SOOT analysis, with its four elements in a ex. Matrix. SOOT analysis (alternately SOOT Matrix) is a strategic planning method used to evaluate the Strengths, Weaknesses/Limitations, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. The technique is credited to Albert Humphrey, who led a convention at the Stanford Research Institute (now SIR
International) in the asses and asses using data from Fortune 500 companies.  Setting the objective should be done after the SOOT analysis has been performed. This would allow achievable goals or objectives to be set for the organization. Strengths: characteristics of the business, or project team that give it an advantage over others Weaknesses (or Limitations): are characteristics that place the team at a disadvantage relative to others Opportunities: external chances to improve performance (e. . Make greater profits) in the environment Threats: external elements in the environment that could cause trouble for the business or project Identification of SHOTS is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SHOTS. First, the decision makers have to determine whether the objective is attainable, given the SHOTS. If the objective is NOT attainable a different objective must be selected and the process repeated.
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Users of SOOT analysis need to ask and answer questions that generate meaningful information for each category (strengths, nakedness, opportunities, and threats) in order to maximize the benefits of this evaluation and find their competitive advantage.  Internal and external factors The aim of any SOOT analysis is to identify the key internal and external factors that are important to achieving the objective. These come from within the company’s unique value chain. SOOT analysis groups key pieces of information into two main categories: Internal factors – The strengths and weaknesses internal to the organization.
External factors – The opportunities and threats presented by the external environment to the organization. The internal factors may be viewed as strengths or weaknesses depending upon their impact on the organization’s objectives. What may represent strengths with respect to one objective may be weaknesses for another objective. The factors may include all of the ups; as well as personnel, finance, manufacturing capabilities, and so on. The external factors may include macroeconomic matters, technological change, legislation, and socio-cultural changes, as well as changes in the marketplace or competitive position.
The results re often presented in the form of a matrix. SOOT analysis is Just one method of categorization and has its own weaknesses. For example, it may tend to persuade companies to compile lists rather than think about what is actually important in achieving objectives. It also presents the resulting lists uncritically and without clear SOOT analysis By Paraguayan threats. It is prudent not to eliminate too quickly any candidate SOOT entry. The importance of individual SHOTS will be revealed by the value of the strategies it generates. A SOOT item that produces valuable strategies is important.
A SOOT item that generates no strategies is not important. Below is an example SOOT analysis of a market position of a small management consultancy with specialist in HARM.  Strengths Weaknesses Opportunities Threats Reputation in marketplace Shortage of consultants at operating level rather than partner level Well established position with a well-defined market niche Large consultancies operating at a minor level Expertise at partner level in HARM consultancy Unable to deal with multi-disciplinary assignments because of size or lack of ability
Identified market for consultancy in areas other than HARM Other small consultancies looking to invade the marketplace Use of SOOT analysis The usefulness of SOOT analysis is not limited to profit-seeking organizations. SOOT analysis may be used in any decision-making situation when a desired end-state (objective) has been defined. Examples include: non-profit organizations, governmental units, and individuals. SOOT analysis may also be used in pre-crisis planning and preventive crisis management. SOOT analysis may also be used in creating a recommendation during a viability study/survey.