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Christie-Consultants-Scotland-SWOT-Analysis

SWOT Analysis

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Strengths – Criteria Examples

Advantages of proposition?
Capabilities?
Competitive advantages?
USP’s (unique selling points)?
Resources, Assets, People?
Experience, knowledge, data?
Financial reserves, likely returns?
Marketing – reach, distribution,
awareness?
Innovative aspects?
Location and geographical?
Price, value, quality?
Accreditations, qualifications,
certifications?
Processes, systems, IT,
communications?
Cultural, attitudinal, behavioural?
Management cover, succession?
Philosophy and values?

Weaknesses – Criteria Examples

Disadvantages of proposition?
Gaps in capabilities?
Lack of competitive strength?
Reputation, presence, and reach?
Financials?
Own known vulnerabilities?
Timescales, deadlines, and
pressures?
Cashflow, start-up cash-drain?
Continuity, supply chain
robustness?
Effects on core activities,
distraction?
Reliability of data, plan
predictability?
Morale, commitment, leadership?
Accreditations, etc?
Processes and systems, etc?
Management cover, succession

Opportunities – Criteria Examples

Market developments?
Competitors’ vulnerabilities?
Industry or lifestyle trends?
Technology development and
innovation?
Global influences?
New markets, vertical, horizontal?
Niche target markets?
Geographical, export, import?
New USP’s?
Tactics: eg, surprise, major
contracts?
Business and product development?
Information and research?
Partnerships, agencies, distribution?
Volumes, production, economies?
Seasonal, weather, fashion
influences?

Threats – Criteria Examples

Political effects?
Legislative effects?
Environmental effects?
IT developments?
Competitor intentions – various?
Market demand?
New technologies, services, ideas?
Vital contracts and partners?
Sustaining internal capabilities?
Obstacles faced?
Insurmountable weaknesses?
Loss of key staff?
Sustainable financial backing?
Economy – home, abroad?
Seasonality, weather effects?

SWOT Analysis

Identify criteria appropriate to your own SWOT situation