SWOT Analysis

SWOT Analysis

Using a SWOT Analysis in Your Career Planning

by Randall S. Hansen, Ph.D. and Katharine Hansen

SWOT Analysis

I N T E R N A L	Your Strengths	Your Weaknesses
E X T E R N A L	Opportunities in Your Career Field	Threats in Your Career Field

Strengths

Internal positive aspects that are under control and upon which you may capitalize in planning

·Work Experience

·Education, including value-added features

·Strong technical knowledge within your field (e.g. hardware, software, programming languages)

·Specific transferable skills (e.g., communication, teamwork, leadership skills

·Personal characteristics (e.g., strong work ethic, self-discipline, ability to work under pressure, creativity, optimism, or a high level of energy

·Good contacts/successful networking

·Interaction with professional organizations

Weaknesses

Internal negative aspects that are under your control and that you may plan to improve

·Lack of Work Experience

·Low GPA, wrong major

·Lack of goals, lack of self-knowledge, lack of specific job knowledge

·Weak technical knowledge

·Weak skills (leadership, interpersonal, communication, teamwork)

·Weak job-hunting skills

·Negative personal characteristics (e.g., poor work ethic, lack of discipline, lack of motivation, indecisiveness, shyness, too emotional

Opportunities

Positive external conditions that you do not control but of which you can plan to take advantage

·Positive trends in your field that will create more jobs (e.g., growth, globalization, technological advances)

·Opportunities you could have in the field by enhancing your education

·Field is particularly in need of your set of skills

·Opportunities you could have through greater self-knowledge, more specific job goals

·Opportunities for advancement in your field

·Opportunities for professional development in your field

·Career path you抳e chosen provides unique opportunities

·Geography

·Strong network

Threats

Negative external conditions that you do not control but the effect of which you may be able to lessen

·Negative trends in your field that diminish jobs (downsizing, obsolescence)

·Competition from your cohort of college graduates

·Competitors with superior skills, experience, knowledge

·Competitors with better job-hunting skills than you

·Competitors who went to schools with better reputations.

·Obstacles in your way (e.g., lack of the advanced education/training you need to take advantage of opportunities)

·Limited advancement in your field, advancement is cut-throat and competitive

·Limited professional development in your field, so it抯 hard to stay marketable

· Companies are not hiring people with your major/degree

-Understanding Strengths, Weaknesses, Opportunities and Threats

by James Manktelow

SWOT Analysis is a very effective way of identifying your Strengths and Weaknesses, and of examining the Opportunities and Threats you face. Carrying out an analysis using the SWOT framework helps you to focus your activities into areas where you are strong and where the greatest opportunities lie.

How to use tool:

To carry out a SWOT Analysis write down answers to the following questions. Where appropriate, use similar questions:

Strengths:

What advantages do you have?
What do you do well?
What relevant resources do you have access to?
What do other people see as your strengths?

Consider this from your own point of view and from the point of view of the people you deal with. Don't be modest. Be realistic. If you are having any difficulty with this, try writing down a list of your characteristics. Some of these will hopefully be strengths!

In looking at your strengths, think about them in relation to your competitors - for example, if all your competitors provide high quality products, then a high quality production process is not a strength in the market, it is a necessity.

Weaknesses:

What could you improve?
What do you do badly?
What should you avoid?

Again, consider this from an internal and external basis: Do other people seem to perceive weaknesses that you do not see? Are your competitors doing any better than you? It is best to be realistic now, and face any unpleasant truths as soon as possible.

Opportunities:

Where are the good opportunities facing you?
What are the interesting trends you are aware of?

Useful opportunities can come from such things as:

Changes in technology and markets on both a broad and narrow scale
Changes in government policy related to your field
Changes in social patterns, population profiles, lifestyle changes, etc.
Local Events

A useful approach to looking at opportunities is to look at your strengths and ask yourself whether these open up any opportunities. Alternatively, look at your weaknesses and ask yourself whether you could open up opportunities by eliminating them.

Threats:

What obstacles do you face?
What is your competition doing?
Are the required specifications for your job, products or services changing?
Is changing technology threatening your position?
Do you have bad debt or cash-flow problems?
Could any of your weaknesses seriously threaten your business?

Carrying out this analysis will often be illuminating - both in terms of pointing out what needs to be done, and in putting problems into perspective.

You can also apply SWOT analysis to your competitors. This may produce some interesting insights!