Using a S.W.O.T

One tool for quickly gathering and presenting this information to senior management is a workshop using a SWOT analyisis. A SWOT analysis is readily accepted as a business management tool. It focuses on :

• STRENGHTS, What are the existing features in the organisation that we can build on?
• WEAKNESSES, What are the features in the organisation that we need to recognise and then minimise ?
• OPPORTUNITIES, What opportunities, real or potential, could be gained by the organisation implementing an environmental management system ?
• THREATS, What could or will happen to the business if an environmental management system is not implemented ? Do we need to eliminate these ?

The SWOT is undertaken as a brainstorm. Participants are encouraged to think as laterally and creatively as possible. The first two elements of the SWOT analysis focus on internal factors existing currently. The second two elements focus on internal factors existing currently. The second two elements focus on real and potential situations with anemphasis on the external domain.