How well do you know your business’s strengths and weaknesses? What about your opportunities and threats? If you’re coming up short on answers, you need to conduct a SWOT analysis. So, what is SWOT analysis?
whether you’re a newbie or veteran entrepreneur, creating a SWOT analysis can help you evaluate your business, implement changes, and improve operations. Read on to get started.
what is SWOT analysis?
A SWOT analysis is a business technique that identifies a business’s strengths, weaknesses, opportunities, and threats. The purpose of SWOT analysis is to look at internal and external factors that influence a business’s successes and shortcomings. Use this tool to establish goals, your competitive position, and a small business growth strategy.
Brad Touesnard，创始人兼首席执行官spinupwp，提供了有关SWOT分析的重要性的见解，说：
SWOT分析允许您识别领域you could be focusing on to grow your business. You can use this insight to inform your long-term strategic planning, which will help you to draw up budgetary plans and identify hiring needs.”
创办业务时，您应该创建SWOT分析小型企业。而且，您应该每年更新SWOT。要进行SWOT分析，您需要进行研究（例如，市场分析）并深入研究您的业务数据（例如，financial statements). After gathering information, arrange your results using a four-quadrant diagram.
Most of the time, you can use this technique to analyze your business’s overall operations. But, you can also create a focused SWOT that helps you analyze a particular project.
Ready to get into what exactly a SWOT tells you? Here’s a breakdown of SWOT analysis meaning:
- strengths: What’s your business doing well? (Internal)
- weaknesses: Where does your business fall short of success? (Internal)
- oPPOTRUNITY：您的业务可以做些什么来提升？（外部的）
- tHreats：哪些因素会损害您的业务？（外部的）
优势
您的企业的优势是公司的内部方面，它使您领先于竞争对手，并在吸引客户时为您提供优势。
优势还包括为您的业务工作的宝贵员工。熟练，善良且知识渊博的员工将成功的企业与失败的企业不同。
Your business’s assets, or property, are also strengths. You havetangible assets，，，，which are physical items, and intangible assets, or non-physical property.
一旦确定了业务的优势，请迎合它们。查看如何在营销，交叉销售或销售或开发新产品时突出显示业务最佳的业务。
Examples of business strengths:
- 独特的价值主张
- 原始产品或服务
- 低价
- Loyal customers
- Hardworking employees
弱点
弱点部分你的SWOT分析,精细ail things within your business that prevent it from surpassing competitors. To get started, think about your operations. You can also consider what your competitors do better than your business.
so, what does your company lack? What types of limitations do you face when operating? Your business might be weak in some areas by having too broad a vision, mission, or brand. If your business is all over the place, you won’t resonate with your audience.
when you determine your business’s weaknesses, you and your employees should come up with methods to improve them.
业务弱点的例子：
- Low profits
- Ineffective systems
- High turnover rates
- Costly processes
- 缺乏独创性
opportunities
Your SWOT analysis’s opportunities section looks at external aspects that could give your business a boost. Opportunities are industry- or market-related factors that give your company an advantage over your competition.
谈论SWOT分析在竞争分析中的有用性，Malte Scholz，首席执行官兼CPO机票，，，，says:
swotanalysis can help you analyze the competition and identify potential gaps in the market. This way, you will be able to position yourself much faster and answer the current needs of your target audience. In order for SWOT analysis to reveal valuable insights, however, it must be executed thoroughly, without rush.”
要确定您的机会，请查看业务以外的情况。有些机会是暂时的，而另一些是永久的。
机会可能会使增加销售额或提高吸引新客户的机会成为可能。定期确定机会并利用它们。如果机会只是暂时的，那么机会在机会通过之后就可以反弹。
Examples of business opportunities:
- Lack of competition
- 对您的产品的需求（例如，在Covid期间面具面具）
- 市场增长
- 在线存在或覆盖范围
- sales tax holiday
威胁
像机会一样，威胁是可能损害业务的外部因素。尽管这些通常是无法控制的，但识别威胁可以帮助您做好准备。像机会一样，威胁可能是暂时的或永久的。
威胁might come from new or improved competitors. Or, they can stem from weaknesses. For example, you might receive negative reviews as a result of a disengaged employee.
You may also see changes in the market that result in a lack of demand. A recession might lead to a lack of consumer spending. Threats might also be due to the environment, like droughts, hurricanes, or severe blizzards.
Although you can’t control threats, you can choose how you react to them. And, you might be able to find opportunities among threats (e.g., federal aid during declared disasters and emergencies). Brainstorm ways to adapt your business when facing threats.
业务威胁的例子：
- 干旱会破坏您的农作物
- New competitor with lower prices
- 市场下降
- High unemployment rates
- Negative press
| worried about things outside of your control, like natural disasters and pandemics? Sometimes, these threats can present opportunities. Download our FREE whitepaper,Business Guide to Navigating Through Disasters & Emergencies，，，，for overviews and government links. |
3个针对小型企业进行SWOT分析的技巧
现在您知道了SWOT分析的重要性，您可能想知道从哪里开始。如果您准备对公司进行SWOT分析，请使用以下提示：
- 创建SWOT分析模板
- Involve your employees
- Use the results of your analysis
1.创建SWOT分析模板
为了防止杂乱无章的信息，请使用标准的SWOT分析模板。同样，该模板是四季度图。
You can create a SWOT analysis in a few simple steps:
- set up your SWOT analysis as a square divided into four parts
- Label the quadrants “Strengths, “Weaknesses,” “Opportunities,” and “Threats”
- List elements of your business under the corresponding category
使用标准模板，使比较当前和过去的SWOT分析变得更容易。看看小型企业企业的SWOT分析的示例模板：
2.让您的员工参与
You’re not the only person who knows your business inside and out. Your employees have the scoop on your company’s day-to-day triumphs and struggles. They can reveal strengths, weaknesses, opportunities, and threats you didn’t know or forgot existed.
与您的一些或所有员工进行定期的SWOT计划会议，以获取更多的观点和想法。或者，您可能会与部门（例如营销）举行单独的SWOT会议。
Involving employees also makes it easier to implement changes. When employees know what’s going on, they can take the appropriate actions. And, employees may be more willing to improve on something if they are part of the decision-making.
Keep the conversation going after meetings. Send out quick emails or host additional meetings for further strategizing.
3.使用分析结果
Creating a SWOT analysis isn’t going to do much if you don’t do anything with the results. Use your SWOT analysis to set goals and objectives.
You can use your SWOT analysis to:
- 制定解决弱点和威胁的策略
- Highlight your business’s strengths and take advantage of opportunities
- 将结果与您的业务使命和愿景声明和业务计划进行比较
- 更改您的业务品牌
Pro tip:Your business’s strengths, weaknesses, opportunities, and threats are always changing. Regularly create a SWOT analysis (e.g., annually) to grow your business.
swotanalysis example: Small business
让我们看一下小面包店的SWOT分析示例。在进行了一些内部和外部研究之后，您将业务的各个方面分类如下：
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