1.5 Conducting a SWOT analysis
The following example of a SWOT analysis has been completed by Lucy, a marketing assistant in a company that manufactures and sells walking boots.
Table 1 Lucy’s SWOT analysis
It is now time for you to do a SWOT analysis on your own situation. As you work through Activity 1, think about the kind of evidence that Lucy has drawn on for each element of her SWOT analysis. Some of it is personal but some of it relates to the wider context within which her organisation operates.
Activity 1 Conducting your SWOT analysis
Conduct a SWOT analysis of your current situation, drawing on some of the questions outlined in Sections 1.1–1.4. Try to use the knowledge of your sector that you have developed over the last few weeks in order to inform your thinking. The Toolkit has a SWOT analysis tool to help you do this activity. Alternatively, draw up a table like Lucy’s in your notebook and fill it in.
This activity should help you to view your personal situation from a new perspective. Once you have identified and written down important factors they often become more concrete. As a result, strengths and opportunities become more real as assets that you can exploit and draw on while weaknesses and threats become less challenging to address and overcome.
Having conducted your SWOT analysis, what do you do next? It should not just be an academic exercise with no practical outcomes but a launch pad for action, designed to improve your situation based on your analysis and research. The rest of this week will be devoted to identifying what action you might take to do this.