Lesson 4: SWOT Analysis

• 2 types of environment

  1. internal or micro environment
  2. external or macro environment
• Internal or Micro Environment


  are events or situations that occur within an organization, easier to manage or control
• examples of internal environmental factor

  • management method - planning, organizing, leading, controlling
  • management of marketing mix - product, price, promotion, place
  • financial issues or changes
• External or Macro Environment


  events that take place outside of the organization and are more difficult to predict or control.

  It can be more dangerous for an organization given the fact that they are unpredictable
• PESTE or SPEET

  • Social factor
  • Political / Legal factor
  • Economic factor
  • Environmental or Ecological factor
  • Technological factor
• SWOT

  • strengths
  • weaknesses
  • opportunities
  • threats
• SWOT Analysis


  are management tools for evaluating the strengths, weaknesses, opportunities, and threats associated with the particular product or service
• SWOT Analysis Matrix

  Internal - strengths (positive), weakness (negative)

  External - opportunities (positive), threats (negative)
• strengths

  • abilities & skills
  • experience
  • knowledge
  • resources
• weaknesses

  • resources needed
  • skills / abilities needed
  • contracts needed
  • limitations
• opportunities

  • positive trends
  • support
  • networking
  • training available
  • technology
• threats

  • risks
  • change in circumstances
  • obstacles