If there is one tool that every rookie CI analyst is expected to know about and to understand, it’s SWOT analysis. And SWOT analysis is easy, isn’t it? You just draw a 2x2 grid with strengths at the top left, weaknesses next door and then put opportunities and threats underneath. Brainstorm for what to fill in each box, and there you have it. OR do you? Is that all that is involved? If so, why does it often not lead to anything meaningful – with SWOT standing for A Substantial Waste of Time! A few have even suggested that it’s time kill SWOT for other tools.
This webinar will look at SWOT – and how to identify what is a real strength, weaknesses that are actual vulnerabilities that need correction and protection from competitors and ways to identify opportunities and threats that are part of the role of CI analysts. SWOT, when linked to other techniques can thus become an extremely powerful analysis approach that needs to be part of every CI analyst’s toolkit.
About the speaker:
Arthur Weiss is the managing director of AWARE, specialising in competitive & marketing intelligence research and training. Since founding AWARE in 1995, Arthur has established a global reputation as an expert on finding and interpreting intelligence for both companies and on the overall competitive environment within which companies operate. He is recognised as an expert in web intelligence – with publications dating back 25 years. He also recognises that CI is not a static field, and that analysis tools such as SWOT need to stay current with CI protagonists learning how to use these effectively.
Arthur is a long-time SLA member, and is also a member of the UK based Chartered Institute of Marketing, the Association of MBAs and the Association of Independent Information Professionals (AIIP).