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SWOT Analysis

SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. The technique is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.

If SWOT analysis does not start with defining a desired end state or objective, it runs the risk of being useless. A SWOT analysis may be incorporated into the strategic planning model. An example of a strategic planning technique that incorporates an objective-driven SWOT analysis is SCAN analysis. Strategic Planning, including SWOT and SCAN analysis, has been the subject of much research.

	Strengths: attributes of the organization that are helpful to achieving the objective.
	Weaknesses: attributes of the organization that are harmful to achieving the objective.
	Opportunities: external conditions that are helpful to achieving the objective.
	Threats: external conditions which could do damage to the business's performance.

Proliance Guiding Principles

	Leadership: “The essential quality for leadership is not perfection, but credibility.”
	Provide “Choice”
	Full disclosure in advance—”know the deal”
	Voluntary alliance participation (provider and distributor)
	Success-sharing revenue formula with provider
	Active oversight of providers and distributors (due diligence after-the-fact)
	Consistent and predictable delivery
	Constantly seek improvement
	Assess opportunities objectively and without prejudice