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A graphic representation of the results of a SWOT analysis facilitates the quick assimilation of the key features
and highlights of the results. The SWOT Chart model differentiates between strenghts and weaknesses of
different scales, relevance and strategic impact. The different probabilities of threats or opportunities are also
incorporated.
Une reprsentation graphique des rsultats d'une analyse de SWOT facilite l'assimilation rapide
des fonctions(dispositifs) clefs et des points culminants des rsultats. Le modle de Diagramme
de SWOT se diffrencie entre strenghts et les faiblesses de balance(d'chelles) diffrente, la
pertinence et l'impact stratgique. Les probabilits diffrentes de menaces ou des occasions
sont aussi incorpores.
However, at first glance the SWOT analysis is not underpinned by a rigorous analytical framework on which to Cependant, premire vue l'analyse de SWOT n'est pas soutenue par une structure analytique
base the chart. The framework presented here allows the SWOT results to be plotted in a logical and
rigoureuse sur laquelle baser le diagramme. La structure prsente permet ici aux rsultats de
meaningful way.
SWOT d'tre trace d'une faon logique et significative.
The X-Axis
Any SWOT factor, such as financial resources, management team or market reputation, is in itself neither a
strength nor a weakness. The availability of substantial financial resources or a strong management team
could be deemed to be a strength while their absence could be deemed as a weakness. From a graphic
representation perspective a weakness is a negative strength.
Axe des X
Chacun des facteurs du SWOT, comme des ressources financires, l'quipe de gestion ou
commercialise la rputation, n'est en soi ni force, ni faiblesse. On pourrait considrer la
disponibilit de ressources financires substantielles ou une quipe de gestion forte pour tre
une force tandis que l'on pourrait considrer leur absence comme une faiblesse. D'une
perspective de reprsentation graphique une faiblesse est une force ngative.
5
3
1
0
-1
-3
-5
Force Significative 5
Force 3
Force Mineure(Secondaire) 1
Neutre 0
Faiblesse Mineure(Secondaire) Neutre-1
Faiblesse-3
Faiblesse Significative-5
Similarly, threats are negative opportunities and threats and opportunities can also be plotted on a continuous
axis with
Significant Opportunity
5
Opportunity
3
Minor Opportunity
1
Neutral
0
Minor Threat
-1
Threat
-3
Significant Threat
-5
De mme les menaces sont des occasions ngatives et des menaces et les occasions peuvent
aussi tre traces sur un axe continu avec:
Thus, this first axis (x-axis) measures the scale or magnitude of the SWOT factor.
Ainsi, ce premier axe (l'axe des abscisses) mesure l'chelle ou l'ampleur du facteur de SWOT.
Y-Axis
All strengths or weaknesses do not have the same relevance or importance. The relevance of, say financial
resources is clearly different in a business that requires long-term market development and investment to one
that is generating significant positive cash flows.
Axe des Y
Similarly, all threats or opportunities are not equally likely to materialise. Clearly two threats that have
significantly different probabilities of occurring should be treated differently. Thus, it is appropriate to use
probability as an axis when plotting threats and opportunities.
De mme, toutes les menaces ou occasions ne sont pas galement matrialiser. Clairement
deux menaces qui ont des probabilits sensiblement diffrentes de l'occurrence devraient tre
traites diffremment. Ainsi, il est appropri d'employer la probabilit comme axe en traant les
menaces et les occasions.
The second axis (Y-axis) is used to plot the relevance of strengths or weaknesses and the probability of
threats or opportunities as follows:
Strength/Weakness Highly Relevant
5
Strength/Weakness Relevant
3
Strength/Weakness little Relevance
1
Neutral
0
Opportunity/Threat Low Probability
-1
Opportunity/Threat Medium Probability
-3
Opportunity/Threat High Probability
-5
Le deuxime axe (axe des ordonnes) est employ pour tracer la pertinence des forces ou des
faiblesses et la probabilit des menaces ou des occasions comme suit :
Force/faiblesse 5 fortement appropris
Z-Axis
SWOT analysis is normally used as part of the strategic planning process. Within that context it is appropriate
to consider the strategic impact of the relevant SWOT factor on the organisation. Two threats with equal
probability of occurring can have significantly different impacts, if they occur. The Z-Axis (the diameter of the
bubble in a bubble chart) is used to plot the impact as follows:
Axe des Z
High Impact
Medium Impact
Low Impact
Grand Impact 5
Impact moyen 3
Peu d' impact 1
5
3
1
Occasion Significative 5
Occasion 3
Occasion Mineure(Secondaire) 1
Neutre 0
Menace Mineure(Secondaire) -1
Menace-3
Menace Significative-5
Toutes les forces ou des faiblesses n'ont pas la mme pertinence ou importance. La pertinence
de certain, disent que des ressources financires sont clairement diffrentes dans une affaire
qui exige le dveloppement long terme du march et l'investissement celui qui produit des
cash-flows positifs significatifs.
Force/faiblesse 3 appropris
Force/faiblesse peu de pertinence 1
Neutre 0
Basse probabilit -1 d'occasion/menace
Probabilit moyenne -3 d'occasion/menace
Probabilit leve -5 d'occasion/menace
Interprtation Les articles tracs prs du (0.0) sont moins les significatifs, l'un ou l'autre parce
qu'ils ne sont pas valus en tant qu'important ou la pertinence ou la probabilit est trs bas.
Interpretation
Items plotted close to the (0,0) are the least significant, either because they are not rated as important or the relevance or
probability is very low.
Those that are at the extremes of the chart are rated as most important and are rated as highly relevant or a high probability of
occurring.
The size of the bubble indicates the strategic impact of the SWOT factor.
Ceux qui sont aux extrmits du diagramme sont aussi plus importants valu et sont valus
que fortement appropris ou une probabilit leve de l'occurrence.
SWOT Chart
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User Instructions
Instructions d'utilisateur
The EXCEL model has a simple Push Button Menu system at the top of the Workbook in cells A2.
The following general guidelines should be followed. Cells in Green are intended for User Input.
Cells in Black are calculated and should not be altered by the user. On first use it is
recommended that the Menu Options be used in the sequence in which they are numbered, 1, 2,
3, etc. On subsequent use the options can be selected as required to make amendments to the
data originally entered.
Enter the SWOT Factors. These are the factors that you will subsequently be classified as
Strengths, Weaknesses, Opportunities or Threats
crire les facteurs de SWOT. Ce sont les facteurs qui seront plus tard classifis comme forces, faiblesses,
occasions ou menaces Classification de facteur.
Factor Classification. Use the dropdown list to classify each of the SWOT Factors
The choices are:
Significant Strength
Strength
Minor Strength
Minor Weakness
Weakness
Significant Weakness
Significant Opportunity
Opportunity
Minor Opportunity
Significant Threat
Threat
Minor Threat
Relevance/Probability. Use the dropdown list to rate each of the SWOT Factors
The choices are:
Strength/weakness highly relevant
Strength/weakness relevant
Strength/weakness little relevance
Opportunity/Threat high probability
Opportunity/Threat medium probability
Opportunity/Threat low probability
Strategic Impact Use the dropdown list to rate each of the SWOT Factors
The choices are:
High Impact
Medium Impact
Low Impact
Utilisation stratgique d'impact. La liste dropdown value chacun des facteurs de SWOT
Les choix sont :
Grand impact
Impact moyen
Peu d'impact
Once the relevant data is entered the SWOT chart is automatically produced.
Une fois que les donnes appropries sont saisies le diagramme de SWOT est automatiquement produit.
Factor Classification
Classification de facteur
Neutre
Occasion
Mineur d'occasion
Occasion significative
Force
Mineur de force
Force significative
Menace
Mineur de menace
Menace significative
Faiblesse
Mineur de faiblesse
Faiblesse significative
Neutral
Opportunity
Opportunity Minor
Opportunity Significant
Strength
Strength Minor
Strength Significant
Threat
Threat Minor
Threat Significant
Weakness
Weakness Minor
Weakness Significant
Relevance/Probability
Strength/Weakness Little Relevance
Strength/Weakness Relevant
Strength/Weakness Highly Relevant
Opportunity/Threat High Probability
Opportunity/Threat Medium Probability
Opportunity/Threat Low Probability
Strategic Impact
Low Impact
Medium Impact
High Impact
SWOT Factors
Financial resources
Market share
Brand Image
R&D
Management Team
Manufacturing Technology
Sales Team
Cost Base
Innovation
Exchange Rates
Industry Specialisation
Economic Outlook
Government Policies
Pricing
Globalisation
Pertinence/probabilit
Force/faiblesse peu de pertinence
Force/faiblesse approprie
Force/faiblesse fortement approprie
Probabilit leve d'occasion/menace
Probabilit de milieu d'occasion/menace moyenne
probabilit d'occasion/menace basse
Impact stratgique
Peu d'Impact
Impact moyen
Grand impact
Facteurs de SWOT
Ressources financires
Part de march
Image de marque
R&D
quipe de gestion
Technologie de fabrication
quipe de ventes
Base de cot
Innovation
Taux de change
Spcialisation d'industrie
Outlook conomique
Politiques de gouvernement
valuation
Mondialisation
SWOT Chart
www.marketware.biz
SWOT Chart
Zone de liste
Facteurs de SWOT
Facteur de Classification
Pertinence/probabilit
Ressources financires
X Neutre
Part de march
X Occasion
Force/faiblesse approprie
Image de marque
X Occasion mineur
R&D
X Occasion significative
quipe de gestion
X Force
Technologie de fabrication
X Force mineur
quipe de ventes
X Force significative
Impact stratgique
Peu d'Impact
Classification
facteur
de
V1
Neutre
Impact moyen
Occasion
Force/faiblesse approprie
Grand impact
Occasion mineur
Peu d'Impact
Occasion significative
Impact moyen
Force
Grand impact
Force mineur
Peu d'Impact
Force significative
Base de cot
Menace
Force/faiblesse approprie
Impact moyen
Menace
-3
Innovation
Menace mineur
Grand impact
Menace mineur
-1
Taux de change
Menace significative
Peu d'Impact
Menace significative
-5
Faiblesse
Spcialisation d'industrie
Impact moyen
Faiblesse
-3
Outlook conomique
x Faiblesse Mineur
Grand impact
Faiblesse Mineur
-1
Politiques de gouvernement
x Faiblesse significative
Peu d'Impact
Faiblesse significative
-5
valuation
x Faiblesse Mineur
Impact moyen
Mondialisation
x Faiblesse significative
Grand impact
SWOT
Pertinence/probabilit
Page 3
SWOT Analysis
Weaknesses
Strengths
Probability/Relevance
6.0
4.0
2.0
-6.0
-4.0
-2.0
0.0
0.0
2.0
4.0
6.0
-2.0
-4.0
-6.0
Scale
Threats
Ressourc es financires Part de marc h
valuation
Image de marque
R&D
quipe de gestion
Opportunities
quipe de ventes
Outlook c onomique
Politiques de gouvernement
Mondialisation
MarketWare International
SWOT Chart
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