Qué es y cómo se hace un análisis FODA en 9 pasos + ejemplo práctico
Summary
TLDREl análisis SWOT es una herramienta estratégica que evalúa las fortalezas, debilidades, oportunidades y amenazas de una empresa. Seguidamente, se definen objetivos y se identifican estos cuatro elementos clave. A través de ejemplos prácticos, como el caso de HomeComb, se muestra cómo se pueden transformar en estrategias de éxito, reacción, adaptación y supervivencia. Se ofrecen recomendaciones para una efectiva implementación del análisis SWOT, enfatizando la importancia de la acción planificada y la precisión en la formulación de estrategias.
Takeaways
- 😀 El análisis SWOT es una matriz compuesta por cuatro elementos: fortalezas, debilidades, oportunidades y amenazas, que ayuda a generar estrategias para una organización.
- 🔍 Las fortalezas son aspectos internos positivos de la empresa, como certificaciones, patentes y una infraestructura tecnológica avanzada.
- 🚀 Las oportunidades son aspectos externos que la empresa puede aprovechar, como cambios en la percepción del consumidor o la apertura de acuerdos comerciales.
- 💡 Las debilidades son aspectos internos que perjudican a la empresa frente a la competencia, como falta de experiencia o problemas de calidad en el producto.
- ⚠️ Las amenazas son factores externos que representan riesgos para la empresa, como el aumento del dólar o la llegada de competidores grandes como Walmart.
- 🎯 El primer paso para realizar un análisis SWOT es definir el objetivo, ya sea para la planificación estratégica, evaluación de colaboradores o proyectos de expansión.
- 📊 Se deben considerar tanto las fortalezas y debilidades internas como las oportunidades y amenazas externas para desarrollar estrategias efectivas.
- 🛠️ Se pueden desarrollar planes de contingencia para abordar amenazas y aprovecharse de las oportunidades para mejorar las debilidades.
- 📈 Se pueden definir cuatro enfoques estratégicos distintos basados en el análisis SWOT: éxito, reacción, adaptación y supervivencia.
- 📝 Es importante transformar la estrategia en un plan de acción detallado con fechas y responsables para garantizar su cumplimiento.
- 📉 Se deben priorizar los elementos más significativos y ser precisos en las declaraciones, como mencionar la vida útil real de un producto en comparación con la competencia.
Q & A
¿Qué es el análisis FODA?
-El análisis FODA es una matriz que consiste en cuatro elementos: dos internos (Fortalezas y Debilidades) y dos externos (Oportunidades y Amenazas). Su objetivo es generar estrategias para mejorar la planificación estratégica de una organización.
¿Cuál es la principal utilidad del análisis FODA?
-El análisis FODA ayuda a generar estrategias que permiten entender dónde está una organización, cómo está, hacia dónde va y qué debe hacer para alcanzar sus objetivos. Es una herramienta clave en la planificación estratégica.
¿Qué se debe hacer antes de comenzar un análisis FODA?
-Antes de comenzar un análisis FODA, es importante definir el objetivo claro del análisis, como puede ser un plan estratégico anual, una evaluación segmentada de los colaboradores o un proyecto de expansión.
¿Cómo se pueden identificar las fortalezas en un análisis FODA?
-Las fortalezas se identifican preguntándose qué aspectos internos positivos tiene la empresa bajo su control. Además, se pueden obtener ideas preguntando a los clientes y al mercado sobre lo que consideran como fortalezas.
¿Cuál es la diferencia entre una oportunidad y una amenaza?
-Las oportunidades son factores externos sobre los cuales la empresa no tiene control directo pero puede aprovechar para mejorar, mientras que las amenazas son factores externos que representan riesgos para la organización.
¿Qué estrategia se puede aplicar cuando se comparan fortalezas y oportunidades?
-Cuando se comparan fortalezas y oportunidades, se utiliza la estrategia de éxito. Esta estrategia busca aprovechar las fortalezas internas para capitalizar las oportunidades externas.
¿Qué recomendación clave se menciona para desarrollar el análisis FODA?
-Una recomendación clave es que la estrategia no debe quedarse solo en palabras o en un documento escrito. Es fundamental establecer un plan de acción con pasos claros, fechas y responsables para garantizar su cumplimiento.
¿Qué ejemplo se da de una oportunidad en el análisis FODA de HomeComb?
-Una oportunidad para HomeComb es la compra de productos mediante dispositivos móviles utilizando códigos QR, lo que puede generar ahorros en inventario y reducir costos de personal.
¿Cómo se aborda la amenaza de la llegada de Walmart en el caso de HomeComb?
-Para enfrentar la amenaza de la llegada de Walmart, HomeComb planea fortalecer su programa de CRM para fidelizar aún más a sus clientes y evitar que opten por comprar en Walmart, a pesar de sus precios bajos.
¿Qué estrategia se menciona para corregir la debilidad relacionada con los anuncios de descuentos expirados?
-HomeComb implementará un sistema que codifique los avisos de descuentos, lo que permitirá eliminar los anuncios una vez que los descuentos hayan expirado, evitando confusiones entre los clientes.
Outlines
📈 Análisis SWOT: Definición y Objetivo
El vídeo comienza explicando el análisis SWOT, que es una matriz compuesta por cuatro elementos: fortalezas, debilidades, oportunidades y amenazas. Las fortalezas son aspectos internos positivos, las oportunidades son elementos externos que se pueden aprovechar, las debilidades son aspectos que nos desfavorecen y las amenazas son riesgos externos. El análisis SWOT ayuda a generar estrategias para responder a preguntas sobre la situación actual, cómo estamos, hacia dónde vamos y qué debemos hacer para llegar allí. El primer paso es definir el objetivo del análisis, ya sea para la planificación estratégica, evaluación de colaboradores o proyectos de expansión.
🛒 Ejemplo Práctico de Análisis SWOT: HomeComb
Se desarrolla un análisis SWOT para una empresa hipotética llamada HomeComb, una cadena de hipermercados. Se exploran las fortalezas de HomeComb, como sus mejores precios, programa de lealtad, servicio de calidad y infraestructura tecnológica. A continuación, se identifican debilidades como los retrasos en la entrega de pedidos online, notificaciones de descuentos obsoletas y alto rotación de personal. Se analizan oportunidades como la compra de productos a través de móviles, la creciente demanda de productos de marca blanca y la falta de infraestructura tecnológica en competidores. Las amenazas incluyen la competencia de tiendas de bajo costo, la llegada de Walmart y el aumento del dólar, lo que incrementa los costos de importación.
🚀 Estrategias Derivadas del Análisis SWOT de HomeComb
Se presentan estrategias basadas en el análisis SWOT de HomeComb. Las estrategias de éxito involucran vender productos de baja costura bajo la marca HomeComb y ofrecer un portal de transacciones en alianza con empresas como aerolíneas y gimnasios. Las estrategias de adaptación incluyen establecer exhibiciones sin inventario en lugares urbanos y codificar avisos de descuento para su retirada oportuna. Las estrategias de supervivencia abordan la alta rotación de personal y la competencia de tiendas de bajo costo, proponiendo abrir tiendas mini con productos de marca propia y buscar alianzas comerciales para competir con Walmart.
🔄 Estrategias de Supervivencia y CRM para HomeComb
Finalmente, se abordan estrategias de supervivencia para enfrentar amenazas como la llegada de Walmart, proponiendo fortalecer el programa CRM para retener clientes leales. Se enfatiza la importancia de adaptar las estrategias al contexto de la empresa y menciona la disponibilidad de recursos adicionales en el sitio web de Ingenio Empresa para aprender más sobre herramientas de análisis como el SWOT.
Mindmap
Keywords
💡SWOT分析
💡优势(Fortalezas)
💡机会(Oportunidades)
💡劣势(Debilidades)
💡威胁(Amenazas)
💡战略(Estrategias)
💡行动计划(Plan de Acción)
💡客户忠诚度计划(Plan de Lealtad de Clientes)
💡物流(Logística)
💡技术基础设施(Infraestructura Tecnológica)
💡市场机会(Oportunidad de Mercado)
Highlights
El análisis FODA es una matriz compuesta por cuatro elementos: dos internos (fortalezas y debilidades) y dos externos (oportunidades y amenazas).
El análisis FODA ayuda a las organizaciones a generar estrategias respondiendo a preguntas como: ¿Dónde estamos?, ¿Cómo estamos?, ¿Hacia dónde vamos?, y ¿Qué debemos hacer para llegar allí?
El primer paso para hacer un análisis FODA es definir el objetivo, ya sea para la planificación estratégica del año, evaluación de colaboradores o un proyecto de mega-expansión.
Las fortalezas son aspectos positivos internos de la empresa que están bajo su control, como certificaciones, patentes y presencia en diferentes ubicaciones.
Las oportunidades son factores externos que pueden aprovecharse para el beneficio de la empresa, como cambios en la percepción del consumidor o la apertura de acuerdos comerciales.
Las debilidades son aspectos internos que, aunque controlables, representan desventajas frente a la competencia, como la falta de experiencia o la mala ubicación.
Las amenazas son riesgos externos difíciles de controlar, como el incremento del dólar para un comerciante o políticas ambientales para una empresa petrolera.
La definición de estrategias en el análisis FODA incluye cuatro enfoques: éxito (fortalezas y oportunidades), reacción (fortalezas y amenazas), adaptación (oportunidades y debilidades), y supervivencia (debilidades y amenazas).
Es crucial que la estrategia no solo quede en palabras; debe establecerse un plan de acción paso a paso con fechas y responsables para asegurar su cumplimiento.
La empresa HomeComb tiene fortalezas como precios competitivos debido a negociaciones con proveedores y un programa de fidelización que aumentó en 15,000 usuarios en el último año.
Una debilidad clave de HomeComb es el incumplimiento en los tiempos de entrega del 60% de las ventas realizadas en la tienda online.
Entre las oportunidades, HomeComb considera la compra de productos mediante dispositivos móviles y la creciente tendencia de empresas que fabrican productos para otras marcas.
Entre las amenazas para HomeComb se encuentran las tiendas de bajo costo que ofrecen marcas alternativas y la llegada de Walmart al mercado local.
Una estrategia de éxito para HomeComb es vender productos de bajo costo bajo su propia marca, aprovechando las oportunidades y fortalezas de su infraestructura tecnológica.
Para mitigar amenazas, HomeComb planea buscar proveedores alternativos en la región que ofrezcan productos en diferentes monedas para reducir la exposición al incremento del dólar.
Para mejorar la experiencia del cliente, HomeComb implementará un sistema para retirar a tiempo los avisos de descuento vencidos y reducir las quejas.
Transcripts
Hello everyone, I am Diego de Ingenio company and this time I am going to tell you everything about the
SWOT analysis. Let's see what it is, what it is for and how we can do it in
nine steps. We start with its definition, what is the SWOT analysis? It is basically
an array or a matrix that consists of four elements: Two external and two internal.
The first are the strengths and they are
those internal aspects in which we find ourselves very well. We continue with the opportunities that
are the elements that can be taken advantage of. Then come the weaknesses
that are the aspects that play against us, and finally there are the
threats that are the external risks that we must face. All this leads us to
ask ourselves, well, what is SWOT analysis for? What is it for?
Basically it helps us to generate strategies, strategies that answer
the question of where we are, how we are, where we are going, what we have to
do to get here, and this is basically based on the determination
of strategies, very common in organizations to propose strategic plans
. The first step in doing a SWOT analysis is defining the objective. If you are
going to make a SWOT matrix for something: in the strategic planning of the year, it
is the segmented evaluation of the collaborators or perhaps a mega
-expansion project. It is important that attendees are clear about the reason
why they are meeting. We start with the strengths. The strengths are the internal positive
aspects of the business and that therefore are under control. Usually
when we think of strengths what we are good at comes to mind
, but we can go further by asking our clients and the market
what they think of us. If we've done things right, some responses will be
strengths. Examples of strength can be
certifications received, patents, knowledge of the organization and headquarters
in different places. Opportunities are external aspects of which we
do not have direct control but we can develop plans to
take advantage of them. We are talking about possible advantages for the company to
do better, which can mean the difference between it and the competition.
A change in consumer perception, the opening of a
trade agreement in a country, and public business tenders are examples of
opportunities. The next step is the identification of weaknesses.
Weaknesses are aspects that even when they are under our control can be
controlled. They mean disadvantages against the competition and towards the
achievement of our objectives. Lack of experience, poor location,
process waste , and poor product quality are examples of weaknesses.
Threats are the factors that pose risks to the company. They are
external, so it is difficult for us to control them, but we can develop
contingency plans to deal with them. There are all kinds depending on the
characteristics of the company, for example, the dollar increased for a
marketer that brings products from the US, environmental policies for an
oil company, the excessive increase in the prices of our suppliers or the
development of technology in our competition. Once we have detected the
strengths, opportunities, threats and weaknesses, it only remains to define the
strategies that we are going to follow. The definition of the strategies handles
four different approaches: the first is the success approach and it is basically detected by
answering the following question: in what way can we use our
strengths to take advantage of our opportunities? The reaction approach
continues with strengths but this time compares them to threats. It
answers the following question: How can our strengths be used to
mitigate threats? The next approach is adaptation: In it we
compare opportunities with weaknesses. Let's think about the following: how can we
take advantage of opportunities to correct our weaknesses? Finally, there
is the survival approach that takes the weaknesses and compares them with
the threats. How can we keep up even with the threats seen?
Established with the survival strategy,
I want to mention three recommendations that you should keep in mind during the entire
development of the SWOT analysis. The first is that the strategy should not
remain in words or even in writing. It is important that you establish
a step-by-step action plan with dates and responsible parties to ensure its
compliance. It is important to prioritize among the most significant elements.
We have countless weaknesses, opportunities, threats and strengths.
Which are the most important? Do the analysis with those and finally it is convenient to
be precise in our statements. It is better to say our product has an
average of two years longer life than the competition instead of better life
of our product compared to the competition. To learn more about this and
other topics, visit the Ingenio Empresa website, visit ingenioempresa.com
In the description of the video I leave the link.
Let's go now with a practical example on SWOT analysis.
First of all, he contextualized you, what our example is going to
be about , it's going to be about a company, a hypermarket, a consumer company.
The company is called HomeComb. It has warehouses and supermarkets in different parts
of the country. It is a company already consolidated in the national market. It has
very important negotiations with multiple suppliers and an advanced
technological infrastructure. The order in which we are going to develop our
SWOT or SWOT matrix will be first with the strengths and then the opportunities,
then we will go to the opportunities (it is weaknesses) and finally to the
threats. However, it is necessary to clarify that in practice this order
is not a straitjacket, in fact and it was indicated in the post. I make a mention of the
Harvard Business Review magazine that shows that following a methodology
that addresses first the weaknesses and then the threats, later the strengths
and then the opportunities, that is, a SWOT methodology gives better results
than starting with the strengths and opportunities first. . This is up to you
and practice will prove us right. Well, let's start with the
strengths first. HomeComb has better prices than our technology and appliance suppliers
offer us , which allows us to
offer products with a lower price than the competition, and it is that HomeComb has already
over the years made important negotiations with multiple suppliers
that allows you to access products that these providers offer at a
much lower cost than the competition could be, and that cost
is passed on from the customer to the common customer unlike what
the competition can do . They also have a points program that
has allowed customer loyalty, and an increase of 15,000
people in this program in the previous year. It turns out that when you go to
buy a product, for each product you buy, at HomeComb you will accumulate
some points. Once these points have reached a certain limit, you will be able to receive them for other
products in the store. So this is a loyalty program that gives very
good results and is evidenced in an increase of 15 thousand people in this
program in the previous year. Final and last strength to our
clients recognize that the service provided to the facilities is
excellent. Let's go with the weaknesses: there are
defaults in the delivery time of 60% of the sales made by the
online store. Each sale that is made within the in-store
contains a logistics. The gear behind since the person selects
the product, places it in the cart, places their card details and pays for it.
That order, that order form enters the HomeComb software
and there it reaches the dispatch, between the dispatch the order is made for the
logistics shipment with courier, but at this moment there are
deficiencies within that process that makes the delivery time be much
be much greater than promised. Next weakness: There are hanging notices of
discounts at the hypermarket facilities that are not removed in time
after the discount is finished. It turns out that you agree, you walk down a corridor,
you see that there is a discount on a certain type of product, you
take that product, and when you get to the checkout, you either
pay for the product and then you realize that the discount was not applied, or before
pay you realize that the product is worth much more than it appeared. It turns out
that discounts are placed ... the time for the validity of that discount passes
and that poster is not removed, that notice and that since obviously it makes
the customer annoy and it would certainly annoy anyone. Finally, an
increase in staff turnover during the last year, added to the time
invested in training, the greater the turnover of staff, because the more
time has to be invested in training the new staff who have to enter.
Among the opportunities we have the purchase of products through the mobile
in warehouses and products in stock, which means savings in inventory and
reduction of costs for hiring existing personnel. A great opportunity
here in the use of smartphones is that you can buy
a product using the QR code reader on your cell phone, so let's say you
are walking down a corridor and a showcase with certain products with
certain product stickers. That sticker has a QR code, you take out your
cell phone, scan it, enter your card details, make the purchase and the promise
is that when you get home that product will already be there. This is already
a technology implemented in many warehouses in the world. One of the
pioneers is for example
the South Korean. It's called Tesco, you can look it up. We continue the growing increase in
companies that manufacture products for other brands to market them
under their name. So I am the warehouse and I contract you to
make certain types of products. When you send me those products, you
send them to me with the label of my own brand,
which is, in other words, called a maquila. You are producing for me and I
am selling under my own brand. This time I am a warehouse that brings
many products from other brands but in this case I am not marketing a
product of my own brand even though it is not manufactured by me but rather manufactured by
someone else, and our competitors do not have
our technological infrastructure to adopt the same new technologies, this is
clear. Threats: low cost stores, what is called the low cost store that
offer alternative brands in exchange for low prices and it turns out that
what these stores do is offer products that do not have so much marketing
behind, that are not as well known and this allows you to offer products that are
much cheaper. When you as a user, as a customer you access one of
these stores you know that you will not find products from recognized brands
but you also know that in exchange for this you will be able to buy those
products at a much lower cost than what you would buy in a product
known brand . The arrival of WalMart, a giant of the retail trade in other
countries of the world and therefore comes to our country and is a major threat. And the
upward trend to the dollar that increases the costs of the products that are
imported. Well, with this we already have the panorama of strengths, weaknesses, opportunities and
threats. We are going to see what the strategies give us
the strategy that compares the strengths and the opportunities is the strategy of success.
We have first bypassed opportunity number 2: we are going to sell
low-priced products under the HomeComb brand compared to
small supermarkets . Derived from opportunity number 3 and
strength number 2: we are going to offer a consultation and transaction portal for
users on the website and app, and look for new allies such as airlines,
restaurants and gyms to use the points. It turns out that currently at HomeComb they
have that the user who is in the loyalty program can
receive their points only for products from the warehouse itself, since
we have an important infrastructure, an important
technological infrastructure and we have many suppliers; we are going to make that user can
receive their points not only inside HomeComb but also inside a
plane ticket or inside the plate of a restaurant.
Within the strategy that compares the weaknesses and opportunities, we have
derived opportunity number 1 and skill number 1: that we are going to set up
showcases of products without stock in urban places. This will reduce part of
the shipping logistics because it will not be in the warehouse but from the
distribution centers. So suppose you are walking to
catch the subway, you are going to take the bus and right next to you there is a shelf that
places promotions for laptops, then you approach and see the
QR code attached, you take your cell phone from the QR code reader you scan and put
your card details. You just made a purchase just when you are going to take the
subway to go home. This is a strategy that Tesco obviously already has in place in
a South Korean warehouse, and at this moment HomeComb sees the
opportunity to implement it in strategic locations in the city as well.
Weakness number 2: we are going to code the discount notices posted in
the mall's facilities to know in time when they should be
removed. Basically what HomeComb is going to be through this strategy is to
assign a code to each of the discounts that are placed in the
aisles and in the showcases and code that within a software and parameterize
from which date to which date it will be carry out so that when it is close to
ending its validity, as the software tells us that it is necessary to remove the
product in aisle 3 so that the customer does not see that discount afterwards they make
a mistake again. Finally, design and implement an incentive
plan for staff. It is to avoid the, to reduce the
high turnover of personnel. We go with the strategy that compares
strengths and threats: we have within threat number 3: We are going to
determine alternate suppliers in the region that supply products with
different currencies . So suppose that we are always
buying Lenovo computers at a certain currency and that currency started
to increase ... then we have to pay more for each computer that we buy.
It turns out that Acer has a factory in our country and can sell these
products to us in our own currency, as it is better for us to buy products,
computers from Acer than to continue buying from Lenovo.
Derived from the threat number one and strength number three, we are going to
open mini stores in the residential sectors with private label products
to compete with low-cost supermarkets. So what we are
going to do is hire maquias, make us our own
products under the HomeComb brand and we are going to open a store, so the low-cost store
has a product on one side of the sidewalk, on one side of the street. ..
we are going to open another one right in front, then we are going to compete face to face
in the residential sectors, we are going to go to the neighborhoods where the
people are, where leaving their house they can walk a few meters and they can come and
buy the products of our own brand.
And derived from threat number 2 and strength number one: We are going to seek
commercial alliances with other suppliers that sell products in
which Walmart is strong and has low prices.
The survival strategy, the one that compares weaknesses and threats:
we have derived threat number 2: we are going to strengthen the CRM program to
retain more customers with the arrival of Walmart. Although Walmart will
arrive with innovative products and low prices in many of the sectors where
they are strong, we are going to build even more loyalty to our
users so that even when they have lower prices there or
different products there, they prefer to buy from us. us simply for
a matter of fidelity. Well, this is our example, I hope it was
understood, I hope you have not been so confused. Remember that in Ingenio company you will
find the SWOT analysis post and other post about tools that may
be very interesting for you. I'll leave it in the description of the video and see you
another time. Bye bye.
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