1. Copyright © 2002 by Harcourt, Inc. All rights reserved. Topic 6 : Business Analysis Models Lecturer: Zhu Wenzhong

2. Copyright © 2002 by Harcourt, Inc. All rights reserved.  Key learning goals: This topic will introduce two well-known business analysis models, SWOT and PEST, which are commonly used as tools to analyze and develop business strategies. 1. State the 4 areas of SWOT analysis and tell which are internal and which are external by giving some examples. 2. State the 4 areas of PEST analysis and give at least some examples for each. 3. Do a case study. LEARNING GOALS

3. Copyright © 2002 by Harcourt, Inc. All rights reserved. What is SWOT analysis? What is SWOT analysis? SWOT analysis involves looking at the internal strengths and weaknesses of a business and external opportunities and threats. SWOT analysis involves looking at the internal strengths and weaknesses of a business and external opportunities and threats. In other word, it is used to analyze the possible internal advantages and problems that a business has, and to determines the external factors of the business which may affect its strategy. In other word, it is used to analyze the possible internal advantages and problems that a business has, and to determines the external factors of the business which may affect its strategy. The purpose of a SWOT analysis is to conduct a general and quick examination of a business’s current position so that it can help the business to develop or plan a direction of development or a proper strategy in future. The purpose of a SWOT analysis is to conduct a general and quick examination of a business’s current position so that it can help the business to develop or plan a direction of development or a proper strategy in future. Business Analysis Models -SWOT Analysis

4. Copyright © 2002 by Harcourt, Inc. All rights reserved. Figure 6-1 Elements of SWOT Analysis

5. Copyright © 2002 by Harcourt, Inc. All rights reserved.  Uses of SWOT analysis: SWOT analysis is an effective way of gathering and classifying information, illustrating particular matters, and generating strategic planning ideas for a business. The result of the analysis may provide a basis on which a more detailed analysis can be conducted. SWOT analysis is, therefore, often used as a method by which a business or its marketing department can plan its marketing strategy. Some examples of SWOT analysis are given in the following table: Business Analysis Models -SWOT Analysis

6. Copyright © 2002 by Harcourt, Inc. All rights reserved. Good brand image Well-known name Good reputation Cost advantage in production High market share Confidence in the market Customer loyalty or repeat business More advanced technology and R & D … Strengths © PhotoDisc Business Analysis Models -Examples or Illustrations for SWOT Analysis Models

7. Copyright © 2002 by Harcourt, Inc. All rights reserved. Ineffective in production Falling profit Falling sales of the product Declining age of the life cycle of a product Poor reputation Lack of innovation and change Lack of adequate capital or having some financial problems Customers’ losing confidence or increasing complaints on the business Poor management or inefficient organizational structure …. Strengths Weaknesses © PhotoDisc Business Analysis Models -Examples or Illustrations for SWOT Analysis Models

8. Copyright © 2002 by Harcourt, Inc. All rights reserved. Possible development of new products Expansion into new markets Development of a global brand Joint –development with other companies Possible growing demand for a product in the market Possible government policies encouraging the growth of the business and its certain products New sources of profit or income …. Strengths Weaknesses © PhotoDisc Business Analysis Models -Examples or Illustrations for SWOT Analysis Models Opportunities

9. Copyright © 2002 by Harcourt, Inc. All rights reserved. Changes in law or regulation which may prohibit or affect the production of a business Growing competition from local companies Increasing competition from foreign competitors New products developed by other companies which may replace the product of the business Marketing activities or strategies which will be implemented by competitors ….. Strengths Weaknesses Opportunities Threats © PhotoDisc Business Analysis Models -Examples or Illustrations for SWOT Analysis Models

10. Copyright © 2002 by Harcourt, Inc. All rights reserved. Question for your critical thinking: Please briefly make a SWOT analysis on yourself based on the analysis model we have discussed in the class within 10 minutes. Business Analysis Models -SWOT Analysis

11. Copyright © 2002 by Harcourt, Inc. All rights reserved.  What is PEST analysis? PEST analysis is an analysis model examining the external environment and the global factors that may affect a business. It can provide a quick understanding of the external pressures facing a business and their possible constraints on its strategy. It is usually divided into four external influences on a business – political, economic, social and technological. Business Analysis Models -PEST Analysis

12. Copyright © 2002 by Harcourt, Inc. All rights reserved.  Purposes: To find how political development, locally, nationally, internationally affect the strategy of a business.  Areas to be considered: 1. Consumer laws and regulation 2. Political pressures, 3. Government views of certain business activities, including local, national or international government political issues affecting a business 4. … Political © PhotoDisc Business Analysis Models -Illustrations for PEST Analysis Models

13. Copyright © 2002 by Harcourt, Inc. All rights reserved.  Purposes: To find how economic factors may affect on the business.  Areas to be considered: 1. Consumer activities, such as spending patterns 2. Economic conditions, such as inflation, unemployment, growth, etc. 3. Government policies, such as fiscal, monetary, exchange rates, etc. 4. The changes in production and labor market … Political Economic © PhotoDisc Business Analysis Models -Illustrations for PEST Analysis Models

14. Copyright © 2002 by Harcourt, Inc. All rights reserved.  Purposes: To find what competitive advantage a business may gain by social changes.  Areas to be considered: 1. Aging population trend, which may increase services for old people 2. Birth rate increase, which may affect baby product markets 3. Security condition, e.g. increase in crime may cause a business to increase insurance costs 4. Pressure groups, such as environmental groups, local community groups, etc. which may prevent a business from polluting a river… Political Economic © PhotoDisc Business Analysis Models -Illustrations for PEST Analysis Models Social

15. Copyright © 2002 by Harcourt, Inc. All rights reserved.  Purposes: To find how new technologies might affect the business activities.  Areas to be considered: 1. The rate of technological change 2. The development of IT 3. The wide use of Internet 4. The creation of new materials for production …  Impacts: All these technological changes will lead to some effects on the business, such as the product of the business may be replaced by new products or its production methods may have become out of date. Political Economic Social Technological © PhotoDisc Business Analysis Models -Illustrations for PEST Analysis Models

16. Copyright © 2002 by Harcourt, Inc. All rights reserved. Question for your critical thinking: Please try to tell what the key difference is between SWOT and PEST models. Business Analysis Models -SWOT and PEST