SWOT
“A SWOT analysis consists of listing the strengths and weaknesses of the sport organisation, and also its opportunities and threats.” (Trenberth & Hassan, 2012).
criteria examples Advantages of proposition? Capabilities? Competitive advantages? USP's (unique selling points)? Resources, Assets, People? Experience, knowledge, data? Financial reserves, likely returns? Marketing - reach, distribution, awareness? Innovative aspects? Location and geographical? Price, value, quality? Accreditations, qualifications, certifications? Processes, systems, IT, communications? Cultural, attitudinal, behavioural? Management cover, succession? Philosophy and values? | Strengths · Facilities · Funding from College · Qualified & knowledgeable staff · Location | Weaknesses · Lack of advertising · Unreliable players | Criteria examplesDisadvantages of proposition? Gaps in capabilities? Lack of competitive strength? Reputation, presence and reach? Financials? Own known vulnerabilities? Timescales, deadlines and pressures? Cash flow, start-up cash-drain? Continuity, supply chain robustness? Effects on core activities, distraction? Reliability of data, plan predictability? Morale, commitment, leadership? Accreditations, etc? Processes and systems, etc? Management cover, succession? |
Criteria examplesMarket developments? Competitors' vulnerabilities? Industry or lifestyle trends? Technology development and innovation? Global influences? New markets, vertical, horizontal? Niche target markets? Geographical, export, import? New USP's? Tactics: eg, surprise, major contracts? Business and product development? Information and research? Partnerships, agencies, distribution? Volumes, production, economies? Seasonal, weather, fashion influences? | Opportunities · Advertising · Better equipment · More players · Sponsorship · More media coverage | Threats · Government cuts · Funding · Staff | Criteria examplesPolitical effects? Legislative effects? Environmental effects? IT developments? Competitor intentions - various? Market demand? New technologies, services, ideas? Vital contracts and partners? Sustaining internal capabilities? Obstacles faced? Insurmountable weaknesses? Loss of key staff? Sustainable financial backing? Economy - home, abroad? Seasonality, weather effects? |
From looking at my SWOT analysis of my placement, I can see that some of the strengths of my placement are the facilities and location. The academy is run at Clowne Campus. This hosts a range of football pitches, an Astroturf pitch, a sports hall, and a gym that’s full of up to date machinery. Another strength of the academy is the highly knowledgeable and qualified coaches that run it.
Looking at the weaknesses of the academy, I can see that it is to do with a lack of advertising, and the reliability of the students. To improve the lack of advertising, the academy could enlist the help of the students to supply regular updates of the fixtures and game results. They could also advertise the training times and location so that anyone who would like to come along and train with the teams to see if they would enjoy it or not.
From looking at my opportunities section from my SWOT analysis, I can see that advertising and media coverage would benefit the academy. With better advertising and the help of local media attention, the academy could gain new sponsorship, and therefore, become better equip with kit etc.
Looking at my threats section of my SWOT analysis, I can see that the government cut backs are going to be a big threat to the academy. This would mean less funding to be given, and the possibility of losing staff. If this was to happen, it would mean that there wouldn’t be enough staff for the student to teacher ratio and could potentially cause problems in the running of the academy.
References
Trenberth, L., & Hassan. D. (2012) Foundations of Sport Management: Managing Sport Business, an Introduction. Oxon: Routledge.
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