SWOT Analysis

The SWOT analysis is a basic, straightforward framework. It accomplishes this by summarising the risk and opportunities for any organisation or planned undertaking or intervention. There are factors which pertain to the internal environment. Normally, these internal factors are provided by the classification of Strength (S) and Weakness (W). The external factors consist of Opportunities (O) and Threats (T) (NETMBA n. y.). The SWOT analysis is easy to understand and to carry out. The analysis is typically represented by a four-box model that lists  strengths, weaknesses, opportunities, and threats in the following order (see picture above).

(Adapted from PLANONLINE 2001)

Even if the concept of a SWOT analysis is kept very simple, there are still certain things which have to be considered. Normally, a SWOT analysis begins with strength and weaknesses and moves out to the external factors opportunities and threats. To start, the group should conduct a brainstorming to list factors for the four letters. There should also be a time limit in which the analysis has to be done.

If you conduct the analysis, this should be done with asking questions. The most important questions are:

• What are the strengths of our organisation/intervention?
• What are the weaknesses of our organisation/intervention?
• What opportunities exist in our external environment?
• What threats to the organisation/intervention exist in our external environment?

Of course, there are many more questions which can be asked in this way. Below there are some more possible questions, which can be posed:

• What could be potential issues (political, social, economic etc.) which make an adaptation of a water management project difficult to realise?
• What possibilities could exhibit a water management project?
• How is the organisation/intervention accepted socially?
• Which technology fits the project best?

Those topics are primarily to be examined for the external factors (threats and opportunities). These factors should not only be formulated on the basis of what exists now, but also considering future trends and developments. It is important to examine threats and opportunities in one step since they are often associated with each other. Threats may appear as the dark side of opportunities, but they exhibit also possible opportunities (HORN-HAACKE n. y.). The internal factors are more up to the abilities of an organisation/intervention and since abilities depend on oneself, strengths and weaknesses should be assessed in a down-to-earth-manner. Following there are some abilities which can be considered:

• Ability to implement a (water and sanitation) project (resources)
• Know-how of the participants involved
• Ability to convince people of a (water and sanitation) project
• What are possible advantages of the project?
• What are possible limitations?

This list is by no means exhaustive. There are many more questions to explore the four factors. The questions depend on the respective organisation or intervention. Therefore, the SWOT analysis can be used to examine various types of applications. Following, there are some examples how SWOT analyses can be applied. It can be conducted for comparing different water and sanitation management systems or it can be used to analyse the progress of an ongoing water and sanitation management campaign (see frameworks and approaches).

Still, there are certain issues are to be observed. If a SWOT analysis is conducted, it should always be specific. The same also applies for a statement. The output of a SWOT analysis can produce a huge list of factors, so it is important to prioritise (see problem and preference ranking) them (MINDTOOL 2010). It is often helpful to reduce the list to five or less distinctive factors (PLANONLINE 2001). Another help could be the use of neutral facilitators (moderators) as they can help to align and organise the process of a SWOT analysis (HORN-HAACKE n. y.)

SWOT analyses provide an opportunity to develop a plan in which the best approach is determined in order to minimise weaknesses and threats and to improve the strengths or to use opportunities (VAN OEL 2002).

 Example of SWOT analysis of an Indian start up company planning to market imported water saving appliances (waterless urinals, water saving showerheads, etc.) in India. Source: SEECON (2010)

(Adapted from HORN-HAACKE n. y.)

The SWOT analysis can be used to develop strategies. The basic idea is to combine strengths and weaknesses on one side and on the other side opportunities and threats pairwise.

The next step includes the exploring of following points:

• What strategy would adequately match this combination of internal and external factors?
• What will be corresponding key activities of the water and sanitation management project?
• And what are the chances and risks of this approach?

The first question can be difficult to answer and it can take some time to answer it. Another fact which has to be considered is the different time horizons of the four strategies. A strategy based on strength and on opportunities can be realised quickly. On the other hand, a strategy which tries to counter weaknesses and threats takes more time to work out. Yet, this can also be considered a chance to combine the strategies because the strategies tend to be mutually supportive.