Swot Analysis
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A SWOT analysis is used to conduct a general and quick examination of a firm’s current status so it can identify its position in the market and likely directions for the future. It involves looking at the internal strengths and weaknesses of a business and the external opportunities and threats. The analysis is usually laid out in 4 boxes as shown, under the four headings.

- Internal aspects:

Firstly the firm will identify its strengths, these are things such as:

  • They are effective at ...

  • They are well known for ...

  •  Make Money

  • Generate a reputation

  • Cause repeated business from the same customers

  • Cause other businesses to learn from them

 Then the firm will look at its internal weaknesses. This includes any causes for disputes, losses, complaints etc.  

- External aspects:


Threats to a business arise from the activities of competition and from failing to build on arising opportunities. Also threats can come from a lack of profit perhaps due to a rise in costs.

Swot analysis is usually done as a brainstorming event as it is an effective way of gathering information. Swot Analysis is often used in the marketing department as a method of which to produce its marketing strategy.

(think of a leisure or tourism organisations)

Here are some examples of questions that you could ask in order to carry out a SWOT analysis.  You may add any more of your own questions.  Find out the answers to these questions and the others you want to ask:

  1. Does the organisation have a good reputation?

  2. Does the organisation offer a unique experience?

  3. Does the organisation have a ‘wow factor’?

  4. Does the organisation have attractions for people of all ages?

  5. Does the organisation have a variety of products and services?

  6. Do you think that the facilities are good?

  7. Is it good value for money?

  8. Does the organisation offer facilities for business people and those with specific needs?

  9. Is it well signposted?

  10. Are staff helpful?

  11. Are there any health and safety concerns?

  12. Is it easily accessible for visitors?

  13. Is security a problem or issue?

  14. Is there any competition from other leisure and tourism organisations?

These are just some of the questions you might want to ask.  These all relate to how a customer or visitor would view the organisation but there may be questions relating to staff and how they are treated, or finances and how profitable they are.   


A member of staff did some research on the attraction where they worked.  They asked the questions above.  The answers are below.  For each answer, state whether it means it was a strenght or weakness

  1. Visitor numbers are not good. [S][W]

  2. It has one of the fastest roller coasters in Europe.[S][W]

  3. There isn’t really a ‘wow’ factor [S][W]

  4. Rides are mainly for older teenagers.  [S][W]

  5. The newest ride was introduced five years ago. [S][W]

  6. There are lots of different things to do.  [S][W]

  7. 2 Cafes – average price and range, but good quality of food, service and atmosphere [S][W]

  8. There are business and conference rooms available [S][W]

  9. There are signposts from most roads once ten miles away.  [S][W]

  10. Staff are really helpful.  They are well trained in customer service. [S][W]

  11. There are numerous toilets, including those for the disabled and also baby changing facilities. [S][W]

  12. There is a river running through the park and three small ponds – fenced or relatively inaccessible.  The activities and rides  all have detailed risk assessments, and are supervised by fully qualified staff.  There have been no accidents since it was opened. [S][W]

  13. It is open every day except Christmas day 10 am – 5.00 pm (peak), 10 am - 4pm (off peak). [S][W]

  14. It is dependent on visitor income to pay for running costs.  It is a private sector organisation.  It cannot get lottery funding.  A nearby attraction just got £4million to upgrade its facilities. [S][W] 

  15. he rides and facilities are over a very large area.  This makes it seem really spacious and people don’t think it is crowded.  Some do complain there is a long way to walk between everything [S][W].

  16. People sometimes have to queue to get tickets, for the restaurant, the simulator ride and for the climbing tower. [S][W]

  17. Electric wheelchairs can be hired, and normal wheelchairs are free, disabled toilet and accommodation facilities.  The environment is wheelchair friendly.  Some staff are currently undertaking training in BSL.  BSL provide information for people. [S][W]

  18. Information is produced in German and French. [S][W]

  19. For people that do not want to walk, there is a road train facility for the old or infirm.  There is seating at frequent intervals and a wide range of play areas for different aged children.  [S][W]

  20. People prefer to come when the weather is good as most attractions are outdoors.  [S][W]

  21. There are several indoor attractions. [S][W]


Question 1:  How can a SWOT analysis help a tourism organisation?









Question 3:

What threats would a small independent travel agency have?



English Italian
lack  insufficienza, mancanza
arise presentarsi
brainstorming  stimolazione di idee a ruota libera
carry out eseguire, fare
wow factor fattore sorpresa
leisure  tempo libero, attività ricreative
facilities attrezzature
signposted fornito di segnali stradali
helpful servizievole
roller coasters montagne russe
ride cavalcata, giro
pond laghetto
fence recintare
peak (period) periodo di punta
running costs costi correnti, di gestione
queue fare la coda
wheelchair sedia a rotelle
sound box riproduttore acustico

Business is used especially to mean a business that is owned by an individual or family:
is the general word for a business with a number of managers and employees
is the general word for a business that provides a professional service: an accountancy/a law firm/a travel agent