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Then, once you complete your inventory, you can actually use the factors to conduct a true analysis that can result in strategic recommendations for planning. Specifically, here’s how we recommend proceeding.
First, gather an inventory of relevant environmental conditions — the threats and opportunities. At this stage, don’t worry about whether these are positive or negative. Remember, we don’t want to take shortcuts. There are existing tools designed for organizing an environmental scan, such as the PEST, PESTEL, and STEEP, but don’t feel limited to these tools. If you have other preferred tools to help you organize the external factors, you can use them.
Next, explore internal strengths and weaknesses. Here, too, ignore whether they are potentially positive or negative. Your first job is to inventory the attributes. The relative positivity or negativity of a factor included in the inventory may again be a function of the external environment. At this early stage of the analysis, it is more important that the factors are included than how they’re categorized beyond simply being external or internal. Don’t settle for one- or two-word descriptors like “price” or “technology.” Explicitly spell out the situation with a detailed phrase or a sentence.
Generate recommendations with a simple sentence. With your external and internal inventories in hand, generating recommendations is now much easier. Simply consider each external factor’s relationship to each internal factor. To help, you might want to complete this sentence:
Given the condition of [external factor], our ability to [internal factor] leads to our recommendation that we [recommendation].
You may find that some external factors will not readily apply to certain internal factors, which means they might not lead to a recommendation. Yet, given enough time or with a creative group working on this analysis, you might develop options that you would not expect to reach, based on combinations of external factors and internal factors.
From Are You Doing the SWOT Analysis Backwards?:
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