{"id":25651,"date":"2018-10-17T13:58:11","date_gmt":"2018-10-17T11:58:11","guid":{"rendered":"https:\/\/comunicagenia.com\/blog\/swot-what-is-a-swot-analysis-and-how-to-use-it-in-a-communication-plan\/"},"modified":"2018-10-17T13:58:11","modified_gmt":"2018-10-17T11:58:11","slug":"swot-what-is-a-swot-analysis-and-how-to-use-it-in-a-communication-plan","status":"publish","type":"post","link":"https:\/\/comunicagenia.com\/en\/blog\/swot-what-is-a-swot-analysis-and-how-to-use-it-in-a-communication-plan\/","title":{"rendered":"SWOT: what is a SWOT analysis and how to use it in a communication plan"},"content":{"rendered":"

Conocer la situaci\u00f3n actual de una empresa es vital a la hora de plantear nuevos objetivos futuros. Uno de los m\u00e9todos m\u00e1s utilizados para la extracci\u00f3n de datos es la confecci\u00f3n de una matriz DAFO, la cual analiza oportunidades y amenazas. Gracias a esta herramienta, es posible determinar el estado actual de una organizaci\u00f3n, tanto desde el plano interno como externo. Hoy vamos a tratar de arrojar algo m\u00e1s de luz sobre esta t\u00e9cnica, para detallar de forma m\u00e1s \u00f3ptima su uso, sus utilidades y c\u00f3mo aplicarlo al campo del marketing digital, incluyendo ejemplos de an\u00e1lisis DAFO.<\/p>\n

An\u00e1lisis DAFO: aprende a conocerte<\/span><\/h2>\n

Un an\u00e1lisis DAFO, no es m\u00e1s que una herramienta sobre la que realizar un diagn\u00f3stico de los factores que afectan a una organizaci\u00f3n, proyecto, empresa\u2026 que van a arrojar datos de especial inter\u00e9s para el desarrollo de estrategias. El an\u00e1lisis se plantea desde dos planos contrapuestos: factores internos y externos. Por un lado un an\u00e1lisis de factores internos (Debilidades \/ Fortalezas), y por otro lado un estudio del entorno y c\u00f3mo este afecta a nuestra organizaci\u00f3n (Amenazas \/ Oportunidades) mediante un an\u00e1lisis FODA. La suma de la informaci\u00f3n que se recoja tras la aplicaci\u00f3n de esta t\u00e9cnica, nos permitir\u00e1 conocer realmente cu\u00e1l es el estado de nuestra organizaci\u00f3n.<\/p>\n

Utilidades de una matriz DAFO<\/span><\/h2>\n

Como se ha comentado, el principal objetivo de realizar un an\u00e1lisis DAFO es el de conocer la imagen actual de la organizaci\u00f3n, saber su estado y preparar el la situaci\u00f3n para una futura toma de decisiones estrat\u00e9gicas. Tras el estudio de las variables que afectan de manera interna y externa a una organizaci\u00f3n, se va a poder determinar atributos que resten o sumen ventaja competitiva dentro del mercado. Un ejemplo de an\u00e1lisis DAFO podr\u00eda ilustrar esto. En s\u00edntesis el objetivo principal de un an\u00e1lisis DAFO va a ser siempre la posterior toma de decisiones basadas en fortalezas y debilidades. \u00c9stas van a: -Identificar limitaciones o ventajas. -Identificar obst\u00e1culos del competidor. -Tomar el rumbo m\u00e1s adecuado.<\/p>\n

El DAFO en el marketing digital<\/span><\/h2>\n

Para elaborar un plan de marketing digital, uno de los primeros pasos fundamentales es la realizaci\u00f3n de un estudio DAFO, el cual ayuda a identificar fortalezas y debilidades. Esto cobra tanta importancia debido a que las estrategias que se van a desglosar del plan van a depender casi en su totalidad de los datos que se hayan extra\u00eddo del an\u00e1lisis DAFO, que puede considerar factores internos y externos. A este punto toma importancia analizar las estrategias previas que se hayan realizado para saber el \u00edndice de \u00e9xito\/fracaso. Esto puede lograrse con un ejemplo de an\u00e1lisis DAFO detallado. Conocer todos los canales que estamos utilizando, as\u00ed como la situaci\u00f3n competitiva del sector. Todos estos factores los deberemos someter a diagn\u00f3stico para establecer unas pautas de la situaci\u00f3n actual y desde donde debemos partir.\u00a0<\/p>\n

Estrategias del an\u00e1lisis FODA<\/h2>\n

Un an\u00e1lisis FODA siempre dar\u00e1 como recomendaciones aplicar los siguientes tipos de etrategias:<\/p>\n

    \n
  • Estrategias FO:<\/strong> Aprovechar las fortalezas para aprovechar las oportunidades.<\/span><\/li>\n
  • DO Strategies:<\/span><\/strong> Overcome weaknesses to take advantage of opportunities.<\/span><\/li>\n
  • FA Strategies:<\/strong> Reduce weaknesses to minimize threats.<\/li>\n
  • DA Strategies:<\/strong> Strengthen strengths to minimize threats.<\/li>\n<\/ul>\n

    How to do a SWOT analysis?<\/h2>\n

    It is always interesting to read and find out about things, but when you get this far what you have to do is roll up your sleeves and get to work. We share an example so you can identify the strengths, opportunities, weaknesses and threats.\u00a0 Follow this example in which we first break down what the business stands out for, the shortcomings it has where it could be improved and what risks we face (from the competition or from the regulatory aspect or any other that affects it).\u00a0<\/p>\n

    After that we define some strategies that improve the positive things and try to alleviate the negative ones. You will understand it better with a practical example.<\/p>\n

    SWOT Analysis Example<\/h2>\n

    Next we apply a SWOT example<\/strong> of a coffee shop:<\/strong><\/p>\n

    Strengths:<\/strong><\/p>\n

      \n
    1. High quality product:<\/strong> 100% Arabica coffee, artisanally roasted and certified of origin, is a competitive advantage.<\/li>\n
    2. Cozy atmosphere:<\/strong> The establishment with modern decoration, background music and free Wi-Fi attracts customers.<\/li>\n
    3. Excellent customer service:<\/strong> Friendly and knowledgeable cafe staff enhance the customer experience.<\/li>\n
    4. Good reputation:<\/strong> Positive reviews on social networks and specialized websites support the image of the cafeteria.<\/li>\n
    5. Strategic location:<\/strong>\u00a0Being in a central area with a high flow of people is beneficial.<\/li>\n<\/ol>\n

      Weaknesses:<\/strong><\/p>\n

        \n
      1. Limited space:<\/strong> The small premises can generate queues during peak hours.<\/li>\n
      2. Lack of terrace:<\/strong> The absence of outdoor space can be a drawback in hot climates.<\/li>\n
      3. High prices:<\/strong>\u00a0Coffee prices higher than those of the competition could affect demand.<\/li>\n
      4. Limited menu:<\/strong> Offering only coffee, teas and pastries could limit variety.<\/li>\n
      5. Little advertising:<\/strong> Lack of investment in advertising and marketing can affect visibility.<\/li>\n<\/ol>\n

        Opportunities:<\/strong><\/p>\n

          \n
        1. Growth of the specialty coffee market:<\/strong> Take advantage of the trend of consumers willing to pay more for high-quality coffee.<\/li>\n
        2. Demand for coworking spaces:<\/strong>\u00a0Enable a coworking area to attract clients looking to work or study.<\/li>\n
        3. Expansion through delivery:<\/strong>\u00a0Offer delivery service to expand the scope of the business.<\/li>\n
        4. Online sales:<\/strong>\u00a0Sell coffee and related products through an online store.<\/li>\n
        5. Event organization:<\/strong>\u00a0Hold coffee tastings, barista workshops or live music nights.<\/li>\n<\/ol>\n

          Threats:<\/strong><\/p>\n

            \n
          1. Aumento de la competencia:<\/strong>\u00a0La creciente cantidad de cafeter\u00edas en la zona puede afectar la clientela.<\/li>\n
          2. Cadenas de cafeter\u00edas:<\/strong>\u00a0Las grandes cadenas ofrecen precios m\u00e1s bajos y mayor variedad.<\/li>\n
          3. Cambios en h\u00e1bitos de consumo:<\/strong>\u00a0Los consumidores buscan nuevas experiencias, lo que exige innovaci\u00f3n constante.<\/li>\n
          4. Crisis econ\u00f3mica:<\/strong>\u00a0Una recesi\u00f3n podr\u00eda reducir el consumo de caf\u00e9 fuera del hogar.<\/li>\n
          5. Fluctuaci\u00f3n del precio del caf\u00e9:<\/strong>\u00a0Las variaciones en el mercado internacional pueden afectar los m\u00e1rgenes de ganancia.<\/li>\n<\/ol>\n

            Estrategias DAFO:<\/strong><\/p>\n

              \n
            • FO:<\/strong>\u00a0Aprovechar la reputaci\u00f3n y el producto de alta calidad para atraer y fidelizar clientes.<\/li>\n
            • DO:<\/strong>\u00a0Diferenciarse mediante el ambiente acogedor y el excelente servicio al cliente.<\/li>\n
            • FA:<\/strong>\u00a0Reducir precios o crear promociones para atraer a clientes sensibles al precio.<\/li>\n
            • DA:<\/strong>\u00a0Ampliar el men\u00fa para atraer a un p\u00fablico m\u00e1s amplio.<\/li>\n<\/ul>\n

              \u00bfCu\u00e1nto debo realizar un an\u00e1lisis DAFO?<\/h2>\n

              Como regla regenal un an\u00e1lisis DAFO se realiza cuando estamos plantenado una estrategia o estamos realizando un plan de marketing.<\/p>\n

              \u00bfDAFO, FODA o SWOT?<\/h2>\n

              Los tr\u00e9s t\u00e9rminos son correctos ya que el DAFO tambi\u00e9n es conocido como FODA y SWOT ser\u00eda su traducci\u00f3n al ingl\u00e9s.\u00a0<\/p>\n

              M\u00e1s art\u00edculos relacionados<\/u><\/span><\/h4>\n","protected":false},"excerpt":{"rendered":"

              Conocer la situaci\u00f3n actual de una empresa es vital a la hora de plantear nuevos objetivos futuros. Uno de los m\u00e9todos m\u00e1s utilizados para la extracci\u00f3n de datos es la confecci\u00f3n de una matriz DAFO, la cual analiza oportunidades y amenazas. Gracias a esta herramienta, es posible determinar el estado actual de una organizaci\u00f3n, tanto […]<\/p>\n","protected":false},"author":1,"featured_media":5436,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","_thinkrank_schema_form_data":"","_thinkrank_selected_schema_type":"","_thinkrank_additional_schemas":"","_thinkrank_canonical_url":"","_thinkrank_og_title":"","_thinkrank_og_description":"","_thinkrank_og_image":"","_thinkrank_twitter_title":"","_thinkrank_twitter_description":"","_thinkrank_twitter_image":"","_thinkrank_imported_from":"","_thinkrank_focus_keywords":[],"_thinkrank_focus_keyword":"","_thinkrank_robots_meta_enabled":0,"_thinkrank_robots_meta":"","_thinkrank_advanced_robots_meta":"","_thinkrank_exclude_from_search":0,"_thinkrank_exclude_from_archives":0,"_thinkrank_primary_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[701],"tags":[770,754],"class_list":["post-25651","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing","tag-enterprise","tag-positioning"],"uagb_featured_image_src":{"full":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/10\/DAFO.jpg",512,500,false],"thumbnail":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/10\/DAFO-150x150.jpg",150,150,true],"medium":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/10\/DAFO-300x293.jpg",300,293,true],"medium_large":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/10\/DAFO.jpg",512,500,false],"large":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/10\/DAFO.jpg",512,500,false],"1536x1536":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/10\/DAFO.jpg",512,500,false],"2048x2048":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/10\/DAFO.jpg",512,500,false]},"uagb_author_info":{"display_name":"admin","author_link":"https:\/\/comunicagenia.com\/en\/blog\/author\/admin\/"},"uagb_comment_info":0,"uagb_excerpt":"Conocer la situaci\u00f3n actual de una empresa es vital a la hora de plantear nuevos objetivos futuros. Uno de los m\u00e9todos m\u00e1s utilizados para la extracci\u00f3n de datos es la confecci\u00f3n de una matriz DAFO, la cual analiza oportunidades y amenazas. Gracias a esta herramienta, es posible determinar el estado actual de una organizaci\u00f3n, tanto…","_links":{"self":[{"href":"https:\/\/comunicagenia.com\/en\/wp-json\/wp\/v2\/posts\/25651","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/comunicagenia.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/comunicagenia.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/comunicagenia.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/comunicagenia.com\/en\/wp-json\/wp\/v2\/comments?post=25651"}],"version-history":[{"count":0,"href":"https:\/\/comunicagenia.com\/en\/wp-json\/wp\/v2\/posts\/25651\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/comunicagenia.com\/en\/wp-json\/wp\/v2\/media\/5436"}],"wp:attachment":[{"href":"https:\/\/comunicagenia.com\/en\/wp-json\/wp\/v2\/media?parent=25651"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/comunicagenia.com\/en\/wp-json\/wp\/v2\/categories?post=25651"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/comunicagenia.com\/en\/wp-json\/wp\/v2\/tags?post=25651"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}