Here is an analysis of a private organization called life. Swot-analysis of the enterprise on the example of a store, school, cafe and bank. how to do swot analysis

SWOT analysis of an enterprise is considered an obligatory preliminary step in the development of marketing and the results obtained in the course become the basis for drawing up the strategic goals and objectives of the enterprise. The method of SWOT analysis of a company is reduced to determining its strengths and weaknesses, opportunities and threats from the external environment.

Strengths, reflect the advantages available to the enterprise. Weaknesses, weaknesses, show his shortcomings. Opportunities, opportunities - that in the environment surrounding the company can be used to create advantages for the enterprise in the market. Threats, threats - something that in the company's environment can potentially change the company's position in the market for the worse. In the final form, the SWOT analysis of the enterprise is a matrix shown in the table below. Its implementation takes place in several stages (steps).

* - strategy type

Strengths and weaknesses are identified first. 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 weak and what is strong. After that, 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, production, innovation, marketing.

At the next stage, the market is assessed, the situation in the space surrounding the enterprise is studied, it is established what opportunities exist and what threats exist. At this stage, the SWOT analysis of a 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 which is an opportunity, the most significant indicators are selected for subsequent inclusion in the matrix. Usually, when analyzing, the following groups of competition, marketing, legal and political, scientific and technical, socio-cultural, environmental and natural, international are studied.

In the third step, the SWOT analysis of an enterprise consists of comparing strengths and weaknesses with threats and opportunities. The result of the third stage are strategic conclusions that will allow the organization to address four issues. The first is how to use the opportunities of the external environment and the strengths of the company. The second is what inside the organization can interfere with its plans. Third - what strengths will help to minimize the threats of the external environment. Fourth - which negative ones should be feared the most.

Information about strengths and weaknesses for SWOT is usually obtained from internal documentation that characterizes a particular area of activity of the organization (accounting documentation, reports from production services, enterprise audit data, etc.). Obtaining data on the threats and opportunities of the external environment is a more complex process. For this, statistics, reviews in open sources, targeted research conducted by experts on contractual terms are used.

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

The environmental factors include the categories of opportunities and threats. 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, the favorable economic situation in the country, the increased interest of investors in this market segment, or, conversely, the crisis and the fading of attention.

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

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

SWOT analysis example

Suppose 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 will be sold to them personally, the SWOT analysis must be carried out again, as the factors may turn out to be different.

What is the benefit of SWOT analysis?

The convenience of SWOT analysis is that, having formulated potential problems for the business, you can adjust the strategy and eliminate interfering factors. For example, before you start baking pies, you can take a month to get acquainted with grandmothers who want to earn money. You can also look for friends who have connections with the supervisory authorities. That is, it is important to consider interference not as a final verdict, but as tasks that need to be solved. Of course, if objectively the external environment does not leave a chance for a business idea, then, most likely, you will have to change the idea. Only large corporations and associations of representatives of specific industries can influence legislation, customs duties or industry control rules. Small businesses, unfortunately, can't do it.

Importance careful analysis strategies

When doing business, people face all sorts of difficulties and surprises. Moreover, such activity consists of processes of various levels of complexity. This means that in business you need to act based on one or another long-term plan. We often use the word "strategy" in our life. What does it mean? Usually this word means planning complex activities over a long period of time. It should take into account both various complex processes and possible surprises and difficulties that may arise both in the business itself and in the outside world that affects it. This is a very difficult task. It is even difficult to understand how to start this business, where, in fact, to begin. We use such a wonderful tool as SWOT analysis. Examples of its application can be very diverse.

Scheme holding analysis

Let's show what a SWOT analysis looks like using an example of an enterprise. The analysis carried out according to this methodology will create a base, a basis for a strategy for further activities. So, let's get acquainted with the methodology in more detail. The name itself is the first letters of four words in English. These words: opportunities (opportunities), threats (threats), strengths (strengths) and weaknesses (weaknesses) correspond to four main sections. Where can this type of analysis be applied? Obviously, to the study of most of the various complex processes in the economy and in society. This can be the study of not only an individual business, but also the work of an entire economic sector, for example.

SWOT analysis by example

Let's consider how to apply this approach to the analysis of the activities of an individual business enterprise. When we conduct a SWOT analysis on the example of an enterprise, the first stage consists in the most careful study of the various features of the company's work. At the second stage, it is also necessary to carefully study the external environment for the functioning of the business. These two initial stages of analysis lay the foundation for further action. Here it is required to consider many aspects - both characterizing the firm itself and describing in detail the external environment. Now all the information received must be correctly classified, distributed into the appropriate sections. Further, after careful preparation, we can indicate the strengths of our business, weaknesses that still need to be worked on, and

work. It also becomes more understandable features that make sense to develop in the future. And all kinds of risks and threats that may have to be faced in the future become clearly formulated. The next step is to process the results. After the data was collected, analyzed and classified, we received the information basis for the strategic planning of business activities. Here it should be noted that, in fact, the SWOT analysis itself, using the example of an enterprise, ends at this point, then you need to draw conclusions and base your future work on them. It remains to consider exactly how we can make the most of our strengths, how to strengthen our weak positions, with the help of which we can reduce the risk from possible threats. And carefully study the opportunities that open up. A SWOT analysis of a trading company follows the same pattern.

Detailed example SWOT-analysis

Now suppose that you want to practice such an analysis and use its results for your activities. For example, let's use a fictitious small business firm. So, you have decided to conduct a SWOT analysis. First you need to invite interested people and arrange a kind of brainstorming session to generate the right ideas. As we remember, we need to formulate ideas related to four categories. The first two categories (strengths and weaknesses of the enterprise) reflect precisely the internal activities of the company, the other two (threats to the organization and its opportunities) reflect the characteristics of the environment that are not controlled by the enterprise. In the process of generating ideas, you need to limit criticism in order to spur the creative process. You also need to remember that it is not such a rare situation when some factor is both a strength and a weakness (for example, the growth of the enterprise scale strengthens the business itself, but at the same time is a factor that complicates the process of managing the company). The creation, thus, of a table from the indicated sections, done in the most complete manner, is the goal of the first stage of the analysis. Let's illustrate this.

Strengths of the firm:

Good reputation.
Quality product.
Professional team.
Large customer database.

Weaknesses of the company:

There are not enough employees.
Unreliable providers.
Too little advertising budget.
It's time to upgrade the equipment.
There is no business plan, strategic goals are not defined.

Opportunities available in the outside world:

The competitors are not very strong.
Opportunity to enter new market niches.
Opportunity to improve our product.
Opportunity to receive additional investments.
Opportunity to expand our sales to other territories.

Threats from the outside world:

New competitors may appear.
Consumer preferences may change in a few years.
Changes in the economy.
Key employees may quit. Something like this (but much more detailed) will look like the result of the first stage of the SWOT analysis. What to do next with this list? Based on the points marked as strengths, the main priorities in the development of the enterprise are determined. They need to be strengthened in every possible way. Capabilities need to be developed as a matter of priority. In relation to weaknesses, measures must be taken to correct them; in relation to threats, one must be ready to repel them. Based on the above, a strategic plan for further development is drawn up. It is only necessary to remember that weaknesses and threats can have a useful flip side - for example, changes in the economy can change the rules of the market, which can provide new opportunities for the enterprise. This must be taken into account when drawing up this plan.

Possible area applications such analysis

With this analysis, you can evaluate the effectiveness of the business. A business can be called ideal if it has pronounced strengths and real favorable opportunities for development, while the threats remain insignificant. If great opportunities are combined with high risk, then this business can rightly be called risky. It is typical for a mature business that both opportunities and threats are present at the same time, but the latter are not too pronounced. A SWOT analysis based on an enterprise example is a powerful tool for creating a business strategy. Its capabilities can also be effectively applied with great benefit in a wide variety of areas.

(Please note that this analysis is provided for guidance only and is not affiliated with any active organization of the same name)

Characteristics of Gepard LLC

The founders of the company were a group of people specializing in the field of radio electronics. The company started its activity in 2005. A limited liability company was chosen as a form of business implementation. The authorized capital of the company was 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 necessary to increase the volume of production, and, consequently, to increase working capital.

Marketing plan

The company's current priorities are:

SWOT analysis of Gepard LLC

This 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 identification of alternative development options.

First of all, it is necessary to give a full assessment of the company's macro and micro environments. 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 concluded in the following:

Based on the assessment made earlier, make a list of opportunities that the external environment allows the company to implement. Here it is necessary to 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 the outside. In this paragraph, we should talk about potential opportunities that can lead to a decrease in demand, change the priorities of the choice of ordinary consumers, increase the level of competition, and others;
make a list of the strengths of the company. We are talking about the skills of the staff 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 firm's weaknesses. This paragraph highlights the most important reasons that hinder or can affect the development of the organization in the future.

When all the lists are ready, the most significant factors from all the lists compiled should be highlighted. This is a very important point, so only items that really do not play an important role should be discarded.

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

After a thorough evaluation, the following points remained:

1.Features :

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

2. Threats

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

3.Strength :

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

4. Weak side :

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

Fill in the matrix table. The factors of the internal environment include the strengths of the company. External – opportunities and threats.

If the company has the ability to neutralize the threat or use the situation provided by the external environment, then a “+” sign is put in this column.

Put "-" serves as a sign that the company 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 conducted SWOT-analysis showed the following results:

The company may increase, and thanks to its own research center, there is the possibility of implementing more advanced product variations.

The adopted tax system becomes the main threats and limiting the solvency of a potential client audience.

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

Analysis of existing management problems in Gepard LLC

promotion of manufactured products in their market segment;
service improvement;
formation of a distribution network necessary to promote goods in the regions;
obtaining a certificate, which will enable the organization to reach a new level of sales;
raising the rating of the company and entering the 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 produced, as well as the marketing analysis carried out, it is advisable to focus on direct marketing. It does not need large financial injections, but it requires coordination of work. Next, the directions in which the company should activate its activities will be considered.
Advertising
In this direction, priority will be direct mail to the addresses of potential customers. Also, the company's employees are required to visit nearby villages for the purpose of direct advertising. Additionally, aggressive advertising will be used.

Distribution

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

Increasing demand
Upon purchase, the customer will be provided with a product with a basic bundling 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 whether to purchase or reject this offer. This will additionally serve as an advertisement for potential customers (neighbors, friends, work colleagues, etc.).

Positioning strategy

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

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

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 products. The company gets a great chance to get its own audience interested in this product.

Product Existence Strategy

The marketing term "existence" means providing the product with the desired quality, affordability, attraction and pushing.

Accordingly, there are four types :

commodity;
price;
attraction;
pushing.

Let's consider each type in more detail.

The formation of any strategy of this type occurs according to the following plan:

compiling the company's product portfolio;
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 commodity group of the Gepard company belongs to the zone of priority development. This fact means that for the manufactured goods, the priority direction of development is the expansion of the existing market, as well as entering its new levels. Accordingly, additional funding 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 in the development of this strategy is to keep the product at the current level that meets the requirements of the market at a given time.

The term "brand" hides the direct name of the enterprise or product. For Gepard, it is most profitable to use the multi-labeling strategy. This choice is due to the fact that the products (security systems) have been 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 introducing 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 of goods produced by the Gepard enterprise is lower than that of competing enterprises, so you can try to win a large part of the market segment by offering a quality product at a lower price. Progress in this direction will maximize the market share. To increase income, it is necessary to focus on the value of the product / service provided.

Distribution strategy

Distribution methods are also considered to be controllable factors that help solve the problem of bringing the product to the direct consumer.

Before making a decision to open a branch, you should first get an assessment of the location region (whether the volume of potential customers is sufficient here). Competing companies cannot be ignored. It is worth evaluating the main characteristics of their activities. After carrying out comparative procedures, a list of the most suitable regions for placement should be compiled.
The choice from the compiled list is most preferably built based on the most commonly used scheme. The proposed region conditionally becomes the center of the range, where its influence extends. It is conditionally divided into 3 zones:

primary;
secondary;
extreme.

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

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

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

It is the evaluation analysis of the above factors that allows you to calculate the potential of the selected sales point with the greatest accuracy.

In order to most effectively influence the potential target audience, a communication strategy is developed for the unit, helping 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 :

conducting personal sales;
PR;
advertising.

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

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

Given that Gepard provides services in the field of supply of goods, an individual approach to customer service will be a better option. In addition, it is necessary to develop an incentive system of discounts, which will make it possible to sell wholesale consignments of goods on more favorable terms.

Conclusion

The result of the research activity was the creation of a marketing strategy adapted specifically for Gepard LLC.

In the course of the enterprise, a characteristic of its activities was performed, an analysis of the micro- and macroenvironment of the company was given. Based on the analytical findings, the main objectives were formulated. The next step was to identify ways to achieve the goals and develop marketing strategies.

The following tasks are set for the enterprise:

promotion of products in this market segment;
service improvement;
formation of a distribution network necessary to promote goods in the regions;
obtaining a certificate that will allow the company to reach a new level of sales;
raising the rating of the company and entering the leading positions in the field of video security systems.

To solve the tasks "Gepard" can be as follows:

releasing more advanced analogues of the product;
working "to order", focusing on the special requirements of the client;
realizing its own competitive advantages - high quality and flexible pricing policy.

In the development of pricing policy, it is necessary to emphasize low cost in combination with high quality products. Being a service provider, it is most expedient for a company to choose a policy of "individual approach" in conjunction with an incentive system of discounts.

Among the popular research methods used in a wide range of disciplines - marketing, sociology, economics, there is a SWOT analysis. Its key feature, prescribed by many experts, is versatility.

You can conduct a SWOT analysis of an OJSC, LLC, or even a non-profit enterprise. The results in all cases will be very useful in terms of the prospects for the development of the institution. At a minimum, "blank spots" specific to the current policy of managing a business or a non-profit organization will be revealed.

SWOT Analysis: Theory

SWOT analysis is a study of an object according to four main criteria. S - these are its strengths (eng. Strengths), W - weak (Weaknesses), O - opportunities generated by the environment (Opportunities), T - possible threats, also determined by environmental factors (Threats). SWOT analysis is a fairly universal methodology. If you use it, you can evaluate the prospects for the development of businesses, non-profit projects, and, if desired, individual states.

Consider the main varieties that represent SWOT analysis. Experts identify two of the most common.

Quick SWOT analysis. This method of studying an object is limited to listing key factors that reflect its strengths and weaknesses, as well as opportunities and threats that are formed by the external environment. The practical value of this type of analysis is very limited: it is advisable to use it if, for example, the task is to introduce the SWOT methodology to an audience that knows nothing about it.
In-depth SWOT analysis. This method, in turn, is much more detailed than the previous one in studying the properties of an object. The main advantage that this SWOT analysis method has is the ability to predict (model) further changes that reflect each of the four criteria. That is, not only an assessment of the weaknesses and strengths of the object, characteristic of the current moment, is given, but also a calculation of possible changes in them in the future.

Attempts to combine these two models are possible. Moreover, as some experts emphasize, in many cases the SWOT methodology is not presented in its purest form in a "quick" or "in-depth" format. It occupies, as a rule, some intermediate position, the characteristics of which depend on how detailed the researcher himself decided to study the aspects of the object.

SWOT analytics in business

Among the areas in respect of which the applicability of the SWOT methodology is most justified is entrepreneurship. The fact is that business is a type of activity where all four types of criteria that we have indicated above can be traced, as many experts believe, very clearly.

For example, each enterprise has strengths (against the background of competitors). Otherwise, the product produced by the firm would not be in demand in the market. Also, the strong side of the company may be a product not produced by it, but also, for example, some experience, expertise, qualifications of specialists working in the business.

In turn, all businesses have weaknesses. In particular, it may be insufficient manufacturability of processes or low labor productivity.

Businesses always interact with the external environment - they sell something somewhere, contact with suppliers, competitors, the state. Accordingly, they are very susceptible to various kinds of threats. Such as, for example, the sudden closure of important supply channels, changes in the tax regime, political crises, etc.

Finally, the success of a business almost always depends on the opportunities provided by the external environment. They can appear in many different ways. For example, low saturation of any niche is definitely an opportunity. Low taxes too. Growth of salaries of target groups of consumers - similarly.

Why does an entrepreneur need a SWOT analysis?

SWOT analysis of a commercial type organization is very useful for its owners in terms of forming the right business strategy, experts say. This kind of methodology will help companies at any stage of development, as well as under very different market conditions.

The SWOT analysis of an enterprise is an example of a methodology that will always give some guidance - it cannot be that the company has only weaknesses, it is also unlikely that the environment will carry mainly threats. There will definitely be some internal competitive tools, and in the external environment there will be factors that have a positive impact on the business.

Internal and external criteria

Experts studying the practical application of the SWOT analysis strategy recommend distinguishing external and internal criteria as clearly as possible. Which, respectively, include the threats and opportunities of the environment, as well as the strengths and weaknesses of the object. The main delimiting feature here is that external criteria reflect processes that are not directly controlled by the object.

For example, if we try to conduct a SWOT analysis of a travel agency, then, for example, a clear external factor will be the policy of issuing visas by those states where the company sends its clients. If it becomes obvious that the company can still influence certain phenomena in the external environment, this option automatically becomes its strength. Therefore, this factor will be part of the internal criteria.

Adequate evaluation of criteria

It cannot be considered that some aspects of the object are strong, while others are weak only because of the subjective perception of them as such by the person who conducts the SWOT analysis. Example: The Narcissus company sells vegetables by purchasing them from suppliers in Hungary under an exclusive contract. Farmers from this Eastern European country send fruits of excellent quality to Russia at a very low price.

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