Doing SWOT analyses is such a ubiquitous part of business consulting that few bother to consider its origin or theoretical basis. SWOT analysis is a tool for matching organizational capabilities to market circumstances within the context of strategic planning. It is an acronym for examining the internal Strenghts and Weakness, and external Opportunities and Threats faced faced by a firm. A little known fact is that in some circles SWOT analyses are called TOWS to stress external factors. And an early variation of the SWOT analysis developed at the Stanford Research Institute in the 1960's focused on present Satisfactory conditions, future Opportunites, present Faults and future Threats was called a SOFT analysis but despite the studys backing by several fortune 500 companies it didn't quite catch on.(Chermack, 2007) Weak branding perhaps!
Use strengths to take
advantage of opportunities
Don't let weaknesses
interfere with opportunities
Use strengths to overcome
Don't let weakness amplify
Scanning the internal and external environment of the firm is key to doing a thorough SWOT analysis, as is having an agreed upon objective for the exercise. Especially for an outsider this will involve making inferences about internal firm conditions by relying on news and reports.
Two company reports typically include SWOT analyses: Marketline and ReferenceUSA. The major drawback to relying solely on these reports is that they are not done with a unique business problem in mind and they may not be timely. With that said, they are still a good place to begin your SWOT analysis. Don't forget to read the other sections of the company reports as they are likely to contain intelligence that you may want to include in your SWOT.
Marketline can only be searched by company name. There are company reports for both domestic companies and foreign and publicly traded and private firms. Not every Marketline company report includes a SWOT analysis.
ReferenceUSA only has SWOT analysis for publically traded companies. They can be found in the OneSource module.
Industry reports typically survey industry lifecycle, competitive landscape, regulatory regime, technological, demographic and economic influences at play while providing an outlook or forecast. Finding an industry report that includes the products and services offered by your target company will go a long way toward identifying general opportunities and threats.
NetAdvantage Browse the industry catagories.
ReferenceUSA Use the Onesource module and browse by NAICS or SIC code or keyword in the Industry tab.
IBISWorld Search by NAICS code or keyword
Proquest Snapshot These reports tend to be a bit dated.
GlobalEdge Free resource
ValueLine Written from an investment perspective
MergentWebReports not be be confused with MergentOnline. Written from an investment perspective, most similar to S&P Industry Surveys
BIZMiner Based on mining census and private statistical sources. Excellent for small, fragmented industries.
A central reason for the existance of trade and professional associations is to work for creating a climate condusive to the interests of an industry or profession. While they may not make their research and advocacy efforts public, a close reading of their web sites will often lead to insight into the target industries concerns which can then be researched independently.
Leadership Directory Use to identify organizations active in the beltway. Only works on campus
ASAE Gateway to Associations Free directory of associations.
Spend time evaluating both your target companies e-commerce presence and investor related web site.
Marketline For public and private firms in the U.S. and abroad.
Hoovers Company Records For public and private firms in the U.S. and abroad.
Mergent Online For public companies in the U.S. and internationally
ValueLine For public companies in the U.S. and internationally
Morningstar For public companies in the U.S. and internationlly. Don't miss the analysts reports.
ReferenceUSA For both private U.S. firms and public U.S. and international organizations. (includes credit ratings)
Lexis-Nexis Aggregator of profiles for public & private, foreign and US firms.
Emerging Markets Information Service The title says it all.
Look for your target organizations inclusion in ratings, rankings, lists and awards applicable to multiple industries and segment specific. Here are just a few examples....
Philadelphia Business Journal Book of Lists Interactive (forthcoming)
Federal, state and local governments provide a wealth of data or organizations. Be creative in how you use what is available.
Patents Search for patents assignee.
Trademarks Identify the tradenames owned by companies.
Lexis-Nexis Search legal cases by party to find out what sort of legal conflicts your target organization may be facing.
Occupational Safety & Health Administration Find out how safe the employees at your target establishment are.
EDGAR SEC Filings for public companies.
Be sure to update the research found in reports by searching for articles in the trade, professional and business news about your target company and industry and around their potential areas for strenghts and weakness.
Chermack, T.J. & Kasshanna, B.K. (2007). The use and misuse of SWOT analysis and implications for HRD professionals. Human Resource Development International, 10, 383-399.