02 - SWOT analysis

SWOT analysis

SWOT -анализ - это система структурирования и последующего анализа информации о событии, ситуации и т.п., базирующаяся на следующих критериях: strengths ( достоинства, преимущества), weaknesses ( слабости, недостатки), opportunities ( возможности) и threats ( угрозы, риски). Используется для составления бизнес-планов и на предварительных стадиях принятия решений.

1 Read the text and check the vocabulary.

A standard way to analyse the market position of a company is by a SWOT analysis: swot stands for Strengths, Weaknesses, Opportunities and Threats. The first two are internal, the second two are external.

Strengths are strong points about the company. Examples include a good market share, strong financing with low levels of debt, know-how and experience of top management, a skilled and motivated workforce, an efficient manufacturing process, modern production technology, good production quality, a good reputation in the market (a good brand. image), patents, well-established products, good distribution etc.

Weaknesses are weak points about the company. Examples include a small market share, high levels of debt, a weak management, poor management information systems, untrained and poorly motivated staff, poor industrial relations, outdated equipment or production methods, poor quality control, a lack of modern technology, past planning failures, a lack of R&D (and therefore innovation), a lack of new products, poor distribution etc.

Opportunities are future chances. Examples include possible new markets, growth in the existing market, a strong national/global economy, competitors’ mistakes, developments in technology etc.

Threats are future dangers. Examples include market saturation, a slowdown (or recession) in the economy, rising interest rates, the success of existing competitors, new competitors, changing consumer tastes, substitute products, new regulations, political problems, a shortage of resources etc.

2. Write notes about your own company and market.

Strengths Weaknesses

Opportunities Threats

3. Give a mini-presentation. Ask for questions.