By Gina Abudi, on August 4th, 2011
Learn more about performing a SWOT analysis before reading the case study. Background
The three members of the leadership team at a small marketing consulting firm were interested in expanding their offerings to their clients. Currently the firm has 20 employees (including the three members of the leadership team) many of whom are consultants with the balance being administrative and marketing staff. The last time the company had done a SWOT analysis was when they were first starting up in business and were working on their business plan. The SWOT session enabled them to develop their business plan by having them think through their business goals and objectives for viability and feasibility. At the time, the three of them, plus a few members of their Advisory Council participated in the SWOT analysis. The goal of this SWOT session would be to:
* Determine ways to better position the company in marketplace. * Determine new products and services to offer clients to better compete in a crowded marketplace. Preparing for the SWOT session
The leadership team wanted to set aside 3 hours for the SWOT session. Given that the business was small, the leadership team felt that everyone should participate. The following decisions were made: * All 20 employees would participate in the SWOT session
* A Friday morning in mid-summer would be set aside for the session (and…as a “thank you” for participating – employees would be given the balance of the day off to spend with family and friends) * The focus of the SWOT session would be toward determining products and services to offer to clients and that information would be provided to participants beforehand so they can begin to think about it * A professional facilitator would be brought in to lead the session since this SWOT exercise was essential to the company’s continued growth and success Additionally, the...