SWOT분석

[류재수]

SWOT analysis

A SWOT Analysis is a strategic planning tool used to eval‎uate the Strengths, Weaknesses,

Opportunities, and Threats involved in a project or in a business venture or in any other situation requiring a decision. It involves monitoring the marketing environment internal and external to the company. The technique is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from the Fortune 500 companies.

Once the objective has been identified, SWOTs are discovered and listed. SWOTs are:

Strengths: attributes of the organization that are helpful to achieving the objective.

Weaknesses: attributes of the organization that are harmful to achieving the objective.

Opportunities: external conditions that are helpful to achieving the objective.

Threats: external conditions that are harmful to achieving the objective.

Correct identification of SWOTs is essential because subsequent steps in the process of analyzing the objective are all derived from the SWOTs. First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable a different objective must be selected and the process repeated.

If, on the other hand, the objective seems attainable, the SWOTs are used as inputs to the creative generation of possible strategies, by asking and answering the following four questions:

1. How can we Use each Strength?

2. How can we Stop each Weakness?

3. How can we Exploit each Opportunity?

4. How can we Defend against each Threat?

Definitions of SWOT

	Helpful to achieving the objective	Harmful to achieving the objective
Internal(attributes of the organization)	Strengths	Weaknesses
External(attributes of the environment)	Opportunities	Threats