SWOT/TOWS Matrix Analysis
It is not enough to identify strengths, weaknesses, opportunities,
and threats of a unit. In applying the SWOT analysis it is necessary
to minimize or avoid both weaknesses and threats. Weaknesses should
be looked at in order to convert them into strengths. Likewise, threats
should be converted into opportunities. Lastly, strengths and opportunities
should be matched to optimize the potential of a unit. Applying SWOT
in this fashion can obtain leverage for a unit (Marketing Strategy,
1998).
When dealing with complex situations in a limited amount of time, trying
to address all the issues involved often does not pay off. Rather, strategic
planners limit their efforts to those issues that have the most impact
on the situation. SWOT analysis provides a framework for identifying
these critical issues.
Strength Capitalization Strategies
- S-O Strategies pursue opportunities that are a good fit to the unit’s
strengths.
- S-T Strategies identify ways that the unit can use its strengths
to reduce its vulnerability to external threats.
Weakness Mitigation Strategies
- W-O Strategies overcome weaknesses to pursue opportunities
- W-T Strategies establish a defensive plan to prevent the organization’s
weaknesses from making it highly susceptible to external threats.
Formulating Strategies: Questions to Ask & Answer
- What are the barriers to realizing these strategies?
- What options should be pursued to achieve the goals or overcome
barriers?
- What major actions must be taken in the next 1-3 years to implement
these options?
- What specific steps must be taken within the next 6 months –
1 year to implement these options? Who is responsible?
In general, an effective strategy is one that takes advantage of the
opportunities, avoids the threats (or turns them into opportunities),
builds on the strengths and minimizes the weaknesses (or takes action
to eliminate them).
Criteria for formulating and adopting strategies and plans:
- Acceptability (decision makers, stakeholders, consumers)
- Customer or user impact
- Relevance
- Consistency with vision, mission, and values
- Integration/coordination with other strategies, programs, and activities
- Technical feasibility
- Cost feasibility
- Cost effectiveness
- Long-term impact
- Risk assessment
- Staff requirements
- Flexibility/adaptability
- Timing
- Facility requirements
- Training requirements
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