ABSTRACT
A SWOT analysis is usually set out in a box divided into four sections, as in the example below.
SWOT analysis for Tom Robertson’s Bookshop
Strengths Well-organized and extensive
sections on cinema, theatre and art
Staff have detailed knowledge of stock
Able and willing to locate books held by other booksellers
Weaknesses Ordinary books perhaps
priced too high Demoralized staff Staff lack computer skills Low and declining profits/little
capital
Opportunities Can sell more valuable books
on Internet
Threats Nearby competitor selling
books at lower prices Declining market for ordinary
second-hand books
Looking at this SWOT analysis it is clear that Tom Robertson needed to start capitalizing on his excellent sections on cinema, theatre and art, and start selling on the Internet. It is also clear that there were various weaknesses he should have addressed, such as the prices of his ordinary books and his, and his assistant’s, lack of computer skills. Although he had little capital, he could have considered borrowing enough to buy a computer and pay for a computer skills course. This would have been a major change for Tom, but was necessary if he was to stay in business.
