Strategic Planning Exercise (SWOT)

Form should be completed for each product/market segment under consideration

1. SBU description

Describe the market for which the SWOT is being done....

2. Critical Success Factors

What are the few key things from the customer’s point of view, that the competitor has to do right to succeed?

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5

3. Weighting

How important is each of these CSF’s?  Score out of 100

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5

Total                  

4. Strengths & Weaknesses analysis

Score yourself and each of your main competitors out of 10 on each of the CSF’s then multiply the score by the weight

Comp

CSF

You

Competitor A

Competitor B

Competitor D

Competitor D

1

2

3

4

5

TOTAL

score x weight

5. Opportunities & Threats

What are the few key things outside your direct control that have had and will continue to have an impact on your business?

Opportunities

Threats

1

 

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3

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5

6. Key issues that need to be addressed

7. Key Assumptions for the planning period...

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5

8. Key Objectives

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5

9. Key Strategies

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5

10. Final Consequences

taken from ‘Marketing Plans, How to prepare them, How to use them (4th edition) Malcolm Mcdonald