Cross SWOT analysis is an analysis that combines the internal and external environments obtained through
SWOT analysis
to consider
marketing
measures for the external environment. By the way, SWOT analysis is an analysis that identifies the characteristics of an organization, products, and services from the following four perspectives.
- Strength：Strength
- Weak: Weakness
- Opportunity: Opportunity
- Threat: threat
The results obtained from SWOT analysis are extremely useful materials when considering company-wide goals and improvement measures. Strengths and weaknesses are the internal environment of a company, so improvements can be made within the company to some extent. On the other hand, opportunities and threats are external environments and cannot be controlled by a company. Therefore, it is necessary to utilize and improve the internal environment in relation to the external environment. Cross-SWOT analysis is very useful in this case.
When performing a cross-SWOT analysis, consider the results of the SWOT analysis using the following combinations.
- Opportunities x Strengths (Active Strategy): Using strengths to expand business in an external environment with many opportunities such as sales promotions.
- Threats x Strengths (differentiation strategy): Survive threats by leveraging your company’s strengths
- Opportunities x Weaknesses (step-by-step measures): Overcoming your company’s weaknesses in preparation for an external environment with more opportunities.
- Threats x Weaknesses (exclusive defense/withdrawal): In addition to the external environment with many threats, consider your company’s weaknesses and consider the worst case scenario.
By performing a cross-SWOT analysis as described above, it becomes possible to consider marketing measures that take into account both the external and internal environments.
Points to note when performing cross-SWOT analysis
In order to conduct a cross-SWOT analysis and implement effective marketing measures, it is necessary to conduct an appropriate cross-SWOT analysis. In order to properly perform a cross-SWOT analysis, it is important to conduct the SWOT analysis from an objective perspective. Therefore, when conducting a cross-SWOT analysis, have multiple people share their opinions and avoid biased viewpoints.
How to improve the quality of cross-SWOT analysis
In order to improve the quality of cross-SWOT analysis, it is important for multiple people to share their opinions, as mentioned earlier. Then, by conducting a cross-SWOT analysis with members from different departments and positions, higher quality analysis becomes possible. Also, when performing a cross-SWOT analysis, focus on proactive strategies. An active strategy is the marketing measure that is most likely to yield results, so by prioritizing an active strategy, you will get high results.
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