SWOT Analysis
Content
1.7 SWOT Analysis
SWOT analysis (alternatively SWOT matrix) is an acronym for strengths, weaknesses,
opportunities, and threats—and is a structured planning method that evaluates those four
elements of a project or business venture (Humpley, 2005). There are two method in
SWOT analysis, which are qualitative and quantitative analysis.
1.7.1
Qualitative and Quantitative Analysis
Qualitative analysis is the analysis using descriptive data based on the real
situation, the current records field of research, and others. This analysis used to determine
what factors that influence to the company. For Gudeng Amad Company, researcher
already mapping the data about strength, weakness, opportunity, and threat.
Quantitative analysis is the analysis using quantitative data that can be counted. It
is used the data from qualitative analysis that give a score of each factors.
1.7.2
Analyze the factors internal strategy (IFAS)
Analyzing the internal factors used in a company for the evaluation. From IFAS,
the company can know its strength and its weakness. For Gudeg Amad Company, the
internal factor table is below:
Table 1.xxx Internal Factor
No
1
2
3
4
5
No
1
2
3
4
5
Strength
It has the special menu, which is shredded chicken
gudeg
It has a distinctive flavor
The strategic location and easy accessibility
Preservative free
The services are fast, tidy, and clean
Weakness
The flavor/taste is hard to be innovated
It has conventional marketing
Lack of human resources when the customer is
crowded
The taste is only suitable for Javanese people
The parking area is too narrow
Code
A
B
C
D
E
Code
F
G
H
I
J
Factor
A
B
C
D
E
F
G
H
I
J
A
B
0
C
0
1
D
0
1
1
E
1
1
1
0
F
1
1
1
0
1
G
0
0
0
1
0
0
H
1
1
1
0
0
1
1
I
1
1
1
1
0
0
1
0
J
0
0
0
1
1
0
1
0
0
TR
4
1
7
1
0
6
1
0
0
3
0
0
0
1
2
0
0
0
1
0
2
1
1
1
0
1
1
7
0
0
0
1
1
0
0
2
0
0
0
0
1
1
0
1
3
1
1
1
0
0
1
0
1
1
6
Total
42
Table 1.xxx Internal factors weighting Gudeg Amad Yogyakarta
Table 1.xx Weight, Rating, and Score of Gudeg Amad
Code
Weight Rating Score
A
0.09524
3
0.28571
B
0.16667
4
0.66667
C
0.14286
3
0.42857
D
0.07143
2
0.14286
E
0.04762
3
0.14286
Total
1.66667
F
0.04762
1
0.04762
G
0.16667
4
0.66667
H
0.04762
3
0.14286
I
0.07143
2
0.14286
J
0.14286
3
0.42857
Total
1.42857
Differences between strengths and weakness = S – W
= 1.66667 – 1.42857
= 0.2381
1.7.3
Analyze the factors external strategy (EFAS)
Weight
0.09524
0.16667
0.14286
0.07143
0.04762
0.04762
0.16667
0.04762
0.07143
0.14286
1
EFAS analyze external of the overall aspect, at least based on the factor of
political, economic, social, cultural, security from external environmental conditions of
company. Different with IFAS that concern about strength and weakness, EFAS focused on
opportunities and threat of the company. The following table is opportunities and threat of
Gudeg Amad:
Table
No
1
2
3
4
5
6
No
1
2
3
4
5
1.xxx
External
Factor
Opportunities
One of the oldest and well-known gudeg
Yogyakarta is a culinary city
Yogyakarta is a tourist town
Open a branch or new outlet in Indonesia
Cooperate with tourism agency in Yogyakarta
Selling Yogyakarta's merchandise
Threat
There a lot of competitors in the culinary field of Yogyakarta
There a competitor has been established first
Raw material prices fluctuate, especially for egg and chicken
Many competitors engaged about Yogyakarta, such as t-shirt
The number of competitors with the same kind of gudeg
(dried)
Code
A
B
C
D
E
F
Code
G
H
I
J
K
Table 1.xxx External factors weighting Gudeg Amad Yogyakarta
Factor
A
B
C
D
E
F
G
H
I
J
K
A
0
0
1
1
0
1
1
0
0
1
B
1
0
1
1
0
0
1
0
0
1
C
1
1
1
1
1
0
0
0
0
1
D
0
0
0
1
0
0
0
0
0
0
E
0
0
0
0
1
1
1
0
0
1
Total
F
1
1
0
1
0
1
0
1
1
1
G
0
1
0
1
0
0
1
1
0
1
H
0
0
1
1
0
1
0
1
1
0
I
1
1
1
1
1
0
0
0
0
0
J
1
1
1
1
1
0
1
0
1
1
K
0
0
0
1
0
0
0
1
1
0
TR
5
5
3
8
6
3
4
4
4
2
7
51
Weight
0.09804
0.09804
0.05882
0.15686
0.11765
0.05882
0.07843
0.07843
0.07843
0.03922
0.13725
1
Table 1.xx Weight, Rating, and Score of Gudeg Amad
Code
A
B
C
D
E
F
G
H
I
J
K
Weight
0.09804
0.09804
0.05882
0.15686
0.11765
0.05882
Total
0.07843
0.07843
0.07843
0.03922
0.13725
Total
Rating
4
3
2
2
3
2
4
3
2
3
1
Score
0.39216
0.29412
0.11765
0.31373
0.35294
0.11765
1.58824
0.31373
0.23529
0.15686
0.11765
0.13725
0.96078
Differences between opportunities and threat = O – T
= 1.58824 – 0.96078
= 0.62745
1.7.4
SWOT Diagram
Results of the IFAS and EFAS analysis then enter into the SWOT analysis
diagrams, with the difference between the strength with weakness as coordinates in the X
axis, while the difference between the opportunities with threats as coordinates in Y axis.
Swo t Dia g ra m
Change
Position of
the company
Difence
Diversification
Figure 1.xxxx SWOT Analysis Diagram
The position of the company located in quadrant 1, which is the best position is on
the “strong” and “opportunity”. Strategies that should be applied to this position is an
aggressive growth policy, or it can be called a strategy of progressive. Strategies that
connect between the S and O based on the way the mind that is utilize the entire force to
seize and benefit from the opportunities of most. Progressive means that organization in
top condition and steady so it is possible to continue expanding, enlarging the growth and
achieve maximum progress.
1.7.5
SWOT Matrix
A SOT analysis is useful for any kind of strategic planning. It’s a relatively quick
way to look at organizational strengths, weakness, opportunities, and threats. To make
easier analyze the SWOT, it can be create matrix of SWOT. From the matrix, the analyst
can look 360o of view. The following table represent the SWOT matrix:
SWOT analysis (alternatively SWOT matrix) is an acronym for strengths, weaknesses,
opportunities, and threats—and is a structured planning method that evaluates those four
elements of a project or business venture (Humpley, 2005). There are two method in
SWOT analysis, which are qualitative and quantitative analysis.
1.7.1
Qualitative and Quantitative Analysis
Qualitative analysis is the analysis using descriptive data based on the real
situation, the current records field of research, and others. This analysis used to determine
what factors that influence to the company. For Gudeng Amad Company, researcher
already mapping the data about strength, weakness, opportunity, and threat.
Quantitative analysis is the analysis using quantitative data that can be counted. It
is used the data from qualitative analysis that give a score of each factors.
1.7.2
Analyze the factors internal strategy (IFAS)
Analyzing the internal factors used in a company for the evaluation. From IFAS,
the company can know its strength and its weakness. For Gudeg Amad Company, the
internal factor table is below:
Table 1.xxx Internal Factor
No
1
2
3
4
5
No
1
2
3
4
5
Strength
It has the special menu, which is shredded chicken
gudeg
It has a distinctive flavor
The strategic location and easy accessibility
Preservative free
The services are fast, tidy, and clean
Weakness
The flavor/taste is hard to be innovated
It has conventional marketing
Lack of human resources when the customer is
crowded
The taste is only suitable for Javanese people
The parking area is too narrow
Code
A
B
C
D
E
Code
F
G
H
I
J
Factor
A
B
C
D
E
F
G
H
I
J
A
B
0
C
0
1
D
0
1
1
E
1
1
1
0
F
1
1
1
0
1
G
0
0
0
1
0
0
H
1
1
1
0
0
1
1
I
1
1
1
1
0
0
1
0
J
0
0
0
1
1
0
1
0
0
TR
4
1
7
1
0
6
1
0
0
3
0
0
0
1
2
0
0
0
1
0
2
1
1
1
0
1
1
7
0
0
0
1
1
0
0
2
0
0
0
0
1
1
0
1
3
1
1
1
0
0
1
0
1
1
6
Total
42
Table 1.xxx Internal factors weighting Gudeg Amad Yogyakarta
Table 1.xx Weight, Rating, and Score of Gudeg Amad
Code
Weight Rating Score
A
0.09524
3
0.28571
B
0.16667
4
0.66667
C
0.14286
3
0.42857
D
0.07143
2
0.14286
E
0.04762
3
0.14286
Total
1.66667
F
0.04762
1
0.04762
G
0.16667
4
0.66667
H
0.04762
3
0.14286
I
0.07143
2
0.14286
J
0.14286
3
0.42857
Total
1.42857
Differences between strengths and weakness = S – W
= 1.66667 – 1.42857
= 0.2381
1.7.3
Analyze the factors external strategy (EFAS)
Weight
0.09524
0.16667
0.14286
0.07143
0.04762
0.04762
0.16667
0.04762
0.07143
0.14286
1
EFAS analyze external of the overall aspect, at least based on the factor of
political, economic, social, cultural, security from external environmental conditions of
company. Different with IFAS that concern about strength and weakness, EFAS focused on
opportunities and threat of the company. The following table is opportunities and threat of
Gudeg Amad:
Table
No
1
2
3
4
5
6
No
1
2
3
4
5
1.xxx
External
Factor
Opportunities
One of the oldest and well-known gudeg
Yogyakarta is a culinary city
Yogyakarta is a tourist town
Open a branch or new outlet in Indonesia
Cooperate with tourism agency in Yogyakarta
Selling Yogyakarta's merchandise
Threat
There a lot of competitors in the culinary field of Yogyakarta
There a competitor has been established first
Raw material prices fluctuate, especially for egg and chicken
Many competitors engaged about Yogyakarta, such as t-shirt
The number of competitors with the same kind of gudeg
(dried)
Code
A
B
C
D
E
F
Code
G
H
I
J
K
Table 1.xxx External factors weighting Gudeg Amad Yogyakarta
Factor
A
B
C
D
E
F
G
H
I
J
K
A
0
0
1
1
0
1
1
0
0
1
B
1
0
1
1
0
0
1
0
0
1
C
1
1
1
1
1
0
0
0
0
1
D
0
0
0
1
0
0
0
0
0
0
E
0
0
0
0
1
1
1
0
0
1
Total
F
1
1
0
1
0
1
0
1
1
1
G
0
1
0
1
0
0
1
1
0
1
H
0
0
1
1
0
1
0
1
1
0
I
1
1
1
1
1
0
0
0
0
0
J
1
1
1
1
1
0
1
0
1
1
K
0
0
0
1
0
0
0
1
1
0
TR
5
5
3
8
6
3
4
4
4
2
7
51
Weight
0.09804
0.09804
0.05882
0.15686
0.11765
0.05882
0.07843
0.07843
0.07843
0.03922
0.13725
1
Table 1.xx Weight, Rating, and Score of Gudeg Amad
Code
A
B
C
D
E
F
G
H
I
J
K
Weight
0.09804
0.09804
0.05882
0.15686
0.11765
0.05882
Total
0.07843
0.07843
0.07843
0.03922
0.13725
Total
Rating
4
3
2
2
3
2
4
3
2
3
1
Score
0.39216
0.29412
0.11765
0.31373
0.35294
0.11765
1.58824
0.31373
0.23529
0.15686
0.11765
0.13725
0.96078
Differences between opportunities and threat = O – T
= 1.58824 – 0.96078
= 0.62745
1.7.4
SWOT Diagram
Results of the IFAS and EFAS analysis then enter into the SWOT analysis
diagrams, with the difference between the strength with weakness as coordinates in the X
axis, while the difference between the opportunities with threats as coordinates in Y axis.
Swo t Dia g ra m
Change
Position of
the company
Difence
Diversification
Figure 1.xxxx SWOT Analysis Diagram
The position of the company located in quadrant 1, which is the best position is on
the “strong” and “opportunity”. Strategies that should be applied to this position is an
aggressive growth policy, or it can be called a strategy of progressive. Strategies that
connect between the S and O based on the way the mind that is utilize the entire force to
seize and benefit from the opportunities of most. Progressive means that organization in
top condition and steady so it is possible to continue expanding, enlarging the growth and
achieve maximum progress.
1.7.5
SWOT Matrix
A SOT analysis is useful for any kind of strategic planning. It’s a relatively quick
way to look at organizational strengths, weakness, opportunities, and threats. To make
easier analyze the SWOT, it can be create matrix of SWOT. From the matrix, the analyst
can look 360o of view. The following table represent the SWOT matrix:
