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The small business owner's challenge is to create products and services the customer values
and the means to produce and deliver those products and services in ways that are exceptional
compared to the competition. To address these challenges, a company must define business
objectives and address operational issues based on its current situation and the factors that
impact its financial and operational goals. Such decision-making processes are frequently
supported by structured brainstorming, which, in turn, can be supported by a Strengths,
Weaknesses, Opportunities and Threats (SWOT) analysis. The advantages of the SWOT
methodology, such as its appropriateness to address a variety of business issues, make it a
desirable tool to support some brainstorming sessions. However, the tool's disadvantages,
such as the subjective analysis of an issue, make it less desirable for others.
Disadvantage: Ambiguity
SWOT analysis creates a one-dimensional model in which each problem attribute is viewed
as a strength, weakness, opportunity or threat. As a result, each attribute is seen to have only
one influence on the problem being analyzed. However, one factor might be both a strength
and a weakness. For example, locating a chain of stores on well-traveled streets that grant
easy access to customers might be reflected in increased sales. However, the costs of
operating high-visibility facilities can make it difficult to compete on price without a large
sales volume.
Disadvantage: Subjective Analysis
To significantly impact company performance, business decisions must be based on reliable,
relevant and comparable data. However, SWOT data collection and analysis entail a
subjective process that reflects the bias of the individuals who collect the data and participate
in the brainstorming session. In addition, the data input to the SWOT analysis can become
outdated fairly quickly.
the organization. Members may conclude that a shorter list of threats versus a longer list of
strengths means the organization is doing well, when in fact the threats are more significant
than its strengths.
List Blindness
This analysis allows an organization to generate lists of items concerning the group, but the
lists alone do not help it realize its goals. Some organizations, however, stop after making the
lists, thinking the planning process has been completed. The organization needs to move
beyond the SWOT analysis lists and discuss what activities would help it achieve its
objectives. The lists may help in identifying activities that manage risks and take advantage
of the organization's assets.