In SWOT, strengths and weaknesses are internal factors. For example:
A STRENGTH could be:
- An chapter advisor who is also a guidance counselor on campus.
- The location of your chapter house.
- High standards to be member
- A house corporation officer with mortgage and house rental experience.
A WEAKNESS could be:
- Negative traditions
- Chapter brothers that are unmotivated
- Dirty and unkept house
- Lack of communication between house corporations and alumnus members and chapter
In SWOT, opportunities and threats are external factors. For example:
An OPPORTUNITY could be:
- A chapter hosting a Regional or National Event
- A new fraternity on campus
A THREAT could be:
- A new fraternity on campus
- Another fraternity on campus has a new house.
- Another fraternity on campus has higher grades.
A word of caution, SWOT analysis can be very subjective. Do not rely on SWOT too much. Two people rarely come-up with the same final version of SWOT. TOWS analysis is extremely similar. It simply looks at the negative factors first in order to turn them into positive factors. So use SWOT as a guide and not a prescription.
Simple rules for successful SWOT analysis.
- Be realistic about the strengths and weaknesses of your organization when conducting SWOT analysis.
- SWOT analysis should distinguish between where your organization is today, and where it could be in the future.
- SWOT should always be specific. Avoid grey areas.
- Always apply SWOT in relation to your competition i.e. better than or worse than your competition.
- Keep your SWOT short and simple. Avoid complexity and over analysis
- SWOT is subjective.
Once key issues have been identified with your SWOT analysis, they feed into marketing objectives.During the SWOT exercise, list factors in the relevant boxes. It's that simple
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