SWOT analysis

This stands for strengths, weaknesses, opportunities and threats (White, 2011). The strengths and weaknesses can be pinpointed from the PEST analysis. Following is a table showing the SWOT analysis:

criteria examples Advantages of proposition? Capabilities? Competitive advantages? USP's (unique selling points)? Resources, Assets, People? Experience, knowledge, data? Financial reserves, likely returns? Marketing - reach, distribution, awareness? Innovative aspects? Location and geographical? Price, value, quality? Accreditations, qualifications, certifications? Processes, systems, IT, communications? Cultural, attitudinal, behavioural? Management cover, succession? Philosophy and values?	Strengths Facilities Staff knowledge Cycling coach is a former national champion Idyllic location Highly qualified staff	Weaknesses Lack of advertising Reliant on schools Not much demand in the winter Most of staff part time No mission statement	criteria examples Disadvantages of proposition? Gaps in capabilities? Lack of competitive strength? Reputation, presence and reach? Financials? Own known vulnerabilities? Timescales, deadlines and pressures? Cashflow, start-up cash-drain? Continuity, supply chain robustness? Effects on core activities, distraction? Reliability of data, plan predictability? Morale, commitment, leadership? Accreditations, etc? Processes and systems, etc? Management cover, succession?
criteria examples Market developments? Competitors' vulnerabilities? Industry or lifestyle trends? Technology development and innovation? Global influences? New markets, vertical, horizontal? Niche target markets? Geographical, export, import? New USP's? Tactics: eg, surprise, major contracts? Business and product development? Information and research? Partnerships, agencies, distribution? Volumes, production, economies? Seasonal, weather, fashion influences?	Opportunities Improved popularity of cycling Improve website Advertising through sports clubs	Threats Schools having spending cuts Recession Keeping on high qualified part time staff	criteria examples Political effects? Legislative effects? Environmental effects? IT developments? Competitor intentions - various? Market demand? New technologies, services, ideas? Vital contracts and partners? Sustaining internal capabilities? Obstacles faced? Insurmountable weaknesses? Loss of key staff? Sustainable financial backing? Economy - home, abroad? Seasonality, weather effects?

I will now talk about this in more detail.

One of the main strengths is the facilities as:

‘It has an extensive 55-acre site in an idyllic setting, accommodation for 60 people, a camping site, meeting areas, cycling trails and various onsite activities,’ (Thornbridge Outdoors, 2011).

Staff have specialist knowledge of the areas that they coach or run. Weaknesses are a lack of custom in the winter, no mission statement and a lack of advertising. The lack of advertising and an updated website link to a lack of custom. As most businesses have a mission statement and it makes the company seem more up to date they should have one. According to (Torkildsen, 2005) advertising encompasses many forms including:  

• Posters (preferably in prominent locations)
• Brochures describing what you are offering 
• Through media, newspapers or the radio
• Newsletters and paid sections in newspapersInternet

Opportunities available are advertising in these areas. A big opportunity is advertising in local bike shops as the coach available to teach mountain biking is a former national champion. They should get leaflets into as many relevant places as possible and contact cycling clubs.

Threats to the organisation succeeding are school spending cuts as SSCO’s have been cut due to a lack of funding and certain perks will have to go. This is as schools are a large part of the demand. SSCO stands for School Sports Coordinator. Their job, according to Design (2002) is to:

• increase participation of pupils who are in their family schools
• increase the number of leaders in secondary schools
• increase the participation of disabled children or children who are from deprived areas
• increase the standard of performance across a wide variety of sports

They were introduced to help with the PE and Sport Strategy for Young People (PESSYP). For schools to continue employing a SSCO they must find money to pay them from other sources as government funding has been cut (Rosling, 2010). Possible cuts could include out of school trips or activities which could affect Thornbridge Outdoors.

Bibliography

Design, W. (2002). School sports coordinators. [Online] Available from: http://www.sportdevelopment.org.uk/sscomakingadifference2002.pdf. [Accessed 27th November 2010]. 

Rosling, N. Former Tupton Hall School Sports Coordinator. (Personal communication, 25^th November 2010).

Thornbridge Outdoors. (2011). About Thornbridge Outdoors. [Online] Available from: http://www.thornbridgeoutdoors.co.uk/about-thornbridge-outdoors.php. [Accessed 2^nd January 2012].

Torkildsen, G. (2005). Leisure and recreation management. 5^th ed. New York: Routledge Taylor and Francis group.

White, A. (2011). Models for business analysis. [Lecture] Foundation Degree in Sports Coaching. Clowne College, 23^rd September.