A SWOT analysis is a simple framework into which an individual or a group can organise some thoughts – specifically, the pros and cons associated with an enterprise or action. SWOT stands for strengths, weaknesses, opportunities and threats. Using this simple framework will help you identify issues and gain a more strategic understanding of your current situation.

However, a SWOT analysis does not lead directly to new goals or objectives – you’ll need to go to tool 1.2 for that step.

A SWOT analysis can be done for:

the whole business
the sheep production enterprise (e.g. “let’s have a look at where we think our sheep enterprise is going over the next 5 years”)
for selected parts of the sheep production enterprise (e.g. the breeding program)
to assess the pros and cons of a specific action (such as re-sowing a pasture).

A SWOT analysis can be done by an individual, but the tool is much more powerful if more than one person is involved because different people will bring different insights and experience.

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

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Tool 1.2 A simple process for setting goals and objectives

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MMFS Manual

Module 1 Plan for Success Module 2 Market Focused Wool Production Module 3 Market focused lamb and sheepmeat production Module 4 Capable and Confident People Module 5 Protect Your Farm’s Natural Assets Module 6 Healthy Soils Module 7 Grow More Pasture Module 8 Turn Pasture into Product Module 9 Boost Business with Breeding Module 10 Wean More Lambs Module 11 Healthy and Contented Sheep Module 12 Efficient Pastoral Production

Tool 1.1 SWOT analysis