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Overview

SWOT analysis is a tool for auditing any opportunity a leader has. It is the first stage of planning and is designed to help leaders focus on key issues. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors. (See marketingteacher.com)

Example Strengths:

Your expertise
A new, innovative product, service or class
Quality processes and procedures
Aspects of your educational leadership that add value to your service, product or class

Example Weaknesses:

Lack of marketing expertise
Undifferentiated products or services compared to those of your competitors
Poor quality goods or services
A damaged reputation

Example Opportunities:

A developing market such as the Internet
Mergers, joint ventures or strategic alliances
A new, broader market
A market vacated by an ineffective competitor (e.g., another educational institution)

Example Threats:

A new competitor in your home market (e.g., another educational institution)
Lower priced products or services in competition with yours
A competitor providing a new, innovative product or service
Competitors with superior access to channels of distribution
Taxes or increased fees on your product or service