innovative technologies, established sales channels and the like.
- How do you compare favorably with your competitors? What is your strength compared to them? Maybe you have a prepared springboard for new research or more modern technology.
Everyone has long been accustomed to an interesting property of the human psyche - when you observe something or someone every day non-stop, you begin to perceive the object in an ordinary way, not paying attention to its advantages and strengths. As if this is how it should be. But here lies the mistake - every company is individual and original, which means it has something positive that can help in developing a new effective strategy.
Determining the weaknesses of the enterprise
Weaknesses in SWOT are internal negative factors that could hypothetically reduce the demand for goods offered by the enterprise or its value in general. It is logical that one must constantly work on weaknesses, trying to level them out or remove them completely.
To clearly understand what needs improvement, it is important to understand the following points using SWOT analysis:
- Which areas of the company's activities are not effective enough, although they are under your full control? For example, staff turnover due to dissatisfaction personnel policy, lack of a company development plan, etc.
- What needs to be improved? Here the scope for imagination is enormous - the range of products is too narrow or the prices differ significantly from competitors and not for the better.
- What is the company missing? For example, high-level specialists, technology, experience, sales channels, etc.
- What factors are holding back business? Perhaps outdated equipment does not allow you to keep up with the times or the qualifications of the staff are not high enough.
- Is the business located in a good location? Here we mean country and city, since sometimes it is location that determines the success of a business. It’s not for nothing that there is a saying about how important it is to be in the right place at the right time.
Enterprise Opportunity Research
Opportunities in SWOT analysis include external factors of the micro- and macroenvironment, which cannot be influenced, but they can contribute to effective business development if you behave correctly:
- What market opportunities is your organization not yet taking advantage of? For example, competitors have long mastered selling similar goods through online stores, but you continue to trade only in classic stores, losing a significant part of hypothetical customers.
- Are there any events currently happening in the world (or market) that you can use to your advantage? It's about catching the wave in a timely manner. For example, the FIFA World Cup, held in Russia, led to the fact that the popularity of this sport has increased unimaginably - everyone wants to run with a ball and wear the appropriate uniform, so businesses involved in sportswear and paraphernalia can really expand quickly. Those who make ceramics can make mugs with World Cup symbols or just soccer balls. There are a lot of options (as well as for our fans), if you use your imagination.
- What legislative innovations and political trends are favorable for your company? Perhaps another masterpiece has recently emerged from the pens of the rulers of the law, changing the reality for business. It is interesting to note that opportunities and threats are very closely related: the same thing for different companies can be both death and a truck with free candy unexpectedly overturned on the street. Here we remember how more than ten years ago the legislation banned casinos. For the latter, this is a complete and absolute collapse of a profitable business, but for many others, this is an unprecedented opportunity to organize a business based on human passion, since a huge number of consumers are left with nothing. People don't change. It was at this time that bar games, quests and the like came into fashion.
Analysis of potential threats to the enterprise
Risks and threats in SWOT analysis are external environmental factors that are in no way dependent on your company. Human life may break due to a banal accident - an icicle will fall on your head, and that’s all. The situation with business is similar - something happens, but you do not have the resources to influence it. Or does it just seem that way? Still, you shouldn’t become fatalists, since even they look both ways when crossing the road. The point is that it is realistic not to walk under roofs, knowing about the danger of snow melting. That is, organizations must analyze possible threats and prepare safety cushions for different cases. To begin with, calculate to understand how independent the company is from creditors. Of course, you can’t spread straw everywhere, but some situations can be foreseen - and forewarned means forearmed. How to prepare and what to pay attention to? Answering the following questions will help:
- How will the emergence of new competitors affect your business? It is logical that if you are lagging behind and are trailing behind, you may not be able to survive the entry of a new similar company into the market, so you urgently need to stabilize your own position.
- Could the cost of the goods you produce increase in the near future? What will happen to the organization? Of course, no one forces you to guess on the tea leaves, and sometimes you can’t find out such information otherwise, but it often happens differently: the company’s management clearly knows that prices will rise for a number of objective reasons (the rise in the dollar exchange rate, an increase in the price of materials, an increase in tax rates and etc.).
- How will progress affect your business? Technological revolutions have long been a part of our lives, which we must never forget, because sometimes entire industries are wiped out from the face of the earth (who needs a cassette player or a disk drive now?), but new ones are also created. Entrepreneurs must monitor technological progress and adjust, and sometimes completely repurpose, their activities so as not to become outsiders offering unnecessary goods to anyone.
- The adoption of what laws can negatively affect the enterprise? Imagine that, due to sanctions, for example, the import of feijoa will be banned, and your company specializes in the production of tincture from this fruit. That’s it, finita la comedy, there’s nothing to do. But if you assume such a situation in advance, no one bothers you to think about growing fruit on your territory or about a possible substitute.
SWOT analysis using the example of an enterprise
A theory that is not confirmed by practice, as a rule, has less value, so we will give an example of a SWOT analysis of a specific organization. Let's discuss two options - in the first we will analyze an existing business, and in the second - an idea.
Example #1 - McDonald's
Let's consider the well-known McDonald's as an object, and present the result in tabular form:
| SWOT analysis | |
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Strengths (S)
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Weak sides (W)
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Possibilities (O)
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Threats (T)
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Example No. 2 – Confectionery
Suppose that an entrepreneur with a big sweet tooth has an idea to organize a business - a small confectionery specializing in the production and sale of chocolate, cakes and handmade pastries. Let's evaluate the project using SWOT analysis:
| SWOT analysis | |
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Strengths (S)
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Weak sides (W)
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Possibilities (O)
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Threats (T)
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Important: Of course, not all factors are listed above, but it is quite possible to understand the essence of conducting a SWOT analysis. If you are just planning to create a business, then it is best to first turn to the setting methodology, and only then do a SWOT analysis.
How to use the results of a SWOT analysis?
Of course, each manager decides independently how the results of the SWOT analysis will influence the further development of the organization. However, the convenience of the method lies precisely in the fact that it is the formulation of the company’s hypothetical problems that actually determines the front for work, because gaps and weaknesses can be corrected in the enterprise strategy if you know about their existence.
It’s like with a disease - when it is known, finding a cure is often not difficult. But we must not forget about prevention, that is, about actions aimed at mitigating threats and reducing risks. The essence of SWOT analysis is this: obstacles and weaknesses should not be perceived as a sentence or a stone forever hanging around your neck. These are problems that need and often can actually be solved. Of course, there are situations when nothing can be done - objective reality does not allow it, then it is necessary to change the idea and create a new organization.
Let's sum it up
SWOT analysis is widely used today to evaluate businesses, management decisions, ideas, and sometimes hypothetical employees. The technique is simple and effective, since it is aimed at a holistic perception of the object of study - strengths and weaknesses, as well as opportunities and risks, are identified.
When conducting a SWOT analysis of a company, it is important not to lose objectivity - it is clear that a beloved brainchild is being disassembled piece by piece, the shortcomings of which prick the eye, but otherwise it is sometimes impossible to develop a new effective strategy for the development of the enterprise.
If you think that SWOT analysis is a boring theory from a marketing course, you are mistaken! Where do you start to analyze the situation in your business, what do you do first when you don’t know what to do or what to do correctly, how you weigh everything "Behind" And "Against"? Advice from friends and colleagues, find a solution on the Internet, act on it and boom? This is not enough, you need a real tool that will help you identify the strengths and weaknesses of the project and make the right decisions.
SWOT analysis will help you in this matter. You can not only weigh risks with its help, but also build strategies, do audits, and analyze complex decisions. In this article we will take a detailed look at the capabilities of this tool using an example and learn how to use it in practice.
A little history
SWOT analysis was first introduced to the world in 1963 at Harvard by academic Kenneth Richmond Andrews. At the conference, this method of strategic planning was introduced into the arsenal for the first time modern business, which is used by all marketers, analysts and business owners today. It is a mandatory stage of strategic planning and an excellent tool for auditing a company.
This method of analysis allows you to look at the business as a whole, at a separate cell of the company, business process or product from the position of weaknesses and strengths, advantages and threats, both internal and external. And also, many people use it in everyday life. Let's learn how to use it.
S.W.O.T. is an abbreviation from English of four words:
S (Strengths)– strengths. When describing the strengths of the object being analyzed, you should describe more of its own internal advantages. This is easy to do if you perform this task as a team and using the Internet. The more broadly and objectively you look at the subject of analysis (company, process, product, etc.), the more likely it is that a SWOT analysis will produce effective conclusions, so do not assign this task only to marketers or managers.
W (Weaknesses)- flaws. A similar situation with the shortcomings, remember all the disadvantages, all the unpleasant moments associated with the subject of analysis and write them down. Everything that weakens it and makes it unattractive, burdens it - fix everything. Objectively and only regarding the analyzed object.
O (Opportunities)- possibilities. Describe what opportunities the external environment gives you? What favorable external factors accompany development help your subject of analysis develop?
T (Threats)– threats. Record facts that negatively affect the development or promotion of your object of analysis from the outside. In most cases, this addresses the competitive environment and changes in the external market that may threaten you.
SWOT Analysis Template
The analysis is performed by compiling a table or 2 by 2 matrix in which evaluation criteria are entered in each cell, for example:
You can copy this example template into MS Word and print it for work.
There is an opinion that SWOT analysis is a superficial, inaccurate analysis tool based on the subjective opinion of one person. However, if you conduct an audit by a team of specialists from different fields, you can completely achieve an objective picture of the situation.
SWOT analysis using the example of a company
Now we will fill out the SWOT template or matrix with data from one company X, which is engaged in the auto business (selling new cars, spare parts, and repair services).
Let's start from the upper left corner with the strengths of the company that it has at the moment in time, then fill in the upper right field - we enter the internal existing shortcomings / weaknesses of the company there. In the lower left square we write the opportunities of the external environment that can be realized in the future, and in the right square we write threats and risks that are terrible for the business as a whole.
When you fill out the SWOT analysis matrix, analyze the upper squares from the side of the manager and from the side of your clients, and the bottom squares from the side of the company's management.
- As we see in the green square with a plus, you need to record the company's resources. Personnel, equipment, software, finance, uniqueness, business processes, etc.
- In the beige sector, we fix shortcomings within the company. Answer these questions:
- “What’s stopping you from selling more?”
- “What don’t you have compared to your competitors?”
- “Who is hindering development or does not meet the assigned competencies?”
- “What or what resource is missing to solve the problem?”
- “What’s not to like about your customers?”
3. The blue sector should reveal the opportunities that are provided to your company from the outside. Answer these questions:
- “What are the prospects for the development of your business line in the modern market?”
- “Is there an increase in demand for your product/services? Are the needs of your target audience growing?”
- “What are the trends regarding laws in your area of business?”
- “Are there free niches where your company could make additional profit?”
- “Is there an opportunity to expand your product range?”
- “Who could help you develop your business? How?"
4. The most important threat sector. It is this that is a priority and will provide us with material for developing specific activities. To fill in the red sector you need to write answers to the questions:
- “What are my worst fears?”
- “I would have done ....., but if not .... »
- “The company will cease to exist if...”
- “What actions of competitors will affect the development of the company?”
- “What changes in policy and legislation are undesirable for business?”
You must answer these questions with a team consisting of managers and performers.
We get the result
What to do next with these records? The next step is to rank your posts by importance, weight and significance. In the example above, each entry is located under its own importance number - the first is the most important. Determine the three most important positions in the “Threats” block; first of all, you need to develop a strategic action plan for the company to eliminate or prepare for these threats.
Under the first point is: “Loss of dealership due to failure to meet sales plan.” The sales plan is internal factor, and the fate of the company is still influenced by the importer, who analyzes the share of sales in the region and can deprive you of the right to sell cars of a certain brand. It turns out that this is an external factor that is associated with internal and external problems. Solution: draw up a SWOT analysis of the sales department, it will show the problems that do not allow you to sell enough. Objective #1 is clear.
Further. “Dependence of income on exchange rate fluctuations”. If your internal accounting is kept in foreign currency, you need to develop measures to reduce the impact of this factor on profitability, otherwise an increase in the exchange rate will destroy your margin (markup). For example: sell goods without coming to the warehouse, increase the turnover of goods (sell quickly), create an insurance fund in case of fluctuations, create an adaptive price list that will be automatically converted into national currency at the current exchange rate on the day of payment, etc.
Further. “Dependence on the policies and decisions of the importer”. Designate an employee who will monitor changes and sales rules regulated by the importer. Let him deal only with communication with the importing company. Find a contact person at the importing company who can help with advice and establish contact with him for long-term cooperation.
This data is entered into a table similar to this:
About the pros and cons of the technique
Advantage of this method is the ability to obtain a general spatial picture of the state of the object of analysis, which will help to accept correct solution. SWOT analysis can be used in various fields and is accessible to everyone.
Disadvantage is the lack of accurate quantitative data that can show the dynamics of changes and the subjective factor in compilation.
Summary
This is how you can understand: what to do next, where to move, what is stopping you. A similar analysis can be carried out separately for each department, which will help identify more problems and, as a result, develop a strategy for further development or solution to the problem. The effectiveness of a SWOT analysis depends on the objectivity of the people who compiled it, as well as on the number of questions (coverage of the problem or condition). The more questions, the deeper you will touch on the problem, the more auditors, the more questions and subtleties you will be able to work out.
As you can see, SWOT analysis is a fairly powerful marketing tool that allows you to create a competent business development strategy and correct existing shortcomings.
IN Have you ever thought about what a good military leader does before a battle? He studies the field of the upcoming battle, looking for all the advantageous hills and dangerous swampy places, assesses his own strength and the strength of the enemy. If he doesn't do this, he will doom his army to defeat.
The same principles apply in business. Business is an endless series of small and large battles. If before the battle you do not assess the strengths and weaknesses of your enterprise, do not identify market opportunities and threats (those uneven terrain that become great value in the midst of combat), your chances of success will decrease dramatically.
In order to get a clear assessment of the strengths of your enterprise and the market situation, there is SWOT analysis. It is a special type of expert method and is very popular. It received its name from the first letters of four English words, which in Russian translation mean: Strengths and Weaknesses, Opportunities and Threats. The abbreviation is made up of the first letters of English words:
Strength - strength; Weakness - weakness; Opportunities - opportunities; Threats - threats.
SWOT analysis- this is the determination of the strengths and weaknesses of the enterprise, as well as the opportunities and threats emanating from its immediate environment (external environment).
This methodology can be used as a universal one. It has a special effect when studying processes in a socio-economic system, which is characterized by dynamism, controllability, dependence of internal and external factors of functioning, and cyclical development.
According to the methodology of this analysis, the distribution of factors characterizing the subject of research into these four components is carried out, taking into account whether this factor belongs to the class of external or internal factors.
As a result, a picture of the relationship between strengths and weaknesses, opportunities and dangers appears, which suggests how the situation should be changed in order to have successful development.
Distributing factors into these quadrants or sectors of matrices is not always easy. It happens that the same factor simultaneously characterizes both the strengths and weaknesses of an object. In addition, factors operate situationally. In one situation they look like an advantage, in another - a disadvantage. Sometimes they are incommensurable in their importance. These circumstances can and should be taken into account.
The same factor can be placed in several quadrants if it is difficult to clearly determine its place. This will not have a negative impact on the study. After all, the essence of the method is to identify factors, place them in such a way that their concentration suggests ways to solve the problem, so that they become manageable.
In each quadrant, factors do not necessarily have to have equal weight, but they must be presented in their entirety.
The completed matrix shows the real state of affairs, the state of the problem and the nature of the situation. This is the first stage of a SWOT analysis.
At the second stage it is necessary to carry out comparative analysis strengths and opportunities, which should show how to use strengths. At the same time, it is necessary to analyze the weaknesses regarding existing dangers. Such an analysis will show how likely a crisis is. After all, danger increases when it arises in conditions of weakness, when weaknesses do not provide the opportunity to prevent danger.
Of course, it is very useful to make a comparative analysis of strengths and existing dangers. After all, strengths can be poorly used when preventing a crisis; strengths must be seen not only in relation to favorable opportunities, but also in relation to dangers.
In the study of control systems, the subject of this method may be various problems of management development. For example, efficiency, personnel, style, distribution of functions, management system structure, management mechanism, motivation, professionalism, Information Support, communications and organizational behavior, etc.
The use of specially trained and selected experts or internal consultants can enhance the effectiveness of this method.
There are many modifications of the SWOT analysis method. The most interesting of them method of development and analysis of objectives.
It is known that the purpose of management is a decisive factor in success, efficiency, strategy and development. Without a goal, it is impossible to develop a plan or program. But this concerns not only the purpose of management, but also the purpose of research. After all, formulating this goal correctly can also be difficult. The research program and the methods used to conduct it depend on the purpose.
The goal should be developed according to the criteria of Achievability, Specificity, Evaluability (Measurability), taking into account Place and Time. These criteria reflect English words- Specific, Measurable, Achievable, Relevant, Timed, in the abbreviated name this is SMART. That's what this method is called.
The method involves a consistent assessment of goals based on a set of criteria arranged in a matrix form. Here is a set of comparable factors reflecting the characteristics of the goal: difficult to achieve - easy to achieve, high costs - low costs, has staff support - does not have staff support, has priorities - has no priorities, takes a lot of time - requires little time, has wide impact - has limited impact , focused on high tech-focused on low (conventional) technologies, associated with new organization management - is not associated with the new management organization.
The next step is to create a problem identification matrix. To achieve the goal, a number of problems must be solved. But to do this, they must first be defined.
The distribution of problems is carried out according to the following criteria: the existing situation, the desired situation, the possibility of achieving the goal. These criteria characterize the horizontal of the matrix. The following criteria are considered vertically: definition of the problem, assessment of the problem (quantitative parameters), organization of the solution (who, where, when), costs of solving the problem.
Stages of conducting a SWOT analysis:
Stage 1 . Taking into account the specific situation in which the enterprise is located, a list of its strengths and weaknesses is compiled, as well as a list of threats and opportunities .
Strengths business - something that it excels at or some feature that provides you with additional opportunities. Strength may lie in your experience, access to unique resources, availability advanced technology and modern equipment, highly qualified personnel, high quality the products you produce, the popularity of your brand, etc.
Weak sides enterprise is the absence of something important for the functioning of the enterprise or something that you are not yet successful in comparison with other companies and puts you at a disadvantage. An example of weaknesses is the too narrow range of manufactured products, bad reputation companies on the market, lack of financing, low level service, etc.
Market Opportunity are favorable circumstances that your business can use to gain an advantage. Examples of market opportunities include the deterioration of the positions of your competitors, a sharp increase in demand, the emergence of new technologies for the production of your products, an increase in the level of income of the population, etc. It should be noted that opportunities from the point of view of SWOT analysis are not all opportunities that exist in the market, but only those that the enterprise can exploit.
Market threats- events the occurrence of which may have an adverse impact on your enterprise. Examples of market threats: new competitors entering the market, rising taxes, changing consumer tastes, declining birth rates, etc.
Please note: the same factor can be both a threat and an opportunity for different businesses. For example, for a store selling expensive products, an increase in household income may be an opportunity, as it will lead to an increase in the number of customers. At the same time, for a thrift store, this same factor can become a threat, since its customers, with rising salaries, may move to competitors offering a higher level of service.
Stage 2. Connections are established between the strengths and weaknesses of the organization, as well as threats and opportunities.
To establish these connections, a SWOT matrix is compiled, which has the following
On the left there are two sections (strengths, weaknesses), in which all the strengths and weaknesses of the organization identified at the first stage 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.
At the intersection of sections, four fields will appear. In each of these fields, the researcher must consider all possible paired combinations and identify those that should be taken into account when developing a behavioral strategy for the organization. For those pairs that have been selected from the SIV field, a strategy should be developed to use the strengths of the organization in order to capitalize on the opportunities that arise or in the external environment. For those couples who find themselves on the “SLV” field, the strategy should be structured in such a way that, due to the opportunities that have arisen, try to overcome the existing weaknesses in the organization tee. If the pair is on the “SIU” field, then the strategy should involve using the power of the organization to eliminate threats. Finally, for couples in the SLU field, the organization must develop a strategy that would allow it to both get rid of weakness and try to prevent the impending one there is a threat over her.
9.2 Specific methods for studying the interaction of facts
In a management study that is intended to harmonize joint activities people, ensuring the integration of activities, a large role plays a method of studying the interaction of factors, determining the behavior of objects, the nature of situations, the content of problems.
This is one of the famous and important methods. Any problem or situation can be represented in a combination of factors of its manifestation and existence. All factors do not exist individually. They are in interaction, which reveals the essence of the problem and suggests its solution. But these interactions are not always noticeable, understandable, structured and ranked in the mind of the researcher. Therefore, it is necessary to determine the composition and nature of interactions. This is what the method is based on.
Its use is as follows. A clear identification of factors according to certain criteria and clarity in understanding the interaction are necessary. Next, on this basis, a matrix of interactions is built, which should show a picture of existing and possible interactions between various factors. These interactions can be ranked into groups: interactions are significant, insignificant, desirable, undesirable, stable, unstable. Another gradation of interactions and quantitative assessment of their importance are possible.
A matrix compiled in this way can show the existing picture, new facets of the problem, and possible ways to solve it. In many cases this method can be very effective in management research.
In management systems, this method can be used to study the interactions of functions and links of the management system, factors for increasing efficiency or innovative development, the interaction of restrictions in the implementation of strategy, informal interactions in management processes, etc.
Lecture 10 Diversification of research. Intuitive search methods. Brainstorming method.
10.2 Composition and system of diversified research methods.
10.3 Intuitive search methods in the study of control systems.
10.4 Brainstorming method
10.1 Research diversification processes: need, present,
Diversification- one of the notable phenomena of our time. It is a combination of various phenomena, processes or trends that allows for the best use of available resources and achievement of goals .
It is known that in production, diversification is manifested in the transformation of many firms and corporations into diversified complexes, connecting the production of products for various purposes and using various technologies. Under these conditions the effect is achieved best use resources, the ability to vary products when demand changes, increasing competitiveness. But there is another benefit to diversification. It consists in creating conditions for the mutual enrichment of one technology by another, the use of related principles and approaches, and ensuring a variety of types of products due to the “transfer effect” of an idea or approach. This resembles the principle of external complementarity, known in quantum methodology, which begins to manifest itself and operate when the external and internal are connected, when the opportunity arises to look at the internal from external or fundamentally different positions. This can be called the diversification effect.
At the same time, management diversification is also taking place, which is manifested in a variety of forms and types of management systems, in combining them according to the needs of managing diversified organizations.
Diversification processes are also penetrating into the field of research. Here they find themselves in the growing diversity of research approaches and methods and the need to combine these approaches in a particular study.
So, for example, using even traditional methods research can be combined with psychological regulation of research activity and a special form of its organization. It turns out fundamentally new method research, which has its own advantages and disadvantages and differs from other methods. In this regard, we can call the synectic method and many varieties of this method. It can be called a diversified research method because it is not just a method of analysis or collective intellectual activity, this is a method of motivating collective intuition, a kind of imagination, psychological attunement, purposeful search, etc.
An important feature of diversified research methods is the combination of original research methodologies with specific organizational forms of their implementation. This is where, perhaps, the effect of diversification is most clearly manifested.
Diversified research methods are being greatly developed in modern conditions, and they have a great future.
10.2. Composition and system of diversified research methods
Known diversified research methods should be presented in a system, because their systemic presentation allows the most successful selection of certain methods in specific conditions.
The system of diversified research methods includes brainstorming methods, systematic search methods, methods of deep immersion into the problem, methods of intensifying mental activity, methods of fantastic transformation of the problem, methods of synectics, methods of intuitive search, etc.
These are all different methods, but they are closely related to each other. What they have in common is that they connect different, sometimes contradictory things, and this is the basis for the effect of their use.
The difference between these methods is the combination of methodology and organization of research, a combination of approaches and the simplest methods. Each of these methods must be characterized and considered separately.
10.3 Intuitive search methods in control systems research
There are several research strategies that involve varying degrees of use of intuition: random search strategy, targeted search strategy, systematic search strategy, intuitive search strategy, algorithmic (ordered) search strategy
Methods of random, intuitive search consist in finding or accumulating new ideas regardless of practical activities and specific problems encountered here. Often such ideas arise even when the purpose of the research or awareness of its necessity is unclear. These are methods that stem from the needs of creativity, extraordinary thinking, developed intuition, and intellectual abilities.
Collective forms of using such search methods are widely used in the form of brainstorming and all its varieties.
Systematic search method characterized by the orderliness of all search procedures, their purposefulness, an accurate criterial basis for assessments, and consistency. Matrix analysis methods, classification methods, and decomposition methods are widely used here.
Boolean search method It is distinguished by a more rigid ordering, which is manifested in the algorithmization of all search procedures aimed at a very specific subject of research or element of the system.
Logical search methods begin with defining the subject of research or its adjustment, clarification, or addition if such a definition already exists.
These strategies differ not only in the methodology of their implementation, but also in organizational factors. They do not necessarily imply an algorithm for individual research activities, but are also used in collective research, where they can have the greatest effect. For example, intuitive and intuitive-targeted strategies are most effective when they are based on the division of functions between different research groups for the purpose of accumulating and presenting ideas, and their rigorous and thorough systematic analysis.
Strategies differ not only in their combination of logic and intuition, but also in the following parameters: the purpose of the research and the nature of the problem, what to do to solve it, what means to solve it, how to solve it .
An important factor in choosing a strategy is also the availability of information on initial stage research, the possibility and necessity of its accumulation, forms of use (quantitative data, systematic description, properties characterizing quality, etc.) The less initial information, the greater the need for an intuitive search strategy.
It may seem that intuitive search is completely built on random insights and is essentially the opposite of the methods of system analysis, formal logic, and “technology of the mind.” This is not entirely true. Any thinking, and even more so, creative activity has two components - conscious and unconscious. Each person builds their combination differently, and for all people it manifests itself differently depending on the specific circumstances in which they find themselves.
To certain limits, this combination can be controlled and the unconscious component of thinking can be developed, its manifestation can be motivated. This is what various creative search strategies are based on.
10.4 Brainstorming method
The brainstorming method is widely known and widely used in practice. Its use has shown undeniable effectiveness in the creative solution of many complex research and other research problems. It is used in the development of management decisions of various classes. That is why it is discussed both in management textbooks and in special textbooks on the problems of developing management decisions.
Study- it is always mastering the unknown, searching for the future, explaining the complex. Therefore, in research, the brainstorming method has special meaning. With its help, you can achieve results that are impossible when using traditional analysis methods.
Brainstorming method is built on a specific combination of methodology and organization of research, the separate use of the efforts of visionary researchers and inuitivists with analytical researchers, system specialists, skeptics, and practitioners.
Rice. 8. Structure of the brainstorming method
The main goal of brainstorming is to search for the widest possible range of ideas and solutions to the problem under study, going beyond the boundaries of those ideas that exist among specialists in a narrow field or among people with rich past experience and a certain official position.
People of various specialties, practical experience, scientific temperament, individual qualities As a rule, they are proficient in various research methods. Combining these methods can be very useful in solving complex research problems. This is the essence of brainstorming. Another quality of it is the combination of logic and intuition, scientific imagination and scrupulous calculation.
Brainstorming is carried out in two stages: the stage of generating ideas and the stage of practical analysis of the ideas put forward.
Each stage is carried out according to specific principles that reflect its purpose and essence, determining its effectiveness (diagram 48).
First stage(idea generation) involves the following principles:
1. The principle of forming a group based on abilities for scientific imagination and developed intuition, anti-dogmatic thinking, intellectual looseness, diversity of knowledge and scientific interests, positive skepticism.
2. The selection of a group for generating ideas can be done based on the results of special testing, which will allow us to identify and take into account the criteria of this principle. In addition, it is possible and very useful to take into account other socio-psychological characteristics of a person, such as passion, sociability, independence.
3. All this is necessary in order to create an atmosphere of ease, creativity, and mutual acceptance in the work of this group.
4. The principle of strictly prohibiting any criticism. It can limit the flight of imagination, create fear in expressing ideas, worsen the socio-psychological atmosphere, force one to analyze ideas, fetter thinking, switch attention and concentrate it on any one idea and thereby reduce their number and variety. After all, the main task of the first stage of brainstorming is to search for as many different options as possible for solving the problem, ways to achieve the goal, ideas and thoughts. And all the work of the group should be aimed only at searching for ideas, and not at criticizing them. explanation, justification. Therefore, one more principle should be formulated.
5. The principle of prohibiting the substantiation of proposed ideas. We must exclude this natural need for human communication. You can only offer additional ideas that differ from those expressed. You cannot “join an opinion” or “decipher” your own or others’ ideas.
6. The principle of motivating diverse ideas, removing restrictions on the field of knowledge, wealth of experience, job status, age, social status. You can express absolutely unrealistic and fantastic ideas, moreover, this is exactly what should be motivated in the work of the group.
7. Such motivation is determined by the selection of the group and the organization of its work. The group may include specialists in various fields of knowledge, different experience and scientific and practical status. The diversity of participants in the work contributes to the generation of ideas.
8. The principle of time regulation for putting forward ideas. It is desirable that ideas are put forward on the basis of insight, eureka, therefore, to put forward ideas, a time limit for thinking is set in order to exclude the possibility of “getting stuck” in contradictions, fears, and to remove uncertainty and psychological complexes.
At the second stage"brainstorming" (analysis stage) also has a number of principles that reflect the purpose and essence of this stage.
1. The principle of completeness of analysis of ideas and their generalization. Not a single idea expressed, no matter how skeptically it is initially assessed, should be excluded from practical analysis. All ideas presented must be classified and summarized. This helps free them from possible emotional moments and external distractions. It is the analytical generalization of ideas that sometimes gives very successful results.
2. The principle of analytical potential. The group should consist of analysts who have a good understanding of the problem, goals and scope of the study. These should be people who have a sense of increased responsibility, tolerance for other people's ideas, and clear logical thinking.
3. The principle of criterial clarity in the evaluation and analysis of ideas. To ensure the objectivity of the assessment and analysis of ideas, extremely clear criteria must be formulated that should guide all members of the analytical group. The main ones should be: compliance with the purpose of the study, rationality, reality, provision of resources, including - and sometimes mainly - the resource of time.
4. The principle of additional development of the idea and its specification. Many initially expressed ideas need clarification, specification, and addition. They can be analyzed, accepted or excluded from the analysis only after appropriate modification.
5. The principle of positivism in the analysis of ideas. Analysis can be done based on different approaches: negativism and positivism. The first is based on critical assessments, skepticism, and the rigidity of practical criteria. The second is to search for the rational, positive, constructive in any of their manifestations.
6. The principle of constructivism, which involves focusing ideas on building a concept, reality, program of action, and linking ideas.
IN practical use In the brainstorming method, the personality and activities of the leader are of great importance. After all, the work of both the first and second groups must be appropriately organized and regulated in the process of their implementation. This role is played by the presenter. Various options are possible: the leader can be the same for the first and second groups, or the leaders can be differentiated. But in both cases, the leader must be a person with great creative activity, goodwill, a deep understanding of the problem being solved, and the ability to organize and support the intellectual process.
The feasibility of using the brainstorming method is determined by an assessment of the complexity and originality of the research problem and the availability of specialists who can effectively participate in the brainstorming processes. Most often, these are people selected by special tests and who have undergone the necessary training.
Of great importance in the success of brainstorming is the formulation and formulation of the purpose of the research, as well as its subject - the problem.
The problem can be posed in a generalized form, or in a specific practical one. It is also possible to pose a problem in the form of a problem - an analogue (anti-problem) or from a related field of activity, or in an “inverse” formulation (change, shift or rearrangement of emphasis to disrupt habitual thinking, highlight new facets of the problem, stimulate its creative understanding).
Formulating a problem also presupposes varying degrees of specificity. It can also be useful for ensuring "freedom" creative process, relaxed thinking.
The choice of the form of statement of the problem and the formulation of its content depends on the professional composition of the group, its structure according to psychological data, existing or non-existent human relationships (strangers), organizational conditions of the group, the goals of the study (the first approach to the problem or its specific solution, the time factor and etc.).
When selecting a group for generating ideas, it should be taken into account that people vary in their ability to generate creative ideas. Three types of personalities can be distinguished.
An active generator quickly responds to the problem posed, shows a noticeable interest in solving the problem, reacts positively to criticism, does not “eat into” the content of the problem, and shows aspirations for leadership.
The inert generator does not have a high level of aspirations, but has significant abilities for creative work. He strives to delve into the essence of the problem, feel its depth, understand its origins and content, is in no hurry to express ideas, analyzes his own thoughts, and requires a greater degree of “warm-up” in generating ideas.
Using the brainstorming method can only be effective if there is a creative attitude towards this method. It is not only a method of using and stimulating creativity in research, but also involves a creative approach to the implementation of the method itself.
The brainstorming method is focused on discovering new ideas and reaching consensus in a group of experts based on intuitive thinking. Participants in the collective generation of ideas express their opinions regarding options for solving the problem. As many ideas as possible are expressed, preferably non-trivial ones. Evaluation and discussion of ideas occurs at the end of the entire procedure.
Using this method, you can successfully solve a number of risk management problems, namely:
Identification of sources and causes of risk, identification of all possible types of risks;
Selection of directions and ways to reduce risk;
Formation of a complete set and qualitative assessment of options that use various methods of risk reduction or their combination, etc.
The disadvantages of using this method include a significant level of information noise created by trivial ideas, the spontaneous and spontaneous nature of idea generation.
Third type of expert procedures allows to a large extent. Eliminate the indicated shortcomings of the first and second types of group assessments. Example of methods of this type The examination is carried out using the Delphi method, the name of which comes from the Greek Delphic oracles.
The Delphi method consists of conducting a survey of experts in several rounds, which makes it possible to use feedback by familiarizing experts with the results of the previous round of the survey and taking these results into account when assessing the significance of expert opinions. The step-by-step survey is continued until the maximum convergence of points of view is achieved. The essence of the Delphi method can be represented in the form of a diagram (Fig. 6.2)
The Delphi method is most appropriate for quantitative assessments of individual risks and the risk of the entire project as a whole, that is, when determining the likelihood of risk events occurring, assessing the magnitude of losses, the likelihood of losses falling into a certain risk zone, etc.
One of the widely used examination methods is also the “scenarios” method. The “scenarios” method allows you to organize information about the relationship of the problem being solved with other problems and about possible paths of development. The essence of the method is that a group of highly qualified specialists draws up a script plan which outlines the branches of science, technology, economics, and politics that must be taken into account when formulating and solving the problem. Different sections of the script are written by different groups of specialists or individual specialists. These sections of the script attempt to depict a possible progression through time, starting from an existing state or some event in the future.