Leading University

Assignment
On
“SWOT Analysis”
Marketing Management
(MKT-214)
Prepared For
Faisal Mohammad Shahriar
Assistant Professor
Department of Business Administration
Leading University, Sylhet.

Prepared By
Surajit Datta (0801010102)
Mahin Ahmed Chowdhury (0801010110)
Nirupam Chakrabarty (0801010116)
Najia Sharmin (0801010121)

Group: SPREED
18th Batch
Section – “C”
Leading University

Date of Submission
20 February, 2010

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Content
LEADING UNIVERSITY..............................................................................................................................1
MARKETING MANAGEMENT..................................................................................................................1
CONTENT.......................................................................................................................................................2
DEFINITION:.................................................................................................................................................3
OBJECTIVE:..................................................................................................................................................3
STRENGTHS:.................................................................................................................................................3
WEAKNESSES:.............................................................................................................................................3
OPPORTUNITIES:........................................................................................................................................3
THREATS:......................................................................................................................................................3
AIM OF A SWOT ANALYSIS.....................................................................................................................4
THE SWOT MATRIX...................................................................................................................................4
SWOT ANALYSIS LIMITATIONS.............................................................................................................4
CONCLUSION...............................................................................................................................................4
BIBLIOGRAPHY...........................................................................................................................................5

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Definition:
SWOT analysis is a tool or process that helps generate information that is helpful in matching an
organization or group’s goals, programs, and capacities to the social environment in which it
operates in order to achieve its goals.

Objective:
Setting goals alone is not enough if a company is to achieve maximum effectiveness and
efficiency, there is also the need for a company to study its external and internal factors. The
external factor has more to do with the opportunities and threats the environment has on the
organization while the internal deals with the individual strengths and weakness within an
organization.

Strengths:
Strengths are the internal attributes, capabilities or resources of the organization that is helpful
and can be used as a basis for developing a competitive advantage and also to achieving the
objective of the organization.
 What do you do well (sales, marketing, management etc)?
 What are your assets (product, service)?
 What are your core competences?
 Where are you making money?
 What experiences do you have?

Weaknesses:
Weaknesses are the internal attributes of the organization or group that are harmful to achieving
its objective.
 What do you need (customer service, accounting)?
 Where do you lack resources?
 What can you do better?
 Where are you losing money?

Opportunities:
Opportunities are the external factors or conditions that are helpful to achieving the objective of
the organization.
 What new needs of customers could you meet?
 What are the economic trends that benefit you?
 What are the emerging political and social opportunities?
 What are the technological breakthroughs?
 What niches have your competitors missed?

Threats:
Threats are the external factors or conditions that are harmful to achieving the objective of the
organization.
 What are the negative economic trends?
 What are the negative political and social trends?

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  Where are competitors about to bite you?
 Where are you vulnerable?

Aim of a SWOT Analysis

 Reveal your competitive advantages.
 Analyze your prospects for sales, profitability and product development.
 Prepare your company for problems.
 Allow for the development of contingency plans.
 A SWOT analysis is a process to identify where you are strong and vulnerable where you
should defend and attack.

The SWOT Matrix

A firm should not necessarily pursue the more lucrative opportunities. Rather, it may have a
better chance at developing a competitive advantage by identifying a fit between the firm's
strengths and upcoming opportunities. In some cases, the firm can overcome a weakness in order
to prepare itself to pursue a compelling opportunity.
To develop strategies that take into account the SWOT profile, a matrix of these factors can be
constructed. The SWOT matrix (also known as a TOWS Matrix) is shown below:
SWOT Matrix
Strengths Weaknesses

S-O strategies W-O strategies

Opportunities

S-T strategies W-T strategies

Threats

S-O strategies pursue opportunities that are a good fit to the company's strengths.
W-O strategies overcome weaknesses to pursue opportunities.
S-T strategies identify ways that the firm can use its strengths to reduce its vulnerability to
external threats.
W-T strategies establish a defensive plan to prevent the firm's weaknesses from making it
highly susceptible to external threats.

SWOT Analysis Limitations

While useful for reducing a large quantity of situational factors into a more manageable profile,
the SWOT framework has a tendency to oversimplify the situation by classifying the firm's
environmental factors into categories in which they may not always fit. The classification of some
factors as strengths or weaknesses, or as opportunities or threats is somewhat arbitrary. For
example, a particular company culture can be either a strength or a weakness. A technological
change can be a either a threat or an opportunity. Perhaps what is more important than the
superficial classification of these factors is the firm's awareness of them and its development of a
strategic plan to use them to its advantage

CONCLUSION

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  Strengths need to be maintained, built upon or leveraged.
 Weaknesses need to be remedied, changed or stopped.
 Opportunities need to be prioritized, captured, built on and optimized.
 Threats need to be countered or minimized and managed.

Bibliography
 http://www.netmba.com/strategy/swot/
 www.quickmba.com/strategy/swot/
 http://www.scribd.com/mobile/documents/17568555

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