How to understand SWOT analysis

SWOT analysis SWOT analysis (self-diagnosis method) is a method that can objectively and accurately analyze and study the actual situation of a unit. Using this method, we can find out the factors that are beneficial to ourselves and worthy of development, as well as the things that are unfavorable to ourselves and how to avoid them, find out the existing problems, find out the solutions and make clear the future development direction. According to this analysis, we can classify the problems according to their priorities, and make clear which ones are urgently needed to be solved at present, which ones can be delayed slightly, which ones are obstacles to strategic objectives and which ones are tactical problems. It is targeted and helpful for leaders and managers to make more correct decisions and plans in the development of the unit. 1 and SWOT SWof stand for strength, weakness, opportunity and threat respectively. Meaning: s, strength, advantage; W, weaknesses and disadvantages; 0, opportunity, opportunity; T, threat, opponent. Generally speaking, SWOT can be divided into two parts. The first part is SW, which is mainly used to analyze the internal situation; The second part is OT, which is mainly used to analyze external conditions. In addition, every single item such as S can be divided into external factors and internal factors, so that we can have a more complete concept of the situation. In developed countries, many companies, hospitals, government agencies, factories and schools, whether for-profit or non-profit units, are very concerned about the development of their own units. So they often use this method for analysis and research, some once a quarter, some once a year, and some even once a month or two. Because they are used to the changes of the present situation, existing problems, conditions and environment, in order to get clear and continuous tracking, and according to their own development goals, they make a set of plans and norms suitable for them to ensure that they achieve their goals. They are eager to know their market, products, customers and services. For example, when I was studying in England, many teachers would first declare: "Students, no matter what questions you have, you can always ask me. This is my office and home phone. Don't be afraid of trouble or embarrassment. " I asked the teacher why, and the teacher said, "Because students are my clients, these clients pay me. My product is a lecture, and the quality of the product directly affects my customers. If they don't want to attend my class, maybe I won't get paid. " In the streets of England, you can go to the police no matter what difficulties you encounter. And the police will ask you enthusiastically and patiently what he can do for you. This is because the police know very well that their wages come from taxpayers, pedestrians on the street are taxpayers, and their service targets are taxpayers. The qualified products they provide are for taxpayers. As leaders and managers, we must first be clear: who are our customers? Where is it? What is the product? What services should be provided? How to deal with the constant changes in management and operation? What are the threats and competitors? What kind of competition will happen? How to improve and perfect yourself? Only in this way can the cause develop and grow. When using SWOT analysis method to analyze domestic units, we must take into account the national conditions of China and the specific conditions of the units, and we can't copy them completely. Only by combining SWOT analysis with the reality of our unit and taking into account the cultural, economic, political and cultural factors of China, can we draw a more correct conclusion. 2. SWOT analysis of a training institution in China (for the convenience of analysis, humanities, politics and other factors are not considered for the time being, as shown in Table 8-5). S: Strengths and advantages (external) are well known at home and abroad. Is one of the higher-level training institutions, with a number of training qualifications. (Internal) There are some high-quality and active employees; There are some foreign donated equipment (vehicles, computers, teaching equipment, etc.). ), the quality is good; The trainees are at a higher level, including government officials and business managers. W: Weaknesses and disadvantages (external) customers are narrow and limited to government officials and some business leaders; The organization of some training courses is subject to many restrictions; Did not form its own network, less information feedback; No product with its own characteristics is loud outside; External publicity is not strong enough, and external contacts are not extensive and active enough. (Internally) a small number of personnel are of low quality, unable to meet the requirements of modern training, lacking their own teachers and teachers who can undertake high-level teaching; The welfare of the unit is poor, and the number of personnel is more than the work needs. In addition, there are more administrative logistics personnel than training personnel, with strong sense of pot cooking and imperfect management. The above two items are the internal environment and situation of the unit. O: Opportunity, opportunity (external) Many units at home and abroad hope to establish friendly relations with training institutions, provide funding and establish cooperative projects; There is a great demand for high-level training in China and a large training market. Many units hope to receive intensive training from senior managers and conduct field visits and research abroad. There are many projects to be developed, including cooperation projects with foreign countries; There are people who can innovate and have the ability to implement domestic and foreign projects; It can also be developed in many aspects, such as publishing teaching materials, making TV movies and establishing joint networks. There is a great market to be developed and better products can be created. T: Threatened, competitor (external) countries have set up similar training institutions, and given large investment, such as personnel and funds; Many provinces, municipalities, autonomous regions and ministries have set up their own training institutions to conduct industry management training within their own systems; These institutions are expanding the market and looking for customers; The contents of the training courses are the same or similar. The (internal) product is single, and the quality and content need to be improved according to the development and current demand. Strong sense of complacency, service awareness is not in place; The management mechanism has not been further straightened out, and a few people are unstable because of poor welfare benefits; Unreasonable workload arrangement; The incentive mechanism and reward system are not perfect. Without their own CI (corporate culture) and long-term goals. The above two items are external environment and situation. 3. Analysis From the above SWOT analysis, it can be seen that under the current circumstances, the internal and external situation of this unit is basically acceptable. However, if we don't pay close attention to the research and analysis of development, we will soon slide to the disadvantage. Because its advantages are temporary, with the development of the market and the change of demand, if you don't expand your market scope quickly and improve product quality and service awareness, you will inevitably encounter strong challenges; If you can't adapt, you will be eliminated. One of the important factors that restrict the market and products is management, which puts forward an urgent and severe problem for the management of this unit: how to strengthen management, change ideas, adapt to the situation and improve development. Internally, first of all, this unit should make full use of its current advantages, such as good reputation, high level and qualification certification. Secondly, we should seize the time, immediately plan our own CI (corporate culture), improve our own quality as soon as possible, change our concepts, make the units and employees adapt to the changes and development of the market, and consider, analyze and solve problems with economic views and consciousness. At the same time, we should quickly establish a high-quality teaching staff, start to study the market demand, and be able to teach the courses urgently needed by the market. Third, strengthen contact with foreign units, and use feedback meetings, ventilation meetings, seminars and other means to continuously and steadily improve visibility. The leaders of this unit should clearly understand the environment and possible threats and challenges on the development road of this unit through the situation reflected by SWOT; These competitions will threaten which areas of the unit, which products, customers and markets of their own. At the same time, we should also carefully analyze the specific problems within the research unit, such as why a small number of people are unstable, whether it is the poor welfare treatment of the unit, or whether we can't see the hope and future of the unit, or other reasons. The problem of human heart is very serious, because it will lead to many other unexpected consequences. From the external situation, this unit has more opportunities for survival and development because of its own advantages. All these can be transformed into favorable factors for development, and sometimes they can also be transformed into unfavorable factors. The key is how to treat, handle and grasp these advantages and make them develop into favorable factors. We must not rest on these advantages and past achievements and stop developing new fields and markets. For other competitors, we should clearly see how much market share they can share here, what threat they pose, how much proportion they can leave for their own units, and make an overall strategic decision. Facing many competitors is a very difficult problem: first, you can't cancel these training institutions; Second, you can't interfere in the market of those training institutions; Third, you have no right to issue mandatory documents to require others to receive training. In this way, there is fierce competition. 4. summary from the above analysis, what is in front of this unit is a road full of obstacles. At present, the situation is not optimistic. If the development is good, the prospects are good. However, we must face up to the reality, study the internal and external situation, and conduct in-depth research on the current products and development forces. We should look at the overall situation of development from a strategic height and perspective. The sooner we grasp this problem, the better it will be for this unit. The following measures should be taken to complete the development plan. (l) CI (corporate culture) and overall development concept of the establishment unit. How to set goals should be discussed and decided by all employees and implemented by leaders, so as to establish, develop and improve the image of the enterprise itself. (2) Earnestly conduct market research, divide your own market, identify your own customer base, and strengthen contact and communication. (3) Establish an effective project team and set up a set of good teaching materials and cases according to the current market demand. (4) Establish a team of high-quality teachers who are brave enough to take responsibility and competent for high-level courses. (5) Make use of its own advantages and quickly establish new and distinctive cooperation projects with domestic and foreign countries. (6) While creating social benefits, we should pay attention to greatly improving economic benefits and use a considerable part as redevelopment funds. (7) Establish an effective incentive system and management development system. Last but not least, we should adjust the organization, hire talents, set rewards and encourage employees to contribute to the development of the unit. I hope it can be adopted, thank you!