SWOT Analysis,SWOT Analysis,A widely used framework for organizing and using data and information gained from situation analysis Encompasses both internal and external environments One of the most effective tools in the analysis of environmental data and information It is an instrument within strategic planning,What is SWOT analysis?,Developed as a tool for marketing in which internal and external environment are scanned as an important part of the strategic planning process. Internal factors can be classified as strengths (S) or weaknesses (W). External factors can be classified as opportunities (O) or threats (T).,Strengths and Weaknesses of the internal environment e.g. staff (or internal customers), office technology, wages and finance, etc. Opportunities or Threats from the external micro-environment e.g. clients, agents and distributors, suppliers, our competitors, etc. and macro-environment e.g. trends in Political, Economic, Social, Technological, Legal and Environmental factors (PESTLE).,Why use SWOT tools?,SWOT is a structured analytical framework. SWOT can be used in conjunction with other tools for audit and analysis e.g, Porters Five-Forces analysis. SWOT helps to focus on areas of strength, recognise limitations and develop opportunities in the most promising directions. SWOT is used widely because it is quick and easy to learn.,SWOT Factors,Factors affecting an organization can usually be classified as: Internal factors Strengths (S) Weaknesses (W) External factors Opportunities (O) Threats (T),Strengths,Opportunities,Weaknesses,Threats,Strengths and weaknesses Scale and cost economies Size and financial resources Intellectual, legal, and value of reputation Opportunities and threats Trends in the competitive environment Trends in the technological environment Trends in the socio-cultural environment,Strengths (Internal),Resources and capabilities that can be used as a basis for developing a competitive advantage. Characteristics that can be controlled. Positive tangible and intangible attributes, internal to an organization.,TIPS,Tips strength,Consider this from the technologists point of view and from the point of view of the people who will use the data. Dont be modest. Be realistic. If you are having any difficulty with this, try writing down a list of the characteristics of Earth observation missions and data products. Some of these will hopefully be strengths! Remember that not all strengths offer an advantage over competing techniques. For example, if all techniques generate global products then although a strength it is not an advantage.,Weaknesses (Internal),In some cases, a weakness may be the flip side of a strength. Factors that are within an organizations control that detract from its ability to attain the core goal. In which areas might the organization be improved.,Opportunities,Analysing the external environment may reveal certain new opportunities and emerging applications. External attractive factors that represent the reason for an organization to exist and develop.,TIPS,Tips -opportunities,Developments in science and technology. Changes in markets on both a national and international scale. Changes in government policy e.g. removal of international trade barriers, signing Kyoto agreement, homeland security and the fight against terrorism. Changes in social patterns, population profiles, lifestyle changes, etc. Mergers, joint ventures or strategic alliances based on geopolitical and public-private partnerships.,Tips -opportunities,Non-investment or other reason leading to a market being vacated by a competitor technology. An unfulfilled customer need e.g. a specific data requirements or data required for a particular geographical area. Opportunities to add value and increase profit margin e.g. new business models for the knowledge economy and information society. A later stage in SWOT analysis is to look at the strengths and ask whether these open up any opportunities. Alternatively, look at weaknesses and ask whether you could open up opportunities by eliminating them.,Threats,External factors, beyond an organizations control, which could place the organizations mission or operation at risk. The organization may benefit by having contingency plans to address them should they occur. Classify them by their “seriousness” and “probability of occurrence”,TIPS,Tips -threats,Some examples of such threats include: Changing demand. Emergence of new technologies or innovative products and services. New regulations or increased trade barriers e.g. environmental lobby seeks a ban on launching spacecraft. Government subsidies for competing technologies or disadvantageous taxation e.g. gaseous emissions. Competing technologies that blend better with societal and technological trends. Changing specifications for products and services. Economic sustainability. Could a non-technical weaknesses seriously undermine the technology?,The SWOT matrix,Weaknesses can be converted into strengt