SWOT Analysis Guide - VicSport

NSW Sport and RecreationRunning Your ClubMarketing: SWOT analysisBefore developing the marketing plan to help you achieveyour future marketing objectives, you need to know whereyou are now, and why you are there.A useful way to get a clear picture of where youorganisation is currently is by using the SWOT analysis.SWOT stands for Strengths, Weaknesses, Opportunitiesand Threats.By using the SWOT analysis you can identify where youstand in the market and from that point go ahead andmake future plans based on the strength of yourknowledge. Working through this process will give you aclearer idea of■■■■what it is that your organisation does well, what theyneed to improve on (strengths and opportunities)where your organisation has competition which can bedefended (strengths and threats)where your organisation needs to change to productitself from outside influences (weaknesses andthreats)where your organisation needs to look at its priorities(weaknesses and opportunities).StrengthsWhen you look at the strengths, concentrate on theorganisation itself and its ability to achieve the outcomesyou want. Examples of strengths include:■■■■■■■■■Strong financial baseGrowth area for your productGroup of skilled volunteersSupport from local businessesSupport from local politiciansSupport from local service organisationsWell equipped club houseWell structured committeeEnthusiastic and capable committee.WeaknessesWeaknesses often appear as the direct opposite of thestrengths listed above and include:■■■■■■■■■■■Weak financial baseDiminishing need or desire for your productFew volunteersNo support from local businessesNo support from local politiciansNo support from local service organisationsOut of date ill equipped club housePoor committee structureOverworked and tired committeeFewer new membersLack of interest in your sport.OpportunitiesOpportunities refer to the possibilities of new growthbecause of the changes in the external environmentand can include such things as:■■■■■■■■Promotion of sport by government authorities egrenewed ‘Life in it” campaignNew population of potential users moving into thearea, housing estates with childrenGrants by local authorities to encourage sportGrants by state authorities to encourage sportGrants by federal authorities to encourage sportOrganisations looking to sponsor local activitiesSeasonal interest in particular sports, cricket insummer football in winterInternational or national interests in sportseg. Commonwealth or Olympic Gameswww.dsr.nsw.gov.au/industry

NSW Sport and RecreationRunning Your ClubMarketing: SWOT analysis (continued)■■Promotion of sport to different age groupeg. lawn bowls to teenagersPromotion of sport to different gendereg. football – all codes – to girls.ThreatsThreats, as with strengths and weaknesses the threats areoften very similar to the opportunities. Examples of threatsinclude:■■■■■■■Organisations giving up sports to sponsor toconcentrate on other areasSeasonal interest in particular sports which is n directcompetition with your own sporteg. competing codes of footballPromotion of sport to different gender which competeswith your sports interesteg. netball and soccer for girlsOther interests including hobby groups, television,video games, school activities, part time work forteenagers and so onTime related issues for example, competition forvolunteers time, longer working hours, both parentsworking – children unable to attend, limited availablefree time for both children and parentsOther organisations with better facilitiesLack of knowledge and interest in your product.www.dsr.nsw.gov.au/industry

NSW Sport and RecreationRunning Your ClubMarketing: SWOT analysis (continued)SWOT analysis template Conduct a SWOT analysis for your organisationStrengthsWeaknessesOpportunitiesThreatswww.dsr.nsw.gov.au/industry