SWOT Analysis
Guidance Notes
Description: A strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities and Threats involved in developing the proposal. It involves specifying the objective of the proposal and identifying the internal and external factors that are favourable and unfavourable to achieving that objective.
Benefits: Provides an impetus to analyse the proposal’s pros and cons and develop suitable strategies and tactics for maximising its chances of success. Carrying out SWOT analysis on the proposal enables clear thinking on approaches to developing the proposal and should inform future project actions including completion of risk and issue logs. It is also a basis for assessing core capabilities and competences of project team and acts as an effective stimulus to analytical thinking around the development of a proposal.
Guidance on Completion: Establish a clear objective for the SWOT analysis, which will usually be around the specific content of the proposal and its development. SWOT analysis is best completed by the proposal development team in a workshop setting and should list all relevant Strengths, Weaknesses, Opportunities and Threats. Examples of aspects to consider are included in the template. In no way should this list be considered exhaustive. SWOT analysis should be an analytical exercise that feeds into development of the proposal and not merely list making for purposes of documentation.
Dos and Don'ts for SWOT analysis
Do
- Be analytical and specific
- Record all thoughts and ideas initially
- Be selective in the final evaluation
- Choose the right people for the exercise
- Choose a suitable facilitator
Don't
- Try to disguise weaknesses
- Merely list errors and mistakes
- Lose sight of external influences and trends
- Ignore the outcomes at later stages of the planning process
SWOT Analysis
/ • Financial returns• Fit to UoB capabilities/ competitive advantage
• Fit to UoB Resources, Assets, People
• Fit to academics experience, knowledge, qualifications
• Innovative aspects
• Location and geographical
• Price, value, quality
• Philosophy and values
• Internal processes, policies and systems / • Disadvantages of call
• Gaps in capabilities
• Lack of competitive strength
• Reputation, presence and reach
• Financials
• Own known vulnerabilities
• Timescales, deadlines and pressures
• Cashflow, start-up cash-drain
• Effects on core activities, distraction?
• Morale, commitment
• Processes and systems, etc /
/ • Strengthen knowledge base
• Win funding
• Good PR? Raise profile
• Exploit competitors' vulnerabilities
• Could lead to further funding
• Safeguard jobs/ talent retention
• Development of new partnerships / networks / • Political effects
• Legislative effects
• Environmental effects
• IT developments
• Competitor intentions - various
• Sustaining internal capabilities
• Insurmountable weaknesses
• Loss of key staff /
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