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Presented By

 Abdullah Shamim
 Aneel Ahmed Khan Niazi
 CH Adnan Elahi
 M.Mohtashim.Mirza
Presented To
 Sir Kahlid
Scheme of Presentation
 What is S.W.OT
 Internal & External factor of S.W.O.T
 Example of S.W.OT
 Case study of McDonald according to
the S.W.O.T analysis
SWOT Analysis

SWOT Analysis, or sometimes known as the TOWS

Matrix, is a strategic planning tool used to evaluate
the Strengths, Weaknesses, Opportunities, and
Threats involved in a project or in a business venture
or in any other situation of an organization or
individual requiring a decision in pursuit of an
objective. It involves monitoring the marketing
environment internal and external to the organization
or individual.
Strategic and Creative Use
of SWOT Analysis
 If a clear objective has been identified,
SWOT analysis can be used to help in
the pursuit of that objective. In this
case, SWOTs are
 attributes of the organization that are
helpful to achieving the objective.
 attributes of the organization that are
harmful to achieving the objective.
 external conditions that are helpful to
achieving the objective.
 external conditions that are harmful to
achieving the objective.
Internal and external factors
 The aim of any SWOT analysis is to
identify the key internal and external
factors that are important to achieving
the objective. SWOT analysis groups
key pieces of information into two main
Internal factors
• The strengths and weaknesses
internal to the organization.
External factors
• The opportunities and threats
presented by the external
Examples of SWOTs
 Strengths and weaknesses
 Opportunities and threats
Strengths and weaknesses

 Resources: financial, intellectual, location

 Customer service
 Efficiency
 Infrastructure
 Quality
 Staff
 Management
 Price
 Delivery time
 Cost
 Capacity
 Relationships with customers
 Brand strength
 Local language knowledge
 Ethics
 principles
Opportunities and threats

 Political/Legal
 Market Trends
 Economic condition
 Expectations of stakeholders
 Technology
 Public expectations
 Competitors and competitive actions
 Bad PR
 Criticism (Editorial)
 Global Markets
Directions for SWOT
Analysis of McDonald's
 Internal Strengths
and Weaknesses
 External Threats
and Opportunities
Internal Strengths and
 If we were doing this for real, we would first
identify the major parts of McDonald's
organization and list the strengths and
weaknesses of each area. For example, in a
typical organization the major functional
areas are Marketing, Finance, Operations
and Human Resources. We would want to
add an "All other" category to include
anything that doesn't fall under those areas.
Examples of descriptive statements are:
 1. (Marketing) "Our 'Beanie Baby'
promotions have been highly successful.
 2. (Marketing) "Our Superbowl commercial
costs us $10 million.
 3. (Finance) "Our overall cost of capital is
below the industry average."
 4. (Finance) "We have installed SAP
software to eliminate Y2K problems."
External Threats and
 Your group will develop a
comprehensive assessment of the
external environment of McDonalds.
You will be split into sub-groups, with
each sub-group being responsible for
preparing a list of 10 to 20 statements
that describes one of the components
of the external environment. Those
components are:
 1. Social
 2. Economic
 3. Political/Legal/Regulatory
 4. Competitive
 5. Technological
Tips for Preparing
Environmental Statements
 1. Statements should be short (about 5 to 7 words).
 2. Statements should be a complete phrase or
statement so that a person not familiar with the
situation would understand it. Right: "Hardee's
serves fried chicken." Wrong: "Inflation."
 3. Statements should describe the external
environment of McDonald's. Insofar as McDonald's
external environment is the same as other fast food
hamburger chains, the statements would be
essentially the same for the entire industry.
 In summary, envision yourself as
having a camera and taking snapshots
of the real world and displaying those
pictures on a big board. That's as far
as we are going this week. We are not
going to the next step of determining
what our strategy should be. That
comes later.

With Us!