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MICHAEL J. FINNEGAN
A Thesis
The Degree of
MASTER OF SCIENCE
IN
APPLIED INTELLIGENCE
A Thesis
Submitted to the Faculty of Mercyhurst College
In Partial Fulfillment of the Requirements for
The Degree of
MASTER OF SCIENCE
IN
APPLIED INTELLIGENCE
Submitted By:
MICHAEL J. FINNEGAN
Certificate of Approval:
___________________________________
Shelly L. Freyn
Assistant Professor
Department of Intelligence Studies
___________________________________
James G. Breckenridge
Chair/Assistant Professor
Department of Intelligence Studies
___________________________________
Phillip J. Belfiore
Vice President
Office of Academic Affairs
May 2010
Copyright © 2010 Michael J. Finnegan
All rights reserved.
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DEDICATION
This thesis is dedicated to my soon-to-be wife Nicole, Bucky the dog, and my parents; all
of whose love and support over the past two years have allowed me to buckle down and
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ACKNOWLEDGEMENTS
I would like to thank Mrs. Shelly Freyn for her help and support as my main advisor
I would also like to thank Mr. James Breckenridge for all of his help as my secondary
For their help throughout my studies at Mercyhurst College, I would also like to thank
Mr. Kris Wheaton, Mrs. Anne Zaphiris, Mrs. Dawn Wozneak, and Mrs. Kris Pollard for
In addition, I would also like to thank Nicole Pillar for her editing skills in the final
phases of completing this thesis, as well as Brian Gabriel’s help in preparing for the
Defense presentation.
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ABSTRACT OF THE THESIS
By
Michael J. Finnegan
Weaknesses and external Opportunities and Threats) is one of the most popular analytic
disciplines involved with strategic planning. Given the recent financial collapse of many
planning, now more than ever is a time for professionals to reconsider and reexamine the
analytic techniques on which they rely. Aside from consulting previous research on
SWOT analysis, this study surveyed business professionals from multiple countries and
The primary findings of this study suggest that: SWOT is rarely used correctly
outside of the academic setting; it does not directly add value to creating an actionable
strategic plan; it is not performed as often as it should be in order to remain relevant and
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timely; and it should be used in conjunction with other commonly known and understood
imply that the ways that SWOT is both utilized and taught should be further examined in
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TABLE OF CONTENTS
Page
2 LITERATURE REVIEW 4
Key Terms 5
Evolution/History of SWOT 7
Previous Studies 13
Impact on Strategy 17
Hypotheses 20
3 METHODOLOGY 22
Sample Population and Distribution 22
Pre-Testing of Questions 24
Question Formulation and Justification 24
Analytic Procedures 27
4 RESULTS 29
Survey Results 29
Summary 42
5 CONCLUSION 45
Hypotheses 46
Implications within Competitive Intelligence49
Suggested Areas for Further Research 51
REFERENCES 55
APPENDICES 59
Appendix 1 - Survey 59
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Appendix 2 – Survey’s Qualitative Answers 64
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LIST OF FIGURES
Page
Figure 3 – SWOT Matrix with Internal and External Division and Strategy Steps 9
Figure 4 – TOWS Matrix with Internal and External Division and Strategy Steps 10
Figure 11 – Areas for Further Research to Examine SWOT’s Ability to Create Actionable
Intelligence 54
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LIST OF TABLES
Page
3
LIST OF CHARTS
Page
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INTRODUCTION
disciplines involved with strategic planning (Choi, Lovallo, & Tarasova, 2007). Given
the recent financial collapse of many major companies, as well as increased publicity
focusing on the importance of strategic planning, now more than ever is a time for
professionals to reconsider and reexamine the analytic techniques that they rely on. The
three primary purposes of this research is to determine whether or not SWOT analysis
adds actionable value to competitive intelligence; to determine if the real world use of
SWOT is similar to the way it is taught and explained in academic settings; as well as to
determine whether or not it is an analytic technique that adds value to strategic planning
opportunities (Hunger & Wheelen, 2010). Despite its popularity, few scholars have
called its purpose or effectiveness into question. Various articles that address any
criticisms of the analytic practice of SWOT consistently cite one primary article from
1997, Terry Hill and Roy Westbrook’s “SWOT Analysis: It’s Time for a Product Recall”.
Few additions and/or changes to SWOT analysis have been proposed that drastically
change the purpose and effectiveness of SWOT analysis as it was first explained and
coined by Stanford University’s Albert Humphrey in the 1960’s (GRIN Verlag, 2007, p.
2).
There are over 200 analytic methods from varying domains within and outside of
traditional intelligence jobs (Johnson, 2003, p. 65). Of these models, SWOT is one that is
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often times used in brainstorming sessions and then used to subjectively create strategic
plans. Often times, the necessary research and preparation required before a SWOT
Hill & Westbrook (1997), Weihrich (1982), and Fahy and Smithee (1999). Analytic
methods refer to any structured method that individually evaluates pieces of information
for the sake of comparing and synthesizing it with all other pieces of the information at
large (Bensoussan & Fleisher, 2007, p.xxxi). It is the hope that this study will highlight
reasons why SWOT should be used with other analytic models to validate findings, as
well as highlight reasons why the teaching of SWOT analysis should be reexamined due
to its use, as well as its acceptance as a primary analytic tool, in real-world business
scenarios (Fehringer, 2007, p. 54). For the purpose of this study, competitive intelligence
and strategic planning refer to areas within business operations that look at all internal
and external events and resources to determine what future decisions will likely yield the
There are a few limitations to this study; these include: limited survey audience
and time to distribute the survey, and a lack of previous research on the effectiveness of
SWOT analysis. The survey audience was restricted to executives, upper level
management, and/or those involved in strategic planning. The sampling plan, despite this
restriction, adds value to this study as only business-focused perspectives were gathered
rather than any and all perspectives from non-business types or various levels of business
organizations. The survey was open for one month due to constraints set by the academic
calendar. Previous research on SWOT analysis lacks depth and varies based on
definitions and use of the technique. Despite these limitations, the results gathered by the
survey associated with this study are likely to be accurate and encompass the overall
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understanding and uses of SWOT. There were only a few previous studies on the use and
effectiveness of SWOT; this limitation primarily affected initial research. This lack of
The nature and order of this study will be as such: First, the researcher will review
the existing body of literature pertinent to the topic, including past research on analytic
techniques, both scholarly and business journal articles, and strategic text books to
identify the ways in which the technique is taught and ideally meant to be utilized. Next,
the researcher will explain the methodology for the research and the subsequent results.
Finally, the researcher will offer his final interpretation of the survey’s results and
postulate their implications for the future use of SWOT analysis in the business
LITERATURE REVIEW
SWOT analysis, at its core, is easy to understand, and easy to implement. This is
a primary reason for its popularity. However, due to its simplicity on the surface, often
times it is either misused or misunderstood and therefore used in a way that does not
yield highly analyzed information. Since it is a rather subjective analytic practice, some
individuals may argue that this is a fault of the user and not the practice. This study will
focus on how people actually utilize and understand SWOT analysis in real-world
business practice. The issue of SWOT utilizing subjective thoughts as analytical points is
an area of contention that spans larger than the focus of this study. However, the issue of
how to account for subjective thought and brainstorming into strategic planning by way
of SWOT is within the scope of this study. SWOT is a practice that is, for the most part,
less time consuming than other analytic techniques, and it is generally simple enough that
many different individuals can engage in the thought process of SWOT from many
different perspectives.
First, this chapter will define and discuss key terms such as strategy, analytic
techniques, brainstorming, and actionable intelligence. Next, this chapter will attempt to
summarize the history and evolution of SWOT analysis, as well as provide a detailed
explanation of what SWOT analysis is. This includes its rise in scholarly circles, as well
as real-world use. SWOT’s value and impact on strategy and the creation of actionable
intelligence will be discussed; this issue will also assess the ways in which it is best
utilized and whether or not it is recommended for use with other analytic practices. This
study’s hypotheses will emerge from the intersection of all these elements.
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Key Terms
It is understood that the following key terms are all concepts that are complex and
can vary given different scenarios. Due to this, the definitions for each key term are
based on research from multiple sources. The definitions proposed are for the specific
scope of this study; namely, business strategy formulation and the use of SWOT analysis
The original term strategy derives from the Greek word, strategos, and was
originally used in the military arena. However, “businesspeople have always liked
military analogies, so it is not surprising that they have embraced the notion of strategy”
(Harvard Business Essentials, 2005, p.xii). Strategy is a “plan that aims to give the
Essentials, 2005, p. xiv), as well as, as Michael Porter suggests, a plan focused on
organization’s goals for the future. The importance of strategic management emerged in
the 1950s when Selznick (1957) introduced the need to bring an organization’s ‘internal
state’ and ‘external expectations’ together for creating goals and plans. A key part of
strategy is the implementation of it. While some scholars argue that implementation of
strategy is a separate notion all together, for the purpose of this study, implementation of
and business analysis. Throughout this study, its purpose, effectiveness, and use with
other analytic techniques will be discussed. Analytic techniques are structured methods
of analysis that can range from highly quantitative data to strictly qualitative. Analysis,
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as Merriam Webster Dictionary defines it, is the “separation of a whole into its
component parts” (2010). Analytic techniques define the process of separating a given
issue into all of its internal and external components. SWOT analysis is a technique that
utilized in order to consider more outcomes or plans for strategy. For the purpose of this
SWOT analysis, and it should be noted here that brainstorming can be practiced
counting and tallying independent ideas, etc). Understanding this term and practice will
later.
The last key term discussed in this section is the concept of actionable
intelligence. While both terms (‘action’ and ‘intelligence’) vary in meaning and in use,
the definition explained in this section will suffice for the purpose of this study. “Action”
is the process of moving a strategy from thought into a real-world decision, movement, or
externally, designed to reduce the level of uncertainty for a decision maker using
information derived from all sources” (Chido & Seward, 2006, p. 48). For the purpose of
this study, intelligence also focuses internally. Due to the business scope of this study,
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organization that aims to make a forecast to reduce the uncertainty for decision makers.
Therefore, within the context of this study, actionable intelligence is the process of
creating a product, strategy, or plan that is based on internal and external information that
Evolution/History of SWOT
the 1960’s (GRIN Verlag, 2007, p. 2). SWOT analysis is used by an organization to
define the situation they are currently in, or likely to be in within the near future. As a
type of situational analysis, SWOT is the acronym for the analytic technique that assesses
successfully produce results that can help create strategy (GRIN Verlag, 2007, p. 4). The
matrix utilized in SWOT analysis is quite simple, and, as will be discussed, still evolving.
While the matrix utilized in SWOT analysis is still a very simple design, scholars
and business analysts have added further levels to this general four square matrix in order
to accurately represent further levels of analysis and use. The extra levels also help to
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remind business analysts of the real purpose and way to conduct a SWOT. Strengths and
weaknesses are based on internal information from the organization; primarily acquired
through employee surveys and feedback (Olsen, 2008). Opportunities and threats are
(Olsen, 2008). Secondary sources include looking at industry data, consumer surveys,
competitors, environmental (of the market) data, and evaluating what resources,
capabilities, assets, or processes the organization has or does not have. Including Internal
and External levels of analysis and information is critical to move SWOT’s findings into
Figure 2:
SWOT Matrix With Internal and External Division
(Young, 2006 edited by author)
The inclusion of Internal and External sections allows analysts to remember that the
information going into each quadrant cannot simply be contrived from “a management
Another version of SWOT analysis is one that is utilized much less than the
traditional four square model. As depicted in the Harvard Business Essentials, 2005 (p.
3), the formulation of specific goals and strategy are also incorporated as a central
element of the analysis. This idea is supported by other business professionals and
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analysts that believe that strategy needs to directly or indirectly include a plan for
analysis after the four square model is utilized. Ideas that spawn out of a SWOT analysis
Weihrich’s proposal of the TOWS Matrix. While teaching a course on business policy,
Weihrich “noted the limitation of SWOT analysis because students did not automatically
take the ‘next step’ in developing alternative strategies based on the internal strengths and
weaknesses and the external opportunities and threats,” so he developed the TOWS
Matrix to account more for the strategic environment surrounding the organization
(Weihrich, 2001). At face value, this appears to sound exactly the same as SWOT.
However, as seen in Figure 4 while the internal components (the basic four squares) of
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TOWS are the same as SWOT, it is the fact that “the process of strategy formulation…
This figure also includes “maxi” and “mini” labels. These labels stand for factors
above, as well as the traditional SWOT model, “it is essential to note that the internal
factors are within the control of the organization…on the contrary, the external factors
are out of the organization’s control” (Lee, Leung, Lo & Ko, 2000, p. 410). Combining
these factors produces four separate sets of information. These combinations have
The evolution of SWOT has focused on increasing the effectiveness of its use and
original version of the analytic technique does call for the analyst to observe external
factors when forming goal oriented strategies out of the model; however, certain models
(namely the TOWS matrix) may be visually over-complicating the simple four-square
version.
SWOT analysis is not always the best technique to utilize in strategic planning;
however, it is a versatile technique that can easily be utilized in conjunction with other
analytic techniques (Donaldson, 2008). In order to know when it is the best time to
utilize SWOT, it is important to understand the general strengths and weaknesses of the
technique. Per Mercyhurst College’s research in its 2009 graduate level Advanced
Analytic Techniques course, the class “evaluated [SWOT] based on its overall validity,
simplicity, flexibility and its ability to effectively use unstructured data.” The strengths
(Mercyhurst, 2009)
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The primary strength of SWOT analysis (as well as the reason for its popularity) is its
simplicity. SWOT “is a useful construct to help show where your company stands versus
understandable;” all of these qualities make it useful to people throughout many levels of
analysis allows many people to become involved in the discussion, as well as allows
a SWOT analysis is a primary reason why users of the technique tend to skip over
reducing the usefulness of the technique. “Unfortunately, some analysts conduct SWOTs
alone, in a hurry, to meet a deadline;” this is something that seems adequate since it is
possible, but it is absolutely the wrong way to perform a SWOT analysis (Fehringer,
2007, p. 54).
The fact that SWOT’s guidelines are relatively vague and simple can be seen as a
weakness as well as a strength; this is likely to vary depending on the situation being
analyzed. For the most part, however, the simplicity of SWOT is a weakness unless the
technique is being applied by someone who actually understands how to truly apply it to
a situational analysis. Its simplicity is also a reason why many business professionals
SWOT’s ability to be used in conjunction with other techniques, as well as its use
in creating forecast-oriented strategies, are both areas that this study aims to further
Previous Studies
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There are limited studies conducted on the effectiveness or use of SWOT that
focus specifically on evaluating the technique. Many sources that discuss the use of
SWOT are sources that are descriptive, academic, or instructive in nature. The scholarly
articles reviewed for the purpose of this study are ones that discussed the technique from
either both of, or one of, two perspectives: first, describing the technique and explaining
its usefulness (this is done in almost all articles where there is a mention of SWOT);
secondly, and more importantly for this study, evaluating the technique and its
usefulness. For the most part, these studies either resulted in proposing a new form of
SWOT analysis, or simply highlighted a few problems to be aware of when utilizing the
technique.
Hill and Westbrook’s 1997 SWOT: It’s Time for a Product Recall study examined
consultant companies’ methods of analysis. The study examined 50 projects, and studied
the methods each group used to perform the SWOT, as well as evaluated the usefulness
of what each group produced. The study concluded that SWOT analysis has
or weight factors; No right or wrong length of lists; Vague; “No logical link with an
implementation phase”; Single level of analysis (Hill & Westbrook, 1997, p. 51). Of
studies focusing on SWOT’s use and effectiveness, Hill and Westbrook’s study is one of
the few that utilized static numbers and quantitative data to evaluate SWOT’s use.
business policy conference was held at Harvard that helped diffuse the [new idea
of] SWOT in both academia and management practice. The conference was well
attended, but the ensuing popularity of SWOT—which is still used by many firms
Documentation of these discussions at Harvard could not be tracked down for the
purpose of this study. While there was not a formal study associated with these meetings,
it is important to note the popular acceptance of SWOT despite the lack of any true
from these meetings were discovered, it is likely that these discussions would prove to be
analysis.
percent of respondents use SWOT analysis ‘frequently’ or ‘sometimes;’” this study only
Dale Fehringer’s Six-Steps to a Better SWOT, was a “1998 survey of SCIP members [that
found that] SWOT analysis was the third-most widely used intelligence analytic
technique behind competitor analysis and financial analysis” (Fehringer, 2007, p. 54);
these number directly show the current popularity of the technique. Within Fehringer’s
article, he highlights six simple rules to increase the usefulness of SWOT. The study
themselves into two camps: those who say it is difficult to be objective about one’s own
company, and those who say its results are often misused” (Fehringer, 2007, p. 54).
In order to add more value to a SWOT analysis, Fehringer suggests that the
following six steps be heeded: Brainstorm first; Never brainstorm alone; Rank order all
quadrants; Match strengths with threats, opportunities with weaknesses; Use as a starting
point (not the end all be all) for further analysis; Do not share with senior management
(2007). One lacking area of Fehringer’s study is that he does not provide any specific
techniques that he believes SWOT should be paired with for further analysis, he simply
states that it should “be used in conjunction with other analytic techniques” (2007, p. 54).
TOWS Matrix (1982) after carefully examining SWOT analysis. Weihrich proposed that
traditional SWOT analysis does not incorporate overarching strategy into its analysis, nor
does it accurately pin “external factors [with] those internal to the enterprise” (1982, p.
57). The study argues that strategy is the end goal, and thus, should be incorporated with
any analysis toward that end. He sets a general framework for strategy that he argues
should surround the findings of a TOWS matrix. In doing so, he argues that internal and
external threats, opportunities, weaknesses, and strengths can all be paired accordingly,
and in not one structured way; offering a more comprehensive and flexible analysis and
business managers (to what guidelines and if it is similar to this study is unknown). The
findings of this study were that top managers were likely to emphasize financial strengths
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while middle and lower managers were more concerned about technical issues and that
top managers perceived more strengths than lower managers, suggesting that
inconsistencies in the analysis is dependent on the role of the individuals performing the
variables; given development of other techniques, some scholars cite its variability as a
include SWOT analysis because it is too vague to be valuable in creating strategies that
additional steps to the process, or arguing against its use at all. Since the majority of the
Impact on Strategy
questioned due to the technique’s subjective and qualitative roots. The technique is one
that is cited by many professionals and academics as one to incorporate at some level of
strategy formulation, but, as noted by numerous scholars, there is no set standard format
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for moving from SWOT’s findings to the implementation of strategy (Clark, 2004).
Regardless of approach, it is almost certain that any strategy produced out of a SWOT
relevant (Lee, Leung, Lo & Ko, 2000, p. 410). Some proposed ways to help SWOT’s
findings directly influence the implementation of strategy are: to rank order each
quadrant, as well as the information/criteria within them to know where to take action
first (Clark, 2004); utilize the USED system, which requires the analyst to ask the
questions of “How can we…Use each strength? Stop each weakness? Exploit each
opportunity? Defend against each threat?” (Morrison, 2009); and to use the technique
only as a starting point for further analysis that will then lead to an actionable plan
(Fehringer, 2007). All of these proposed uses of SWOT’s analytic findings are all valid
and likely to vary in use and impact on the end strategy. It is all but certain that the way
in which SWOT is used, to what level of detail and seriousness, will directly affect the
impact its findings will have on the end strategy and the implementation of it.
the TOWS matrix (with steps to strategy surrounding it) in order to better provide a
uses and settings; however, the execution of a strategy is most always removed from the
analytic processes that were utilized to formulate the given strategy. Because of this, this
study will only focus on the impact SWOT analysis has on an organization’s attempt to
plan for the implementation of a strategy, not on the actual execution of it.
strategy over time. In business, strategies “morph and evolve” in order to remain relevant
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and competitive to the environment its organization operates within (Kotha & Rindova,
2001, p. 1263). There are few scholars or practitioners that have examined SWOT’s
effectiveness from a temporal perspective, but one generally accepted rule is that SWOT
analysis should be conducted “at least once a year and even more frequently if market
technique with other types of analysis. As will be discussed, some scholars and
practitioners argue that SWOT should be utilized in conjunction with other analytic
techniques, and some argue that it should be used by itself. Either way, there has not
SWOT does have the potential to provide strategic insight on its own when
utilized correctly. When “matching the internal factors with external factors, SWOT
analysis yields a list of action items as the basis for strategies (Koo & Koo, 2007).
However, this is highly dependent on the type of preliminary research conducted before
the SWOT analysis begins, the perspectives of those conducting the analysis, and the
Often times, scholars and practitioners note that SWOT should be paired with
other techniques, but due to such variance of SWOT’s use, rarely are there specific
techniques suggested to work best with SWOT. Without specific detail, nor further
explanation, Janice Donaldson explains that “by paying attention to external Political,
development a game plan using their company’s SWOT (2008). A similar suggestion,
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2010)
PEST, Porter’s Five Forces, and SWOT all utilize basic frameworks for reviewing a
situation (Chapman, 2005). Another use for SWOT is in the preliminary stages of a
develop a set of strategies that make sense, will serve as a stepping stone toward the
not been accurately studied in terms of effectiveness. It does seem logical that by simply
multiple reference points to locate an object’s exact position (Jick, 1979, p. 602). In
perspectives, and often times varying in qualitative or quantitative focus) to study the
forms of analysis is likely to create a much more accurate, well-balanced final analytic
Hypotheses
No one has connected the original purpose and execution of SWOT with
Weihrich’s proposal of TOWS. This study aims to show that SWOT is a simplistic model
that is just as useful as the TOWS model when used correctly. My first hypothesis is that
SWOT is rarely used correctly outside of the academic setting; from conducting proper
research, to moving its findings toward actionable strategy formulation. Aside from
utilizing the technique, my second hypothesis is that SWOT does not directly add value
“at least once a year and even more frequently if market conditions warrant” (2004).
Given unstable and fluctuating market conditions in recent years (plummeting stock
market, high unemployment, shifting markets, etc), SWOT should be performed more
commonly known and understood analytic techniques. This also means that it should no
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longer be taught as a technique by itself, and rather, as a preliminary step to more specific
responses, I also believe I will find more information confirming the logical assumption
that SWOT’s popularity lies in its simplicity; its simplicity, in turn, is likely why the
technique has lost any effectiveness or structure it was originally intended to carry with
it.
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METHODOLOGY
involved in strategy formulation and implementation utilize SWOT analysis. The survey
was created and distributed online using SurveyMonkey.com. The questions were
crafted by the author with the help of various experienced professionals. After a period
of pre-testing the survey, it was distributed online through emails and social networking
sites in order to obtain a sufficient audience size. The following sub-sections will discuss
the ways in which the survey’s results help to gain information pertaining to the original
The sampling plan for this study was restricted to executives, those in upper level
management, or anyone involved in strategic planning. This sampling plan allowed the
survey’s sample population to be comprised of only those with real-world business and/or
strategic experience and understanding. This type of survey population allowed the study
under the umbrella of strategic planning. All survey respondents were told directly that
The survey was distributed online through a variety of methods. First, emails
were passed along to: Mercyhurst College’s Advisory Board, comprised of various
known corporate executives and consultants by the author of this study. The emails
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Business Intelligence & Analytics; Corporate Planning & Global Industry Segmentation;
Harvard Business Review; Future Trends. The posts included a short description about
the scope of the study, as well as a description detailing the type of respondents being
requested.
Figure 9:
Pre-testing of Questions
Due to the complexity and online nature of the survey questions, the author
worked with three primary advisors that all have had extensive experience with survey
construction. The College Dean of Mercyhurst’s Business School, the Department Chair
consulted through the creation of the survey’s design, questions, and answer choices.
After the survey’s construction, a pre-test was conducted so that outside opinions
and perspectives about the survey could be gathered. The two primary pre-testers
major US consulting firm. The pre-test revealed any gaps in the general use of the
perspective about the general layout and design of the survey. In terms of layout, the pre-
test revealed that ten questions was an adequate length and that any supplemental
questions to the study could be included in an optional section at the end of the survey.
The pre-test of the survey reduced any chance for confusion once it was distributed and
scale rating questions based on what was determined to yield the most amount of
information while still remaining to be user-friendly (Malhotra, 2007, p. 256 & p.309).
The remainder of this section will address each question that was utilized in the survey,
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and describe the reasons why it was important enough to include in the survey. A full
In order to make sure all responses were from people with a business background,
the survey’s first question asked the respondent to indicate their job position. Other than
some fixed answers, an open-ended other box was provided as well. This question served
primarily as a filter question to ensure that the responses were coming from people with a
business position.
methods and analytic techniques in a fixed structure rating scale. The methods and
techniques they were asked to assess were gathered from business strategy textbooks
(Bensoussan & Fleisher, 2007) and scholarly journal articles (Porter, 1998) (Fehringer,
2007) (Chapman, 2005) that list and/or suggest additional methods and models to be used
with SWOT.
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questions, with the inclusion of open-ended explanation boxes, asked respondents: If they
think there is a difference between the “real-world” use of SWOT and what they learned
in college? and, Does their company use SWOT analysis? The second question acted as a
filter question in order to determine if a survey respondent should continue on with the
In order to address the temporal use of SWOT analysis, three primary questions
were asked, all with categorical options of Monthly, Quarterly, Half-Year, Yearly, Bi-
Yearly, N/A. Respondents were asked: How often is SWOT actually conducted? How
often do you think it should ideally be conducted? and, What is the average shelf-life of
SWOT? The first two questions were asked in order to define differences in the actual
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use of SWOT versus the theoretic understanding and expectations of SWOT. The third
question (shelf-life) was asked in order to gauge the consistency of responses in regards
to theoretically expectations.
The last two questions of this survey were both dichotomous questions with the
option to add an open-ended explanation for their choice of Yes or No. One of these
questions both directly and indirectly addressed whether or not respondents are using
SWOT alone or with other techniques. The last question asked respondents whether or
not they believe SWOT analysis actually adds value to strategic forecasts. Although the
answer choice was dichotomous, the open-ended explanation was provided since most
explanation box also serves as a “check”. If a respondent answers “Yes” (it does add
value to strategic forecasts), but then cannot give a valid reason for this belief, it only
further explains the veil of acceptance that SWOT’s popularity has created.
The supplemental questions for this survey were included to make sure that
perspectives, and to determine the frequency in which respondents use other strategic
methods and analytic techniques that were tested earlier in the survey. The last
supplemental question asked respondents to list any favorite uses of SWOT in an open-
ended explanation box. This question allowed the respondents to submit an example of a
situation they feel is best suited by utilizing SWOT analysis; this information helps to
determine the level of understanding about SWOT analysis the respondents actually have,
as well as an insight into their specific real-world uses for the technique.
Analytic Procedures
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analysis of the open-ended answers helped to gain a better understanding of the reasons
certain answers were chosen. Qualitative information that was “emphasized and
minimized” was analyzed and filtered through Excel spreadsheets in order to find
patterns and trends (Malhotra, 2007, p. 170). Although the qualitative analysis of the
open-ended questions reveal much information about the answers chosen, this study
perspective about the use and understanding of SWOT analysis. With this said, the
qualitative information that was gathered in the explanation boxes help provide more
depth, understanding, and perspective for interval rating and dichotomous questions; the
qualitative information simply offers more insight into why respondents responded how
Microsoft Excel spreadsheet format in order to create charts and filter through all of the
information. This proved to be an efficient way to visually analyze the survey’s findings.
Logical interpretations of analysis will be further explained in the Results section of this
study.
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RESULTS
101 people started the survey and 78 people completed it; yielding a 77.2%
completion rate. As discussed in the Methodology section, each question had a specific
purpose that was driven by the original hypotheses of this study. Each question will be
discussed individually with a review of the question, its purpose, and the results gathered.
Question 1
held in order to be sure that a variety of business perspectives were gathered as well as to
filter out respondents that did not represent the sampling plan for this study. Of the 101
people that answered this question, only 10 answered “Other” while the rest chose one of
the four fixed answers. The totals are listed in Table 1. The “Other” positions
3
Chart 1: Question 1
this question indicate that a variety of individuals with different business backgrounds
provided the perspective for the results gathered from this survey. The majority of
“Executive/Corporate Officers,” both groups being ones that are directly involved with
strategic formulation. Even in the “Other” category, the perspective of “Educator” is one
4
that continues to add value to the results of this study since exploring the way in which
the analytic technique is taught is within the scope of one of the original hypotheses.
Question 2 & 3
with common strategic methods (Question 2) and common analytic models (Question 3)
used during different steps of strategy formulation. Of the common strategic methods
listed, respondents were, for the majority, familiar and very familiar with all of them.
show that SWOT (with an average of 3.49 out of 4) and Competitor Profiling (with an
average of 3.32 out of 4) are the two methods listed that respondents were the most
familiar with, on average. These results validate SWOTs popularity as cited in other
2
studies; is also indicates another analytic method that the majority of respondents are
familiar with: Competitor Profiling. This high familiarity with Competitive Profiling
analysis.
Of the
com mon
answer of very familiar was SWOT analysis. As shown in these charts, SWOT’s 59
when it was listed as a method for strategy, with 58 “Very Familiar’s”. When examining
the rating averages collected, SWOT averaged the highest with 3.57 (out of 4). The only
other analytic technique that averaged higher than a 3 was Scenario Planning with 3.07
2
(out of 4). Similar to what can be learned from results of respondent’s familiarity with
Competitor Profiling, the high familiarity with Scenario Planning indicates that it is at
least a potential method to consider as a complement to SWOT analysis due to its higher
Question 4
difference in the “real-world” use of SWOT from what they learned in college. Only 6
is not a difference”.
the belief that “real-world” problems are too complex and complicated to use SWOT
poor application of it towards real-world issues. This question shows that more than half
of the respondents believe that SWOT’s real-world use is in fact different from what they
were originally taught when originally being introduced to the technique. Further
exploration into the ways in which the technique is taught would add value to this
question’s findings.
Question 5
Question 5 simply asked respondents whether or not they, or their company, use
SWOT analysis. 70 out of the 83 respondents to this question said “Yes”. Again, this
type of result supports the notion that SWOT is a very popular and accepted technique.
Of the 13 respondents that do not use SWOT analysis, the majority of the open-
ended explanations indicated that they do not use it “formerly…however, [they] do think
about each quadrant” in their practice of analysis. Other explanations indicated that they
used “more analytic” techniques instead of SWOT analysis. Along these same lines of
the notion that SWOT is not analytic enough, some explanations indicated that their
limited use of the technique is simply as a visual tool implemented in the completion
Question 6, 7 & 8
1
SWOT analysis, as well as the time period in which respondents believe it holds value;
respondents chose “Yearly”. It is unknown, but likely, that those that chose “N/A” are
consultants that do not work with organizations for long periods of time.
how often SWOT should be conducted “under ideal circumstances”. This theoretical
result yielded a majority answer of “Quarterly”. This result, in correlation with the
results from Question 6, indicates that those who use SWOT analysis believe that they
are not utilizing it as frequently as they should. The reason(s) for which SWOT is not
average shelf life (how long SWOT is applicable to the organization’s needs before it
needs to be replaced) of SWOT analysis is. This question yielded a majority answer of
that respondents think that SWOT analysis should be conducted once the shelf-life on a
previous SWOT analysis has run out, which the results show are believed to be every 3
months. The consistency of the results from these two questions also proves that
respondents were still answering the questions consciously and with thought; increasing
Question 9
do not pair SWOT’s findings with other strategic models. 27 respondents answered
“Yes,” they do pair SWOT’s findings with other strategic models. The results of this
question indicate that the majority of the respondents to this survey utilize SWOT by
itself, relying solely on SWOT’s findings to move forward with their strategic planning.
added comments. All of the comments gathered provided further rationale for when and
Comments ranged in focus, but the majority of them either cited specific models
that are seen as a good complements to SWOT analysis, or explained their reasoning for
why they don’t rely on SWOT by itself. Some insightful comments were:
research exploring which analytic/strategic models are best for SWOT analysis to be
paired with.
1
Question 10
The last of the primary questions in this survey asked respondents whether or not
they believe SWOT analysis adds value to strategic forecasts. This question, a rather
point-blank question pertaining to the main hypothesis of this study, yielded wavering
a different way than intended, and, for the most part, not while used by itself for analysis.
For example, SWOT’s use as a group “thinking tool” helps bring groups together, puts all
perspectives on the table, and can be used as a starting point to further analysis. These
answers also show that people’s understanding of the technique is rather limited.
just “a management exercise around a table” (Olsen, 2008); this is something that
help in the prioritization of strategies and issues; one of these comments can be seen in
the list below. In general, open-ended answers pertaining to SWOT’s ability to add value
• It is a good tool to gather input from our team. The process of completing
a SWOT is more valuable than the analysis because it helps to get
everyone on the same page.
• SWOT creates awareness, thus increases the validity of your forecasts.
• A good framework for discussion and analysis. Implementation is tricky
in poor performing companies because they tend to hide their heads in the
sand.
• No, it is not future-oriented.
• I believe a SWOT type analysis adds value through pulling the different
departments of the company together to develop a synergistic strategy. It
also helps prioritize the needs of each department within the context of
overall company strategy.
• It's a good starting point. Adds value? Yes. Able to stand on its own? No.
Essentially, this survey’s respondents believe that the value SWOT adds to
strategic forecasting is not always analytic in nature. It can add value by creating new
patterns for thought, providing an open-forum discussion about the situation at hand, and
by laying the ground-work for further analysis. While the answer to this question yields
the result that respondents do believe SWOT adds value to strategic forecasts, it is
contingent on many nuanced conditions that were outlined in the respondents’ comments.
Supplemental Questions
Supplemental questions were included in this survey in order to gain more insight
about the background of survey respondents, as well as more insight about areas for
further research. This section will individually review each of the supplemental
questions, its general purpose, and the results gathered. The first 5 Supplemental
Questions all had at least 70 respondents; the last Supplemental Question only had 27.
Question 1
3
Question 2
implies that it reflects a variety of uses of SWOT analysis. Responses to this question
indicate that no industry was represented drastically larger than another. The “Other”
Question 3
3
understanding about how to conduct a SWOT analysis. Results from this question should
well as answers to Question 10; both focusing primarily on the use of SWOT in the “real-
world”. Supplemental Question 3 asked respondents what the best environment was to
question show that respondents do believe that having multiple perspectives from within
(and from outside) the organization is important; the extent of this does vary however.
This is an area that would benefit from having a more refined focus placed on it in future
respondents generally agreed with the idea that a broader perspective is best: ALL
departments may be a bit strong, but certainly the broader the representation, the more
in depth the analysis; A SWOT analysis should be complete, first by a internal analyst
and then passed up the management chain; A combination of all of the options.
Question 4 & 5
3
Question 2) and analytic models (in Supplemental Question 5, and previously in Question
3), respondents were asked to rate their frequency of using the techniques. The purpose
of this question was to learn more about potential techniques that SWOT analysis could
be easily paired with. When looking at how respondents’ rated the methods and models,
it is clear that Competitor Profiling, Scenario Planning, and Financial Analysis (Sales
History and Balance Sheets) are, on average, the most frequently used.
5
understanding of many of the methods and models listed, these supplemental questions
indicate that 9-Forces, Driving Forces, and War Gaming are not used frequently
6
compared to all of the other techniques listed. For the purpose of this study, these
questions were sufficient for exploring new techniques to pair SWOT analysis with;
however, this could be an area for further research. Finding techniques that respondents
are already familiar with and are comfortable using frequently are techniques that SWOT
has the potential to be easily paired with due to its popularity and generally simple
structure.
Question 6
The last Supplemental Question asked respondents to list any favorite uses for
SWOT, or any strategic scenarios they believe SWOT works best with. There were only
27 responses to this last question, but these comments helped solidify findings from
earlier questions. SWOT is best when not used by itself, it can help establish a priority
list (when conducted correctly), and it helps bring perspectives together in order to form a
better conceptual map for the situation at hand. Some of the comments, as examples,
included:
• It is just a matter of habit. For some of us, the easy and the most popular model.
It can be limiting if done alone.
• I think it works well for new managers/leaders and for turnaround situations to
focus on priorities.
• SWOT can be very effective in project management - as in, do we employ
resources or not to this project?
• Anticipating competitor actions by SWOT'ing their business and organization.
• When used in conjunction with other analysis tools.
• SWOT as input to Porter 4-Corner; SWOT for Strategy development; SWOT for
solving complex business issues; SWOT for assessing Scenarios or Business
Alternative Routes.
Summary
After analyzing each survey question individually, and then comparing all of the
survey’s results, it is clear that SWOT is a technique that is widely used, should be used
2
only as a component of multiple analytic steps (and techniques), and as a platform for
collaborating as many internal and external perspectives as possible. To review the initial
hypotheses of this study: 1) SWOT is rarely used correctly outside of the academic
setting, 2) SWOT does not directly add value to creating an actionable strategic plan, 3)
SWOT is not performed as often as it should be, 4) SWOT should be used in conjunction
In regards to the fourth hypothesis, the survey utilized for this study yielded more
results than expected that prove that SWOT’s affect on strategy is reliant on its ability to
act as a starting point for further analysis as opposed to being used strictly for analysis by
itself. While this may seems like a simple concept, the results of this survey also
provided a more specific list of techniques that SWOT could be paired with: Competitor
Proving the first hypothesis, the results of this survey also suggest that the “real-
world” use of SWOT lacks structure and formality, namely in the areas of conducting in-
depth research before actually conducting analysis and rank ordering the outcomes of the
technique. In line with the second hypothesis of this study, as an analytic technique,
SWOT does add value to creating an actionable strategic plan, just not directly. SWOT’s
indirect contribution to strategic formulation comes from its ability to act as a platform
for multiple perspectives and ideas from within and outside of the organization; this,
In regards to the third hypothesis of this study, the results gathered by Questions
6, 7, and 8 clearly demonstrate that SWOT is not performed as often as it should be. This
fact appears to be something that respondents to this survey were completely aware of;
changing this is likely an up-hill battle revolving around time and money, as well as
3
comfort and convenience. The reasons why it is not performed more are not clear from
CONCLUSION
In terms of strategic planning and consulting, SWOT analysis is one of the most
Given today’s wavering and constantly changing markets and economies, correctly
implementing and utilizing analytic techniques is ever more important. SWOT analysis
was chosen as the technique to examine in this study due to its popularity and widespread
use throughout competitive intelligence, strategy formulation, and other areas in business
that utilize analytic techniques. As stated at the beginning of this study, the primary
used correctly outside of the academic setting, 2) SWOT does not directly add value to
creating an actionable strategic plan, 3) SWOT is not performed as often as it should be,
4) SWOT should be used in conjunction with other commonly known and understood
analytic techniques. Each of these hypotheses will be discussed individually within this
SWOT analysis has many roles in the varying steps of strategic planning, and, as
this study found, ranges in use as a conceptual tool, an analytic aid, a launch pad for
However, compared to the way that SWOT was first introduced by Stanford University’s
Albert Humphrey in the 1960’s, the use, effectiveness, and purpose of SWOT analysis
varies within its application to real-world situations (GRIN Verlag, 2007, p. 2).
The purpose of this study is to highlight reasons why SWOT should be used with
simply as a thought-tool; as well as highlight reasons why the teaching of SWOT analysis
2
should be reexamined due to the difference between theoretical teachings versus real-
world use.
This section will provide conclusive thoughts in regards to the findings of this
SWOT as an analytic tool, and areas for further research that were discovered while
Hypotheses
This study found all four initial hypotheses to be correct. The following sub-
setting.
The results of this study indicate that the majority of professionals, who utilize
SWOT analysis, do not use it as originally intended (i.e. as an analytic technique). Many
professionals only use SWOT as a visual tool, a brainstorming platform, and/or for
background discussion to use as a starting point for further analysis. While this result is
inability to apply SWOT to complex real-world issues, common informal use of SWOT
as a simple conceptual aid, and lack of initial in-depth research before implementing
SWOT as a brainstorming platform for analysis. The origins of these misconceptions are
unknown, however, it can easily be implied that there are some roots in the way the
technique was originally taught in an academic setting. Although this study did not
explore the exact reasons SWOT analysis is continually misused, it can be implied that
these misconceptions about the uses of SWOT may have been perpetually passed along
teacher to student. The basis for this implication is based on the responses gathered
2
citing “college” as where they originally learned about SWOT. Teachers of the technique
should attempt to provide their students with more real-world application as opposed to
simply explaining the theoretical use of SWOT. This may reduce further misconceptions
Hypothesis 2: SWOT does not directly add value when creating actionable strategic
plans.
While Hypotheses 1, 3, and 4 were found to be correct in the exact form as stated,
creating actionable strategic plans. As noted in the Results Section, the survey results
yielded differing quantitative and qualitative answers pertaining to the same question.
Since the qualitative answers did not satisfy the requirement of explaining SWOT’s
direct effect on strategy, the finding has been worded in this way, for this reason. This
study examined SWOT’s ability to add value analytically to strategic plans. As the
results of this study showed, using SWOT (even if only informally) breaks down “silos”
for the organization to gain perspective about a situation from multiple levels, and
establishes a starting point for further analysis. These are all positive outcomes that
The results gathered by this study indicate that while most people and
organizations only conduct SWOT once a year, the majority of respondents believe that it
belief that SWOT is not performed as often as it should be in order to continue to produce
timely and relevant analysis. Despite this study’s ability to indicate this, the reasons why
2
professionals do not conduct SWOT more frequently was not clear from the responses
collected in this study. It is likely that the practice of SWOT is seen as a yearly activity
during a habitual annual strategy discussion. As will be discussed later in this section,
performing more specific research into the temporal use of SWOT analysis within
business strategy would prove to be a useful research topic for the future.
they use SWOT in conjunction with other analytic techniques. 65% answered that they
do not pair SWOT with any other techniques. Despite this result to a simple dichotomous
question, the results gathered in open-ended comments and other questions infer that this
hypothesis is in fact more true than false. When asked to explain their answer to the
question of “Do you believe SWOT analysis adds value to strategic forecasts?”, it
became apparent that although respondents may not directly use SWOT with other
techniques, their responses certainly imply that multiple techniques should be used in
order for it to have an impact on strategy. To further explain this point, the results from a
Supplemental Question indicate that when respondents listed their favorite uses for
SWOT, the majority of the open-ended responses included the listing of multiple
techniques, but only explaining SWOT as one step in the entire process of creating a
strategic plan. Respondents may not see this as working “in conjunction” with other
work in conjunction with each other toward that end strategy; this connection was clearly
missed when answered the initial Question concerning respondents’ use of SWOT with
other techniques.
2
Based on research and survey findings, SWOT is one of the most popular
respondents were asked to indicate which techniques they were most familiar with or
used the most often; these techniques are Competitor Profiling, Scenario Planning, and
Financial Analysis (namely Sales History and Balance Sheets). Due to SWOT’s
widespread acceptance and use, it is recommended that SWOT be paired with other
analytic techniques that are also widely accepted and used. It is inferred that
professionals who chose to use SWOT would be likely to use other techniques that are
used frequently and understood by many other professionals. It is for this reason that the
study sought to highlight techniques that professionals already utilized and were familiar
with.
The primary implication of this study’s findings, within the realm of competitive
proactive in nature, not reactive. SWOT analysis, when used alone, does not provide
information that can be classified as either reactive or proactive, it simply breaks down a
situation for what it currently is. In order to make the information actionable in a future-
oriented, proactive way, the information should also be analyzed by way of another
SWOT’s simplicity is often times the primary reason why the technique is either
misused or misunderstood. People who use the technique believe that once all of the
quadrants are filled in, the work is over and “that” is your analysis. Three of the four
hypotheses in this study indicate that business and competitive intelligence students need
2
to be better guided in terms of the correct ways of utilizing SWOT, understanding that it
is a tool that should be implemented more than once a year, and that it should not be
utilized by itself and instead in conjunction with other analytic tools and further analysis.
Some of the open-ended comments gathered by this study’s survey indicate that
the way SWOT is taught in the classroom is not “complex” enough. A simple solution to
this problem would be to utilize more reality-based case studies or applied projects when
teaching the technique in order to account for the complexities of the real-world.
Another popular comment was that SWOT is sometimes used only as a visual tool during
well. Using SWOT as a visual tool can be very effective (especially when presenting to
executives that enjoy visual information), however, it needs to be clear that the main
purpose of SWOT is its value as an analytic tool; the visual product is merely a byproduct
of its actual purpose. The same rule goes for SWOT’s use as a communication tool.
While this is effective in bringing an organization together and breaking down silos, it is
concerned with strategy and analysis can all benefit from the findings of this study.
Knowing how and when to properly implement SWOT analysis, and knowing that it
should not be used alone is an idea that seems relatively simple, but this study provides
further reasoning for pairing SWOT with additional analytic techniques. Professionals
also learn from this study that SWOT analysis should not be confined to becoming a
once-a-year activity. The “real-world” is a highly complex and ever changing place; for
example, performing a situational analysis in January is highly likely to lose much of its
value come July. This study suggests that SWOT analysis should be performed at least
3
quarterly in order to account for the real-world’s ever changing complexities. Further
research may indicate an approach that may not be locked into a specific calendar or
cycle, but instead, a more proactive tool to apply to changing business environments.
The potential for further research within the realm of SWOT analysis varies
widely. Therefore, areas for further research will be discussed independent of one
This study infers that SWOT analysis should be paired with other analytic
techniques in order to actually create actionable analysis and add analytic value to the
professionals could provide a starting point for future researchers to determine in what
ways SWOT’s pairing with these techniques could be most effective. To confirm the
finding that Competitor Profiling, Scenario Planning, and Financial Analysis are the most
commonly used analytic techniques (other than SWOT), future research using focus-
groups and surveys would be helpful in validating results or identifying other key models.
Determining “how” and “when” SWOT should be used in conjunction with the top
determine if it is best to begin analysis with SWOT (i.e. in order to facilitate information,
breakdown a complex situation into simple quadrants, etc), or use it after conducting
other analytic techniques (i.e. in order to avoid blind spots relating to one’s internal
“Strength” and “Weaknesses”). The argument can be made both ways; determining the
As explained in the first hypothesis of this study, SWOT’s use in the real-world is
different from the way respondents originally learned about it while in college. In order
to expand upon this finding, it would be interesting to explore the specific ways the
Observing and evaluating teachers’ depth of explaining the technique, their ability to
provide complex examples of how to apply the technique, and checking to see if the
teachers advocate pairing SWOT with other techniques would all be interesting areas to
focus on within the realm of teaching SWOT analysis. More specifically, this type of
research would help break the cycle of passing along potential misconceptions about
SWOT analysis.
The results found within this study indicate that there is some variance in the
environment that professionals believe best suit the needs of conducting SWOT analysis.
Other results also suggest that professionals believe that the practice of SWOT should
happen more frequently than it does currently. Researching both the best environment
and best timeframe to conduct SWOT analysis would help make SWOT a more valuable
technique. While SWOT is intended to include many different perspectives from within
and outside of the organization, further examination into determining what the “best”
time and place to conduct SWOT would be a valuable piece of information for business
professionals to know.
While this study found that professionals believe SWOT should be conducted
quarterly, it should also be considered, in performing further research, that it may be best
to conduct SWOT even more frequently than this study found. By simply utilizing
2
SWOT as a scheduled activity (Quarterly, Yearly, etc), the technique’s findings are not
One of the unintended findings of this study was SWOT’s indirect effect on
communication tool, conceptual tool, and brainstorming platform are all indirect ways in
exploring these indirect outcomes of SWOT and their effects on an organization would
be valuable to know in order to further explain all of the actual benefits of SWOT
analysis.
Lastly, if this study was to be repeated in the future, it would be useful for the
researcher to include a survey question similar to “Do you rank order or prioritize your
findings in a SWOT analysis?” With this, finding out “how” the respondent conducts a
rank order of findings would be valuable as well. Prioritizing findings is a major step of
SWOT that received mixed credit from the open-ended comments gathered by the survey
used for this study. Examining respondents’ understanding of the importance for ranking
SWOT’s findings, as well as whether or not they even include this as a step in their
analysis would be valuable in further exploring the ways in which professionals utilize
SWOT. It would be valuable to discover and examine the different ways in which
professionals initially prepare and research each component of SWOT, and to what
extent.
Comparing the results of a future study about SWOT analysis with the results of
this study would be valuable in terms of understanding the continuation of the evolution
2
of SWOT’s use in business and competitive intelligence. As with any mirrored research,
it would also be valuable in terms of validating and confirming the findings of this study.
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Appendix 1
1) Please indicate the position that is closest to describing your job within
your organization:
___ Executive/Corporate Officer
___ Strategic or Competitive Intelligence Team Member (Including
Management)
___ Sales & Marketing Team Member (Including Management)
___ Competitive Intelligence Consultant
___ Other (______________________)
2) What methods for strategy are you most familiar with, or at least have
an understanding of?
Please scale your familiarity with each of these according to the
following scale:
Not familiar at all---------Recognize, but not familiar----------Familiar------------------
Very familiar
3) Which of the following analytic models are you most familiar with, or at
least have an understanding of?
Please scale your familiarity with each of these according to the
following scale:
Not familiar at all---------Recognize, but not familiar----------Familiar------------------
Very familiar
___ Yes If yes, please list the models that you pair it with:
___ No
10)Do you believe SWOT analysis adds value to strategic forecasts? And
Please explain why you answered Yes or No:
___ Yes
___ No
Supplemental Questions:
Thank you for taking the time to answer the questions in this survey
thus far. If you have time, please answer the following
supplemental questions.
4) Of the strategic methods and analytic models you are most familiar
with (answered in question 2 and 3), which of these do you use most
frequently in your position?
Please scale with each of these according to the following scale:
Never --------------- Rarely ------------------ Sometimes------------------
Often----------------- Very Often
5) Please list and explain any favorite uses for SWOT, or strategic
scenarios that you think SWOT is most effective:
Appendix 2
Qualitative Answers
Question 4: Is there a difference with the real-world use of SWOT compared to what you
learned in college?
• Professionally, you never write out or present a SWOT matrix. SWOT is the
thought process you go through in your head - as the presenter or the peer
reviewers - to come up with the most basic of assessments. The decision makers
in my industry are almost always offended them if they're included in
presentation because it always comes across as if the presenter if talking down
to them. Bottom line, SWOT only captures insights so basic that if you need to
go through an elaborate explanation to get to your point, then you're viewed as
incompetent.
• In real-world the impact of a poorly developed SWOT analysis has a real
impact!
• I do not use SWOT in an organized manner however the 4 areas develop
organically. That being said the major difference is the level of complexity in
"real world" scenarios is far greater then it was in school. One of the major
variables that causes complications in my companies strategy is socio-
economic differences in different geographic areas of the country. For
example, a price driven strategy may work in Oklahoma City but not in New
York where service and convenience is more of a decision making factor.
• The Real World cannot be captured by SWOT Alone and needs some additional
tools to better capture 'data' to help analyze situations better
• You must be more creative to win the "game" in real life
• It rarely leads to actionable intelligence or strategic decisions.
Question 5: Do you, or does your company, use SWOT analysis? Please explain in the
Not Formerly:
1
Don’t Know:
• I don't know what it is really.
• Not sure
• I am not familiar with SWOT
• Lacking a business intelligence unit within the company
1
Question 9: Do you use SWOT analysis to synthesize or pair findings with other
strategic models? If “Yes”, please explain your reasons in the box provided.
General:
• Usually, SWOT is a method for doing comparative analysis with other
techniques, or as a funnel for getting people thinking on a macro level. This
helps identify what specific analytic techniques needs to be added.
• SWOT analysis is largely used to support other analysis, but also to provide
insight into possible directions in which a company might undertake.
• SWOT is too rudimentary to handle the factors, let alone the findings,
captured by our other strategic models; the best use SWOT can hope for is to
inform input into the other models. To use a very basic example, we routinely
use ACH models when we review why we defeated a competitor on a bid for a
large contract (or vice verse). Factors within that ACH typically weigh
strengths and weaknesses of each; but as the ACH can be scoped to address a
specific question of strategic value it adds value.
1
Presentation:
• SWOT is only one tool. It's primary value is in constructing the overall
argument for a course of action. It is a persuasive device rather than an
analytical one, primarily.
Question 10: Do you believe SWOT analysis adds value to strategic forecasts?
Yes, But (Either) Not Directly, Not Alone, and/or Not Analytically:
• Only modestly. It is a thinking tool.
• Very little.
• It's a good starting point.
• It’s just a useful exercise to go through for any business management team -
though the effectiveness of the exercise depends on the level of diligence put
into the analysis. You simply have to know your own business inside and out
to be able to capitalize on your strengths and identify and improve on your
weaknesses.
• I am referring to a qualitative SWOT analysis - not any quantitative model. I
believe that the process of discussion among management as to what is a
Strength, Weakness, etc. is as valuable as the output itself. Management
should wrestle with these issues in an open forum.
• It is a good tool to gather input from our team. The process of completing a
SWOT is more valuable than the analysis because it helps to get everyone on
the same page.
• SWOT creates awareness, thus increases the validity of your forecasts
• It is usually too shallow to act upon in and of itself and need additional
analysis to add to validity and usefulness
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• Opportunities and threats need to be teased out in different ways. Most often,
SWOT analysis simple invites executives to drink the backwash of their own
unexamined assumptions.
• If properly performed it is quite good. Often it is shallow and repetitive.
• It provides a method for combing thoughts on a topic in a tidy format. It can
be used as a quick tool for jumping off points. I think the value of SWOT is
mostly dependent on the precision of the question being asked and how it links
to management needs.
• People think SWOTS can be used for any strategic analysis and there's little
time to actually perform a SWOT independent of a pursuit. If you did, it is
usually so strategic as to be considered just a handy compartmentalization of
already known facts. Competitive Intelligence usually is too tactical or
operational to have much use for a SWOT. We do them at my firm really as
just a check-in-the-box. They're of very little use.
• As a presentation tool, yes, but as an actual methodology, not really. It is the
discreet analysis of data and anticipated trends that really add value, without
stuffing them into contrived boxes.
• I believe any and all supplementary information is beneficial to an
organization as they attempt to achieve their goals. I also believe that this
type of analysis is not industry specific - it could be used in Sales, Marketing,
Finance, etc. etc. etc....
• Adds value? Yes. Able to stand on its own? No.
• Yes, in most cases, but if it's for a long-term strategic forecast, then that
forecast would have to be updated pretty regularly to still be useful over
time--including SWOT. We have projects from two months ago that aren't any
good now because of new information proving to be a game changer. To still
prove useful to us, the project (and SWOTs) would have to be updated to
reflect that.
• SWOTs are often viewed as a informational piece of intelligence. Information
that is a base to further investigation. Scenario planning or detailed
competitor analysis of sales history is seen as a more valuable tool when
looking at our competitors.
• SWOT analysis is really the foundation of any competitor profile. Their
threats are often too focused upon, somewhat biasing the strategic forecast.
• SWOT does add value and is better than nothing. It provides a high-level
view of strategic direction but by itself, is incomplete. Strengths and
weaknesses, without regard to competitive offerings, such as those uncovered
through Porter's 5 forces, is incomplete.
• A good framework for discussion and analysis. Implementation is tricky in
poor performing companies because they tend to hide their heads in the sand.
• YES - when used in conjunction with other analysis models. On it's own - NO.
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• Yes, but like all analytical tools, SWOT analysis has its time and place. A
SWOT analysis is not needed if it does not provide any analytical support to
an overall assessment. A SWOT analysis should not be done, just for the sake
of it.
• If combined with a TOWS matrix SWOT analysis is very useful to identify
which steps a company (or a opponent, political party, guerilla group etc etc)
could take in the short-, mid- and long term.
• I believe a SWOT type analysis adds value through pulling the different
departments of the company together to develop a synergistic strategy. It also
helps prioritize the needs of each department within the context of overall
company strategy.
• Foster a creative thinking session that allows for innovative thought...coupled
with competitive knowledge helps you create risk mitigation factors, ahead of
your competition
• I believe it would if a company did a SWOT on themselves as well as the
competitor and then compared the findings. That does not happen -
companies do not like to perform SWOT analysis on themselves.
• The information gathered will help the management level to figure current
situation and perhaps it will lead the members how to create a new strategy if
needed.
• SWOT allows a look at some key factors in relation to a situation or
environment. It is a simple way of inputting base information into a thinking
process and using it as a foundation for further study
Yes:
• SWOT analysis helps to understand not only business potential, but the reality
of meeting potential, which can be an integral part of strategic forecasts.
• If a company has a great advantage of a big gap, each of the situations must
reflect in future strategies
• Because it most cases managers present overviews which are too generalized
• SWOT analyses form part of a wider situation analysis effort, which is
fundamental to strategy development.
• Constant (quarterly) review helps identify opportunities and a more rapidly
shifting landscape.
• Depending on how it is done and who listens.
• If the proper factors are appropriately indentified
• It's a simple way to help identify key areas for resource allocation and
company focus, both short and long term.
• It's a good way to stop and recalibrate to the current situation.
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No:
• No, it is often superficial.
• A SWOT looks at corporate-level performance of the firm. These are actually
referred to as win themes, and their construction is commonly trained in MBA
programs. A successful strategic forecast needs to encompass insights into
all of the following areas: our historic performance, where we are positioned
now, the anticipated sustainability of our current position, where the
upcoming business opportunities are likely to be, if we are positioned to take
advantage of those opportunities and if not can we adapt in time to do so,
whether we do better to grow or maintain our current size, the likely
positioning of our key known competitors, likely new competitors, leading
market forces, health and strategies of key customers, our human resource
picture and strategic recruiting needs, and the required role of corporate
alliances/mergers/acquisitions. SWOT, no matter how far you stretch it, can't
do that. Furthermore, you shouldn't have to stretch a model to meet your
basic needs; thus other models are better suited.
• Because I don't think is future oriented.
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• Unless you understand the dynamics of the key players in your industry,
yourself included, a strategy would not make much sense. Unless, there is a
completely new type of product/service and you are the first to offer the
solution to your identified customers.
Supplemental Question 2: What industry are you currently employed? Other, please
specify.
Consulting:
• Business Consulting
• Professional services
• Government Consulting
• Management consulting - clients represent a broad swath of industries
• Consulting - Public and Private sector - mainly Aerospace & Defense
• Consulting Government Organizations
• Business Services/Recruiting
• Management consulting
• Analyst Consultant
• Consulting
• Management Consulting
Technological/Security Services:
• Security Services
• Security Services
• Security
• Technology and government services
• Security Services
• Service
• Software Services
• Security
Marketing:
• Marketing, Advertising
• Advertising
• Competitive Strategy - Brand and Marketing Consulting
Education:
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• Education
• Education
• Education
• Education
• Education
Media:
• Media & Entertainment
• Media
• Media
“Other”:
• Health Insurance
• Analysis
• Industrial distribution
• Community and economic development
• Analyst
• Non Profit
• Non Profit
• Real Estate / Parking
• Non-Profit
• Wholesale Distribution
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analysis? If “Other”, please provide any further thoughts in the box provided.
• ALL departments may be a bit strong, but certainly the broader the
representation, the more in depth the analysis.
• Multiple sources -- including industry and community data, focus groups from
inside and outside the company.
• Executive management with facilitation by a consultant is likely to be the most
effective way to conduct the exercise.
• In locked room free from distractions...
• Actually it's good for keeping executives entertained while you do the real
analysis"
• Separately, by a group of specialized consultants, mediated by a CI analyst.
• ...all departments should be represented but not necessarily present. The
group needs to small enough to have efficient discussions, but have a
thorough understanding of the organization.
• Not management, but by mid-level employees who really see the issues as they
are. I have found they are almost 100% accurate every time while
management is out of touch.
• As a consultant your primary role in these situations is to mainly function as a
facilitator. I think having all departments represented becomes too
cumbersome. I think the first cut usually needs to have the execs define what
they are looking for and establish key research points. These can be taken
back to departments for further elaboration.
• A combination of all of the options.
• I would replace "round table" with collaboration tools like SharePoint, Jive,
etc.
• Generally, SWOT can be utilized by individual departments to help their own
improvement processes, not just at the corporate level.
• It's simply faster to have some outside consultation. Perhaps doing a shallow
quarter-by-quarter SWOT and then hiring an outside firm to do a yearly
SWOT is the best approach.
• Another problem for most companies (our clients) is they are too internally
focused on their business. Most clients lack comprehensive info / knowledge
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Supplemental Question 6: Please list and explain any favorite uses for SWOT or
Thought-Tool or Discussion-Starter:
• Use it for a quick sketch or overview of a situation - more for brain
storming and part of the scope setting.
• It allows all stakeholders to be part of and buy into the program
• I think SWOT is a useful "icebreaker" tool when kicking off a market or
strategic analysis initiative. It provides a method of getting the team
focused, as well as gives you insight into how they view their world. It
provides an opportunity to check if their assumptions are correct.
• I find SWOT works well for new hires and for sales training where you need
to impart a consistent frame of reference for members of staff. I also
believe there is tangible value in using SWOT as a tool to uncover areas of
competitive opportunities and threats that executives may not have been
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aware of. More so, gives executives an opportunity to look at the business
through competitors' eyes.
Market Expansion:
• Entering an entirely new market (what they dub blue ocean these days).
Especially one of those regions where god knows whether it's even viable
for products & services to be there in first place.
• Market penetration.
• Customer targeting.
• Creating new businesses and new markets.
• Market characterization
Random Scenarios:
• Strategic Planning or special initiative development.
• It is just a matter of habit.
• I think it works well for new managers/leaders and for turnaround
situations to focus on priorities.
• I like to use SWOT when comparing marketing models against other
organizations with a similar client base.
• SWOT can be very effective in project management - as in, do we employ
resources or not to this project?
• Asset assignment.
• Business Plan.
• New Product Development.
• Supply Chain Management
• A SWOT analysis should be used to evaluate own company's direction to
help with laying out the strategy, or how well the company stuck to previous
strategies.
• SWOT for Strategy development.
• SWOT for solving complex business issues.
• SWOT for assessing Scenarios or Business Alternative Routes.