Using a SWOT analysis
A SWOT analysis can be carried out for different ideas and displayed in a matrix as seen in the diagram.
Identifying strengths, weaknesses, opportunities and threats can also help decide on the next steps when generating ideas.
Real-life example
Look at the example below of a SWOT analysis for an idea to open a school-based salad bar.
| S | W | O | T |
| Excellent location | Poor location | Government legislation | Competitors |
| Uniqueness | Low profit margins | Changes in consumer buying patterns | The weather |
| Strong management | Lack of experience | Research and development progress | Environmental standards |
| S | Excellent location |
|---|---|
| W | Poor location |
| O | Government legislation |
| T | Competitors |
| S | Uniqueness |
|---|---|
| W | Low profit margins |
| O | Changes in consumer buying patterns |
| T | The weather |
| S | Strong management |
|---|---|
| W | Lack of experience |
| O | Research and development progress |
| T | Environmental standards |
Strength
Location is a strength as there are so many potential customers. So, to take this forward, suitable promotion techniques could be considered.
Weakness
Lack of reputation is a weakness, but this could be remedied by encouraging potential customers to try free tasters.
Opportunity
The government’s commitment to healthy eating is an opportunity, as there may be a grant available to set up the salad bar.
Threat
Local competitors are a threat, but these could be countered by not allowing pupils off site during the lunch hour.
