Gentlemen, I am conducting a research in my city on the application of the swot matrix in the largest retail chains, and through this application analyzing the impact of the pandemic on these retailers, could give me some idea of how to cross the matrix, with the purpose of defining strategies more accurate for these businesses.
I have attempted to develop a step-by-step process of looking at SWOT analysis. It can be used to define the strategies for crossing from weakness to strength. Also flipping the threats into opportunities. Although the article is written for the managerial audience and not academic, you may find it helpful.
https://managementweekly.org/swot-analysis-with-example/
SWOT and TOWS. By crossing them you will get a list of possible strategies.
The guidance/views/example of a SWOT analysis as per the following papers may further help:
- Helms, M. M. and Nixon, J. (2010) Exploring SWOT analysis ‐ where are we now? : A review of academic research from the last decade, Journal of Strategy and Management, 3, 3, pp. 215-251.
- Hill, T. and Westbrook, R. (1997) SWOT analysis: it's time for a product recall, Long range planning, 30, 1, pp. 46-52.
- Pickton, D. W. and Wright, S. (1998) What's SWOT in strategic analysis?, Strategic change, 7, 2, pp. 101-109.
- Yu, L. and Huimin, G. (2005) Hotel Reform in China: A SWOT Analysis, Cornell Hotel and Restaurant Administration Quarterly, 46, 2, pp. 153-169.
Furthermore, the following publications may help enhance an understanding of SWOT, namely: “…..we prefer TOWS analysis because it starts with an outside-in perspective, whereas SWOT analysis uses an inside-out perspective. An inside-out perspective tends not to consider customers’ wants or competitors advantages. The TOWS analysis is used because changes occur so rapidly that a particular advantage can be rendered meaningless in a very short space of time. Rapid changes often become treats to a company’s survival, though they could also be viewed as opportunities…..” (Kotler and Kartajaya, 2000, pp. 98-99).
- Kotler, P. and Kartajaya, H. (2000) Repositioning Asia: From Bubble to Sustainable Economy. Singapore: John Wiley & Sons (Asia) Pte Ltd.
- Weihrich, H. (1982) The TOWS matrix - A tool for situational analysis, Long range planning, 15, 2, pp. 54-66.
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