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What may represent strengths with respect to one objective may be weaknesses for another objective. The factors may include all of the 4P's; as well as personnel, finance, manufacturing capabilities, and so on. The external factors may include macroeconomic matters, technological change, legislation, and socio-cultural changes, as well as changes in the marketplace or competitive position. The results are often presented in the form of a matrix.
After studying the Apricot Dance and Fitness Studio case the following SWOT analysis matrix was drawn up:
|Internal |
|S |W |
|Rachel 26 years old and a very successful business woman |Very old building since 1948 |
|Near to the Centre of Crew |No enough parking area – present parking is only for 6 cars |
|Large gym, small gym, sauna, sun bed, coffee lounge-bar |No male changing room |
|Open from 10 am to 9 pm on week days |All staff are part-time except Gina (Full time) |
|Sessions for men and been very popular |The secretary Gina has to do two jobs at once and some time she forgets to booking|
|In the bar Prices are held below local pubs prices to attract trade |for the members |
| |No fixed employee for the bar |
| |No fixed employee for reception |
| |Comments about less than clean showers are often passing between clients |
| |Rachel does not have business training and tends to manage by instinct |
| |The studio does not open on Sundays although there is some interest in Sunday |
| |opening |
| |Small gym is heavily under utilized |
| |Weight training facility not used/ignored |
| |Business is not doing breakeven profit |
|External |
|O |T |
| | |
| | |
| | |
| | |
| | |
Another way of utilizing SWOT is matching and converting...
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