SWOT Analysis Model

SWOT analysis is a great tool for viewing and assessing your business and its:
Strengths
Weaknesses
Opportunities
Threats
It is a straightforward tool to allow managers to take a close look at their company and make it
more competitive.
Time and money are two key resources, often limited, in a business. After using the SWOT
analysis for your business plan, you'll have a much better understanding of how to make your
business more competitive.

Copyright 2012, 2103

ts:

pany and make it

sing the SWOT

ow to make your

Instructions
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6

Enter your company name here:

Sun San & Surf Emporium

Open the Strengths sheet and enter the strengths of the business.
The top five Strengths will automatically appear in the SWOT summary.
Open the Weakness sheet and enter the weaknesses of the business.
The top five Weaknesses will automatically appear in the SWOT summary.
Open the Opportunities sheet and enter the business opportunities.
The top Opportunities will automatically appear in the SWOT summary.
Open the Threats sheet and enter the threats for the business.
The top five Threats will automatically appear in the SWOT summary.
Copy the SWOT Summary to your business plan.

OT summary.

SWOT Analysis

Instructions
Data Entry fields in Yellow

Sun San & Surf Emporium SWOT Analysis

Strength

1 Many years of experience in the retail sruf shop industry is a key strength.
2 Because of the brands we carry we have access to trade shows such as Surf Expo which allow us to order upcomin
3 The business will be usng a CLOVER POS system for effienct and effective iinventory monitoring
4 Our customers will be loyal to us because we strive to be very involved in our local To copy the table data
Weakness
Highlight the area you which
1 The business is very cyclial to the economy. In economic downfallls business coul s Press copy
2
3 Financial resources could get tight if we do not generate as much sales as we are forecasting up front.
4

Opportunities

1 We can always expand on the brands we carry and the styles of clothing we carry.
2 Our business will be selling merchandise that is very versatile. It can be worn to the beach, t
3
4

Threats
1
2 We will never carry the cheapest products on the market. Customers who are not looking to spend above a certain
3
4

Instructions
Data Entry fields in Yellow

o which allow us to order upcoming seasonal merchandise ahead of our competitors

tory monitoring
To copy the table data
Highlight the area you which to copy
Press copy

forecasting up front.

othing we carry.
an be worn to the beach, to exercise in, out for leisure etc.

ooking to spend above a certain amount will always be able to find substituable merchandise elsewehre.

Strengths
Rank

Issue

3 What assets including plant and equipment are a strength for the
business?
What long-term rental contracts do you have for business
locations?
How are your products unique or a market leader?
What contingency financial resources do you have to fund any
changes you would like to make?
What are your cost advantages over your competitors?
What superior technology do you use in your business?
What will allow our business to scale up your volume if you need
to?
What assets including plant and equipment are a strength for the
business?
What long-term rental contracts do you have for business
locations?
How are your products unique or a market leader?
What contingency financial resources do you have to fund any
changes you would like to make?
What are your cost advantages over your competitors?
What superior technology do you use in your business?
What will allow our business to scale up your volume if you need
What is your experience with and knowledge of the core
1 to?
business?
Why are you considered a market leader?
Why are you considered an expert in your field?
What superior industry knowledge do your managers have?
What superior industry knowledge do you managers have?
2 With which industry associations are you a member?
With which industry associations are your managers a member?
What accreditations, qualifications and certifications do you have?
What accreditations, qualifications and certifications do your
managers
have?
What cultural
or attitudinal characteristics do you have that
strengthen
theorbusiness?
What
cultural
attitudinal characteristics do your managers have
that strengthen the business?
How will the brand recognition of your stock strengthen the
Why do you have a good relationship with your customers?
4 business?
(Goodwill)
Why do you have strong relationships with your suppliers?
Why do you have positive relationships with your employees?
What unique alliances do you have with other businesses?
What patents or proprietary technology do you own?
What unique or superior processes, systems, IT and
communications does the business have?
What proven advertising process do you use that works well?
How is your business Innovative?
How is the location of your business a significant strength?
What price, value and quality advantage does the business have?
Other 1
Other 2

Other 3
Other 4

Instructions
Data Entry fields in Yellow

Strengths

The business will be usng a CLOVER POS system for effienct and effective iinventoReview all of the issues. Not all of the ques
Five year leases at all locations with the option to renew in year 3
Enter the strengths of the business only for
We offer quality surf wear that is meant for years of enjoyment.

Rank the strenghts. The most important str

important strength should have the lowest n
Sort the strenghts so the highest rank is on
Because we are not planning to own a building, the option for efficent expansion into new markets is feasible

Many years of experience in the retail sruf shop industry is a key strength.

Both of the owners have many years in the retail industry and understand what it takes to make the company successful.
Because of the brands we carry we have access to trade shows such as Surf Expo which allow us to order upcoming seasonal

Our customers will be loyal to us because we strive to be very involved in our local community.
Because one of the owners has been in the industry for so long the relationship with suppliers is very strong.

ructions

y fields in Yellow

of the issues. Not all of the questions are applicable to every business.
strengths of the business only for the issues which are relevant to your company.

strenghts. The most important strength should have the highest number and the least
strength should have the lowest number.

renghts so the highest rank is on top.

kets is feasible

ke the company successful.

w us to order upcoming seasonal merchandise ahead of our competitors

is very strong.

Weaknesses
Rank

Issue

4 How old or outdated is your plant and equipment?

How narrow is your product line?
How insufficient are your financial resources to fund any changes
you would like to make?
How high is your overall unit cost relative to your competitors?
How inferior is the technology in your business?
How low is your volume?
How restricted are you in your ability to scale up?
2 How weak or unrecognizable is your brand?
How weak or unrecognizable is your image?
3 How poor or impersonal is your relationship with your customers?
How poor is your relationship with your suppliers?
How poor is your relationship with your employees?
How badly is your marketing failing to meet objectives?
How inexperienced are your managers?
How low is your R&D effort?
How much do you lack industry knowledge?
How much do you lack innovative skills?
What are the gaps in your capabilities?
In which areas do you lack competitive strength?
Why is your reputation, presence or reach poor?
1 How are you vulnerable?
How sufficient is your Cash flow?
How steep is your start-up cash-drain?
How robust is you supply chain?
What distracts you from the core business?
How reliable is the data in your business plan?
Other 1
Other 2
Other 3
Other 4

Instructions
Data Entry fields in Yellow

Weaknesses

Depending on current market rent, we could be leasing an older building that woul Review all of the issues. Not all of the ques
Enter the weaknesses of the business only

Rank the weaknesses. The most important

Financial resources could get tight if we do not generate as much sales as we are foleast important weakness should have the lo

Sort the weaknesses so the highest rank is

Because it is going to be a brand new surf store, raising brand awareness could take several months

There is currently no relationship with the customers and that relationship will be key to the success of the business. It needs to

The business is very cyclial to the economy. In economic downfallls business coul see a drop.

ructions

y fields in Yellow

of the issues. Not all of the questions are applicable to every business.
weaknesses of the business only for the issues which are relevant to your company.

weaknesses. The most important weakness should have the highest number and the
rtant weakness should have the lowest number.

eaknesses so the highest rank is on top..

ccess of the business. It needs to be done quickly.

Opportunities
Rank

Issue

3 How can you expand your product range?

1 How can you diversify your business interests?
How can you expand into your customer's field?
How can you expand into your supplier's field?
2 How can you expand your customer base, geographically or
through
neware
products?
How placid
your competitors?
What export opportunities do you have?
How will the total market for your products grow?
What significant market developments effect your business?
What are the vulnerabilities of your competitors?
What industry or lifestyle trends effect your business?
What technology development and innovation will impact your
business?
What global influences will influence your business?
What vertical and horizontal markets exist?
What niche target markets are available?
What export or import opportunities are there?
What new unique selling proposition can you present to customers
to convince them to switch from a competitor and buy from you?
What new business and product development can you deploy?
What favorable changes to legislation are pending?
What changes to any import/export constraints will be favorable
for
business?
Howyour
favorable
is the economic outlook for your business?
What favorable cultural shifts will benefit you?
What changes in the use of technology can your business adopt
4 such as eCommerce or Internet sales?
Other
Other
Other
Other

1
2
3
4

Instructions
Data Entry fields in Yellow

Opportunities

We can always expand on the brands we carry and the styles of clothing we carry.
Our business will be selling merchandise that is very versatile. It can be worn to the Review
b
all of the issues. Not all of the ques

Enter
the opportunities.
opportunities ofThe
themost
business
only
Rank the
importan
We will capture new customers by increasing or merchandise line. The more optionleast important opportunity should have the

Sort the opportunity so the highest rank is o

Being able to reach our customers online gives us the opportunity to greatly expand out business and reach potential customer

ructions

y fields in Yellow

of the issues. Not all of the questions are applicable to every business.

opportunities ofThe
themost
business
only for
the issuesshould
whichhave
are relevant
to your
company.
opportunities.
important
opportunity
the highest
number
and the
rtant opportunity should have the lowest number.

pportunity so the highest rank is on top.

ess and reach potential customers we otherwise could not.

Threats
Rank

Issue

How will low cost imports impact your business?

2 What choices do your customers have to use a substitute product?
How much are substitute product sales increasing?
How slow is your market growing?
How much is the power of your customers or suppliers growing, so
they can dictate price?
How are the needs of your buyers changing?
How will foreign exchange rate changes affect your imports or
exports?
What changes in demographics will impact your business?
1 How is regulation in your industry increasing?
How will political changes influence your business?
3 How will IT developments impact your business?
How will vital contracts and partners effect your business?
What major obstacles will you face?
What insurmountable weaknesses to you have?
How will the loss of key staff impact the business?
How will difficulty obtaining financing impact the business?
How will the economy at home or abroad impact the business?
4 How will seasonality or the weather effect the business?
Other 1
Other 2
Other 3
Other 4

Instructions
Data Entry fields in Yellow

Threats

We will never carry the cheapest products on the market. Customers who are not loReview all of the issues. Not all of the ques

Enter the threats of the business only for the

Rank the threats. The most important threa

important threat should have the lowest num

We rely heavily on young adults as our target customer. If the demographics start toSort the threats so the highest rank is on top
Suppliers often times can only sell to a certain number of stores within a specified mile radius.
Our target market has the opportunity to not only shop for these prodcuts in store but also online. They will have the chance to

Because the merchandise will primarily be meant to worn in warmer weather, if we have a particularly cold winter sales could de

ructions

y fields in Yellow

of the issues. Not all of the questions are applicable to every business.

hreats of the business only for the issues which are relevant to your company.

hreats. The most important threat should have the highest number and the least
threat should have the lowest number.

reats so the highest rank is on top.

ne. They will have the chance to shop around for the best price on any of the merchandise

ticularly cold winter sales could decline.

Strengths
Combined Years of Industry Experience
Access to Industry Trade Shows
CLOVER Point of Sale System
Involvement in the Local Communities

Weaknesses
Vulnerability to the Economy Cycle
Raising Brand Awareness
Buildng Customer Relationships Quickly
Outdated Buildings Depending on Market Rent

Opportunities
Versatile Merchandise
Plentiful Options of Brands to Carry
Expansion on Types of Merchandise Sold
Online Customers

Threats
Supplier Restraints
Merchandise Substitutes
Price Shopping Available to Customers
Weather Related Merchandise