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Slide 1 - SWOT External AnalysisIndustry Research Support from the Online Library
- Matthew LaBrake
- Library Director for Online Degree Programs
Slide 2 - What is a SWOT?
- A SWOT analysis is an analysis of the internal and external environment of a company, organization, or nonprofit. SWOT analyses are used to create strategic business plans.
- External environmental factors are typically considered to either be Opportunities or Threats, whereas Internal factors are generally classified as Strengths or Weaknesses.
- The four factors together (Strength + Weaknesses + Opportunities + Threats) make up a SWOT analysis.
Slide 4 - Strengths and Weaknesses=Internal Analysis=Company Research
- Opportunities and Threats=External Analysis=Industry Research
- Not covered in this presentation.
- See the strengths and weaknesses tabs in this guide for more information:
- This presentation will focus on Industry Research.
- See the opportunities and threats tabs in this guide for more information:
Slide 5 - External Analysis (Industry Research)
- In order to properly conduct research for your final SWOT paper, you will need to find current information on the INDUSTRY in which your company operates in:
- Chiropractor Office = Chiropractors
- Wendy’s = Fast Food Restaurants
- JC Penny’s = Department Stores
- Aetna = Health and Medical Insurance
Slide 6 - External Analysis (Industry Research)
- In order to write the SWOT Opportunities and Threats portion of your paper, you will need to look at the industry in which your company operates. An INDUSTRY REPORT will help you
- Identify Opportunities, by looking at industry trends and forecasts which highlight changes in the economic, technological, social and political environments of the external environment. An opportunity could be an unfilled customer need, a loosened trade or government regulation, arrival of new technologies, demographic shifts, resource price shifts or a possible merger or venture. The external environmental analysis may reveal certain new opportunities for profit and growth.
- Find Threats to your organization’s external environment. Some examples include: increased or new competition, new regulations, economic trends, emergence of substitute products, a weak economy or outmoded technologies. Understand what is going on in industry of your company (e.g. pricing trends, competition, cost trends, innovation) and what is happening in the operating environment (e.g. economy, demographic trends, regulation/laws etc) will help you assess the threats to your organization.
Slide 7 - Library Business Databases to Explore
- The library subscribes to over 80 databases. Some are general while others specialize in particular subject areas. The databases listed below are the best ones to use for this assignment!
Slide 8 - Log into Blackboard!!!
- To access the library databases you will need to be logged into Blackboard. If, at any point, you are presented with a yellow screen asking you to log-in, use your blackboard credentials to do so!
Slide 9 - Differences in Content
- In this presentation we are going to take a look at three different business databases. It is important to understand what kind of information you can find in each!
- IBISWorld’s Industry Research Reports are powerful business tools that provide strategic insight and analysis on over 700 U.S. industries. Extensive, objective and easy to digest, IBISWorld research offers the very latest content on every U.S. industry that help you make better decisions, faster.
- Features thousands of full-text journals, dissertations, working papers, key business and economics periodicals such as the Economist, country-and industry-focused reports, and downloadable data. Its international coverage gives researchers a complete picture of companies and business trends around the world. Use this database to find articles about specific issues using key-word searches.
- Provides company profiles with detailed financial statements, annual reports, joint ventures, graphs, charts, stock information, a business description, history, property, subsidiaries, officers, etc. Use this database to find your company’s 10-K Report
Slide 10 - Access Library Databases through Blackboard
Slide 11 - Browse the databases by subject, OR select “A-Z List” to see an alphabetical list of all databases
Slide 12 - Select the database you wish to explore from the list. Let’s start with IBISWorld!
Slide 13 - Perform a search for your industry
Slide 14 - Select your industry from the list
Slide 15 - Browse through the tabs in the industry report
Slide 16 - Or read through the downloaded report
Slide 17 - Find a 10-K Report in Mergent
Slide 18 - Perform a search for your company
Slide 19 - You are now presented with the company overview. On this page you will find key company information, a business summary, key executives and more. Use the tabs across the top of the page to navigate through the various sections.
Slide 20 - Click on the “reports” tab to view the company’s Annual 10-K Report
Slide 21 - Use ABI/INFORM Complete to find articles
Slide 22 - Use ABI/INFORM Complete to search for specific articles. You will discover that you have to use more advanced search strategies to find the information you are looking for here.
- One strategy is to research your organization’s competitors and the threats they might pose to your company. Search using your competitor's company name and one of these subjects:
- -New products -Strategic planning-Innovations -Investments
- Example: General Motors AND Innovations
Slide 23 - Perform a search in ABI/INFORM Complete
Slide 24 - Adding “quotations” around your key words will ensure your search only brings back results that have those words in order.
Slide 25 - Limit your search by publication date to find the most up to date information available
- Wow, just a fraction of the results we started with
Slide 26 - Use additional key words to limit your results even further
Slide 27 - Cite the article
Slide 28 - Where do I find a published SWOT?
- Business Insights: Essentials: From the main search page, go to Company Search, search for your company and be sure to check Only search companies with S.W.O.T. Open company profile and click where it says Download S.W.O.T.
- Lexis Nexis Academic: From the home search page, go to Combined Search, type in the name of your company and SWOT, check only the box for Company Profiles and click Go.
- A published SWOT analysis may be a good starting point for your company analysis, but DO NOT simply cut and paste the SWOT chart. To do so would be plagiarism. Your analysis should be supported by the source evidence for the points you are making!
Slide 29 - Need Immediate help? Chat with a Librarian!!http://berkeleycollege.libguides.com/LibChat
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