Strengths of swot. About SWOT analysis in simple words. How to use SWOT analysis

To factors internal environment includes strengths and weaknesses. That is, these are any characteristics of a future project that add the chances of success and give advantages in the market and what the project lacks, but what competitors have. That is, strengths can be written down, for example, super-professional team members, personal connections of the founder with potential customers (buyers) or the presence customer base... This also includes a good financial resource, a profitable loan or the possibility of using an investment cushion. Weak points also need to be written honestly. Here, directly opposite factors may appear, for example, the impossibility of finalizing the product due to the small amount financial resources or lack of a customer base.

To factors external environment include the categories of opportunity and threat. This is all that influences the project from the outside, gives additional advantages to the business idea or reduces its chances. For example, the growth or decline of the market segment in which it is planned to start working, a favorable economic situation in the country, increased investor interest in this market segment, or, conversely, a crisis and fading attention.

The factors are recorded in the table in the following form:

That is, among the external factors there may be market trends, sales structure, competitive environment, barriers to market entry. As well as legislation and political situation, economic situation of the country, region, socio-demographic factors, changes in technology, international environment, ecological environment.

Internal factors should be looked for in the following list: management, marketing, personnel, analysis of the company's sales system, analysis of the product portfolio, analysis of competitors' activity, the presence of a sustainable competitive advantage, analysis of pricing policy. SWOT analysis does not imply the mandatory use of specific financial or economic categories. Therefore, this method is applicable in a variety of situations to build strategies for any kind of organization.

Sample SWOT Analysis

Let's say an individual entrepreneur plans to sell homemade pies to grandmothers in small wholesale so that they can then resell them at retail.

A SWOT analysis of this business idea might look like this:

It is important to note that if the target audience is not grandmothers, but, for example, schoolchildren and pies are sold to them personally, the SWOT analysis must be repeated, since the factors may be different.

What is the convenience of SWOT analysis?

The convenience of SWOT analysis lies in the fact that, having formulated potential problems for the business, it is possible to adjust the strategy and eliminate the interfering factors. For example, before you start baking pies, you can take a month to meet grandmothers who want to make money. You can also look for acquaintances who have connections with the supervisory authorities. That is, it is important to consider interference not as a final judgment, but as tasks that need to be addressed. Of course, if objectively the external environment leaves no chance for a business idea, then, most likely, the idea will have to be changed. Only large corporations and associations of representatives of specific industries can influence legislation, customs duties or industry control rules. Unfortunately, small businesses cannot do this.

V Have you ever wondered what a good military leader does before a fight? He studies the field of the upcoming battle, looking for all the winning heights and dangerous swampy places, evaluates his strength and the strength of the enemy. If he does not, he will condemn his army to defeat.

The same principles work 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 the market opportunities and threats (those very uneven terrain that become of great importance in the midst of a battle), your chances of success will dramatically decrease.

In order to get a clear assessment of the strengths of your company and the market situation, there is SWOT analysis. It is a very popular type of expert method. It got its name from the first letters of four English words, which in Russian mean: Strengths and Weaknesses, Opportunities and Threats. The abbreviation was made from the first letters of the English words:

Strength - strength; Weakness - weakness; Opportunities - opportunities; Threats are threats.

SWOT analysis is the definition of the strong and weaknesses enterprise, as well as opportunities and threats emanating from its immediate environment (external environment).

This methodology can be used universally. It has a special effect in the study of processes in the socio-economic system, which is characterized by dynamism, controllability, dependence of internal and external factors of functioning, cyclical development.

According to the methodology of this analysis, the distribution of factors characterizing the subject of research is carried out according to these four components, taking into account the belonging of this factor 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 to change the situation in order to have development success.

Distributing factors across these quadrants or sectors of the matrix is ​​not always easy. It happens that the same factor simultaneously characterizes both the strengths and weaknesses of the subject. In addition, factors act on a situational basis. In one situation, they look like an advantage, in another - a disadvantage. Sometimes they are incommensurable in their importance. These circumstances can and must be taken into account.

One and the same factor can be placed in several quadrants if it is difficult to unambiguously determine its place. This will not adversely affect the research. After all, the essence of the method is to identify the factors, place them in such a way that their concentration suggests ways to solve the problem, so that they become manageable.

In each quadrant, the factors do not need to be equally weighted, 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 step in 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 in relation to the existing dangers. Such an analysis will show how likely a crisis is. After all, the danger increases when it arises in conditions of weakness, when weaknesses do not give an opportunity to obstruct the danger.

It is, of course, very useful to do a comparative analysis of strengths and existing dangers. After all, strengths can be poorly used in 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 can be various problems of control development. For example, efficiency, personnel, style, distribution of functions, structure of the management system, management mechanism, motivation, professionalism, Information Support, communication and organizational behavior, etc.

Using specially trained and selected experts or internal consultants allows you to improve the efficiency of this method.

There are many modifications of the SWOT analysis method. The most interesting of them method of development and analysis of goals.

It is known that the purpose of management is a critical 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 goal of management, but also the goal of the study. After all, it can be difficult to formulate this goal correctly. The research program and the use of methods for its implementation depend on the purpose.

The goal should be developed according to the criteria of Achievability, Specificity, Assessability (measurability), taking into account the Place and Time. These criteria reflect the English words - Specific, Measurable, Achievable, Relevant, Timed, in the abbreviated name it is SMART. This is the name of this method.

The method assumes a sequential 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 a goal: hard-to-achieve, high costs - low costs, has staff support - has no staff support, has priorities - does not have priorities, takes a lot of time - takes little time, has broad impact - has limited impact focused on high tech- focused on low (conventional) technologies, associated with a new management organization - not associated with a new management organization.

The next step is to create a problem definition matrix. To achieve the goal, a number of problems must be solved. But for 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 matrix. The following criteria are considered vertically: the definition of the problem, the assessment of the problem (quantitative parameters), the organization of the solution (who, where, when), the cost of solving the problem.

Stages of SWOT analysis:

Stage 1 . Taking into account the specific situation in which the enterprise is located, there is a list of its strong and weak sides, as well as a list of threats and opportunities .

Strengths enterprise - something it excels at or some feature that gives you additional opportunities. Strength can lie in the experience you have, access to unique resources, the availability of advanced technology and modern equipment, highly qualified personnel, high quality of your products, the popularity of your brand, etc.

Weak sides enterprises are the absence of something important for the functioning of the enterprise or something that you still fail in comparison with other companies and puts you in a disadvantageous position. As an example of weaknesses, one can cite too narrow range of products, bad reputation of the company in the market, lack of funding, low level of service, etc.

Market opportunities are favorable circumstances that your business can use to gain an advantage. As an example of market opportunities, one can cite 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 the opportunities that exist in the market, but only those that the company can use.

Market threats- events, the occurrence of which may have an adverse effect on your business. Examples of market threats: new competitors entering the market, tax increases, changing consumer tastes, declining birth rates, etc.

Please note that the same factor can be both a threat and an opportunity for different businesses. For example, for a store that sells expensive products, increasing incomes of the population may be an opportunity, as it will lead to an increase in the number of customers. At the same time, the same factor can become a threat for the economy store, as its customers with higher salaries can 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, there is a SWOT matrix, which has the following

On the left, there are two sections (strong sides, weak sides), in which, accordingly, all the strong and weak states that were identified at the first stage are introduced. In the upper part of the matrix, there are also two sections (possibilities and threats), into which all the revealed possibilities and threats are made.

There are four fields in each section. For each of the given fields, the researcher should consider all possible paired combinations and select those that should be taken into account during development. With respect to those pairs that were selected from the field "SIV", you should develop a strategy to use the strong sides of the organization to use For those pairs that appeared on the field "SLV", the strategy should be used in such a way that at the expense of being able to experience the experience If the steam is found on the field "SIU", then the strategy should presuppose the use of the force of organization to eliminate the threat. Finally, for couples on the "SLU" field, the organization should work out such a strategy that would make it possible to try to get rid of it and try it out.

9.2 Specific research methods for the interaction of facts

In a management study that is designed to reconcile joint activities people, ensuring the integration of activities, a large role plays a method of studying the interaction of factors that determine the behavior of objects, the nature of situations, the content of problems.

This is one of the well-known and important methods. Any problem or situation can be represented in the aggregate 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 prompts 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 the interactions. The method is based on this.

Its use is as follows. There is a need for a clear identification of factors according to certain criteria and clarity in understanding the interaction. Further, 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 according to groups: interactions essential, insignificant, desirable, undesirable, stable, unstable. Another gradation of interactions and a quantitative assessment of their importance are possible.

The matrix compiled in this way can show the existing picture, new facets of the problem, 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 of increasing efficiency or innovative development, the interaction of constraints in the implementation of the strategy, informal interactions in management processes, etc.

Lecture 10 Diversification of research. Intuitive search methods. Method " brainstorming».

10.2 Composition and system of diversified research methods.

10.3 Methods of intuitive search 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 different phenomena, processes or trends that allows you to make the best use of available resources and achieve goals. .

It is known that diversification in production is manifested in the transformation of many firms and corporations into diversified complexes that combine the production of products for various purposes and use various technologies. Under these conditions, the effect of better use of resources is achieved, the ability to vary products with changes in demand, and an increase in competitiveness. But there is another advantage to diversification. It consists in creating conditions for the mutual enrichment of one technology with another, the use of related principles and approaches, and the provision of a variety of types of products due to the "transfer effect" of an idea or approach. This resembles the principle of external complementarity, well-known in quantum methodology, which begins to manifest itself and act when the external and internal are combined, when it becomes possible to look at the internal from external or fundamentally different positions. This can be called a diversification effect.

At the same time, there is also a diversification of management, which is manifested in a variety of forms and types of management systems, in combining them according to the needs of management of diversified organizations.

Diversification processes also penetrate the field of research. Here they reveal themselves in a growing variety of approaches and research methods and the need to combine these approaches in a specific study.

For example, the use of even traditional research methods can be combined with the psychological regulation of research activity and a special form of its organization. It turns out a fundamentally new research method that has its own advantages and disadvantages and differs from other methods. In this regard, the synectic method and many varieties of this method can be called. It can be called a diversified research method, because it is not just a method of analysis or collective intellectual activity, it is a method of motivating collective intuition, a kind of imagination, psychological adjustment, purposeful search, etc.

An important feature of diversified research methods is the combination of original research methodologies with specific organizational forms of their implementation. It is in this, perhaps, that the effect of diversification is most clearly manifested.

Diversified research methods are being developed greatly in modern conditions, and they have a great future.

10.2. Composition and system of diversified research methods

Well-known diversified research methods should be represented in the system, because their systemic representation allows the most successful selection of certain methods in specific conditions.

The system of diversified research methods includes brainstorming methods, methods of systematic search, methods of deep immersion in a 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 combine different, sometimes contradictory, this is the basis of the effect of their use.

The difference between these methods is in a combination of methodology and research organization, a combination of approaches and the simplest methods. Each of these methods must be characterized and considered separately.

10.3 Methods of intuitive search in the study of control systems

There are several research strategies that involve different degrees of use of intuition: a random search strategy, a targeted search strategy, a systematic search strategy, an intuitive search strategy, an algorithmic (ordered) search strategy.

Random, intuitive search methods are in finding or accumulating new ideas regardless of practical activity and specific problems that are encountered here. Often, such ideas arise even when the purpose of the research is uncertain or when it is realized that it is necessary. These are methods that arise 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 of assessments, consistency. Matrix methods of analysis, methods of classification, decomposition are widely used here.

Boolean search method differs in a more rigid orderliness, which manifests itself in the algorithmicization of all search procedures aimed at a very specific subject of research or an element of the system.

Logical search methods begin with the definition of the subject of research or its correction, refinement, addition in the event that such a definition already exists.

These strategies differ not only in the methodology for 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-targeting strategies are most effective when they are based on the division of functions between different research groups in order to accumulate and present ideas, their rigorous and thorough systemic analysis.

Strategies differ not only in the combination of logic and intuition, but also in the following parameters: the purpose of the study and the nature of the problem, what to do to solve it, what means to solve, how to solve .

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, systematized 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 systems analysis, formal logic, "technology of the mind". This is not entirely true. Any mental, and even more so, creative activity has two components - conscious and unconscious. Each person has a different structure of their combination, 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 it is possible to develop the unconscious component of thinking, it is possible to motivate its manifestation. This is what various strategies for creative search are based on.

10.4 Brainstorming method

The brainstorming method is well known and practical. Its use has shown indisputable efficiency in the creative solution of many complex research and not only research problems. It is used in the development of management decisions of various classes. That is why it is mentioned in both management textbooks and special textbooks on the problems of developing management decisions.

Study- it is always the development of the unknown, the search for the future, the explanation of the complex. Therefore, in research, the method of "brainstorming" is of particular importance. With its help, it is possible to achieve results that are impossible using traditional methods of analysis.

Brainstorming method It is built on a specific combination of methodology and research organization, the separate use of the efforts of researchers, visionaries and Inuitsivists, with researchers, analysts, systems analysts, skeptics, and practitioners.

Rice. 8. The 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, to go beyond the boundaries of those ideas that exist among specialists in a narrow profile or among people with rich past experience and a certain official position.

People of various specialties, practical experience, scientific temperature, individual qualities, as a rule, possess various research methods. Combining these methods can be very helpful in solving complex research problems. This is the essence of brainstorming. Its other quality is a 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 of the stages is carried out according to specific principles that reflect its purpose and essence, which determine its effectiveness (Scheme 48).

First step(idea generation) assumes the following principles:

1. The principle of forming a group according to the ability to scientific imagination and developed intuition, anti-dogmatic thinking, intellectual relaxedness, a variety 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 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 enthusiasm, 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 fantasy, create fears in the expression of ideas, worsen the socio-psychological atmosphere, force the analysis of ideas, constrain 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 find as many different options for solving the problem as possible, ways to achieve the goal, ideas and thoughts. And all the work of the group should be aimed only at finding ideas, and not at criticizing them. explanation, justification. Therefore, one more principle should be formulated.

5. The principle of prohibiting the justification of the ideas put forward. It is necessary to exclude this natural need for human communication. You can only offer additional ideas, different from the one expressed. You cannot "join the opinion" or "decipher" your own or someone else's ideas.

6. The principle of motivating a variety of 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 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 the participants in the work contributes to the generation of ideas.

8. The principle of time regulation for the advancement of ideas. It is desirable that ideas are put forward on the basis of insight, eureka, therefore, for the advancement of ideas, a time limit for reflection is established in order to exclude the possibility of "looping" in contradictions, fears, to remove uncertainty, psychological complexes.

In the second stage"Brainstorming" (analysis stage) also operates a number of principles that reflect the purpose and essence of this stage.

1. The principle of completeness of the analysis of ideas and their generalization. Not a single idea expressed, no matter how skeptical it may be initially, should be excluded from practical analysis. All ideas presented should be classified and summarized. This helps free them from possible emotional moments, external distractions. It is the analytical generalization of ideas that sometimes gives very successful results.

2. The principle of analytical potential. The group should be composed of analysts who have a good understanding of the nature of the problem, objectives and scope of research. These should be people with a sense of increased responsibility, tolerance for other people's ideas, clear logical thinking.

3. The principle of criterion clarity in the assessment and analysis of ideas. To ensure the objectivity of the assessment and analysis of ideas, extremely clear criteria should be formulated by which all members of the analytical group should be guided. The main ones should be: compliance with the research goal, rationality, reality, resource endowment, including - and sometimes mainly - with a time resource.

4. The principle of additional development of the idea and its concretization. Many of the initially expressed ideas need to be clarified, concretized, and supplemented. They can be analyzed, accepted or excluded from the analysis only after appropriate revision.

5. The principle of positivism in the analysis of ideas. Analysis can be carried out on the basis of different approaches: negativism and positivism. The first is carried out on the basis of critical assessments, skepticism, 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 implies orienting ideas to the construction of a concept, reality, a program of action, to carry out the coordination of ideas.

In the practical use of 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 should be properly organized and regulated in the process of their implementation. This role is played by the host. Various options are possible: the leader can be the same for the first and second groups, or you can differentiate the leaders. But in both cases, the leader should be a person who has great creative activity, goodwill, a deep understanding of the problem being solved, the ability to organize and support the intellectual process.

The expediency of using the brainstorming method is determined by the 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 who have been selected according to special tests and have undergone the necessary training.

Of great importance in the success of the "brainstorming" is the formulation and formulation of the research goal, as well as its subject - the problem.

The problem can be posed in a generalized form, or in a concrete-practical way. It is also possible to pose the 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 accents to disrupt habitual thinking, highlight new facets of the problem, stimulate its creative comprehension).

The formulation of a problem also presupposes a different degree of its concreteness. It can also be useful for ensuring "freedom" of the creative process, relaxed thinking.

The choice of the form of the problem statement 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 relations (strangers), organizational conditions the work of the group, the goals of the study (the first approach to the problem or its specific solution, the time factor, etc.).

When selecting a group for generating ideas, it should be borne in mind that people differ in their ability to generate 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, responds positively to criticism, does not "eat" into the content of the problem, and manifests claims to leadership.

An inert generator does not have a high level of claims, but it has significant abilities to creative work... He seeks to understand the essence of the problem, to feel its depth, to understand its origins and content, is in no hurry to express ideas, analyzes own thoughts, requires more "warm-up" in the generation of ideas.

The use of the "brainstorming" method can be effective only in conditions of a creative attitude to 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 agreement in a group of experts based on intuitive thinking. Participants in the collective idea generation express their opinions on the options for solving the problem. As many ideas as possible are expressed, preferably non-trivial. Ideas are evaluated and discussed at the end of the entire procedure.

Using this method, you can successfully solve a number of risk management tasks, 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 combinations, etc.

The disadvantages of using this method include a significant level of information noise created by trivial ideas, the spontaneous and spontaneous nature of the generation of ideas.

The third type of expert procedures allows to a great extent. Eliminate the indicated disadvantages of the first and second types group assessments... An example of methods of this type The "Delphi" method, the name of which comes from the Greek Delphic oracles, serves as an examination.

The Delphi method consists in 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 reached. The essence of the Delphi method can be represented as 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 occurrence of risk events, assessing the amount of losses, the likelihood of losses falling into a certain risk zone, etc.

One of the widely used examination methods is also the “scripting” method. The method of "scenarios" allows you to organize information about the relationship of the problem to be solved with other problems and about possible ways of development. The essence of the method consists in the fact that a group of highly qualified specialists draws up a plan of scriptwriters which outlines the branches of science, technology, economics, politics, which should be taken into account when formulating and solving a problem. Different sections of the script write different groups specialists or individual specialists. These sections of the script try to display a possible course in time, starting with an existing state or some event in the future.

(Please note that this analysis presented for information only, and is not associated with any active organization of the same name)

Characteristics of the company LLC "Gepard"

The founders of the company were a group of people specializing in the field of radio electronics. The enterprise started its activity in 2005. As a form of implementation entrepreneurial activity a society with limited liability. Authorized capital the company was equal to 20,000 rubles. Order fulfillment is the only financing option. The company is an exclusive developer of an intelligent security system for objects of various purposes. The enterprise needs to expand the production space required to increase the volume of products, and, consequently, to increase the working capital.

Marketing plan

At the moment, the priority tasks of the company are:

• promotion of manufactured products in this market segment;
• obtaining a certificate, which will allow the company to reach a new level of sales;
• raising the rating of the company and reaching a leading position in the field of video security systems.

SWOT - analysis of LLC "Gepard"

The marketing method is a study of the company's capabilities. Further, based on the results obtained, recommendations are developed regarding the achievement of the set goals, as well as the determination of alternative development options.

First of all, it is necessary to give a full assessment of the macro and microenvironment of the company. The factors on which the assessment of the internal environment is traditionally based are:

• organizational;
• production;
• marketing.

The external (macro) environment is assessed through analysis:

• demand;
• competition;
• sales;
• resource allocation;
• factors beyond the control of marketing, such as the rate of inflation, the attractiveness of the sphere for incoming investors, and others.

Conducting directly the SWOT analysis itself is as follows:

• based on the assessment made earlier, draw up a list of opportunities that the external environment allows the company to implement. Here you should compile a list of factors that will help increase demand for the company's products, reduce the level of competition, and others;
• make a list of probable threats that can affect the enterprise from outside. In this paragraph, we should talk about potential opportunities that can lead to a decrease in demand, change the priorities of choosing ordinary consumers, increase the level of competition, and others;
• make a list of the company's strengths. We are talking about the skills of the personnel and their competence, the existing level of knowledge, as well as other factors that ensure the successful operation of the entire company;
• make a list of the company's weak qualities. This clause identifies the most important reasons that prevent or may in the future affect the development of the organization.

When all the lists are ready, you should select the most significant factors from all the lists compiled. This is very important point therefore, only really irrelevant points should be discarded.

At the next stage, the classical SWOT analysis matrix is ​​filled in, which assesses the impact of macro- and microenvironments on the enterprise as a whole.

After a thorough assessment, the following points remain:

1.Possibilities:

• sales of products;
• installation by the enterprise;
• the possibility of warranty, as well as post-warranty service;
• the ability to meet customer requirements;
• flexible pricing policy;

2.Threats

• taxation;
• the constant growth of competition from larger manufacturers;
• lack of own working capital;
• small capacity of this market niche;

3.Strong side:

• production of products on modern high-tech equipment;
• flexible pricing policy;
• high quality of service provision;
• trained personnel;

4.Weak side:

• direct dependence on the consumer market;
• lack of advertising;
• a small number of our own assembly teams;
• brand unknown.

We fill in the matrix table. Internal factors include the strengths of the company. Outside - opportunities and threats.

If the company has the ability to neutralize the threat or use the situation provided by the external environment, then this column is marked with a "+" sign.

Putting a “-” signifies that the firm cannot get rid of the threat on its own, regardless of its strengths.

The graph remains free if there are no relationships between factors.

At the end of the procedure, not a single field should remain empty: each column must contain either "plus", or "minus", or "zero".

Analysis results

The SWOT analysis showed the following results:

1. The company can increase volumes, and thanks to its own research center, it is possible to implement more advanced product variations.

1. The adopted tax system becomes the main threat and limiting the solvency of the potential client audience.

1. The weak side is the limitation of possible sales. and direct dependence on the consumer market.

Analysis of existing management problems in LLC "Gepard"

Marketing plan

The following tasks have been set for the enterprise:

• promotion of manufactured products in their market segment;
• improvement of the service department;
• the formation of a distribution network necessary to promote goods to the regions;
• obtaining a certificate, which will enable the organization to reach a new level of sales;
• raising the rating of the company and reaching a leading position in the field of video security systems.

Tactics for the implementation of the tasks

Here, taking into account the specifics of the products, as well as the conducted marketing analysis, it is advisable to focus on direct marketing. It does not need large financial investments, but it does require coordination of work. Next, we will consider the directions in which the firm should activate its activities.
Advertising
In this direction, direct mail to the addresses of potential clients will become a priority. Also, the company's employees are obliged to visit nearby villages for the purpose of direct advertising. Additionally, aggressive advertising will be used.

Distribution

The first year sales will mainly be carried out by employees of the company. But as dealers, it is planned to attract firms that will install and commission systems.

Increased demand
Upon purchase, the customer will be provided with a product with a basic picking system, but additional options will be available. As a bonus, you will be given the opportunity to install the system free of charge for up to 3 days, during which the client decides to purchase or refuse this offer. This will additionally serve as an advertisement for potential clients (neighbors, friends, work colleagues, etc.).

Positioning strategy

After the company has chosen the most suitable market segment for itself, then it faces the task of introducing it into the selected market niche. In this situation, there are two options for achieving the goal:

1. Take a place in a small sub-segment in close proximity to a competitor, and then begin to fight for a leading position in the selected market share.
2. Implement your task in a free sub-segment.

Choosing the first option, the company should carefully weigh its own capabilities: is there enough internal potential to oust existing competitors.

The second option involves the provision of competitive goods. The company gets a great chance to get its own audience interested in this product.

Product Existence Strategy

The marketing term “existence” implies providing a product of the required quality, affordability, attraction and promotion.

Accordingly, there are four types :

• commodity;
• price;
• attraction;
• pushing through.

Let's consider each type in more detail.

Commodity strategy

Any strategy of this type is formed according to the following plan:

• the product portfolio of the company is compiled;
• organizational issues related to the development of new products, changes to existing ones or the complete exclusion of goods are resolved;

• a brand strategy plan is adopted.

According to the results of the assessments, the product group of the company "Gepard" belongs to the zone of priority development. This fact means that for the manufactured goods priority area development is the expansion of the existing market, as well as access to its new levels. Accordingly, additional financing and investment is directed in this direction.

Improvement strategy

The quality of the goods and services provided must be constantly improved. And the main direction of the development of this strategy is to keep the goods at the existing level, corresponding to the market requirements in this moment time.

Brand strategy

The term "brand" hides the direct name of an enterprise or product. For the company "Gepard" it is most profitable to use a multi-labeling strategy. This choice is due to the fact that the products (security systems) are used for a long time and the use of the same name will make it possible to raise the overall image of the company. In the case of the introduction of updated products, this will also be only a plus.

Pricing strategy

In this case, emphasis should be placed on leadership based on the relatively low cost of the product, as well as its quality characteristics. The cost price of the goods produced by the Gepard enterprise is lower than that of competing enterprises, so you can try to conquer a larger part of the market segment by offering quality goods at a lower price. Moving in this direction will maximize market share. To increase income, it is necessary to focus on the value of the product / service provided.

Distribution strategy

Distribution methods are also referred to as controllable factors that help solve the problem of bringing the product to the immediate consumer.

Before deciding to open a branch, you should first get an estimate of the location region (is there enough potential customers here). Competitive companies cannot be ignored either. It is worth assessing the main characteristics of their activities. After carrying out the comparative procedures, a list of the most suitable regions should be drawn up.
It is most preferable to build a choice from a compiled list based on the most frequently used scheme. The assumed region conditionally becomes the center of the area where its influence spreads. It is conditionally subdivided into 3 zones:

• primary;
• secondary;
• extreme.

The primary zone includes almost 70% of the total number of consumers who use the services of the firm. The remaining 25-30% of potential customers end up in the secondary zone. The extreme zone is casual consumers.

The choice of the placement area is additionally influenced by such factors as :

• assessment of the potential client base;
• the degree of competition;
• assessment of technical capabilities and others.

It is the evaluative analysis of the above factors that makes it possible to calculate the potential of the selected point of sale with the greatest accuracy.

In order to most effectively influence the potential target audience for the unit, a communication strategy is developed that helps to form and maintain the desired image of the product and the company itself as an organization as a whole.

This strategy includes the following tasks :

• holding personal sales;
• PR;
• advertising.

The firm "Gepard" should more actively develop its advertising policy in the following areas:

• make yourself known more loudly through advertising;
• advertise the benefits of the product being sold, focusing on high quality;
• formation of a positive image of the company.

Considering that "Gepard" provides services in the field of supply of goods, an individual approach to customer service would be a more correct option. Additionally, it is necessary to develop a stimulating system of discounts, which will make it possible to sell wholesale consignments of goods on more favorable terms.

The name of the analysis of strengths, weaknesses, opportunities and threats - SWOT analysis, comes from the abbreviation of the words:

Strengths- strengths, strengths;

Weaknesses- weakness;

Opportunities- possibilities;

Treats- threats.

SWOT analysis is a fairly simple and popular technique that allows you to assess the consequences of your decision, in making which you are guided by the knowledge and understanding of the surrounding situation. And it doesn't matter whether this decision lies in the field of marketing, the choice of the company's development strategy, or any of your decisions related to current activities, even not related to business.

So, using the WSOT method, you can analyze whether you (or your friend) will wear that blue dress that she bought in a boutique last month. Choosing a profession, or a particular company for employment, we assess our strengths and weaknesses, the opportunities opened up in a new place, as well as the threat of a job change. As for marketing, in fact, this technique, to one degree or another, is owned by every marketer engaged in making strategic decisions.

Intuitively, we use SWOT analysis quite often, but few people independently bring such an assessment to its logical conclusion, stopping at a fundamental understanding of the situation and not going deep into the analysis of marketing details.

The following are two of the simplest methods, the application of which will allow a beginner entrepreneur to independently conduct a SWOT analysis. There are in-depth options for SWOT analysis. Their application requires a more careful approach, preparation and elaboration of details.

SWOT analysis method

In principle, everything is simple, the analysis is carried out according to the following scheme:

1. Expert articulation of your strengths and weaknesses are internal factors. They are based only on you. If we are talking about a company, then these are the strengths and weaknesses that are inherent in the company. For an expert description of this, it is enough to use the results of an express survey of enterprise management.

Strengths and weaknesses should be assessed by at least 3 vectors:

• Management (condition, quality, motivation, qualifications)
• Business processes
• Finance

For the analysis of internal factors, I still suggest using a different model. For
analysis of internal factors, we should pay attention to compliance with:

• marketing activities of the company to its external environment;
• the company's sales system and its adequacy to the marketing channel;
• organization of production processes and the adequacy of products to the market (for manufacturing companies);
• organization of logistics processes and their adequacy to the marketing channel;
• the financial condition of the company and its tasks;
• administrative system and quality of administration of business processes;
• management system, human resources management

2. We describe opportunities and threats- which are external factors, based on the situation outside the company, the business environment of the company.

There is no need to invent threats, they are always the same. It is enough to assess the typical potential threats for the presence of such for your company (for you).

Threats are:

• social;
• economic;
• technological;
• political;
• ecological;
• competition.

3. We rank strengths and weaknesses, opportunities and threats according to the degree of influence on the company, throw away the far-fetched.

4. Putting everything in the SWOT matrix (in the table).

5. We analyze the effect of factors

6. Having finished with the description and marketing analysis,define a strategy based on the results of the description above, using the strengths, and compensating for the weaknesses of your (company).

SWOT Matrix

All data are summarized in one table consisting of 4 main fields: strength, weakness,
opportunities and threats. Such a table is also called a SWOT analysis matrix.

We analyze the effect of factors

Actually, what we have compiled above is not yet a SWOT analysis, but only a form (matrix) for a convenient description of the parties, opportunities and threats. Analysis - a conclusion about how your "strengths" will help to realize the company's capabilities in achieving certain planned goals.

Let's try to rebuild the table and answer the questions:

	Possibilities ( O)	Threats ( T)
Strengths ( S)	We correlate "strength" and "possibilities", and understand how "force" is able to provide company capabilities. 1. ....... 2. ....... 3. .......	We correlate "strength" and "threats", and understand, how "force" can eliminate threats to the company 1. ....... 2. ....... 3. ....... (do not hesitate, we describe in words)
Weak sides ( W)	Listing "weaknesses", we describe how much weaknesses get in the way using the listed opportunities 1. ....... 2. ....... 3. ....... (do not hesitate, we describe in words)	Listing "weaknesses", we describe most unpleasant for the company: how many are your weaknesses will lead to the onset of those threats which you have listed. 1. ....... 2. ....... 3. ....... (do not hesitate, we describe in words)

SWOT Analysis Strategy Matrix

Further - the most interesting - what, in fact, everything was started. Based on the results of the analysis, we use the results of the SWOT analysis to develop certain vectors of the strategy, according to which we will work. The company, as a rule, works in several directions (vectors) at once:

• we implement strengths;
• we correct the weaknesses of the company, using its strengths;
• we take measures to compensate for threats.

Analyzing the data in the table, we compile a matrix of necessary actions to correct the company's weaknesses, including at the expense of the strengths. We bring all the data into one table (matrix) consisting of 4 main fields: strength, weakness, opportunities and threats. Such a table is called: "Matrix of SWOT Analysis Strategies".

By analyzing the data located in the table, a list of possible actions (marketing plan) is drawn up to neutralize the company's weaknesses, including at the expense of the strengths. Also, possible options for the development of the company are being developed when external factors change, ways to use strengths to reduce risks, etc.

We present a simple and convenient method for conducting a SWOT analysis with ready-made examples for production and commercial enterprise and also with a template in Excel format.

The SWOT analysis method described in the article is universal and suitable for a company of any profile: an industrial company, a non-profit organization, retail store or a separate department.

After reading the article, you will definitely be able to compose a SWOT analysis for your product or an entire enterprise from scratch, even if you are doing it for the first time.

Definition: SWOT analysis (from eng. SWOT Analysis) - a type of situational analysis that allows you to assess the current and future competitiveness of the company's product in the market by analyzing the internal and external environment of the organization.

Essence and basic elements of SWOT analysis

Briefly about the swat analysis method, we can say the following:

• SWOT analysis technology is widely used in strategic management and management, as it is both a simple and high-quality tool for a company in the market.
• A feature of the method is that since the 1980s, SWOT analysis has been actively used to develop strategic decisions and has not lost its relevance over the entire period of its existence in the toolkit of managers.
• What is a SWOT analysis for? The aim of the method is to study the current position of the company in the market and the correct structuring of information for the development of the enterprise.
• SWOT explanation: S = Strengths, product strengths; W = Weaknesses, product weaknesses; O = Opportunities, the company's capabilities; T = Threats, company threats.

For more information on the theoretical foundations of SWOT product analysis, see the article:.

How to prepare for a SWOT analysis?

Remember that the swat analysis method is only a convenient tool for organizing the available information. Therefore, an effective SWOT analysis should start with two steps:

• Conduct where the company operates, pay great attention to consumer research and the definition of key characteristics. More than 70% of the conclusions of this analysis depend on who is yours, what quality criteria your consumer sets for the product.
• Swipe and. The definition of the strengths and weaknesses of the product will depend on who is your competitor.

Step one: identify the strengths and weaknesses of the product

The first step in conducting a SWOT analysis is to identify the strengths and weaknesses of a product or service. To do this, make a comparative analysis of the internal resources of a company or product with key competitors:

• Those parameters that turned out to be better than those of competitors are the strengths of your product.
• Parameters that turned out to be worse than those of competitors are the weaknesses of your product

Table 1 Example of strengths and weaknesses analysis

Strengths (S = Strengths) are those internal characteristics of the company that provide a competitive advantage in the market or better position in comparison with competitors.

Weaknesses (W = Weaknesses) or shortcomings of a product or service are such internal characteristics of a company that impede business growth, prevent the product from leading the market, and are uncompetitive in the market.

• Prioritize the level of influence of factors on the sales and profit of the company.
• Leave 6-8 key factors.
• The rest may come in handy in the future - take note of them.

Be sure to check out. The methodology contains more than 14 areas of various factors of the internal environment, which can become the strengths or weaknesses of the company.

Step two: identify threats and opportunities for business growth

The second step of the SWOT analysis is to identify opportunities and threats for future business growth. For this, an analysis of external environmental factors is carried out, the level of influence of each factor on the company's sales, the likelihood of occurrence, is assessed.

Opportunities (O = Opportunities) are environmental factors that will allow the company to increase sales or increase profits.

Threats to the company (T = Threats) are environmental factors that can reduce the company's sales or profit level in the future.

Illustrative examples of SWOT analysis

Most of the concepts and tools used in strategic planning are difficult to use the first time without illustrative examples. For those who doubt the correctness of the SWOT analysis, we have prepared ready-made solutions:

• : includes brief analysis key success factors and threats to the world's largest retail chain.
• : contains detailed recommendations for conducting swot analysis in the trading industry.
• - this is the most complete and step-by-step example that will be useful to a greater extent manufacturing companies and organizations.

Quantitative SWOT analysis

In modern literature, quantitative example SWOT analysis: a model in which it is necessary to assess the analyzed factors of the external and internal environment on a point scale.

The quantitative approach is undoubtedly effective, since it allows to demonstrate the significance of factors, but is too time consuming.

It will be more efficient to assess each factor of the internal and external environment of the company in terms of importance and priority expertly, without resorting to complex quantitative scores. The accuracy of this approach will be close to the quantitative method of assessment, since in both cases you yourself, and therefore expertly evaluate each factor of the SWOT matrix.

If, after drawing up a SWOT analysis, you still have a free minute, we suggest that you familiarize yourself with

Detailed video course

Four detailed video lectures on the SWOT analysis methodology provide concise and fully structured information on how to do a SWOT analysis from scratch, how to find the strengths and weaknesses of a company's product, identify opportunities and threats to the business, how to write the correct conclusions on SWOT analysis and effectively present the results of the work done.

Part one: SWOT analysis, identification of the strengths and weaknesses of the product

Fully.

Ready-made samples, templates and cases

A ready-made template - a sample of drawing up a SWOT analysis from scratch in Excel, as well as an example of the presentation of SWOT analysis results in PowerPoint format, you can download in the section.