MEMBERS:TAN AI LING

SIOW BAAI HER

UMC 1022CREATIVE & INNOVATION

INTRODUCTIONSTRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

SWOT

What is SWOT Analysis?

SWOT Analysis is method used to highlight area of development

Identify and evaluate SWOT in a project or business venture.

It involves specifying the objective of the project or business venture.

Identifying the internal and external factors that are favorable and unfavorable to achieving that objective.

Internal and external factors

•strengths or weaknesses that may be the advantages or disadvantages in meeting a target market.

Internal factors

•opportunities or threats that may create value or destroy value.

External factors

How does SWOT Analysis work?

Prerequisites• Information on company / competitor status.• Strengths / Weaknesses Analysis sheet.• Opportunities / Threats Analysis sheet.• Performance - Importance Matrix.• Brainstorming Kit• The Right Participants - don’t be afraid to use

outside opinions 

Setting an objective

Generating strategies

Matching and converting

Strengths•helpful to achieving the objective.•Eg.- strong management team of AirAsia branding.

Weaknesses

•harmful to achieving the objective.•Eg.- does not have MRO

Setting an objective

Opportunities

•external conditions that are helpful to achieving the objective.•Eg.-Capture potential customers.

Threats•external conditions which could do damage to the business's performance.•Eg.- charges beyond control.

Determining the attainability of an objective

If the objective is NOT attainable a different objective must be selected and the process repeated.

Generating Strategies

• If the objective seems attainable, generate the possible strategies creatively.

• This can be achieved by asking and answering the four questions repeatedly :

How can we Utilize each Strength? How can we Improve each Weakness? How can we Exploit and Benefited from each

Opportunity? How can we Mitigate each Threat?

Brainstorming Aid Kit

• used to generate more strategies and ideas. • For a one-person brainstorming session, using

an idea map on a large piece of paper or a butcher paper is useful.

• For bigger groups, have a moderator to choose who will offer an idea next, so that several people don't speak at once.

• A typical session should be limited to about 15-20 minutes.

Mind mapping strategy of SWOT Analysis for AirAsia

Prioritise the list for each SWOT factor into a table as shown below

STRENGTHS WEAKNESSES

1. Strong management team

2. Good in strategy formulation and execution

3. Well established brand name

4. Low-cost leader in

5. Excellent utilization of IT

1. AirAsia does not have its own maintenance, repair and

overhaul (MRO) facility.

2. AirAsia receives lots of complaints from customers

OPPORTUNITIES THREATS

1. Low-cost culture able to capture existing AirAsia customers

and other low-cost airline’s customers

2. to partner with other low-cost airlines to tap into their existing

strengths

3. Creates larger market

1. Certain rates like airport departure, security charges and

landing charges are beyond the airline operators’ control

2. Most of the full service airlines have or planning to create a

low cost subsidiary or carrier to compete directly with

AirAsia.

SWOT Summary for AirAsia

Matching and converting

Matching– used to find competitive advantages by

matching the strengths to opportunities.Converting – to convert threats or weaknesses into strengths

or opportunities. – If the threats or weaknesses cannot be

converted a company should try to minimize or avoid them.

Why SWOT Analysis Is Used?

• SWOT Analysis is a suitable evaluative tool used in all sorts of decision-making situation.

• Easy to be applied, time-efficient, easily scored and practical.

• Enables to force thoughtful, strategic and creative thinking.

• Enables to access new dimension of competitive position.

• The usefulness of SWOT analysis is not limited to profit-seeking organizations.

• Can be used in pre-crisis planning and preventive crisis management.

• Can be used in creating a recommendation during a viability study.

• Potential risk or opportunity objects are highlighted in SWOT analysis.

• SWOT-landscape indicates strength or weakness factors that have highest influence.

END&

THANKS