Charting the Results of a SWOT Analysis

A graphic representation of the results of a SWOT analysis facilitates the quick assimilation of the key features and highlights of the results.
The SWOT Chart model differentiates between strenghts and weaknesses of different scales, relevance and strategic impact. The different
probabilities of threats or opportunities are also incorporated.
However, at first glance the SWOT analysis is not underpinned by a rigorous analytical framework on which to base the chart. The framework
presented here allows the SWOT results to be plotted in a logical and meaningful way.

The X-Axis
Any SWOT factor, such as financial resources, management team or market reputation, is in itself neither a strength nor a weakness. The
availability of substantial financial resources or a strong management team could be deemed to be a strength while their absence could be
deemed as a weakness. From a graphic representation perspective a weakness is a negative strength.
Strengths and weaknesses can be plotted on a continuous axis with:

Significant Strength 5
Strength 3
Minor Strength 1
Neutral 0
Minor Weakness -1
Weakness -3
Significant Weakness -5

Similarly, threats are negative opportunities and threats and opportunities can also be plotted on a continuous axis with
Significant Opportunity 5
Opportunity 3
Minor Opportunity 1
Neutral 0
Minor Threat -1
Threat -3
Significant Threat -5

Thus, this first axis (x-axis) measures the scale or magnitude of the SWOT factor.

Y-Axis
All strengths or weaknesses do not have the same relevance or importance. The relevance of, say financial resources is clearly different in a
business that requires long-term market development and investment to one that is generating significant positive cash flows.

Similarly, all threats or opportunities are not equally likely to materialise. Clearly two threats that have significantly different probabilities of
occurring should be treated differently. Thus, it is appropriate to use probability as an axis when plotting threats and opportunities.

The second axis (Y-axis) is used to plot the relevance of strengths or weaknesses and the probability of threats or opportunities as follows:

Strength/Weakness Highly Relevant 5

Strength/Weakness Relevant 3
Strength/Weakness little Relevance 1
Neutral 0
Opportunity/Threat Low Probability -1
Opportunity/Threat Medium Probability -3
Opportunity/Threat High Probability -5

Z-Axis
SWOT analysis is normally used as part of the strategic planning process. Within that context it is appropriate to consider the strategic impact
of the relevant SWOT factor on the organisation. Two threats with equal probability of occurring can have significantly different impacts, if they
occur. The Z-Axis (the diameter of the bubble in a bubble chart) is used to plot the impact as follows:

High Impact 5
Medium Impact 3
Low Impact 1

Interpretation
Items plotted close to the (0,0) are the least significant, either because they are not rated as important or the relevance or probability is very low.

Those that are at the extremes of the chart are rated as most important and are rated as highly relevant or a high probability of occurring.

The size of the bubble indicates the strategic impact of the SWOT factor.

(c) Marketware International 2001-2004 SWOT Chart www.marketware.biz

SWOT Chart User Guide
Copyright MarketWare International 2001-2004

User Instructions

The EXCEL model has a simple Push Button Menu system at the top of the Workbook in cells A2. The following general guidel
Green are intended for User Input. Cells in Black are calculated and should not be altered by the user. On first use it is recomm
used in the sequence in which they are numbered, 1, 2, 3, etc. On subsequent use the options can be selected as required to
originally entered.

Enter the SWOT Factors. These are the factors that you will subsequently be classified as Strengths, Weaknesses, Opportunit

Factor Classification. Use the dropdown list to classify each of the SWOT Factors
The choices are:
Significant Strength
Strength
Minor Strength
Minor Weakness
Weakness
Significant Weakness
Significant Opportunity
Opportunity
Minor Opportunity
Significant Threat
Threat
Minor Threat

Relevance/Probability. Use the dropdown list to rate each of the SWOT Factors
The choices are:
Strength/weakness highly relevant
Strength/weakness relevant
Strength/weakness little relevance
Opportunity/Threat high probability
Opportunity/Threat medium probability
Opportunity/Threat low probability

Strategic Impact Use the dropdown list to rate each of the SWOT Factors
The choices are:
High Impact
Medium Impact
Low Impact

Once the relevant data is entered the SWOT chart is automatically produced.

(c) MarketWare International SWOT Chart www.marketware.biz

 SWOT Chart

Copyright MarketWare International 2001-2004

SWOT Factors Factor Classification Relevance/Probability Strategic Impact

Jumlah mahasiswa hindu yang meningkat Strength Significant Strength/Weakness Highly Relevant
Medium Impact
Keinginan mahasiswa baru belajar organisasi Strength Strength/Weakness Relevant High Impact

Struktur organisasi yang jelas Strength Significant Strength/Weakness Little Relevance

Medium Impact
Dukungan dari pihak kampus Opportunity Significant
Strength Significant High Impact
Medium
Opportunity/Threat High Probability Impact
Koordinasi yang baik dengan PHDI Opportunity Minor
Significant Medium Impact
Opportunity/Threat Medium Probability
Meningkatnya jumlah masyarakat hindu di
malang Opportunity Minor Medium Impact
Opportunity/Threat Medium Probability
Tidak semua anggota berkontribusi Weakness Significant Strength/Weakness Highly Relevant
High Impact
Menghilangnya anggota di tengah jalan Weakness Significant Strength/Weakness Relevant Medium Impact
Menurunnya minat peserta HBC Threat Minor Opportunity/Threat High Probability
High Impact
Strength Strength/Weakness Little Relevance
High Impact
Threat Opportunity/Threat Medium Probability
Medium Impact
Threat Minor Opportunity/Threat Low Probability
Low Impact
Weakness Significant
Threat Strength/Weakness Highly Relevant
High Impact
Threat Significant Opportunity/Threat Medium Probability
Medium Impact
Opportunity Significant Opportunity/Threat Low Probability
Low Impact

Neutral 0
Opportunity 1
Opportunity Minor 3
Opportunity Significant 5
Strength 3 SWOT Chart
Strength Minor 1 Rating Probability Impact
Strength Significant 5 7 3 2 Jumlah mahasiswa hindu yang mening 5.0 5.0 3.0
Threat -3 5 2 3 Keinginan mahasiswa baru belajar orga 3.0 3.0 5.0
Threat Minor -1 7 1 2 Struktur organisasi yang jelas 5.0 1.0 3.0
Threat Significant -5 4 4 3 Dukungan dari pihak kampus 5.0 -5.0 5.0
Weakness -3 3 5 2 Koordinasi yang baik dengan PHDI 3.0 -3.0 3.0
Weakness Minor -1 3 5 2 Meningkatnya jumlah masyarakat hindu 3.0 -3.0 3.0
Weakness Significant -5 13 3 3 Tidak semua anggota berkontribusi -5.0 5.0 5.0
13 2 2 Menghilangnya anggota di tengah jalan -5.0 3.0 3.0
9 4 3 Menurunnya minat peserta HBC -1.0 -5.0 5.0
5 1 3 0 3.0 1.0 5.0

MarketWare International Confidential SWOT Input Page 3

 Weaknesses SWOT Analysis Strengths
6.0
Probability/Relevance

4.0

2.0

0.0
-6.0 -4.0 -2.0 0.0 2.0 4.0 6.0

-2.0

-4.0

-6.0
Scale
Threats Opportunities

Jumlah mahasiswa hindu yang meningkat Keinginan mahasiswa baru belajar organisasi Struktur organisasi yang jelas Dukungan dari pihak kampus Koordinasi yang baik dengan PHDI
Meningkatnya jumlah masyarakat hindu di malang Tidak semua anggota berkontribusi Menghilangnya anggota di tengah jalan Menurunnya minat peserta HBC 0
0 0 0 0 0

MarketWare International SWOT Chart www.marketware.biz