A SWOT analysis of an enterprise is considered a mandatory preliminary step in the development of marketing and strategic plans. The results obtained during the situational analysis, become the basis for the compilation of strategic goals and objectives of the enterprise. The SWOT analysis methodology of a company comes down to determining its strengths and weaknesses, opportunities and threats to the external environment.
Strengths, strengths, reflect the enterprise’s strengths. Weaknesses, weaknesses, show his flaws. Opportunities, opportunities - that in the environment surrounding the company can be used to create the advantages of the company in the market. Threats, threats - that in the environment of the company can potentially change for the worse the position of the enterprise in the market. In its final form, the enterprise SWOT analysis is a matrix depicted in the table below. Its implementation takes place in several stages (steps).
|
O - Features |
T - Threats | |
| S Strengths | SO * | ST * |
| W Weaknesses | Wo * | WT * |
* - type of strategy
First, strengths and weaknesses are established. To do this, a list of factors is compiled by which the organization will be evaluated, then for each of them it is determined what is the weak and what is the strong side. After that, the significant ones are selected, which will be included in the matrix. The following groups of parameters usually fall into the SWOT analysis of an enterprise: organization, finance, manufacturing, innovation, marketing.
At the next stage, the market is evaluated, the situation in the space surrounding the enterprise is studied, and what opportunities are available and what threats exist. At this stage, the SWOT analysis of the construction company is similar to the first step. A list of parameters is also compiled, according to which the market situation is assessed, it is determined which of them is a threat and what is an opportunity, the most significant indicators are selected for subsequent entry into the matrix. Typically, the analysis examines the following groups of factors: demand, competition, marketing, socio-demographic, economic, legal and political, scientific, technical, socio-cultural, environmental and natural, international.
In the third step, the enterprise SWOT analysis consists of comparing strengths and weaknesses with threats and opportunities. The outcome of the third stage are strategic conclusions that will allow the organization to resolve four issues. The first is how to use the capabilities of the external environment and the strengths of the company. The second is that inside the organization can interfere with its plans. Third, what strengths will help minimize environmental threats. Fourth, what negative environmental factors should be most feared.
Information about the strengths and weaknesses for SWOT is usually obtained from internal documentation that characterizes a particular area of the organization (accounting documents, reports of production services, audit data of an enterprise, etc.). Obtaining data on threats and opportunities of the external environment is a more complicated process. To do this, use statistics, reviews in open sources, targeted research conducted by experts on a contractual basis.
