By Allen Carpenter,2014-05-16 16:47
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SWOT stands for Strengths, Weaknesses, Opportunities and Threats. By using the SWOT analysis you can identify where your club stands in the market,


Before you sit down to plan the future of your club’s marketing activities, you

    need to take stock of where your club is now and why you are there. One useful

    way to get a clear picture of where your club currently sits is by using a SWOT


SWOT stands for Strengths, Weaknesses, Opportunities and Threats. By using

    the SWOT analysis you can identify where your club stands in the market, which

    provides a useful launch pad for making future marketing plans. Take the time to

    work through the SWOT process carefully and you will have a clearer idea of:

    ? The things your club does well, and the things you need to improve on

    (strengths and opportunities).

    ? What types of competition exist for your club and which ones can be

    defended (strengths and threats)

    ? Whether your club needs to change the product itself to protect from

    outside influences (weaknesses and threats)

    ? Which issues your club needs to make as its priorities (weaknesses and



    When you look at the strengths, concentrate on the club itself and whether it can

    achieve the outcomes you want. Examples of strengths include:

    ? Strong financial base.

    ? Strong local need for your product, many new members, etc.

    ? Group of skilled volunteers.

    ? Support from local businesses, politicians, etc.

    ? Well-equipped clubhouse.

    ? Committee is well-structured, enthusiastic, capable, etc. Weaknesses

    Weaknesses often appear as the direct opposite of the strengths listed above

    and include:

    ? Weak financial base.

    ? Diminishing need or desire for your product, fewer new members, etc.

    ? Few volunteers.

    ? No support from local businesses, politicians, etc.

    ? Out of date ill equipped clubhouse.

    ? Committee is poorly structured, overworked, disinterested, etc.


    Opportunities refer to the possibilities of new growth because of the changes in

    the external environment and can include such things as:

    ? Promotion of sport by government authorities, e.g. renewed ‘Push Play”


    ? New population of potential users moving into the area, e.g. with children. ? Grants by local and national government to encourage sport and


    ? Organisations looking to sponsor local activities.

    ? Seasonal interest in particular sports, e.g cricket in summer, football in


    ? International or national interests the activity your club is involved in, e.g

    Commonwealth or Olympic Games.

    ? Promotion of your activity to a different age group or gender e.g. lawn

    bowls to teenagers, rugby to girls.


    As with strengths and weaknesses, the threats are often very similar to the

    opportunities. Examples of threats include:

    ? Traditional sponsors of sport and recreation changing the way they spend

    their sponsorship dollars.

    ? Seasonal interest in particular sports or activities which is in direct

    competition with your own, e.g. competing codes of Rugby. ? Promotion of sport to different age groups or gender which competes with

    your club’s interest e.g. ballet and soccer for girls.

    ? Other interests including television, video games, school activities, part-

    time work for teenagers, and so on.

    ? Time related issues for example, competition for volunteers time, longer

    working hours, both parents working children unable to attend, limited

    available free time for both children and parents. ? Other organisations with better facilities.

    ? Lack of knowledge and interest in your product.

    A SWOT Analysis should be drawn up to look like this:

    Internal Factors STRENGTHS WEAKNESSES (Things about your club)

    External Factors OPPORTUNITIES THREATS (Things outside of your


It’s a great idea to draw this up on a whiteboard or large piece of paper and use

    as a brainstorming base at a committee meeting.

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