SWOT ANALYSIS(PART 1)
Strength
A ‘strength’ is something that has a positive implication. It adds value, or offers your organization a competitive advantage. Strengths include tangible assets such as available capital, equipment, credit, established and loyal customers, existing channels of distribution, copyrighted materials, patents, information and processing systems, and other valuable resources.
Defining strengths as part of a SWOT analysis
You may want to look at and evaluate your strengths by function, for example marketing, finance, production, and support. Looking at things in this way can make it easier to identify the positive attributes within each function.
Certain teams may have specialist or unique knowledge, education, credentials, contacts, reputations, or backgrounds that provide a competitive advantage or add value to your product or service.
The sort of questions you can ask to ascertain your strengths are:
- What do we do well?
- • What qualities or aspects persuaded our customers to choose our product or service?
- • What resources do we have at our disposal?
- • What do others see as our strengths?
- • What areas are we seen as being expert in?
- • What advantages do we have over our competition?
- However you judge the responses to these questions it must be from the perspective of your operating environment and not from an internal aspect. For example, if ‘guaranteed next day delivery’ is the norm within your industry then this cannot really be considered a strength because your customers would expect it. On the other hand, if ‘guaranteed next day delivery’ is not normal in your industry then it could legitimately be classified as a strength.
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