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Strategic Analysis : SWOT


The SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) is a commonly used tool to facilitate a strategic review of a particular organization, church or ministry. It is reasonably high level, focusing on the key factors which are most pertinent to its achievement or otherwise of its purpose and vision. It does this through identifying the strengths and weaknesses of the organization and the opportunities and threats which (primarily) are impacting on it from outside.

In itself it doesn’t identify what should be done : rather it provides a framework for identifying where strategic opportunities may exist, and how to avoid weaknesses inherent within the organization or threats from outside limiting future growth. It also offers a useful framework to revisit when strategic decisions are being taken : how will deciding such and such impact upon the SWOT ; in taking advantage of strengths and opportunities will it create additional weaknesses, or in fixing one weakness will it create an additional threat, or impact upon other strengths??
swot.gif (3638 bytes) HOW TO DO IT :

To carry out a SWOT analysis, brainstorm the following areas in group


When developing Strengths and Weaknesses, it is important to appraise the organization honestly, rather than being too modest or over critical. Seek a balance between the number of Strengths and Weaknesses identified. Strengths and Weaknesses can be identified by asking the following questions : � What do we do well? What do we do less well? � What areas of our organizations life are vibrant and healthy? What areas are weaker? � What would someone who sees several organizations like ours point out as being distinctive (either positive or negative) about our organization. � What resources can we call upon? How does this compare to our needs?

Opportunities and Threats are mainly gathered from looking beyond the boundaries of the organization. � What are the external trends that will impact upon us? � Is there likely to be a change in external legislation or other demands placed upon the organization? � What needs are there outside of the organization which could be satisfied by our organization's strengths and resources. � What is changing in the community or in society that will impact upon us?

Remember : the aim is to identify the key factors that will impact on the organization's ability to achieve its purpose and vision, rather than attempting to map every possible factor. Thus it is probably best to limit the SWOT analysis to no more than 10 factors for each of the four elements.
Example: A church considering its ministry to children could produce the following SWOT analysis:

Strengths:
bullet.gif (855 bytes) We have around 40 children between 4 and 11 coming to Junior Church each week.
bullet.gif (855 bytes)We have a strong team of experienced, well trained Junior Church leaders who are committed to their ministry with children.
bullet.gif (855 bytes)Our building is modern and flexible - we have a number of rooms to accommodate Junior Church.
bullet.gif (855 bytes)Children enjoy coming to church, and find their groups stimulating and rewarding. So much so they sometimes bring their friends.

Weaknesses:
bullet.gif (855 bytes)We currently lack modern music resources within the church (guitar/drums)
bullet.gif (855 bytes)Only around two-thirds of children leaving Junior Church at 11, stay in the church until the age of 13.
bullet.gif (855 bytes)We currently don't integrate the children into church worship well - they leave during the first song, and don't return until the coffee time at the end.

Opportunities:
bullet.gif (855 bytes)Children have brought their friends along to Junior Church - this could be encouraged with special weeks focused on newcomers.
bullet.gif (855 bytes)Opportunity to link some of the teaching with current themes amongst children eg latest Disney release, bands, etc.
bullet.gif (855 bytes)We could make new contacts through participating in a local football or netball league.

Threats:
bullet.gif (855 bytes)Some parents don't come to church, and give it a low priority for their children to attend.
bullet.gif (855 bytes)Childrens leaders have busy working lives and a number are under pressure at work.


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This material is copyright to The Teal Trust, (www.teal.org.uk) � 2002, but may be reproduced with permission for non-profit use.