TABLE OF CONTENTS 1. 2. 3. 4. 5. 6. Executive Summary SWOT Analysis History of SWOT Analysis Seven Keys Application of SWOT Analysis SWOT Analysis Framework a. b. c. d. 7. 8. 9. 10. Strengths Weaknesses Opportunities Threats 1 2 2 3 4 5 5 6 6 7 7 8 8 9 9 9 10 11 12 13 14 15 15 16 17 17 19 202
SWOT Matrix Reason History of telenor Introduction to Telenor a. b. c. d. Products Rivals Market Vision and Goal
11. 12. 13. 14.
Telenor Management Philosophy Organization Map Strategic Plan SWOT Analysis of Telenor a. b. c. d. Strengths Weaknesses Opportunities Threats
EXECUTIVE SUMMARYThis project is about the SWOT analysis of TELENOR. It is a multinational corporation of Norway. Norwegian telecommunication was Established in 1884. with the passage of time it introduces three more telecommunication corporations. In 1995 it changed its name to telenor. It has its telecommunication network in about 12 countries. Has a very leading and strong position in its markets, which are multidimensional and international. Its strengths are its methods of innovation, its good will social responsibilities, and its wide market. Weaknesses are weak services in Asian countries, lack of diversification. It availed the opportunity of easy load and credit sharing, introduces mobile tv for the first time, gives the service of location recognition. Threats are its local and international rivals. Its main threat in Asia countries lies in difference in culture.
SWOT ANALYSISThe study of internal and external environment is an important part of the strategic planning process. Environment has two factors i.e. external and internal. Environmental factors internal to the firm are Strengths [S] or Weaknesses [W]. External factors are classified as Opportunities [O] Threats [T]. So the analysis of these four factors is abbreviated, called SWOT
HISTORY OF SWOT ANALYSIS SWOT analysis came from the research conducted at Stanford Research
Institute from 1960-1970. The background to SWOT was the need to find out why corporate planning failed? The research was funded by the fortune 500 companies to find out what could be done about this failure. The Research Team included oMarion oDosher, oDr Otis Benepe, oAlbert Humphrey, oRobert Stewart, oBirger Lie. Starting in 1960, Robert F Stewart at SRI in Menlo Park California lead a research team to discover what was going wrong with corporate planning, and then to find some sort of solution, or to create a system for enabling management teams agreed and committed to development work, which today we call 'managing change'. The research carried on from 1960 through 1969. 1100 companies and organizations were interviewed and a 250-item questionnaire was designed and completed by over 5,000 executives. Seven key findings lead to the conclusion that in corporations chief executive should be the chief planner and that his immediate functional directors should be the planning team. Dr Otis Benepe defined the 'Chain of Logic' which became the core of system designed to fix the link for obtaining agreement and commitment.
SEVEN KEYS1. 2. 3. 4. 5. 6. 7. 8. Values Appraise Motivation Search Select Program Act Monitor and repeat steps 1 2 and 3
The analysis was given in the following wordings "What is good in the present is Satisfactory, good in the future is an Opportunity; bad in the present is a Fault and bad in the future is a Threat. This was called the SOFT analysis". When this was presented to Urick and Orr in 1964 at the Seminar in Long Range Planning at the Dolder Grand in Zurich Switzerland they changed the F to a W and called it SWOT Analysis. SWOT was then promoted in Britain by Urick and Orr as an exercise in and of itself. As such it has no benefit. What was necessary was the sorting of the issues into the programmed planning categories of:1. 2. 3. 4. 5. 6.
Product (what are we selling?) Process (how are we selling it?) Customer (to whom are we selling it?) Distribution (how does it reach them?) Finance (what are the prices, costs and investments?) Administration (and how do we manage all this?)
The process has been used successfully ever since. By 2004, now, this system has been fully developed, and proven to cope with today's problems of setting and agreeing realistic annual objectives without depending on outside consultants or expensive staff resources. By the study given above we came to know that
The SWOT analysis is an extremely useful tool for
understanding and decision-making for all sorts of situations in business and organizations. SWOT Analysis is a simple but powerful framework for analyzing one's company's Strengths and Weaknesses, and the Opportunities and Threats one face. SWOT Analysis is a tool for auditing an organization and its environment. It is the first stage of planning and let marketers to focus on key issues.
APPLICATION OF SWOT ANALYSIS: It is applicable to either corporate level or business unit level. Frequently appears in market plans. It's useful when very limited amount of time is available to address a complex strategic situation. It helps you carve a leading and sustainable position in market. It helps you develop yourself in a way that takes best advantage of TALENTS, ABILITIES and OPPORTUNITIES. Now we come to the types of analysis. INTERNAL ANALYSIS In this we study the capabilities of organization. This can be done by examining and analyzing organization's strengths and weaknesses. EXTERNAL ANALYSIS It is actually the study of external environment of organization. In it we identify those keys which bring opportunities for your organization and those points which create threats or obstacles to our performance. The study of internal and external environment is an important part of the strategic planning process. Environment has two factors i.e external and internal. Environmental factors internal to the firm are Strengths [S] and Weaknesses [W]. External factors are classified as Opportunities [O] and Threats [T]. So the analysis of these four factors is abbreviated, called SWOT
SWOT ANALYSIS FRAMEWORK:Environmental Analysis / \ Internal Analysis External Analysis / \ / \ Strengths Weaknesses Opportunities Threats | SWOT Matrix
Here a question arises that "What are strengths, weaknesses, opportunities and threats?
STRENGTHS:A firm's strengths are its resources and capabilities that can be used as a basis for developing a competitive advantage. Examples of such strengths include:
A new innovative product or service. Strong brand names. Good reputation among customers. Cost advantages from proprietary know-how. Exclusive access to high grade natural resources. Favorable access to distribution networks. Location of your business. Quality processes and procedures. Patents. Special market expertise. Any other aspect of business that adds value to product or services.
The absence of certain strengths may be viewed as a weakness. For example, each of the following may be considered weaknesses:
Poor quality products or services. A weak brand name. Poor reputation among customers. High cost structure. Lack of access to the best natural resources. Lack of access to key distribution channels. Location of your business. Undifferentiated products or services. Lack of patent protection. Lack of marketing expertise.
In some cases, a weakness may be the flip side of strength. Take the case in which a firm has a large amount of manufacturing capacity. While this capacity may be considered a strength that competitors do not share, it also may be a considered a weakness if the large investment in manufacturing capacity prevents the firm from reacting quickly to changes in the strategic environment.
OPPORTUNITIES:The external environmental analysis may reveal certain new opportunities for profit and growth. Some examples of such opportunities include:
A developing market. Moving into new markets for improved profits. A market vacated by ineffective competitor. An unfulfilled customer need. Arrival of new technologies. Loosening of regulations. Removal of international trade barriers.
THREATS:Changes in the external environmental also may present threats to the firm. Some examples of such threats include:8
Consumer tastes changes or shifts away from the firm's products. Substitute products. New regulations. Increased trade barriers. A new competitor in your home market. Price wars with competitors. Competitor's superior access to channels of distribution. Innovative products or services by competitor.
THE SWOT MATRIX:To develop strategies that take into account the SWOT profile, a matrix of these factors can be constructed. The SWOT matrix (also known as a TOWS Matrix) is shown below:
SWOT / TOWS MATRIX:Strengths Weaknesses
Opportunities S-O strategies W-O strategies
S-T strategies W-T strategies
S-O strategies pursue opportunities that are a good fit to the company's strengths. W-O strategies overcome weaknesses to pursue opportunities. S-T strategies identify ways that the firm can use its strengths to reduce its vulnerability to external threats. W-T strategies establish a defensive plan to prevent the firm's weaknesses from making it highly susceptible to external threats.
REASON FOR CHOOSING TELENOR Telenor is a Multinational corporation having a great scope and a wide
range to be discussed. Its growth rate in the telecommunication world is very impressive. We can study both of its markets i.e. National and International.9
Being a student of MBA we should select a company for discussion which completely satisfies