SWOT
Analiza SWOT
Copyright (C) Prof. Dorin Stanciu, UTCN
Descriere
O analiza SWOT este o analiza pe patru dimensiuni care se foloseste adesea pentru a evalua un proiect sau activitate noua care este propusa pentru a rezolva o problema sau a profita de o oportunitate de piata sau de dezvoltare.
Numele SWOT provine de la cele patru dimensiuni care sunt analizate, si anume, Strengths (puncte tari), Weakness (puncte slabe), Opportunities (oportunitati), si Threats (amenintari/riscuri), si este prezentata de obicei intr-o grila cu patru cadrane sau intr-un tabel cu patru coloane.
Atat S cat si O se refera la factori sau aspecte care sunt dezirabile, pozitive, care ajuta proiectul/activitatea analizata sau care recomandata implementarea ei.
Pe de alta parte, W si T se refera la factori sau aspecte indezirabile, negative sau chiar detrimentale proiectului/activitatii analizate si care recomanda impotriva implementarii ei.
Analiza SWOT ajuta la identificarea acelor aspecte negative/indezirabile care pot au potentialul de a sabota semnificativ implementarea cu succes a unui proiect/unei activitati sau chiar de a compromite un proiect/o activitate.
De asemenea, SWOT ajuta la identificarea si diferentierea caracteristicilor care tin in mod intinsec de proiect/activitate si/fata de acelea care tin de context.
reprezentare in patru cadrane a analizei SWOT (fiecare cadran corespunde unei categorii)
| S (puncte tari) | W (puncte slabe) |
|---|---|
| :-: | :-: |
| O (oportunitati) | T (amenintari/riscuri) |
| :-: | :-: |
reprezentare pe coloane a analizei SWOT
| S (puncte tari) | W (puncte slabe) | O (oportunitati) | T (amenintari/riscuri) |
|---|---|---|---|
| :-: | :-: | :-: | :-: |
Categorii
Fiecare categorie reprezinta o anumita dimensiune de analiza. Dupa ce veti citi descrierile, unele categorii vor putea sa va para ca fiind foarte asemenatoare (spre exemplu, S cu O sau W cu T), insa exista unele diferente importante.
Strengths (puncte tari)
Aceasta categorie include punctele tari ale proiectului/activitatii analizate. Ca sa identificati care sunt acestea, trebuie raspuns la intrebarea ‘ce are sau ce face acest proiect/activitate ceea ce alt proiect/activitate similara nu face sau nu are’ sau ‘ce face aceast proiect/activiate mai bine decat alte proiecte/activitati’?
Weaknesses (puncte slabe)
Aceasta categorie se refera la punctele slabe, i.e., acele caracteristici in care proiectul/activitatea este mai slab/inferior altor proiecte concurente, similare sau nu. Sunt acoperite intrebari precum ‘ce nu face bine proiectul/activitatea propusa’ sau ‘ce face mai slab/prost/rau decat altele’?
Opportunities (oportunitati)
Oportunitatile sunt caracteristici ale contextului sau mediului in care proiectul/activitatea urmeaza sa se desfasoare/sa fie implementat si care au potentialul de a oferi un avantaj datorita unei potriviri particulare cu caracteristicile proiectului/activitatii sau strategiei acestuia.
Threats (amenintari/riscuri)
Spre deosebire de oportunitati, amenintarile/riscurile sunt caracteristici ale contextului/mediului in care urmeaza sa se desfasoare proiectul/activitatea si care pot crea un dezavantaj sau chiar impiedica derularea cu succes a proiectului sau a activitatii.
Observatii privind diferentele
In timp ce S si O, pe de o parte, si W si T, pe de alta parte, pot sa apara ca fiind foarte asemanatoare, si este usor de inclus o caracteristica a uneia in categoria cealalta, ele difera cel putin sub un aspect important.
Concret, S si W se refera la trasaturi sau caracteristici care sunt intrinseci proiectului/activitatii analizate, in timp ce T si O se refera la trasaturi sau caracteristici care sunt intrinseci/proprii conxtului sau mediu lui in care proiectul/activitatea urmeaza sa fie implementata.1
Finalmente, S si W pot fi modificate pentru ca tin de cei care dezvolta proiectul/activitatea, insa O si T nu sunt usor de modificat sau sunt chiar imposibil de modificat, deoarece tin de context sau de mediu.
SWOT analysis
Copyright (C) Prof. Dorin Stanciu, UTCN
Description
A SWOT analysis is a four-dimension analysis that is usually employed to assess a new project or activity that is proposed to solve a problem or take advantage of a certain market or industry.
Its name comes from the four dimensions being analyzed or assessed, i.e., Strengths, Weakness, Opportunities, and Threats, and it usually depicted as a four-square grid or as a columnar table.
Both S and O refer to factors or aspects that are desirable, positive, helpful for the project/activity being analyzed and that recommend its implementation.
On the other hand, W and T refer to factor or aspects that are undesirable, unhelpful or even detrimental to the project/activity being analyzed, and recommend against its implementation.
The SWOT analysis helps identifying those negative/undesired aspects than can severely impede or even compromise the implementation of a project/activity, by separating the analysis onto different planes of analysis.
It also helps identifying what is inherently characteristic for a project/activity and aspects that are more a matter of context than directly pertaining to that specific project/activity.
square grid representation of the SWOT analysis (each square contains a category marked with its corresponding header)
| S (strengths) | W (weaknesses) |
|---|---|
| :-: | :-: |
| O (opportunities) | T (threats) |
| :-: | :-: |
columnar representation of a SWOT analysis (heading columns are on top, with their corresponding aspects being filled downward)
| S (strengths) | W (weaknesses) | O (opportunities) | T (threats) |
|---|---|---|---|
| :-: | :-: | :-: | :-: |
Categories
Each category represents a certain dimension of analysis. After reading their description, some might appear to you to be very similar, like S with O, and W with T, but there are important differences between them.
Strengths
This category lists/contains the main ‘strengths’ of the project or activity being analyzed. It answers the question, ‘what does this project/activity have that other projects/activities do not have’ or ‘what can it do that other similar or competing projects cannot do’ or ‘what does it do better than others’.
Weaknesses
This category refers to the main weaknesses, i.e., those aspects in which your project/activity does “inherently” worse than other similar or competing projects. It corresponds to the question, ‘what is my project not doing right’ or ‘what is my project doing worse than others’?
Opportunities
Opportunities are characteristics of the context of the environment in which the project/activity is supposed to take place and that can provide an advantage or are able to help the project/activity in a particular way because of a specific fit to the project/activity’s particularities or main strategy.
Threats
Conversely to opportunities, threats are characteristics of the context of the environment in which the project/activity is supposed to take place and that might create a disadvantage or might hurt or impede the project/activity in a particular way because of a specific relationship to the project/activity’s particularities or main strategy.
Notes on the differences
While S and O, on the one hand, and W and T, on the other hand, might appear to be very similar and it is easy to mistakenly include an trait belonging to one into the other, they differ in at least one significant aspect.
Specifically, S and W refer to traits or characteristics that are ‘inherent’ to the project/activity being analyzed, whereas T and O refer to traits or characteristics that are ‘inherent’ to the context or the environment in which the project/activity is supposed to take place.
The same T and O characteristics are present for all projects/activities, not only for the one being analyzed, because they are specific to the context/environment, but the S and W characteristics are present only for the project/activity being analyzed.2
Finally, S and W can be modified/adjusted, because they are ‘intrinsic’ to the project/activity, whereas O and T can’t be modified or it is very difficult to change, because they pertain to the environment or the context.
Footnotes
Desigur, aceasta este o ‘regula’ orientativa’/‘rule of thumb’ si nu o lege absoluta, dar va poate ajuta la diferentierea dintre S si O, si dintre T si W.↩︎
This is, of course, a ‘rule of thumb’ (i.e., a guiding rule) and not an ironclad rule, but is the most salient distinction that sets apart S from O and T from W.↩︎