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Chapter3.AssessingCommunityNeedsandResources|Section14.SWOTAnalysis:Strengths,Weaknesses,Opportunities,andThreats|MainS

Chapter3.AssessingCommunityNeedsandResources
|Section14.SWOTAnalysis:Strengths,Weaknesses,
Opportunities,andThreats|MainSection

WhatisaSWOTanalysisandwhyshouldyouuseone?
WhendoyouuseSWOT?
WhataretheelementsofaSWOTanalysis?
HowdoyoucreateaSWOTanalysis?
HowdoyouuseyourSWOTanalysis?

Changeisaninevitablepartofcommunityorganizing.Ifyouknowhowtotakestockofthestrengths,
weaknesses,opportunities,andthreats,youaremorelikelytoplanandacteffectively.
SWOTprovidesatooltoexplorebothinternalandexternalfactorsthatmayinfluenceyourwork.
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Chapter3.AssessingCommunityNeedsandResources|Section14.SWOTAnalysis:Strengths,Weaknesses,Opportunities,andThreats|MainS

WhatisaSWOTanalysisandwhyshouldyouuseone?
SWOTstandsfor:Strength,Weakness,Opportunity,Threat.ASWOTanalysisguidesyoutoidentify
yourorganizationsstrengthsandweaknesses(SW),aswellasbroaderopportunitiesandthreats
(OT).Developingafullerawarenessofthesituationhelpswithbothstrategicplanninganddecision
making.
TheSWOTmethodwasoriginallydevelopedforbusinessandindustry,butitisequallyusefulinthe
workofcommunityhealthanddevelopment,education,andevenforpersonalgrowth.
SWOTisnottheonlyassessmenttechniqueyoucanuse.Compareitwithotherassessmenttoolsin
theCommunityToolBoxtodetermineifthisistherightapproachforyoursituation.Thestrengthsof
thismethodareitssimplicityandapplicationtoavarietyoflevelsofoperation.

WhendoyouuseSWOT?
ASWOTanalysiscanofferhelpfulperspectivesatanystageofaneffort.Youmightuseitto:
Explorepossibilitiesforneweffortsorsolutionstoproblems.
Makedecisionsaboutthebestpathforyourinitiative.Identifyingyouropportunitiesforsuccessin
contextofthreatstosuccesscanclarifydirectionsandchoices.
Determinewherechangeispossible.Ifyouareatajunctureorturningpoint,aninventoryofyour
strengthsandweaknessescanrevealprioritiesaswellaspossibilities.
Adjustandrefineplansmidcourse.Anewopportunitymightopenwideravenues,whileanew
threatcouldcloseapaththatonceexisted.
SWOTalsooffersasimplewayofcommunicatingaboutyourinitiativeorprogramandanexcellent
waytoorganizeinformationyou'vegatheredfromstudiesorsurveys.

WhataretheelementsofaSWOTanalysis?
ASWOTanalysisfocusesonStrengths,Weaknesses,Opportunities,andThreats.
RememberthatthepurposeofperformingaSWOTistorevealpositiveforcesthatworktogetherand
potentialproblemsthatneedtoberecognizedandpossiblyaddressed.
Wewilldiscusstheprocessofcreatingtheanalysisbelow,butfirsthereareafewsamplelayoutsfor
yourSWOTanalysis.
Askparticipantstoanswerthesesimplequestions:whatarethestrengthsandweaknessesofyour
group,community,oreffort,andwhataretheopportunitiesandthreatsfacingit?
Internal
Strengths

External
Weaknesses

Opportunities

Threats

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Chapter3.AssessingCommunityNeedsandResources|Section14.SWOTAnalysis:Strengths,Weaknesses,Opportunities,andThreats|MainS

Ifalooserstructurehelpsyoubrainstorm,youcangrouppositivesandnegativestothinkbroadly
aboutyourorganizationanditsexternalenvironment.
Positives

Negatives

Strengths

Weaknesses

Assets

Limitations

Resources

Restrictions

Opportunities

Threats

Prospects

Challenges

BelowisathirdoptionforstructuringyourSWOTanalysis,whichmaybeappropriateforalarger
initiativethatrequiresdetailedplanning.This"TOWSMatrix"isadaptedfromFredDavid'sStrategic
Managementtext.

STRENGTHS

WEAKNESSES

1.

1.

2.

2.

3.

3.

4.

4.

OPPORTUNITIES

OpportunityStrength(OS)Strategies

1.

Usethestrengthstotakeadvantage

2.

ofopportunities

3.

1.

4.

2.

THREATS
1.
2.
3.
4.

ThreatStrength(TS)Strategies
Usestrengthstoavoidthreats
1.
2.

OpportunityWeakness(OW)
Strategies
Overcomeweaknessesbytaking
advantageofopportunities
1.
2.
ThreatWeakness(TW)Strategies
Minimizeweaknessesandavoid
threats
1.
2.

DavidgivesanexampleforCampbellSoupCompanythatstressesfinancialgoals,butitalso
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illustrateshowyoucanpairtheitemswithinaSWOTgridtodevelopstrategies.(Thisversionofthe
chartisabbreviated.)

STRENGTHS

WEAKNESSES
Legalsuitsnotresolved

Currentprofitratioincreased

Plantcapacityhasfallen

Employeemoralehigh

Lackofstrategic

Marketsharehasincreased

managementsystem

OPPORTUNITIES
WesternEuropean

OpportunityStrength(OS)

unification

Strategies

OpportunityWeakness(OW)

Risinghealth

Acquirefoodcompanyin

Strategies

consciousnessin

Europe(S1,S3,O1)

DevelopnewPepperidge

selectingfoods

Developnewhealthysoups

Farnproducts(W1,O2,O3)

Demandforsoups

(S2,O2)

increasingannually

THREATS
Lowvalueofdollar
Tincansarenot
biodegradable

ThreatStrength(TS)Strategies
Developnewbiodegradable

ThreatWeakness(TW)
Strategies

soupcontainers(S1,T2)

CloseunprofitableEuropean
operations(W3,T1)

Thisexamplealsoillustrateshowthreatscanbecomeopportunities(andviceversa).Thelimitationof
tincans(whicharen'tbiodegradable)createsanopportunityforleadershipindeveloping
biodegradablecontainers.ThereareseveralformatsyoucanusetodoaSWOTanalysis,including
abasicSWOTformthatyoucanusetopromptanalysis,butwhateverformatyouuse,don'tbe
surprisedifyourstrengthsandweaknessesdon'tpreciselymatchuptoyouropportunitiesand
threats.Youmightneedtorefine,oryoumightneedtosimplylookatthefactslonger,orfroma
differentangle.Yourchart,listortablewillcertainlyrevealpatterns.

ListingYourInternalFactors:StrengthsandWeaknesses(S,W)
Internalfactorsincludeyourresourcesandexperiences.Generalareastoconsider:
Humanresourcesstaff,volunteers,boardmembers,targetpopulation
Physicalresourcesyourlocation,building,equipment
Financialgrants,fundingagencies,othersourcesofincome
Activitiesandprocessesprogramsyourun,systemsyouemploy
Pastexperiencesbuildingblocksforlearningandsuccess,yourreputationinthecommunity
Don'tbetoomodestwhenlistingyourstrengths.Ifyou'rehavingdifficultynamingthem,startby
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simplylistingyourcharacteristics(e.g.,we'resmall,we'reconnectedtotheneighborhood).Someof
thesewillprobablybestrengths.
Althoughthestrengthsandweaknessofyourorganizationareyourinternalqualities,don'toverlook
theperspectiveofpeopleoutsideyourgroup.Identifystrengthsandweaknessesfrombothyourown
pointofviewandthatofothers,includingthoseyouserveordealwith.Doothersseeproblemsor
assetsthatyoudon't?
Howdoyougetinformationabouthowoutsidersperceiveyourstrengthsandweaknesses?Youmay
knowalreadyifyou'velistenedtothoseyouserve.Ifnot,thismightbethetimetogatherthattypeof
information.Seerelatedsectionsforideasonconductingfocusgroups,usersurveys,andlistening
sessions.

ListingExternalFactors:OpportunitiesandThreats(O,T)
Castawidenetfortheexternalpartoftheassessment.Noorganization,group,program,or
neighborhoodisimmunetooutsideeventsandforces.Consideryourconnectedness,forbetterand
worse,asyoucompilethispartofyourSWOTlist.
Forcesandfactsthatyourgroupdoesnotcontrolinclude:
Futuretrendsinyourfieldortheculture
Theeconomylocal,national,orinternational
Fundingsourcesfoundations,donors,legislatures
Demographicschangesintheage,race,gender,cultureofthoseyouserveorinyourarea
Thephysicalenvironment(Isyourbuildinginagrowingpartoftown?Isthebuscompanycutting
routes?)
Legislation(Donewfederalrequirementsmakeyourjobharder...oreasier?)
Local,nationalorinternationalevents

HowdoyoucreateaSWOTanalysis?
WhodevelopstheSWOT?
ThemostcommonusersofaSWOTanalysisareteammembersandprojectmanagerswhoare
responsiblefordecisionmakingandstrategicplanning.
Butdon'toverlookanyoneinthecreationstage!
AnindividualorsmallgroupcandevelopaSWOTanalysis,butitwillbemoreeffectiveifyoutake
advantageofmanystakeholders.Eachpersonorgroupoffersadifferentperspectiveonthe
strengthsandweaknessesofyourprogramandhasdifferentexperiencesofboth.
Likewise,onestaffmember,orvolunteerorstakeholdermayhaveinformationaboutanopportunity
orthreatthatisessentialtounderstandingyourpositionanddeterminingyourfuture.

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WhenandwheredoyoudevelopaSWOTanalysis?
ASWOTanalysisisoftencreatedduringaretreatorplanningsessionthatallowsseveralhoursfor
brainstormingandanalysis.Thebestresultscomewhentheprocessiscollaborativeandinclusive.
Whencreatingtheanalysis,peopleareaskedtopooltheirindividualandsharedknowledgeand
experience.Themorerelaxed,friendlyandconstructivethesetting,themoretruthful,
comprehensive,insightful,andusefulyouranalysiswillbe.

HowdoyoudevelopaSWOTanalysis?
StepsforconductingaSWOTanalysis:
Designatealeaderorgroupfacilitatorwhohasgoodlisteningandgroupprocessskills,andwho
cankeepthingsmovingandontrack.
Designatearecordertobackuptheleaderifyourgroupislarge.Usenewsprintonaflipchartor
alargeboardtorecordtheanalysisanddiscussionpoints.Youcanrecordlaterinamorepolished
fashiontosharewithstakeholdersandtoupdate.
IntroducetheSWOTmethodanditspurposeinyourorganization.Thiscanbeassimpleas
asking,"Wherearewe,wherecanwego?"Ifyouhavetime,youcouldrunthroughaquick
examplebasedonasharedexperienceorwellknownpublicissue.
Dependingonthenatureofyourgroupandthetimeavailable,letallparticipantsintroduce
themselves.Thendivideyourstakeholdersintosmallergroups.Ifyourretreatormeetingdraws
severalgroupsofstakeholderstogether,makesureyoumixthesmallgroupstogetarangeof
perspectives,andgivethemachancetointroducethemselves.
Thesizeofthesedependsonthesizeofyourentiregroupbreakoutgroupscanrangefrom
threetoten.Ifthesizegetsmuchlarger,somemembersmaynotparticipate.
Haveeachgroupdesignatearecorder,andprovideeachwithnewsprintordryeraseboard.
DirectthemtocreateaSWOTanalysisintheformatyouchooseachart,columns,amatrix,or
evenapageforeachquality.
Givethegroups2030minutestobrainstormandfillouttheirownstrengths,weakness,
opportunitiesandthreatschartforyourprogram,initiativeoreffort.Encouragethemnottorule
outanyideasatthisstage,orthenext.
Remindgroupsthatthewaytohaveagoodideaistohavelotsofideas.Refinementcancome
later.Inthisway,theSWOTanalysisalsosupportsvaluablediscussionwithinyourgroupor
organizationasyouhonestlyassess.
Ithelpstogeneratelotsofcommentsaboutyourorganizationandyourprogram,andevento
puttheminmultiplecategoriesifthatprovokesthought.
Oncealisthasbeengenerated,ithelpstorefineittothebest10orfewerpointssothatthe
analysiscanbetrulyhelpful.
Reconvenethegroupattheagreedupontimetoshareresults.Gatherinformationfromthe
groups,recordingontheflipchartorboard.Collectandorganizethedifferinggroups'ideasand
perceptions.
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ProceedinSWOTorder,recordingstrengthsfirst,weaknessessecond,etc.
Oryoucanbeginbycallingforthetopprioritiesineachcategorythestrongeststrength,most
dangerousweakness,biggestopportunity,worstthreatandcontinuetoworkacrosseach
category.
Askonegroupatatimetoreport("GroupA,whatdoyouseeasstrengths?")Youcanvary
whichgroupbeginsthereportsoacertaingroupisn'talwaysleft"bringinguptheend"and
repeatingpointsmadebyothers.("GroupB,let'sstartwithyouforweaknesses.")
Or,youcanopenthefloortoallgroups("Whatstrengthshaveyounoted?")foreachcategory
untilallhavecontributedwhattheythinkisneeded.
Discussandrecordtheresults.Dependingonyourtimeframeandpurpose:
Cometosomeconsensusaboutthemostimportantitemsineachcategory
Relatetheanalysistoyourvision,mission,andgoals
Translatetheanalysistoactionplansandstrategies
Ifappropriate,prepareawrittensummaryoftheSWOTanalysistosharewithparticipantsfor
continueduseinplanningandimplementation.
MoreideasonconductingsuccessfulmeetingscanbefoundinCommunityToolBoxresources
onconductingpublicforumsandlisteningsessions,conductingfocusgroups,andorganizinga
retreat.

HowdoyouuseyourSWOTanalysis?
Betterunderstandingthefactorsaffectingyourinitiativeputyouinabetterpositionforaction.This
understandinghelpsasyou:
Identifytheissuesorproblemsyouintendtochange
Setorreaffirmgoals
Createanactionplan
Asyouconsideryouranalysis,beopentothepossibilitiesthatexistwithinaweaknessorthreat.
Likewise,recognizethatanopportunitycanbecomeathreatifeveryoneelseseestheopportunity
andplanstotakeadvantageofitaswell,therebyincreasingyourcompetition.
Finally,duringyourassessmentandplanning,youmightkeepanimageinmindtohelpyoumakethe
mostofaSWOTanalysis:Lookfora"stretch,"notjusta"fit."AsRadhaBalamuralikrishnaandJohn
C.DuggerofIowaStateUniversitypointout,SWOTusuallyreflectsyourcurrentpositionorsituation.
Thereforeonedrawbackisthatitmightnotencourageopennesstonewpossibilities.Youcanuse
SWOTtojustifyacoursethathasalreadybeendecidedupon,butifyourgoalistogroworimprove,
youwillwanttokeepthisinmind.

InSummary
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Arealisticrecognitionoftheweaknessesandthreatsthatexistforyoureffortisthefirststepto
counteringthemwitharobustsetofstrategiesthatbuilduponstrengthsandopportunities.ASWOT
analysisidentifiesyourstrengths,weaknesses,opportunitiesandthreatstoassistyouinmaking
strategicplansanddecisions.
Contributor
ValRenault
OnlineResources
TheEssentialGuidetoSWOTAnalysisfromJacksonHille,contentassociateforFormSwift,aSF
basedstartupthathelpsorganizations,entrepreneurs,andbusinessesgopaperless.
QualityGuide:SWOTAnalysisisahelpfulguidefromManagementSciencesforHealthandUnited
NationsChildren'sFund.
MindTools:SWOTAnalysisprovidesaquickoverviewofSWOT
PrintResources
David,F.(1993).StrategicManagement,4thEd.NewYork,NY:MacmillanPublishingCompany.
Jones,B.(1990).NeighborhoodPlanning:AGuideforCitizensandPlanners.Chicagoand
Washington,DC:PlannersPress,AmericanPlanningAssociation.

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