SWOT Overview & Mechanics

8/8/2019 SWOT Overview & Mechanics

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POSITIVE/ HELPFUL NEGATIVE/ HARMFUL

INTERNAL Origin

facts/ factors of the

locality

Strengths

Things that are good now,

maintain them, build on

them and use as leverage

Weaknesses

Things that are bad now,

remedy, change or stop them.

EXTERNAL Origin

facts/ factors of the

environment in

which the locality

operates

Opportunities

Things that are good for

the future, prioritize them,

capture them, build on

them and optimize

Threats

Things that are bad for the

future, put in plans to manage

them or counter them

SWOT Matrix Model


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Strength

any internal asset of know-how, technology, motivation and entrepreneurial spirit,

finance, business links, etc. which can help exploit opportunities and to fight off

threats

positive tangible and intangible attributes, internal to a locality/group, and are

within the localitys/groups control.

should build on the competitive advantage of the area.

Guide Question: What do you do well? Is there anything you do better than your

competitors?

Weakness

an internal condition or deficit which endangers the competitive position of a

locality or hampers the exploitation of opportunities

factors that are within your localitys control that detract from its ability to

improve Matis position in the regional tourism industry

Guide Questions: which areas might the locality improve? What do you do poorly?

What should you avoid, based on mistakes in the past?


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Opportunity

any external circumstance or characteristic which favors the demand of the

locality or where the locality enjoys a competitive advantage

external attractive factors that represent the reason for the localitys tourism

industry to exist and develop

Guide Questions:

What opportunities exist in the environment, which will propelthe locality? Where can you find, or create, a competitive advantage? What are

some major trends in coastal tourism in your area? Identify them by their time

frames if possible.


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Threat

a challenge of an unfavorable trend or of any external circumstance which will

unfavorably influence the position of the region

external factors, beyond a localitys control, which could place the localitys vision

for tourism development or operation at risk

contingency plans to address them if they should occur

Guide Questions: What obstacles do you face? What are your competitors doingthat may result in a loss of market share? Are the required specifications coastal

tourism products or services changing? Is changing technology threatening your

position? Do you have investment or resource problems? In answering these, try

to determine your responses their seriousness and probability of occurrence.


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` Assess key strengths, weaknesses, opportunities and threats

(SWOT) relevant to tourism along Pujada bay

` Formulate goals for coastal tourism development

` Generate indicative priority action areas


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` Session 1: 3 rationalized and priority SWOT

` Session 2: Strategic goals for strategy development


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` 2 sessions

SWOT inventory & prioritization

Goal Setting

` Grouping:

Session 1: 4 groups, by sector represented (see list)

Session 2: 4 groups, by SWOT combination

` 1 idea per card, clear & concise statement

` Each group selects own moderator, documenter & reporter

` Resource persons and reference materials are available

` Compliance with time allotted for discussion & presentation

` Outputs to be submitted at the end of every session


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1. Brainstorm & list 5 SWOT on coastal tourism in Mati

2. Choose or prioritize the 2 most important SWOT & rationalize these

choices. Note that these priority SWOT require actions that can be

pursued within the plan period 2010-2025

Output: Rationalized priority SWOT, each group should have 2S, 2W, 2O & 2T

Plenary Guide:

` From all group outputs, participants will prioritize further & choose only 3

SWOTs that can best represent the situation of tourism in Mati.


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2. State the goal identifying 2-3 main action areas:

Strengths need to be maintained, built upon or leveraged.

Weaknesses need to be remedied, changed or stopped. Opportunities need to be prioritized, captured, built on and optimized.

Threats need to be countered or minimized and managed.

the important risks that could prevent the attainment of the goal the factors that can increase the chances of goal being achieved

Recommended time frame or period of implementation

Output: Each group shall have at least 1 goal formulated from the best combination ofSWOT. At least 4 goals will be refined in the plenary

Plenary Guide:

` Validate group outputs & build consensus on the goals.


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1:20pm SWOT Workshop

Proper

SWOT Workshop Overview and

Mechanics

Overall Facilitator

1:30pm Session 1: SWOT Inventory &

Prioritization

Workgroups

2:10pm Presentation of Session 1 Outputs2:30pm Plenary 1 Overall Facilitator

3:00pm Health break

3:15pm Session 2: Goal-Setting Workgroups

3:45pm Presentation of Session 2 Outputs

4:05pm Plenary 2 Overall facilitator


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` Be realistic about the strengths and weaknesses

` The analysis should distinguish between where your locality is today, and where it

could be in the future.

` Be specific. Avoid gray areas.

` Always analyze in relation to your competition i.e. better than or worse than your

competition

` Keep your SWOT short and simple - but only as short and simple as the application

or situation demands - it is about 'fitness for purpose

` Avoid unnecessary complexity and over analysis

` There is no point listing an opportunity (O) if the same opportunity is available to

competitors

` It is pointless to say you have strengths (S) if your competitors have the same

Documents

SWOT Overview & Mechanics