A supercharged SWOT

Background

We’ve all done SWOT analyses with students – they are an essential part of the BE toolkit. If your student is at a higher managerial level and is used to thinking strategically and seeing the bigger picture, then this extended version will be a very interesting exercise. Try using it at the start of a course as a way for students to introduce their company and market, or later in a course as a way for them to put together in one presentation a lot of language that has arisen during the course. Or both. Remember to allow lots of preparation time.

Activity

1 Start by asking the students what a SWOT Analysis is, and then sketch the usual diagram on the board. Quickly drill the word ‘strengths’ which all students find difficult.

2 Now add these categories.

Underneath, write up:

P              Political

E              Economic

S              Sociological

T              Technological

L              Legal

E              Environmental

You may have to ask for an example or two of each, for example Sociological factors affecting a business might include changes in lifestyle or consumer tastes, changes in the age structure of a market etc.

3 Explain that this particular version of a SWOT analysis will be a little different to the conventional one, but that it should be interesting to do. Then allow time in class, or for homework, for students to prepare. They should write bullet points only under each heading in the SWOT chart – not full sentences. I suggest at least 15 mins silent time in class.

4 Refer to the sketch on the board, choose one student to start, then ask them to come to the front of the class and hand them the board pens. Ask them to start their presentation. You take their empty seat next to the other students and join in asking questions at the end etc. Don’t forget to take feedback notes while you are listening.

5 Feedback slot.