Week 6.

Lesson 1

SWOT analysis
What is SWOT?
SWOT is an abbreviation for Strength, Weaknesses, Opportunities and Threats, and so a SWOT Analysis is a
technique for assessing these four aspects of any platform, product, website, app, and etc.
What do four parameters examine?

● Strengths: characteristics of the product that give it an advantage over others.

● Weaknesses: characteristics of the product that place the product at a disadvantage relative to others.
● Opportunities: elements in the environment that the product could exploit to its advantage.
● Threats: elements in the environment that could cause trouble for the product.
 When a SWOT analysis can be used?
➔ Explore new solutions to problems
➔ Identify barriers that will limit goals/objectives
➔ Decide on direction that will be most effective
➔ Reveal possibilities and limitations for change
➔ To revise plans to best navigate systems, communities, and organizations
➔ As a brainstorming and recording device as a means of communication
➔ To enhance "credibility of interpretation" to be used in presentation to leaders or key supporters
 SWOT component: Strengths
Strengths
(from the point of design, organization, user-friendly, content)

★ What does the platform/product/website/ app do exceptionally well?

★ What advantages does it have?
★ What resources does it have?
★ What do customers identify as its strengths?
 SWOT component: Weaknesses
Weaknesses
(from the point of design, organization, user-friendly, content)

★ What could the platform/product/website/ app do better?

★ What is it criticized for or receives complaints?
★ Where is it vulnerable?
★ What are its competitors?
 SWOT component: Opportunities
Opportunities
(from the point of design, organization, user-friendly, content)

★ What are market fluctuations/needs?

★ What are the new trends?
★ Which opportunities are good at this time?
 SWOT component: Threats
Threats
(from the point of design, organization, user-friendly, content)

★ Are weaknesses likely to make the platform/product/website/ app vulnerable?

★ What external factors exist that block its progress?

★ Are economic/ legal/ government regulations/ public perception affecting its
viability?
Analysis perspectives:
Product, platform, application or website should be studied from the following aspects:

User-Friendly interface Organization & Design Content

➔ Usability ➔ Index ➔ Timely

➔ Reliability ➔ Mapping ➔ Accuracy
➔ Interactive features ➔ Logo ➔ Objective
➔ Security/ privacy ➔ Domain ➔ Relevant
➔ Customization ➔ Links ➔ Multiple languages
➔ Consistency ➔ Authority (sponsor,
➔ Attractive manager, ID of
➔ Color copyright, feedback,
➔ Images/sound/video/ testimonials)
animations
➔ Text consistency
The SWOT structure:

❖ Introduction
❖ Body
❖ Conclusion
SWOT: Introduction
Introduction provides historical background and describes the current situation related to the
object of study. You may also provide terms and definitions if necessary.
SWOT: Body
1. Strengths (internal factors)
from different perspectives
2. Weaknesses (internal factors) from
different perspectives
3. Opportunities (external factors) from
different perspectives
4. Threats (external factors)
from different perspectives
SWOT: Conclusion
Conclusion (summary and recommendations)

A SWOT analysis provides strategic insight on recommendations and opportunities for small
businesses to map out a strategic plan. The SWOT helps a small-business owner on the right course
of action to leverage the business's unique characteristics. By turning threats into strengths, and
matching strengths with opportunities, the business owner can maximize chances of success.
SWOT analysis guide:

*additional
notes below
 Additional tips:
1. Try to keep your SWOT diagram brief and to the point. If you write a report go into
details.

2. Consider information from documents, web-based survey, observations, feedback

from partners, customers and employees from a varied perspective.

3. Keep main objectives in mind. Be objective.

4. Arrange the results of the analysis in order of the most important factors to the least.
Useful language for talking about a SWOT
analysis
Useful language for talking Useful language for talking Useful language for talking Useful language for talking
about strengths about weaknesses about opportunities about threats

➔ High quality of ➔ Staff shortage ➔ Create changes ➔ Competition

products ➔ Lack of sales training ➔ Entice customers ➔ Other stores can
➔ Increase the general ➔ Attempts to address ➔ Increased marketing undercut so heavily
efficiency the issue opportunities on price
➔ Staff knowledge is ➔ There has been little ➔ New stores can be ➔ Brands such
expensive follow-up opened as...and...are their
➔ Fills a niche in the closest rivals
market ➔ Companies produce a
similar item for less
than...
Useful language for writing a SWOT analysis

Useful language of cause and effect from Useful language used to express a viewpoint Useful language for making
paragraph on strengths based on evidence recommendations

➔ The high quality of products has led to ➔ It is apparent that … ➔ the business has to address …
a very strong customer base ➔ It is clear that … ➔ … is a priority
➔ As a result of recently updated ➔ These strengths work together to ➔ there needs to be …
produce … ➔ the aim of this recommendation would
software systems, … , customers are ➔ Lastly, a major advantage over the be …
able to purchase items which may not competition is that … ➔ by … , the company will …
be in stock in that particular store
➔ The benefit of having a low staff
turnover means that operations … can
be processed quickly and efficiently as
staff knowledge … is extensive.
Vocabulary bank
❖ SWOT framework ❖ differentiated competitive strategy
❖ analyze and organize ❖ notorious CEO and major shareholder
❖ a 360-degree analysis ❖ appealing businessman
❖ to be founded ❖ loyal customer
❖ to aim ❖ to outsource
❖ to fail for bankruptcy ❖ stock price
❖ brand recognition ❖ in a long run
❖ with the respect to ❖ endanger
❖ to be about to enter ❖ entity
❖ innovator spirit ❖ favourable scenario
❖ to be aesthetically pleasing ❖ to merge
❖ positive customer experience ❖ enticing opportunity
❖ premium pricing ❖ tax incentives
Here are some links of SWOT examples:

● https://www.youtube.com/watch?v=pUTZ6NOWeYs
● https://venngage.com/blog/swot-analysis-templates/
● https://www.youtube.com/watch?v=9-NWhwskTO4

A written form:

https://docs.google.com/document/d/1n3tNoYG5egJKEO_fagvUfAOiYXUDF04vVcPGL6LCUFg/e
dit?usp=sharing
 SWOT analysis assessment rubric
Criteria Points
Analysis Objective/not biased 10
40 Research-based 10
Summary provided 10
Recommendations suggested 10
Presentation Coherent and cohesive 5
25 Speaker uses a range of grammar appropriately 5
Adequate vocabulary is used flexibly 5
Speaker uses correct pronunciation 5
The presentation is between 7-10 minutes long 5
Website/App/Platform User-friendly interface 5
15 Organization & Design 5
Content 5
Teamwork Peer review 10
20 Backstage & QA session 10
SWOT analysis requirements
● Work in small groups of 3-4 students
● Analyse any Kazakhstani online service, product, platform, or website for
government institutions, business, education, transport system or healthcare, etc.
● Format: PPT/ Prezi

*Examples could be:

1. Payment apps: Rakhmet, Senim, etc.
2. Egov website, KazPost, etc.
3. Educational platforms: soyle.kz, kaz-tili.kz, etc.
4. Financial institution platform: Kaspi.kz, Halyk.kz, etc.
5. Products: Qazaq Republic, sabyrzhanailin, adili.kz, etс.
 TSIS/APT
● In your small groups decide on a website/application/platform to analyse within the SWOT framework
● Deadline: Week 6, Lesson 4