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Excel 2018 modules 1 3 sam capstone project 1a for money capstone weymouth high school for money illustrated essays alright let's go over a SWOT analysis and exactly what it entails a SWOT analysis is a business planning tool and as you should about know by now SWOT swo T stands for the strengths weaknesses opportunities and threats of a business when we look at a SWOT analysis we want to build and enhance those strengths we want to find out what we're good at and make the most of those we want to resolve and reduce our weaknesses so we're going to identify these weaknesses in the SWOT analysis and try to see what we can do to minimize them we're also going to be looking at opportunities and threats going forward where can we improve our business by exploding or look exploiting or expanding our opportunities and try to avoid and and diminish those threats a typical SWOT analysis is presented in a grid if you see this you could see the helpful and harmful sides and the most important thing I think for a SWOT analysis for a new business student is understanding their strengths their weaknesses are internal to a company offered opportunities and threats are external a lot of times I have students struggle especially with the weaknesses and threats side of it they know that those are harmful but they have a hard time determining where an item would go so if we're looking at a weakness of a company it's something that they're already doing that they're not doing well it's inside the company we're looking at the company itself the threats are something that they don't have control over their external to their company it's things that could be in the environment that would be affecting them so a typical company may have a weakness of a bad reputation but a threat that is something that's going to be coming from outside might be a new government regulation that was going to impact their business the same on the strength side the strengths is internal to the company we have loyal customers but the external things are things we can grow maybe we can get more loyal comfort comes to customers by expanding into different markets going international taking on an online presence and what not so we're going to use an example of Amazon here and I'd like you to think of Amazon's strengths what types of things are Amazon is Amazon good at internally there's a few ideas they are an industry leader though they are well known they are a global brand they have a very extensive network of distribution methods they have both economy of scope strong customer service and a very diversified product range and obviously I would get into much more detail with you if we were just discussing Amazon but the purpose of this lecture is to kind of show you how a SWOT analysis would work now thinking of their weaknesses one weakness is that they are only online there's only an online presence they don't have a brick-and-mortar store they often sell at zero margins meaning they they don't make any profit off of some of their products just to retain the customer they have a very diversified product range and sometimes that equals brand confusion if you buy a faulty product from Amazon even though it may be from a non Amazon product maybe it's a Nike product and it performs poorly you might blame Amazon instead of blaming Nike that's what we mean by brand confusion the Amazon has a lot of negative publicity out there they've tried to do a lot of tax avoidance their warehouse conditions and working conditions for their employees are very controversial controversial they have a lot of history of anti-competitive actions actions where they are trying to drive another company out of business by temporarily lowering their own prices to get a company out of business those are anti-competitive actions so they do have some weaknesses these are all things that are internal the strengths a weakness is to Amazon so now we're looking outside of Amazon what in our environment is going to be an opportunity if we sat on the board of Amazon well we could create a store brand you know Walmart has their store brands Amazon could have an Amazon toilet paper and was on paper towels we could if we were on Amazon's board increase a physical presence we could make a brick-and-mortar store we could expand into grocery store sales that's something that they are considering doing in cities like New York City we could have more online stores in other countries we could improve our shipping options Amazon's playing around the idea of using drones Sunday deliveries to our deliveries some states they even deliver on Sundays at the post office of the special agreement online payment options if they had their own version of PayPal for example they could grow and make money that way they could have collaborations of the public sector maybe we could use Amazon to work with education or libraries and they could offer exclusive offer Yunus was just something they kind of do around the holidays you may have seen that with Toys R Us certain LEGO sets for example we're exclusive through Amazon but they could increase those opportunities looking up their threats remember these are things they don't have control on but they control about but they need to be on their radar online security they could be hacked legislation against tax avoidance right now they're kind of in a gray area they've been trying to pay more taxes but there could be a lot of things that could hurt them in the future they could form strategic alliances with competition I'm sorry the threat would be the strategic alliances from competition so maybe think of Barnes & Noble how they worked with Kent I'm not Kindle nukes there's massive strategic alliance I'm just like Amazon and Kendall have a strategic alliance so there could be more strategic alliances from competition out there there's more brand competition Walmart has gained a very strong online presence for selling very similar things to Amazon regional low-cost online retailers regional retailers know what the consumers want more in an area so they would definitely be a threat to Amazon who's really spread itself out quite large for publicity those are all threats if you're going to put them in a nice little formal SWOT analysis you would put all those little points in here a good SWOT analysis should have somewhere between three to five points for each strength weakness opportunity interact so to put this in the context of a sample question if this was a sample test question which of the following can be considered as a business opportunity in the context of a SWOT analysis this was a recent question I used in another class and a lot of people said qualified employees would be an opportunity and this is an example what I was saying that you have to remember that the strengths and weaknesses are internal the opportunities and threats are external qualified qualified employees are a strength of a company and it definitely has a place on the SWOT analysis but it would fall under the strength good production facilities again that's a strength low turnover rates and strength both favorable government regulations government regulations we don't have control over so that's going to be an external environment that is going to fit in either the opportunities or the threat side because it's favorable we know that that's an opportunity if it was unfavorable government regulations we will put it in the threat side of the SWOT analysis if you'd like to know more about Amazon there is a amazing BBC documentary vehicle vehicle video and it's called Amazon retail revolution obviously you can't click here but you would like it send me an email or go to youtube and look at the do do a google search for this Amazon retail revolution or YouTube video search alright I hope that helps a little bit I'll provide some more information shortly thank you it capstone project titles 2019 online State University of New York College at Cortland.