What is the technology for conducting swot analysis? Characteristics of the company Gepard LLC

(Please note that this analysis is presented for informational purposes only and is not associated with any existing organization of the same name)

Characteristics of the company Gepard LLC

Marketing plan

At the moment, the company's priorities are:

SWOT analysis of Gepard LLC

This marketing method is a study of the company's capabilities. Next, 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, you need to give full assessment macro- and microenvironments of the company. 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 inflation growth rates, the attractiveness of the area for incoming investors and others.

Carrying out the SWOT analysis itself is as follows::

• Based on the assessment made earlier, compile a list of opportunities that the external environment allows the company to realize. Here you should make 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 could affect the enterprise from outside. This paragraph should talk about potential opportunities that could lead to a decrease in demand, change the choice priorities of ordinary consumers, increase the level of competition, and others;
• make a list of the company's strengths. We are talking about the skills of personnel 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 company's weaknesses. This paragraph highlights the most important reasons that hinder or may in the future affect the development of the organization.

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

At the next stage, the classic SWOT analysis matrix is ​​filled out, which provides an assessment of the influence of macro- and microenvironments on the enterprise as a whole.

After a thorough assessment, the following points remained::

1.Features:

• sales of products;
• installation by the enterprise;
• possibility of warranty and post-warranty service;
• ability to meet customer requirements;
• flexible pricing policy;

2.Threats

• taxation;
• constant increase in competition from larger manufacturers;
• insufficiency of own working capital;
• small capacity of this market niche;

3.Strength:

• production of products using modern high-tech equipment;
• flexible pricing policy;
• high quality of service provision;
• trained personnel;

4.Weakness:

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

Filling out the matrix table. Internal environmental factors include strengths companies. External – opportunities and threats.

If the company has the opportunity to neutralize the threat or take advantage of the situation provided by the external environment, then a “+” sign is placed in this column.

The “-” sign 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 the factors.

At the end of the procedure, not a single field should be left empty: each column must contain either “plus”, “minus”, or “zero”.

Analysis results

The SWOT analysis carried out showed the following results:

1. The company can increase volumes, and thanks to our own research center, it is possible to implement more advanced product variations.

1. The main threats are the adopted tax system and limiting the solvency of the potential client audience.

1. The weakness is the limitation of possible sales and direct dependence on the consumer market.

Analysis of existing management problems at Gepard LLC

• promotion of manufactured products in its market segment;
• improvement of customer service;
• formation of a distribution network necessary to promote goods to the regions;
• obtaining a certificate, which will enable the organization to reach a new level of sales;
• raising the company's rating and achieving a leading position in the field of video security systems.

Tactics for achieving assigned tasks

Here, taking into account the specifics of the products being manufactured, as well as the marketing analysis carried out, it is advisable to focus on direct marketing. It does not require large financial investments, but requires coordination of work. Next, we will consider the areas in which the company should activate its activities.
Advertising
In this direction, direct mail to the addresses of potential clients will be a priority. Also, company employees are required to visit nearby villages for the purpose of direct advertising. Additionally, aggressive advertising will be used.

Distribution

For the first year, sales will primarily be made by company employees. But it is planned to attract companies as dealers that will install and commission the systems.

Increased demand
Upon purchase, the customer will be provided with a product with a basic configuration 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 makes a decision to purchase or refuse this offer. This will additionally serve as advertising for potential clients (neighbors, friends, work colleagues, etc.).

Positioning strategy

Once the company has chosen the most suitable market segment, it is faced with the task of introducing it into the selected market niche. In this situation, there are two options for achieving this goal:

1. Take a position in a small sub-segment in close proximity to a competitor, and then begin to fight for a leading position in the chosen market share.
2. Implement your task in a free subsegment.

When choosing the first option, the company should carefully weigh its own capabilities: is there enough internal potential to displace existing competitors.

The second option involves the provision of competitive goods. The company gets an excellent chance to get its own audience interested in this product.

Product Existence Strategy

The marketing term “existence” implies providing the product with the required quality, affordability, attraction and promotion.

Accordingly, four types are distinguished :

• commodity;
• price;
• attraction;
• pushing.

Let's look at each type in more detail.

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

• the company's product portfolio is compiled;
• organizational issues related to the development of new products, changes to existing ones, or complete exclusion of a product are resolved;

• A brand strategy plan is adopted.

According to the results of the assessments, the product group of the Gepard company belongs to the priority development zone. This fact means that for the product being produced priority direction development is the expansion of the existing market, as well as access to new levels. Accordingly, additional funding and investment are directed in this direction.

Improvement strategy

The quality of goods and services provided must be constantly improved. And the main direction of developing this strategy is to keep the product at the existing level that meets the market requirements at a given time.

The term “brand” hides the direct name of the enterprise or product. For the Gepard company, it is most profitable to use a multi-labeling strategy. This choice is due to the fact that the products (security systems) have been used for quite a long time and the use of the same name will make it possible to enhance the overall image of the company. If updated products are introduced, this will also only be 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 the goods produced by the Gepard enterprise is lower than that of competing enterprises, so you can try to win a larger part of the market segment by offering a high-quality product at a lower price. Progress in this direction will maximize market share. To increase income, you need 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 deciding to open a branch, you should first obtain an assessment of the region where it is located (whether the volume of potential customers is sufficient here). Competing enterprises cannot be ignored either. It is worth assessing the main characteristics of their activities. After carrying out comparative procedures, a list of the most suitable regions for location should be compiled.
It is most preferable to build a choice from the compiled list based on the most frequently used scheme. The proposed region conditionally becomes the center of the area where its influence spreads. It is conventionally divided into 3 zones:

• primary;
• secondary;
• extreme.

The primary zone includes almost 70% of the total number of consumers who use the company’s services. The remaining 25-30% of potential clients 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 evaluative 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 being developed for the unit to help 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.

The Gepard company should more actively develop its advertising policy 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.

Considering that Gepard provides services in the field of supply of goods, an individual approach to customer service would be a better option. Additionally, an incentive system of discounts should be developed, which will allow for more favorable conditions sell wholesale quantities of goods.

Conclusion

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

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

The company has the following tasks::

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

“Cheetah” can solve its problems in the following way::

• releasing more advanced analogues of the product;
• working “to order”, focusing on the special requirements of the client;
• implementing our own competitive advantages– high quality and flexible pricing policy.

When developing a pricing policy, it is necessary to emphasize low costs combined with high quality products. As a service provider, it is most advisable for a company to choose a policy of “individual approach” in combination with an incentive system of discounts.

SWOT analysis is an intermediate link between formulating the mission of an enterprise and determining its goals and objectives. Everything happens

in this sequence (see Figure 1):

1. You have determined the main direction of development of the enterprise (its mission)

2. Then you weigh the strengths of the enterprise and evaluate the market situation to understand whether it can move in the indicated direction and how best to do this (SWOT analysis);

3. After this, you set goals for your enterprise, taking into account its real capabilities.

SWOT analysis helps answer the following questions: - are the company’s weaknesses its vulnerabilities in competition and/or do they prevent the opportunity to take advantage of certain favorable circumstances? What weaknesses require adjustment based on strategic considerations?

What opportunities give a company a real chance of success by leveraging its skills and access to resources?

What threats should a manager be most concerned about and what strategic actions should he take to ensure a good defense?

So, after conducting a SWOT analysis, you will have a clearer idea of ​​the advantages and disadvantages of your enterprise, as well as the market situation. This will allow you to choose the optimal path of development, avoid dangers and make the most efficient use of the resources at your disposal, while simultaneously taking advantage of the opportunities provided by the market.

Even if you are sure that you are already well aware of everything, it is still better to conduct a SWOT analysis, since in this case it will help structure the available information about the enterprise and the market and take a fresh look at the current situation and emerging prospects.

In addition, the results of the analysis and decisions made on its basis must be recorded and accumulated, because accumulated structured experience (“knowledge base”) is the basis of the management value of any company.

Correctly and timely strategic decisions today play a key role in successful activities organizations. Ultimately, they have a decisive influence on the competitiveness of products and the enterprise as a whole.

Methodology for conducting SWOT analysis

In general, conducting a SWOT analysis comes down to filling out the matrix shown

in Figure 2, the so-called “SWOT analysis matrix”. The strengths and weaknesses of the enterprise, as well as market opportunities and threats, must be entered into the appropriate cells of the matrix.

Strengths enterprise - something in which it succeeds or some feature that provides additional opportunities. Strength may lie in existing experience, access to unique resources, the availability of advanced technology and modern equipment, highly qualified personnel, high quality of products, brand recognition, etc.

Weak sides enterprise is the absence of something important for the functioning of the enterprise or something that the enterprise is not yet successful in comparison with other companies and puts it in an unfavorable position. Examples of weaknesses include a too narrow range of products, a poor reputation of the company in the market, lack of financing, low level of service, etc.

Market Opportunity-- these are favorable circumstances that an enterprise can use to gain an advantage. Examples of market opportunities include the deterioration of competitors' positions, a sharp increase in demand, the emergence of new production technologies, an increase in the level of income of the population, etc. It should be noted that opportunities from the point of view of SWOT analysis are not all opportunities that exist in the market, but only those that the enterprise can exploit.

Market threats-- events the occurrence of which may have an adverse impact on the enterprise. Examples of market threats: new competitors entering the market, rising taxes, changing consumer tastes, declining birth rates, etc.

It should be noted that the same factor can be both a threat and an opportunity for different enterprises. For example, for a store selling expensive products, rising household incomes could be an opportunity as it would lead to an increase in the number of buyers. At the same time, for a discount store, the same factor can become a threat, since its customers, with rising salaries, may move to competitors offering a higher level of service.

A SWOT analysis should be conducted with the participation of all critical members of the organization. This concerns the general identification of weaknesses and strengths that should be clearly visible within the organization. However, this analysis should be as broad as possible. The most difficult thing is to identify the weaknesses of an organization, which may later appear in attacks by competing organizations. The members of the organization themselves speak about them very reluctantly.

SWOT analysis can be performed using the brainstorming technique. However, if the task involves assessing the leadership of an organization, this technique will be of little use because members of the organization may be afraid to express their real views in the presence of others. It follows that it is also necessary to use other techniques that provide anonymity to specific authors of the analysis. For this purpose, it is possible, first of all, to collect the analysis performed by each member of the organization, and then submit the results of general verification and discussion. Each of the points in all four directions of analysis can be assessed by ordinary members of the organization according to the following scheme: “yes”, “no”, and must be adjusted (how?).

The quality of the analysis can be improved by involving individuals outside the organization in conducting the analysis. True, they can only perform auxiliary functions, since they do not know the organization enough to independently distinguish between its strengths and weaknesses. However, due to the fact that they are not involved in the internal “alignments” of the organization, such individuals can act as impartial arbiters who are able to evaluate proposals, and also, by raising special questions, provoke the organization to a more thorough rethinking of its provisions and actions. Of course, these individuals must enjoy the undeniable trust of members of the organization, because during the analysis, facts may be discovered, the disclosure of which can be very dangerous.

When conducting a SWOT analysis, and in particular an analysis of chances and threats, previously conducted research should be used public opinion. Connecting an organization with a certain problem, issue, attributing competence to it in any area can be a good chance for it. However, from the organization's point of view, the assessment of certain actions as very unpopular can become a significant threat. Public opinion research can also confirm the analysis' findings regarding strengths and weaknesses. Even if an organization has a strong leader, but this person is very unpopular in society, it is difficult to attribute his presence to the strengths of the organization. It may turn out that such a leader leads the organization very well (and in this sense this is a strength), but it is his low popularity that is a threat to the organization.

Step 1. Determining the strengths and weaknesses of the enterprise

The first step of a SWOT analysis is to assess your own strengths. The first stage allows you to determine what the strengths and weaknesses of the enterprise are.

In order to determine the strengths and weaknesses of the enterprise, you need to:

1. Compile a list of parameters by which the enterprise will be assessed;

2. For each parameter, determine what is the strength of the enterprise and what is the weakness;

3. From the entire list, select the most important strengths and weaknesses of the enterprise and enter them into the SWOT analysis matrix (Figure 2).

Let's illustrate this technique with an example.

To evaluate an enterprise, you can use the following list of parameters:

1. Organization (here the level of qualifications of employees, their interest in the development of the enterprise, the presence of interaction between departments of the enterprise, etc. can be assessed)

2. Production (production capacity, quality and degree of wear and tear of equipment, quality of manufactured goods, availability of patents and licenses (if necessary), cost of production, reliability of supply channels for raw materials and supplies, etc. can be assessed)

3. Finance (production costs, availability of capital, rate of capital turnover, financial stability of your enterprise, profitability of your business, etc. can be assessed)

4. Innovation (here the frequency of introduction of new products and services at the enterprise, the degree of their novelty (minor or dramatic changes), payback periods for funds invested in the development of new products, etc. can be assessed)

5. Marketing (here you can evaluate the quality of goods/services (how consumers evaluate this quality), brand awareness, completeness of the assortment, price level, advertising effectiveness, enterprise reputation, the effectiveness of the sales model used, the range of additional services offered, the qualifications of service personnel).

Next, you should fill out Table 1. This is done as follows: the assessment parameter is written in the first column, and the strengths and weaknesses of the enterprise that exist in this area are written in the second and third. Table 1 provides several examples of strengths and weaknesses for the Organization and Production dimensions.

Table 1. Determining the strengths and weaknesses of your enterprise

After this, from the entire list of strengths and weaknesses of the enterprise, it is necessary to select the most important ones (the strongest and weakest points) and write them down in the appropriate cells of the SWOT analysis matrix (Figure 2). It is optimal if you can limit yourself to 5-10 strengths and the same number of weaknesses, so as not to experience difficulties in further analysis.

Strengths are especially important for a company's strategic perspective, since they are the cornerstones of strategy and the achievement of competitive advantages should be built on them. At the same time, a good strategy requires intervention in weak areas. An organizational strategy must be well tailored to what needs to be done. Of particular importance is the identification of the company's distinctive advantages. This is important for strategy formation because:

Unique opportunities give a firm a chance to take advantage of favorable market conditions,

Create competitive advantages in the market,

Potentially could be cornerstones of strategy.

Step 2: Identify Market Opportunities and Threats

The second step of SWOT analysis is a kind of “terrain reconnaissance” - market assessment. This stage allows you to assess the situation outside your enterprise and understand what opportunities you have, as well as what threats you should be wary of (and, accordingly, prepare for them in advance).

The method for determining market opportunities and threats is almost identical to the method for determining the strengths and weaknesses of an enterprise:

1. A list of parameters is compiled by which the market situation will be assessed;

2. For each parameter, it is determined what is an opportunity and what is a threat to the enterprise;

3. From the entire list, the most important opportunities and threats are selected and entered into the SWOT analysis matrix.

Let's look at an example.

The following list of parameters can be taken as a basis for assessing market opportunities and threats:

1. Demand factors (here it is advisable to take into account the market capacity, the rate of its growth or contraction, the structure of demand for the enterprise’s products, etc.)

2. Competition factors(one should take into account the number of main competitors, the presence of substitute products on the market, the height of barriers to entry and exit from the market, the distribution of market shares between the main market participants, etc.)

3. Sales factors (it is necessary to pay attention to the number of intermediaries, the presence of distribution networks, conditions of supply of materials and components, etc.)

4. Economic forces(the exchange rate of the ruble (dollar, euro), inflation rate, changes in the level of income of the population, state tax policy, etc. are taken into account)

5. Political and legal factors(the level of political stability in the country, the level of legal literacy of the population, the level of law-abidingness, the level of government corruption, etc. are assessed)

6. Scientific and technical factors(usually the level of development of science, the degree of introduction of innovations (new goods, technologies) into industrial production, the level of government support for the development of science, etc. are taken into account)

7. Socio-demographic factors(one should take into account the size and age-sex structure of the population of the region in which the enterprise operates, the birth and death rates, the level of employment, etc.)

8. Socio-cultural factors(usually the traditions and value system of society, the existing culture of consumption of goods and services, existing stereotypes of people’s behavior, etc. are taken into account)

9. Natural and environmental factors(the climate zone in which the enterprise operates is taken into account, the condition environment, public attitude towards environmental protection, etc.)

10. And finally, international factors (among them, the level of stability in the world, the presence of local conflicts, etc. are taken into account)

Next, as in the first case, the table is filled in (Table 2): the assessment parameter is written in the first column, and the existing opportunities and threats associated with this parameter are written in the second and third columns. The table provides examples to help you understand the list of opportunities and threats for your enterprise.

Table 2. Identification of market opportunities and threats

After filling out Table 2, as in the first case, you need to select the most important ones from the entire list of opportunities and threats. To do this, each opportunity (or threat) must be assessed on two parameters by asking two questions: “How likely is it that this will happen?” and “How much impact will this have on the business?” Those events are selected that are likely to occur and will have a significant impact on the business. These 5-10 opportunities and approximately the same number of threats are entered into the corresponding cells of the SWOT analysis matrix (Figure 2).

Step 3. Compare the strengths and weaknesses of the enterprise with the opportunities and threats of the market

Comparing strengths and weaknesses with market opportunities and threats allows you to answer the following questions regarding the further development of your business:

1. How can you take advantage of emerging opportunities using the company's strengths?

2. What weaknesses of the enterprise can prevent this?

3. What strengths can be used to neutralize existing threats?

4. What threats, aggravated by enterprise weaknesses, should be most feared?

To compare the capabilities of an enterprise with market conditions, the SWOT matrix is ​​used, which has the following form (Fig. 3). On the left, two sections are highlighted (strengths and weaknesses), into which all the strengths and weaknesses of the organization identified at the first stage of the analysis are respectively entered. At the top of the matrix there are also two sections (opportunities and threats), into which all identified opportunities and threats are entered.

At the intersection of sections, four fields are formed: “SIV” (strength and capabilities); "SIU" (force and threats); “SLV” (weakness and opportunity); “SLU” (weakness and threats). In each of these fields, the researcher must consider all possible pairwise combinations and highlight those that should be taken into account when developing the organization's behavior strategy. For those pairs that were selected from the SIV field, a strategy should be developed to use the organization's strengths in order to benefit from the opportunities that have appeared in the external environment. For those couples who find themselves on the “SLV” field, the strategy should be structured in such a way that, due to the opportunities that have arisen, they try to overcome the weaknesses in the organization. If the couple is on the “SIU” field, then the strategy should involve using the strength of the organization to eliminate threats. Finally, for couples on the SLU field, the organization must develop a strategy that would allow it to both get rid of weaknesses and try to prevent the threat looming over it.

To successfully apply the SWOT methodology, it is important to be able not only to identify threats and opportunities, but also to try to evaluate them from the point of view of how important it is for the organization to take into account each of the identified threats and opportunities in its behavior strategy.

To assess opportunities, a method is used to position each specific opportunity on the opportunity matrix (Fig. 4).

This matrix is ​​constructed as follows: at the top is the degree of influence of the opportunity on the organization’s activities (strong, moderate, small); on the side is the probability that the organization will be able to take advantage of the opportunity (high, medium and low). The ten opportunity fields obtained inside the matrix have different meanings for the organization. Opportunities that fall into the “VS”, “VU” and “SS” fields are of great importance for the organization, and they must be used. Opportunities that fall into the “SM”, “NU” and “NM” fields practically do not deserve attention. Regarding the opportunities that fall into the remaining fields, management must make a positive decision to pursue them if the organization has sufficient resources.

Rice. 3. SWOT Matrix

Example:

Microsoft SWOT analysis.

A similar matrix is ​​compiled for threat assessments (Fig. 5) . Those threats that fall into the “VR”, “VC” and “CP” fields pose a very great danger to the organization and require immediate and mandatory elimination. Threats that fall into the “VT”, “SC” and “NR” fields should also be in the field of view of senior management and be eliminated as a matter of priority. As for the threats located in the fields of “NK”, “ST” and “VL”, a careful and responsible approach to eliminating them is required.

Rice. 4. Opportunity Matrix

Rice. 5. Threat Matrix

Threats that fall into the remaining fields should also not fall out of sight of the organization’s management, and their development should also be carefully monitored, although the primary task of eliminating them is not set.

As for the specific content of the considered matrices, it is recommended to identify opportunities and threats in three directions: market, product and activities for selling products in target markets (pricing, distribution and promotion of products). The source of opportunities and threats can be consumers, competitors, changes in macro-external environmental factors, for example, the legislative framework, customs policy. It is advisable to carry out this analysis by answering the following questions in relation to opportunities and threats in three areas:

1. The nature of the opportunity (threat) and the reason for its occurrence.

2. How long will it last?

3. What power does she have?

4. How valuable (dangerous) is it?

5. What is the extent of its influence?

To analyze the environment, the method of compiling its profile can also be used. This method is convenient to use to profile separately the macroenvironment, the immediate environment and the internal environment. Using the environmental profiling method, it is possible to assess the relative importance for the organization individual factors environment.

IN Have you ever thought about what a good military leader does before a battle? He studies the field of the upcoming battle, looking for all the advantageous hills and dangerous swampy places, assesses his own strength and the strength of the enemy. If he doesn't do this, he will doom his army to defeat.

The same principles apply in business. Business is an endless series of small and large battles. If you don't assess your business's strengths, weaknesses, and market opportunities and threats before battle (those uneven terrain that become so important in the heat of battle), your chances of success will be greatly diminished.

In order to get a clear assessment of the strengths of your enterprise and the market situation, there is SWOT analysis. It is a special type expert method, enjoys great popularity. It received its name from the first letters of four English words, which in Russian translation mean: Strengths and Weaknesses, Opportunities and Threats. The abbreviation is made up of the first letters of English words:

Strength - strength; Weakness - weakness; Opportunities - opportunities; Threats - threats.

SWOT analysis- this is the determination of the strengths and weaknesses of the enterprise, as well as the opportunities and threats emanating from its immediate environment (external environment).

This methodology can be used as a universal one. It has a special effect when studying processes in a socio-economic system, which is characterized by dynamism, controllability, dependence of internal and external factors of functioning, and cyclical development.

According to the methodology of this analysis, the distribution of factors characterizing the subject of research into these four components is carried out, taking into account whether this factor belongs to the class of external or internal factors.

As a result, a picture of the relationship between strengths and weaknesses, opportunities and dangers appears, which suggests how the situation should be changed in order to have successful development.

Distributing factors into these quadrants or sectors of matrices is not always easy. It happens that the same factor simultaneously characterizes both the strengths and weaknesses of an object. In addition, factors operate situationally. In one situation they look like an advantage, in another - a disadvantage. Sometimes they are incommensurable in their importance. These circumstances can and must be taken into account.

The same factor can be placed in several quadrants if it is difficult to clearly determine its place. This will not adversely affect the study. After all, the essence of the method is to identify factors, place them in such a way that their concentration suggests ways to solve the problem, so that they become manageable.

In each quadrant, factors do not necessarily have to have equal weight, but they must be presented in their entirety.

The completed matrix shows the real state of affairs, the state of the problem and the nature of the situation. This is the first stage of a SWOT analysis.

The second step is to conduct a comparative analysis of strengths and opportunities, which should show how to use the strengths. At the same time, it is necessary to analyze the weaknesses regarding existing dangers. Such an analysis will show how likely a crisis is. After all, danger increases when it arises in conditions of weakness, when weaknesses do not provide the opportunity to prevent danger.

Of course, it is very useful to make a comparative analysis of strengths and existing dangers. After all, strengths can be poorly used when preventing a crisis; strengths must be seen not only in relation to favorable opportunities, but also in relation to dangers.

In the study of control systems, the subject of this method may be various problems of management development. For example, efficiency, personnel, style, distribution of functions, management system structure, management mechanism, motivation, professionalism, information support, communications and organizational behavior, etc.

The use of specially trained and selected experts or internal consultants can enhance the effectiveness of this method.

There are many modifications of the SWOT analysis method. The most interesting of them method of development and analysis of objectives.

It is known that the purpose of management is a decisive factor in success, efficiency, strategy and development. Without a goal, it is impossible to develop a plan or program. But this concerns not only the purpose of management, but also the purpose of research. After all, formulating this goal correctly can also be difficult. The research program and the methods used to conduct it depend on the purpose.

The goal should be developed according to the criteria of Achievability, Specificity, Evaluability (Measurability), taking into account Place and Time. These criteria reflect the English words - Specific, Measurable, Achievable, Relevant, Timed, in the abbreviated name this is SMART. That's what this method is called.

The method involves a consistent assessment of goals based on a set of criteria arranged in a matrix form. Here is a set of comparable factors reflecting the characteristics of the goal: difficult to achieve - easy to achieve, high costs - low costs, has staff support - does not have staff support, has priorities - has no priorities, takes a lot of time - requires little time, has wide impact - has limited impact , focused on high tech-focused on low (conventional) technologies, associated with new organization management - is not associated with the new management organization.

The next step is to create a problem identification matrix. To achieve the goal, a number of problems must be solved. But to do this, they must first be defined.

The distribution of problems is carried out according to the following criteria: the existing situation, the desired situation, the possibility of achieving the goal. These criteria characterize the horizontal of the matrix. The following criteria are considered vertically: definition of the problem, assessment of the problem (quantitative parameters), organization of the solution (who, where, when), costs of solving the problem.

Stages of conducting a SWOT analysis:

Stage 1 . Taking into account the specific situation in which the enterprise is located, a list of its strengths and weaknesses is compiled, as well as a list of threats and opportunities .

Strengths business - something that it excels at or some feature that provides you with additional opportunities. Strength may lie in your experience, access to unique resources, advanced technology and modern equipment, highly qualified personnel, high quality of your products, recognition of your brand, etc.

Weak sides enterprise is the absence of something important for the functioning of the enterprise or something that you are not yet successful in comparison with other companies and puts you at a disadvantage. Examples of weaknesses include a too narrow range of products, a poor reputation of the company in the market, lack of financing, low level of service, etc.

Market Opportunity are favorable circumstances that your business can use to gain an advantage. Examples of market opportunities include the deterioration of the positions of your competitors, a sharp increase in demand, the emergence of new technologies for the production of your products, an increase in the level of income of the population, etc. It should be noted that opportunities from the point of view of SWOT analysis are not all opportunities that exist in the market, but only those that the enterprise can exploit.

Market threats- events the occurrence of which may have an adverse impact on your enterprise. Examples of market threats: new competitors entering the market, rising taxes, changing consumer tastes, declining birth rates, etc.

Please note: the same factor can be both a threat and an opportunity for different businesses. For example, for a store selling expensive products, an increase in household income may be an opportunity, as it will lead to an increase in the number of customers. At the same time, for a thrift store, this same factor can become a threat, since its customers, with rising salaries, may move to competitors offering a higher level of service.

Stage 2. Connections are established between the strengths and weaknesses of the organization, as well as threats and opportunities.

To establish these connections, a SWOT matrix is ​​compiled, which has the following

On the left there are two sections (strengths, weaknesses), in which all the strengths and weaknesses of the organization identified at the first stage are respectively entered. At the top of the matrix there are also two sections (opportunities and threats), into which all identified opportunities and threats are entered.

At the intersection of sections, four fields will appear. In each of these fields, the researcher must consider all possible paired combinations and identify those that should be taken into account when developing a behavioral strategy for the organization. For those pairs that have been selected from the SIV field, a strategy should be developed to use the strengths of the organization in order to capitalize on the opportunities that appeared in the external environment. For those couples who find themselves on the “SLV” field, the strategy should be structured in such a way that, due to the emerging opportunities, they try to overcome the existing weaknesses in the organization octy. If the pair is on the “SIU” field, then the strategy should involve using the power of the organization to eliminate threats. Finally, for couples in the SLU field, the organization must develop a strategy that would allow it to both get rid of weakness and try to prevent the impending there is a threat over her.

9.2 Specific methods for studying the interaction of facts

In management research, which is intended to harmonize the joint activities of people, ensuring the integration of activities, a large role plays a method of studying the interaction of factors, determining the behavior of objects, the nature of situations, the content of problems.

This is one of the famous and important methods. Any problem or situation can be represented in a combination of factors of its manifestation and existence. All factors do not exist individually. They are in interaction, which reveals the essence of the problem and suggests its solution. But these interactions are not always noticeable, understandable, structured and ranked in the mind of the researcher. Therefore, it is necessary to determine the composition and nature of interactions. This is what the method is based on.

Its use is as follows. A clear identification of factors according to certain criteria and clarity in understanding the interaction are necessary. Next, on this basis, a matrix of interactions is built, which should show a picture of existing and possible interactions between various factors. These interactions can be ranked into groups: interactions are significant, insignificant, desirable, undesirable, stable, unstable. Another gradation of interactions and quantitative assessment of their importance are possible.

A matrix compiled in this way can show the existing picture, new facets of the problem, and possible ways to solve it. In many cases this method can be very effective in management research.

In management systems, this method can be used to study the interactions of functions and links of the management system, factors for increasing efficiency or innovative development, the interaction of restrictions in the implementation of strategy, informal interactions in management processes, etc.

Lecture 10 Diversification of research. Intuitive search methods. Brainstorming method.

10.2 Composition and system of diversified research methods.

10.3 Intuitive search methods in the study of control systems.

10.4 Brainstorming method

10.1 Research diversification processes: need, present,

Diversification- one of the notable phenomena of our time. It is a combination of various phenomena, processes or trends, allowing in the best possible way use available resources and achieve goals .

It is known that in production, diversification is manifested in the transformation of many firms and corporations into diversified complexes, connecting the production of products for various purposes and using various technologies. Under these conditions, the effect of better use of resources is achieved, the ability to vary products when demand changes, and increase competitiveness. But there is another benefit to diversification. It consists in creating conditions for the mutual enrichment of one technology by another, the use of related principles and approaches, and ensuring a variety of types of products due to the “transfer effect” of an idea or approach. This resembles the principle of external complementarity, known in quantum methodology, which begins to manifest itself and operate when the external and internal are connected, when the opportunity arises to look at the internal from external or fundamentally different positions. This can be called the diversification effect.

At the same time, management diversification is also taking place, which is manifested in a variety of forms and types of management systems, in combining them according to the needs of managing diversified organizations.

Diversification processes are also penetrating into the field of research. Here they find themselves in the growing diversity of research approaches and methods and the need to combine these approaches in a particular study.

For example, the use of even traditional research methods can be combined with psychological regulation of research activity and a special form of its organization. It turns out fundamentally new method research, which has its own advantages and disadvantages and differs from other methods. In this regard, we can call the synectic method and many varieties of this method. It can be called a diversified research method, because it is not just a method of analysis or collective intellectual activity, it is a method of motivating collective intuition, a kind of imagination, psychological attunement, purposeful search, etc.

An important feature of diversified research methods is the combination of original research methodologies with specific organizational forms of their implementation. This is where, perhaps, the effect of diversification is most clearly manifested.

Diversified research methods receive great development V modern conditions, and they have a great future.

10.2. Composition and system of diversified research methods

Known diversified research methods should be presented in a system, because their systemic presentation allows the most successful selection of certain methods in specific conditions.

The system of diversified research methods includes brainstorming methods, systematic search methods, methods of deep immersion into the problem, methods of intensifying mental activity, methods of fantastic transformation of the problem, methods of synectics, methods of intuitive search, etc.

These are all different methods, but they are closely related to each other. What they have in common is that they connect different, sometimes contradictory things, and this is the basis for the effect of their use.

The difference between these methods is the combination of methodology and organization of research, a combination of approaches and the simplest methods. Each of these methods must be characterized and considered separately.

10.3 Intuitive search methods in control systems research

There are several research strategies that involve varying degrees of use of intuition: random search strategy, targeted search strategy, systematic search strategy, intuitive search strategy, algorithmic (ordered) search strategy

Methods of random, intuitive search consist in finding or accumulating new ideas regardless of practical activities and specific problems encountered here. Often such ideas arise even when the purpose of the research or awareness of its necessity is unclear. These are methods that stem from the needs of creativity, extraordinary thinking, developed intuition, and intellectual abilities.

Collective forms of using such search methods are widely used in the form of brainstorming and all its varieties.

Systematic search method characterized by the orderliness of all search procedures, their purposefulness, an accurate criterial basis for assessments, and consistency. Matrix analysis methods, classification methods, and decomposition methods are widely used here.

Boolean search method It is distinguished by a more rigid ordering, which is manifested in the algorithmization of all search procedures aimed at a very specific subject of research or element of the system.

Logical search methods begin with defining the subject of research or its adjustment, clarification, or addition if such a definition already exists.

These strategies differ not only in the methodology of their implementation, but also in organizational factors. They do not necessarily imply an algorithm for individual research activities, but are also used in collective research, where they can have the greatest effect. For example, intuitive and intuitive-targeted strategies are most effective when they are based on the division of functions between different research groups for the purpose of accumulating and presenting ideas, and their rigorous and thorough systematic analysis.

Strategies differ not only in the combination of logic and intuition, but also in the following parameters: the purpose of the research and the nature of the problem, what to do to solve it, what means to solve, how to solve .

An important factor in choosing a strategy is also the availability of information on initial stage research, the possibility and necessity of its accumulation, forms of use (quantitative data, systematic description, properties characterizing quality, etc.) The less initial information, the greater the need for an intuitive search strategy.

It may seem that intuitive search is completely built on random insights and is essentially the opposite of the methods of system analysis, formal logic, and “technology of the mind.” This is not entirely true. Any mental, and even more so, creative activity has two components - conscious and unconscious. Each person builds their combination differently, and for all people it manifests itself differently depending on the specific circumstances in which they find themselves.

To certain limits, this combination can be controlled and the unconscious component of thinking can be developed, its manifestation can be motivated. This is what various creative search strategies are based on.

10.4 Brainstorming method

The brainstorming method is very popular and widely used in practice. Its use has shown undeniable effectiveness in creative solution many complex research and other research problems. It is used in the development of management decisions of various classes. That is why it is discussed both in management textbooks and in special textbooks on the problems of developing management decisions.

Study- it is always mastering the unknown, searching for the future, explaining the complex. Therefore, in research, the brainstorming method is of particular importance. With its help, you can achieve results that are impossible when using traditional analysis methods.

Brainstorming method built on a specific combination of methodology and organization of research, the separate use of the efforts of visionary researchers and inuitivists with analytical researchers, system specialists, skeptics, and practitioners.

Rice. 8. Structure of the brainstorming method

The main goal of brainstorming is to search for the widest possible range of ideas and solutions to the problem under study, going beyond the boundaries of those ideas that exist among specialists in a narrow field or among people with rich past experience and a certain official position.

People of different specialties, practical experience, scientific temperament, individual qualities, as a rule, master different research methods. Combining these methods can be very useful in solving complex research problems. This is the essence of brainstorming. Another quality of it is the combination of logic and intuition, scientific imagination and scrupulous calculation.

Brainstorming is carried out in two stages: the idea generation stage and the practical analysis ideas put forward.

Each stage is carried out according to specific principles that reflect its purpose and essence, determining its effectiveness (diagram 48).

First stage(idea generation) involves the following principles:

1. The principle of forming a group based on abilities for scientific imagination and developed intuition, anti-dogmatic thinking, intellectual looseness, diversity of knowledge and scientific interests, positive skepticism.

2. The selection of a group for generating ideas can be done based on the results of special testing, which will allow us to identify and take into account the criteria of this principle. In addition, it is possible and very useful to take into account other socio-psychological characteristics of a person, such as passion, sociability, independence.

3. All this is necessary in order to create an atmosphere of ease, creativity, and mutual acceptance in the work of this group.

4. The principle of strictly prohibiting any criticism. It can limit the flight of imagination, create fear in expressing ideas, worsen the socio-psychological atmosphere, force one to analyze ideas, fetter thinking, switch attention and concentrate it on any one idea and thereby reduce their number and variety. After all, the main task of the first stage of brainstorming is to search for as many different options as possible for solving the problem, ways to achieve the goal, ideas and thoughts. And all the work of the group should be aimed only at searching for ideas, and not at criticizing them. explanation, justification. Therefore, one more principle should be formulated.

5. The principle of prohibiting the substantiation of proposed ideas. We must exclude this natural need for human communication. You can only offer additional ideas that differ from those expressed. You cannot “join an opinion” or “decipher” your own or others’ ideas.

6. The principle of motivating diverse ideas, removing restrictions on the field of knowledge, wealth of experience, job status, age, social status. You can express absolutely unrealistic and fantastic ideas, moreover, this is exactly what should be motivated in the work of the group.

7. Such motivation is determined by the selection of the group and the organization of its work. The group may include specialists in various fields of knowledge, different experience and scientific and practical status. The diversity of participants in the work contributes to the generation of ideas.

8. The principle of time regulation for putting forward ideas. It is desirable that ideas are put forward on the basis of insight, eureka, therefore, to put forward ideas, a time limit for thinking is set in order to eliminate the possibility of “getting stuck” in contradictions, fears, and to remove uncertainty and psychological complexes.

At the second stage"brainstorming" (analysis stage) also has a number of principles that reflect the purpose and essence of this stage.

1. The principle of completeness of analysis of ideas and their generalization. Not a single idea expressed, no matter how skeptically it is initially assessed, should be excluded from practical analysis. All ideas presented must be classified and summarized. This helps free them from possible emotional moments and external distractions. It is the analytical generalization of ideas that sometimes gives very successful results.

2. The principle of analytical potential. The group should consist of analysts who have a good understanding of the problem, goals and scope of the study. These should be people who have a sense of increased responsibility, tolerance for other people's ideas, and clear logical thinking.

3. The principle of criterial clarity in the evaluation and analysis of ideas. To ensure the objectivity of the assessment and analysis of ideas, extremely clear criteria must be formulated that should guide all members of the analytical group. The main ones should be: compliance with the purpose of the study, rationality, reality, provision of resources, including - and sometimes mainly - the resource of time.

4. The principle of additional development of the idea and its specification. Many initially expressed ideas need clarification, specification, and addition. They can be analyzed, accepted or excluded from the analysis only after appropriate modification.

5. The principle of positivism in the analysis of ideas. Analysis can be done based on different approaches: negativism and positivism. The first is based on critical assessments, skepticism, and the rigidity of practical criteria. The second is to search for the rational, positive, constructive in any of their manifestations.

6. The principle of constructivism, which involves focusing ideas on building a concept, reality, program of action, and linking ideas.

In the practical use of the brainstorming method, the personality and activities of the leader are of great importance. After all, the work of both the first and second groups must be appropriately organized and regulated in the process of their implementation. This role is played by the presenter. Various options are possible: the leader can be the same for the first and second groups, or the leaders can be differentiated. But in both cases, the leader must be a person with great creative activity, goodwill, a deep understanding of the problem being solved, and the ability to organize and support the intellectual process.

The feasibility of using the brainstorming method is determined by an assessment of the complexity and originality of the research problem and the availability of specialists who can effectively participate in the brainstorming processes. Most often, these are people selected by special tests and who have undergone the necessary training.

Great importance The success of brainstorming depends on the formulation and formulation of the purpose of the research, as well as its subject - the problem.

The problem can be posed in a generalized form, or in a specific practical one. It is also possible to pose a problem in the form of a problem - an analogue (anti-problem) or from a related field of activity, or in an “inverse” formulation (change, shift or rearrangement of emphasis to disrupt habitual thinking, highlight new facets of the problem, stimulate its creative understanding).

Formulating a problem also involves varying degrees its specificity. This can also be useful for ensuring “freedom” of the creative process and relaxed thinking.

The choice of the form of statement of the problem and the formulation of its content depends on the professional composition of the group, its structure according to psychological data, existing or non-existent human relationships (strangers), organizational conditions of the group, the goals of the study (the first approach to the problem or its specific solution, the time factor and etc.).

When selecting a group for generating ideas, it should be taken into account that people vary in their ability to generate creative ideas. Three types of personalities can be distinguished.

An active generator quickly responds to the problem posed, shows a noticeable interest in solving the problem, reacts positively to criticism, does not “eat into” the content of the problem, and shows aspirations for leadership.

An inert generator does not have high level claims, but has significant abilities to creative work. He strives to delve into the essence of the problem, feel its depth, understand its origins and content, is in no hurry to express ideas, analyzes his own thoughts, and requires a greater degree of “warm-up” in generating ideas.

Using the brainstorming method can only be effective if there is a creative attitude towards this method. It is not only a method of using and stimulating creativity in research, but also involves a creative approach to the implementation of the method itself.

The brainstorming method is focused on discovering new ideas and reaching consensus in a group of experts based on intuitive thinking. Participants in the collective generation of ideas express their opinions regarding options for solving the problem. As many ideas as possible are expressed, preferably non-trivial ones. Evaluation and discussion of ideas takes place at the end of the entire procedure.

Using this method, you can successfully solve a number of risk management problems, namely:

Identification of sources and causes of risk, identification of all possible types of risks;

Selection of directions and ways to reduce risk;

Formation of a complete set and qualitative assessment of options that use various ways risk reduction or their combination, etc.

The disadvantages of using this method include a significant level of information noise created by trivial ideas, the spontaneous and spontaneous nature of idea generation.

Third type of expert procedures allows to a large extent. Eliminate the indicated shortcomings of the first and second types of group assessments. An example of methods of this type of examination is the Delphi method, the name of which comes from the Greek Delphic oracles.

The Delphi method consists of conducting a survey of experts in several rounds, which makes it possible to use feedback by familiarizing experts with the results of the previous round of the survey and taking these results into account when assessing the significance of expert opinions. The stage-by-stage survey is continued until maximum convergence of points of view is achieved. The essence of the Delphi method can be represented in the form of a diagram (Fig. 6.2)

The Delphi method is most appropriate for quantitative assessments of individual risks and the risk of the entire project as a whole, that is, when determining the likelihood of risk events occurring, assessing the magnitude of losses, the likelihood of losses falling into a certain risk zone, etc.

One of the widely used examination methods is also the “scenarios” method. The “scenarios” method allows you to organize information about the relationship of the problem being solved with other problems and about possible ways development. The essence of the method is that a group of highly qualified specialists draws up a script plan which outlines the branches of science, technology, economics, and politics that must be taken into account when formulating and solving the problem. Different sections of the script are written different groups specialists or individual specialists. These sections of the script attempt to depict a possible progression through time, starting from an existing state or some event in the future.

One of the most popular methods of collecting the necessary information is SWOT analysis, which is widely used in practice today by serious and successful businessmen.

You will learn:

• What is SWOT analysis?
• What problems can be solved with its help?
• What are the rules for conducting a SWOT analysis?
• What is a SWOT table?
• What method is used to carry out SWOT analysis?

Making a decision to launch a new one or choose the direction of development of an existing business is a difficult task. Correct application helps to correctly assess its prospects and increase the likelihood of success. SWOT analysis allowing for an objective and comprehensive assessment of the enterprise.

Business success largely depends on timely adoption right decisions. Required condition This means obtaining comprehensive information about both your own enterprise and the state of the market, as well as other external factors.

Definition of SWOT Analysis

To put it briefly, SWOT analysis is a method that allows you to assess the current situation by considering it taking into account several aspects, including: the strengths and weaknesses of the enterprise, as well as external opportunities and threats.

The first letters of the English words denoting each of the listed terms give the name to the method:

• strengths – S trengths;
• weak sides - W eaknesses;
• possibilities - O pportunities;
• threats – T heats.

An important feature of the method is the consideration of both internal factors, which include the strengths and weaknesses of the enterprise itself, and external ones, which are understood as opportunities and threats. It is an integrated approach to studying the current state of a company in the market and its development prospects that is the main reason for the popularity of SWOT analysis.

Fact. The term “SWOT analysis” was first used more than half a century ago – in 1963. It was used on one of the conferences, held at Harvard, Professor Kenneth Andrews.

Just two years after its appearance, SWOT analysis began to be used in practice when developing strategies for various companies. Today it is actively used in all countries whose economies are developing according to market principles.

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Objectives of SWOT analysis

The main purpose of applying the method is to develop a business strategy based on maximizing the use of the company’s strengths and minimizing potential risks.

It is important to note that SWOT analysis is deservedly considered a universal tool that, when used correctly, is effective not only in relation to the enterprise as a whole, but also in relation to individual divisions or products. Moreover, the most important principles of analysis are often used when assessing a particular person and determining directions for his further professional or personal growth.

Despite this, the main area of ​​application of SWOT analysis is still business. In addition to the task indicated above, it allows you to solve other important tasks, such as:

• Analysis and assessment of competitors and their activities. In this case, the method in question is usually used in combination with others, for example, the Porter model, various marketing tools or PEST.
• Development of a step-by-step plan activities aimed at implementing the chosen development strategy of the company.
• Formation of the concept, tasks and main goals of the advertising campaign.
• Conducting competitive intelligence in order to compare the product planned for release with similar products already on the market, etc.

Important. Characteristic feature What SWOT analysis has is the absence of categories strictly tied to a specific type of activity. This allows the method to be successfully applied in the most different areas and business areas.

The popularity and widespread use of analysis based on the assessment of four key factors is explained not only by its universality, but also by the possibility of adaptation to the specific conditions of a business entity. As a result, an individual model is created based on general principles, which increases the efficiency of the analysis and the accuracy of the resulting estimates and forecasts.

Rules for conducting SWOT analysis

Before describing the essence of the method, which consists of the so-called SWOT table, it is necessary to consider the basic rules for its application. Following a few fairly simple and obvious recommendations for experienced specialists will make the application of the analysis more objective and competent.

The most important rules practical application The method under consideration is as follows:

• Selecting a specific area of ​​study. It is much more correct to consider a product, division or a separate direction of development than to analyze the work of the enterprise as a whole. As a result, the conclusions and estimates obtained will be more accurate and more suitable for practical use.
• Clear delineation of the constituent elements of the tableSWOT. Their detailed description is given below. It must be remembered that the essence of the method is to separately consider each of the factors and combine the resulting estimates and forecasts.
• Minimizing the subjectivity factor. Despite the absence of a large number of quantitative parameters, the influence of personal opinion on the objects being assessed and analyzed should be reduced as much as possible.
• Collecting information from maximum quantity sources. Continuation and development of the previous rule. The purpose of its implementation in practice is to increase the objectivity of the analysis.
• Specific and clear statements of conclusions. There is no point in writing phrases like this based on the results of the analysis: “We need to work more.” It is much more correct and effective to set clear goals expressed in quantitative form.

SWOT Analysis Table

The basis of the method is the matrix, or SWOT table. It is conventionally divided into two parts - the internal environment and external factors. Each of them is positively influenced by the company’s strengths and existing market opportunities, and negatively influenced by the company’s weaknesses and potential threats. It is logical to consider each of the elements of the analysis and the parameters that influence it in more detail.

Internal environment and factors influencing it

The advantages of the SWOT method include the ability to adapt to the specific conditions of a company or an individual product. However, there are also some general principles studying the object of analysis, which are summarized in the table.

An important feature of the analysis and assessment of the internal environment is the possibility of direct influence on it by the company's management. Therefore, one of the goals of the SWOT method is the development of measures to further development strengths and minimizing the impact of weaknesses in the operation of the enterprise.

External environment, including SWOT opportunities and potential threats

It is almost impossible for a business entity to influence the parameters of the external environment. However, a well-conducted analysis allows you to make the most of the company’s existing opportunities while minimizing the impact of existing threats and risks.

Life forces us to make decisions every day. And every decision we make, one way or another, affects our future. Our fate for years and even decades depends on some decisions. To make any important decision, you need a thorough analysis of what is happening, this is necessary both in business and in everyday life. Qualitative analysis is a very difficult matter. And despite the fact that absolutely every person needs to be able to do it, this management function is not taught in school. Today we will talk about one of the most common methods of analysis - the SWOT method.

What is SWOT analysis

SWOT analysis is a method of primary assessment of the current situation based on considering it from four sides:

• Strengths - strengths;
• Weaknesses - weaknesses;
• Opportunities - opportunities;
• Threats – threats;

Strengths and weaknesses are your internal environment, what you already have at the current moment in time. Opportunities and threats are environmental factors, they may or may not happen, it also depends on your actions and decisions.

The acronym SWOT was first used at Harvard in 1963 at a conference on business policy by Professor Kenneth Andrews. In 1965, SWOT analysis was proposed to develop a company's behavioral strategy.

SWOT analysis helps to create a structured description of a specific situation, based on this description, conclusions can be drawn. This allows you to make correct and informed decisions. SWOT analysis plays a significant role in business and should be mastered by everyone involved in personnel management and marketing.

Rules for conducting SWOT analysis

Before you begin drawing up a SWOT analysis, you need to understand a number of rules.

1. Need to choose the most specific area of ​​research. If you choose an area that is too broad, the conclusions will be unspecific and less applicable.
2. Clear separation of elementsSWOT. There is no need to confuse strengths and opportunities. Strengths and weaknesses are the internal characteristics of an organization that are within its control. Opportunities and threats are related to the external environment and are not directly subject to the influence of the organization; the organization can only change its approach and adapt to them.
3. Avoid subjectivity. It would be naive to rely on your opinion if the market does not agree with it. You may think your product is unique, but it's worth asking consumers about this first. Without them, your personal opinion has no meaning.
4. Try use the opinions of as many people as possible. The larger the sample, the more accurate the research. Remember about?
5. The most specific and precise formulations. I often ask my subordinates: “What do you need to do to earn more?” Almost always the answer I get is that I need to work more. This is not a specific formulation; it is not clear what specific actions a person should perform at what time.

Using these simple rules, you can proceed to compiling a SWOT matrix.

SWOT matrix

SWOT analysis is usually used by drawing a table, it is often called a SWOT matrix. This method of use does not depend on the global nature of the problem being solved. It doesn’t matter whether you’re deciding who to spend the weekend with or what business to invest your millions in, the essence and appearance SWOT analysis will remain unchanged. The SWOT matrix looks something like this:

The first line and first column are indicated simply for ease of understanding; they are not necessary to draw if you understand the SWOT analysis method well.

How to use SWOT analysis

So, you are faced with a certain task and you need to understand how to solve it. First of all, you need to draw a SWOT matrix. You can do this by dividing a sheet of paper into four parts. In each part you need to write as much available information as possible. It is advisable to write the more significant factors first, then move on to the less significant ones.

We analyze strengths and weaknesses

It is not surprising, but it is with the description of strengths that the most problems arise for people who take up SWOT analysis for the first time. In general, you can ask your employees, friends and acquaintances for help in assessing, but it is better to learn how to analyze yourself. Strengths and weaknesses are assessed using the same parameters.

In business, strengths are assessed primarily based on the following parameters:

• Management and human resources in general. First of all, the competence and experience of the staff;
• Having a clear system. Business processes and employee understanding of what to do;
• Finance and access to money;
• Clearly. This is a very important success factor; the lack of a sales department is a serious obstacle and a sink for other resources;
• Reasonable marketing policy;
• Availability of production costs.

When conducting a SWOT analysis of your personality, you can rely on the following criteria:

• Education and knowledge;
• Experience and your skills;
• Social connections, useful contacts and other opportunities to use administrative resources;
• Recognition and authority;
• Availability of material resources;

When analyzing your strengths, you should focus on what you like to do and what you are good at. As a rule, what we don’t like turns out worse for us.

Analysis of opportunities and threats

Opportunities and threats are created by changes in the environment and those changes that you can make personally. It is worth noting that to analyze the external situation on the market, and even more so to predict the future market, you need to have serious qualifications. It is very difficult to predict what will happen and it is worth relying primarily on current facts and trends. At the same time, when making long-term planning, it is necessary to take into account the most pessimistic scenario for the development of the situation.

Opportunities and threats in business are primarily assessed according to the following parameters:

1. Market trends. Increase or decrease in demand.
2. Economic situation in the country. In years of economic growth, business, other things being equal, will grow in proportion to the growth of the economy, and vice versa.
3. Competition, the absence of competitors today does not guarantee their absence tomorrow. The arrival of a major player in the market can turn the industry upside down.
4. Infrastructure changes. Major changes to infrastructure can result in both gains and losses.
5. Legislation and political trends. Probably, in 2003, no one imagined that within 5 years all casinos would close.
6. Technological revolutions. Progress inevitably destroys entire industries while creating new ones.

Every field of business has its own experts and professionals; to compile a high-quality SWOT matrix, you can turn to them for advice and expert opinion.

SWOT analysis methodology

So, we have a completed SWOT matrix that contains: strengths and weaknesses, as well as opportunities and threats. Based on this matrix, you need to work according to it. To do this, perform the following steps:

1. It is necessary to rank all factors according to the degree of influence;
2. All far-fetched and unimportant factors must be excluded;
3. We analyze how your strengths can help you avoid threats and achieve opportunities;
4. Let's see what impact your weaknesses can have on opportunities and threats;
5. How strengths can help improve weaknesses;
6. How can we reduce threats;

Based on the work done, you draw up the main vectors of development. SWOT analysis is primarily a tool for descriptive assessment of the situation. It does not analyze large amounts of analytics and does not compare indicators over past years. SWOT does not measure quantitatively the parameters. And that is why the SWOT method will always be a rather subjective analysis tool.

Application of SWOT analysis

The simplicity of SWOT analysis makes this tool very versatile; as we wrote above, it can be used both in life and in business. SWOT analysis is used both separately and in combination with other analysis and planning tools. SWOT analysis is most widely used in management, primarily for strategic planning activities of the organization.

SWOT self-analysis

Separately, I would like to talk about the use of the SWOT analysis method to determine priorities in personal development. You can use this tool to determine goals both at work, for example, what area of ​​activity you should pursue, and in personal relationships.

I strongly recommend that middle and senior managers ask their subordinates to do a personal SWOT analysis at least once a year. It is also an excellent tool for determining management abilities when hiring a new employee. I first read this idea in Igor Mann’s book Number 1. Mann recommends giving SWOT to everyone who came for an interview.