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Who Develops The SWOT?

The most common users of a SWOT analysis are team members and project managers who are responsible for decision-making and strategic planning.

Don’t Overlook Anyone In The Creation Stage!

An individual or small group can develop a SWOT analysis, but it will be more effective if you take advantage of many stakeholders. Each person or group offers a different perspective on the strengths and weaknesses of your program and has different experiences of both.

Therefore, one staff member, or volunteer or stakeholder may have information about an opportunity or threat that is essential to understanding your position and determining your future.

However, many businesses will only have the senior executives participate in a SWOT analysis process. While that can be worthwhile for an operational analysis, a SWOT that focuses on sales and customer service should absolutely involve all employees that regularly interface with customers.

These staff members have first-hand knowledge of the company’s strengths and weaknesses and can provide valuable insight as to what is happening at the critical point-of-sale on a day-to-day basis.

The SWOT analysis process is straightforward – objectively consider each of those four key areas. In addition, think about what the customer’s perspective might be in each of those areas, and consider how what you do aligns with that outlook.

Existing businesses can use a SWOT analysis, at any time, to assess a changing environment and respond proactively. In fact, I recommend conducting a strategy review meeting at least once a year that begins with a SWOT analysis.