SWOT ANALYSIS – A STRATEGIC PLANNING RESOURCE

SWOT ANALYSIS – A STRATEGIC PLANNING RESOURCE -(alternately SLOT analysis) is a planning method used to evaluate the Strengths, Weaknesses/Limitations, Opportunities, and Threats involved in a project or in a business venture.
It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective.

A SWOT analysis must start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model.
? Strengths: characteristics of the business or team that give it an advantage over others in the industry.
? Weaknesses (or Limitations): are characteristics that place the firm at a disadvantage relative to others.
? Opportunities: external chances to make greater sales or profits in the environment.
? Threats: external elements in the environment that could cause trouble for the business.

Identification of SWOTs is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs.
First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable a different objective must be selected and the process repeated.
The SWOT analysis is often used in academia to highlight and identify strengths, weaknesses, opportunities and threats. It is particularly helpful in identifying areas for development .