SWOT Analysis Template SWOT Analysis Template

State what you are assessing here ________Leading Hotels of the World SWOT Analysis_______________________________________________________________________________________
(This particular example is for a new business opportunity. Many criteria can apply to more than one quadrant. Identify criteria appropriate to your own SWOT situation.)
Inspired by: Marilyn M. Helms, Judy Nixon, (2010) "Exploring SWOT analysis where are we now?: A review of academic research from the last decade", Journal of Strategy and
Management, Vol. 3 Issue: 3, pp.215-251, https://doi.org/10.1108/17554251011064837 and http://www.wordstemplates.org/swot-analysis-template/.

Criteria examples Strengths Weaknesses Criteria examples

Advantages of proposition Disadvantages of proposition
Capabilities Large customer base and well- Hard to quantify service they give Gaps in capabilities
Competitive advantages known brand throughout world. other than direct bookings made Lack of competitive strength
USP's (unique selling points) Reputation, presence and reach
Strong marketing team, roadshows, through their website.
Resources, Assets, People Financials
Experience, knowledge, data etc. Pressure from members to provide Own known vulnerabilities
Financial reserves, likely returns History of top quality member more customers and marketing Timescales, deadlines and
Marketing - reach, distribution, hotels. opportunities. pressures
awareness New systems of communication Cash flow, start-up cash-drain
Innovative aspects between member hotels for Continuity, supply chain
Location and geographical robustness
consistency.
Price, value, quality Effects on core activities,
Accreditations, qualifications, Members throughout hundreds of distraction
certifications countries. Reliability of data, plan
Processes, systems, IT, predictability
communications Morale, commitment, leadership
Accreditations etc

Criteria examples Opportunities Threats Criteria examples

Market developments Political effects
Competitors' vulnerabilities Ozakbass plan for his HES. Legislative effects
Increased global communications
Industry or lifestyle trends Increase communication between Environmental effects
means individual hotels can market
Technology development and member hotels for ideas and more IT developments
easier on their own.
innovation clearly defined standard of quality. Competitor intentions - various
Global influences Rival companies such as Four Market demand
Track engagement of member
New markets, vertical, horizontal Seasons. New technologies, services, ideas
hotels.
Niche target markets Unique hotels who dont fully Vital contracts and partners
Geographical, export, import Perhaps switch into more Sustaining internal capabilities
participate in engagement
New USP's management aid with hotels rather Obstacles faced
programs may not want to pay the
Tactics: eg, surprise, major than relying mostly on marketing. Insurmountable weaknesses
20% of total revenue fee thinking
contracts Loss of key staff
Business and product they are not increasing enough Sustainable financial backing
development sales. Economy - home, abroad
Information and research Seasonality, weather effects
Partnerships, agencies,