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SWOT Analysis
SWOT Analysis
Contents
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If a SWOT analysis does not start with defining a desired end state or objective, it runs
the risk of being useless. A SWOT analysis may be incorporated into the strategic
planning model. An example of a strategic planning technique that incorporates an
objective-driven SWOT analysis is SCAN analysis. Strategic Planning, including SWOT
and SCAN analysis, has been the subject of much research.
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.
If, on the other hand, the objective seems attainable, the SWOTs are used as inputs to the
creative generation of possible strategies, by asking and answering each of the following
four questions, many times:
SWOT analysis may limit the strategies considered in the evaluation. "In addition, people
who use SWOT might conclude that they have done an adequate job of planning and
ignore such sensible things as defining the firm's objectives or calculating ROI for
alternate strategies." [3] Findings from Menon et al. (1999) [4] and Hill and Westbrook
(1997) [5] have shown that SWOT may harm performance. As an alternative to SWOT, J.
Scott Armstrong describes a 5-step approach alternative that leads to better corporate
performance.[6]
These criticisms are addressed to an old version of SWOT analysis that precedes the
SWOT analysis described above under the heading "Strategic and Creative Use of SWOT
Analysis." This old version did not require that SWOTs be derived from an agreed upon
objective. Examples of SWOT analyses that do not state an objective are provided below
under "Human Resources" and "Marketing."
The internal factors may be viewed as strengths or weaknesses depending upon their
impact on the organization's objectives. What may represent strengths with respect to one
objective may be weaknesses for another objective. The factors may include all of the
4P's; as well as personnel, finance, manufacturing capabilities, and so on. The external
factors may include macroeconomic matters, technological change, legislation, and socio-
cultural changes, as well as changes in the marketplace or competitive position. The
results are often presented in the form of a matrix.
SWOT analysis is just one method of categorization and has its own weaknesses. For
example, it may tend to persuade companies to compile lists rather than think about what
is actually important in achieving objectives. It also presents the resulting lists
uncritically and without clear prioritization so that, for example, weak opportunities may
appear to balance strong threats.
It is prudent not to eliminate too quickly any candidate SWOT entry. The importance of
individual SWOTs will be revealed by the value of the strategies it generates. A SWOT
item that produces valuable strategies is important. A SWOT item that generates no
strategies is not important.
Changes in relative performance are continuously identified. Projects (or other units of
measurements) that could be potential risk or opportunity objects are highlighted.
[edit] Marketing
In many competitor analyses, marketers build detailed profiles of each competitor in the
market, focusing especially on their relative competitive strengths and weaknesses using
SWOT analysis. Marketing managers will examine each competitor's cost structure,
sources of profits, resources and competencies, competitive positioning and product
differentiation, degree of vertical integration, historical responses to industry
developments, and other factors.
Marketing management often finds it necessary to invest in research to collect the data
required to perform accurate marketing analysis. Accordingly, management often
conducts market research (alternately marketing research) to obtain this information.
Marketers employ a variety of techniques to conduct market research, but some of the
more common include:
Using SWOT to analyse the market position of a small management consultancy with
specialism in HRM.[10]
Expertise at partner Unable to deal with Identified market for Other small
level in HRM multi-disciplinary consultancy in areas consultancies looking
consultancy assignments because other than HRM to invade the
of size or lack of marketplace
ability
Track record –
successful
assignments
strength- market related , finance related , operational related , research and development
related, hr related
Introduction
Everyday, I go through hundreds of resumes…resumes of people having 10-20 yrs of
experience…resumes of people passed out from institutes like Symbiosys, XLRI, TISS…and just
one word comes out of my mouth…"PATHETIC". People, have knowledge; they have experience
but don't know why, they are not able to put it on a paper. Your resume is the first thing that will go
to your prospective employer and based on that you will get a chance to speak to him and if your
resume is not proper, forget about job, you will not even get a call for interview. Here, I am trying
my best to put-in as what we should and what we should not write in a "Curriculum Vitae"
Internal positive aspects that are under control and upon which you may capitalize in planning
·Work Experience
·Education, including value-added features
·Strong technical knowledge within your field (e.g. hardware, software, programming
languages)
·Specific transferable skills, e.g., communication, teamwork, leadership skills
• Writing concisely
• Listening attentively
• Expressing ideas
Research and Planning: Creating ideas ; Gathering information; Solving problems ; Setting
goals ; Analyzing
• Being Sensitive
• Listening
• Conveying feelings
• Providing support for others
• Motivating
Sharing credit Organization, Management and Leadership: Initiating new ideas; Handling
details
• Managing time
• Attending to detail
• Meeting goals
• Enlisting help
• Accepting responsibility
• Setting and meeting deadlines
• Organizing
• Making decisions.
o Personal characteristics (e.g., strong work ethic, self-discipline, ability to work
under pressure, creativity, optimism, or a high level of energy
o Good contacts/successful networking
o Interaction with professional organizations
Weaknesses
Internal negative aspects that are under your control and that you may plan to improve
Opportunities
Positive external conditions that you do not control but of which you can plan to take advantage
Positive trends in your field that will create more jobs (e.g., growth, globalization, technological
advances)
Threats
Negative external conditions that you do not control but the effect of which you may be able to
lessen
While no "right" or "proper" design for resume content exists, a few guidelines for resume
format are commonly accepted practices. Following these structural rules for your resume will
help you present a professional impression to prospective employers.
Resume Length
One page is the accepted rule for resume length. A three-page resume should only be used if you
have extensive experience or qualifications relevant to the position for which you are applying. If
you do choose to develop a two-page resume, be sure to organize your content in a manner that
places the information most likely to impress an employer on the first page. If the first page is not
impressive, then an employer may not even look at the second page.
TIP: Prepare your resume using a computer word processing program. It will be much easier to
edit and to create different versions of your resume if you have it saved to disk.
Margins
The margins of your resume serve two basic purposes. First, the margins can contribute to the
visual appeal of your resume. Overly narrow margins can make your resume appear jumbled,
and overly wide margins can project a perception of emptiness in your resume. The standard rule
of thumb is to set your margins at one inch (1") on all sides to create a well-balanced design. If
you are in a crunch for space, try decreasing the top and bottom margins slightly, but avoid
decreasing the side margins. Side margins are the key to the second purpose of your resume
margins, to provide your prospective employer with space to make notes on you resume.
Sentence Structure
"To the point" is how sentences should be written when constructing your resume. Sentences
should be brief and informative rather than long and excessively descriptive.
Short sentences are easier and faster to read and to understand, showing that you value the time
the prospective employer is taking to review your resume. Also, be sure that the grammatical
structure of your sentences is correct and consistent. Past tense should be used when describing
experiences you have already had or activities in which you have already participated. Present
tense should be used only to describe those activities you are involved in now, such as your
current job. You should also avoid beginning sentences with the word "I"; the employer already
knows that the resume is about you.
Word Choice
Be active in your word choice on your resume. Begin your sentences with action verbs that
describe exactly what you did, or are still doing, in your experiences and activities.
TIP: Don't rely on spell check to catch all of the errors in your resume. Be sure you proofread your
resume, and have several others proofread it as well. Errors imply you didn't put your full effort
into your resume, therefore the job isn't important to you.
Personal Details
Obviously every resume will have this section to start it off. Remember however to keep these
details to a minimum. Your name, phone number and email address are all that is required.
You do not need to indicate your date of birth, marital status, number of children, or supply a
personal photo. Other details should only be included if they are required. Otherwise you can
address specific criteria in a covering letter.
Career Goals
If you are applying for graduate positions this just needs to be a short statement that broadly
outlines both your short and long-term goals. It demonstrates that you have started to think about
the directions in which you would like to go and is not something that potential employers are
going to hold you to for the next 10 years.
Education
Start with the most recent qualification and work backward in a chronological order. List the title of
the degree(s), name of the institution and date of completion. You may also want to include your
CGPA (Cumulative Grade Point Average) or current GPA. Be sure to explain the scale of 1 to 7
e.g. GPA of 6.5 on a scale of 1- 7;7 being the highest. You may also include your major(s) so that
the employer is more familiar with your qualifications. Do not list all of the subjects you have
studied and the grades gained at this point in your resume.
If you have been awarded certificates for training include these details in this section. Remember
to check the relevance of the certificates with the requirements of the positions you are applying
for.
Employment History
Information under this heading can be organized in a number of ways depending on what you
wish to highlight. Many start with their most recent position and work backwards throughout the
years. You may have taken a position some time ago that is relevant to your current interests,
therefore place it on top of the list to ensure its prominence.
Regardless of order, be sure to include information such as your position, the name of the
organization, the time you were employed with them, and a brief outline of the duties you
performed and the skills, abilities and knowledge you developed as a result of the work (give the
most detail to jobs which are professionally relevant or have transferable skills).
Specialist Skills
This section can be in point form, to highlight how your studies are relevant to the position you
are applying for. Include any relevant projects, thesis or assignments you have completed and
any skills that you have obtained throughout your degree that will make the potential employer
interested in your application. For example they may be degree specific skills, general skills such
as communication, research abilities, computer knowledge (say what packages etc), and
familiarity with statistics. Looking at a range of job advertisements will help you to identify what to
include in this section.
Membership of Associations
If you are a member of certain (usually professional) associations that will be relevant to the
position you are applying for, include them.
Awards
You can include any academic awards achieved where relevant. List these in point form and
make sure to identify those that were tertiary or secondary.
Achievements
This section is used by employers to identify that you have set various goals for yourself and
worked to achieve them. Achievements may be academic, sporting, personal or community
based. In essence, an achievement is anything that was a milestone for you or demonstrated
leadership and initiative.
Finally
When you have finished your draft resume, go back through it and make sure that the majority of
it is in a point or brief format. Be sure that you are emphasizing or highlighting the main aspects
you want an employer to note. Look carefully at the layout and order of your resume to ensure
that you are doing everything you can to make it an easy to read document.
Note: Use this as an example and change the format to suit your needs.
Conclusion
Understanding how employers use resumes and the basic structure and contents of a resume
can help you write a winning document. When putting together a resume it is important to put
yourself in the employer's shoes. What would make an employer read one resume over another?
Employers in essence want to know how hiring you will benefit their business now and in the
future. It is therefore very important to research and understand the position for which you are
applying. Decide what skills, abilities and knowledge are needed to be successful in the position
within the organization.
The information contained in your resume should represent a succinct time line of employment
(paid and unpaid), education, training, skills, and personal attributes that you have been
developing. Always draw attention to your abilities, knowledge and your skills that relate directly
to the position or are transferable to the position.
Employer is busy; he is not having enough time to read your resume, so just "Keep It Simple and
Sweet". As they say, your resume must be like a mini-skirt of a girl,- "Should give enough
information to get interested in you and hide enough to explore, "Across the Interview Table".
That is all, I like to say here, looking forward to your comments and feedback.