SWOT Analysis (Step Five)
Whenever you are taking on a new opportunity or challenge, it is wise to determine the (S) strengths, (W) weaknesses, (O) opportunities, and  (T) threats that lie within that task.  This defines a SWOT analysis.  For the organization you wish to create, and the mission you wish to accomplish, create a SWOT analysis with your group.  All members should contribute to this analysis.  You will develop one SWOT document using the table provided.  To help you understand the SWOT concept, here is an example from the business world:
Starbuck’s SWOT Analysis
Strengths:
•	Starbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004.  The company generated revenue of more than $5000 million in the same year.
•	It is a global coffee brand built upon a reputation for fine products and services. It has almost 9000 cafes in almost 40 countries.
•	Starbucks was one of the Fortune Top 100 Companies to Work For in 2005.  The company is a respected employer that values its workforce.
•	The organization has strong ethical values and an ethical mission statement as follows, “Starbucks is committed to a role of environmental leadership in all facets of our business”.
Weaknesses:
•	Starbucks has a reputation for new product development and creativity.  However, they remain vulnerable to the possibility that their innovation may falter over time.
•	The organization has a strong presence in the United States of America with more than three quarters of their cafes located in the home market.  It is often argued that they need to look for a portfolio of countries, in order to spread business risk.
•	The organization is dependent upon a main competitive advantage, the retail of coffee.  This could make them slow to diversify into other sectors should the need arise.
•	Finances
Opportunities:
•	Starbucks is very good at taking advantage of opportunies.
•	In 2004, the company created a CD-burning service in their Santa Monica café with Hewlett Packard, where customers create their own CD’s.
•	New products and services that can be retailed in their cafes, such as Fair Trade products.
•	The company has the opportunity to expand its global operations.  New markets for coffee such as India and the Pacific Rim nations are beginning to emerge.
•	Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential.

Threats:
•	Who knows if the market for coffee will grow and stay in favor with customers, or whether another type of beverage or leisure activity will replace coffee in the future?
•	Starbucks is exposed to rises in the cost of coffee and dairy products
•	Since its conception in Pike Place Market, Seattle, 1971, Starbuck’s success has lead to the market entry of many competitors and copy cat brands that pose potential threats.
‘Starbuck’s’ mission statement is “Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow”.  Disclaimer:  This case study has been compiled from information freely available from public sources.  It is merely intended for educational purposes only.
SWOT Exercise
Strengths	•	Our project has a strong message and we as a group are able to go out into the community and promote our project
•	The community in which we have chosen to do our project in (Danville) has many organizations committed to continuing to promote Nursing as a profession; Lakeview College of Nursing, DACC’s Nursing program, and Vocational programs for high school students in which a Certified Nursing Assistant certificate is received.
•	Money raised from the sales of luminaries will benefit two students that are currently enrolled in a Nursing program in the Danville area, (one recipient from Lakeview, and one from DACC)
	
Weaknesses	•	The success of the project relies on the participation of the community
•	The amount of the scholarship awarded to the students can only be determined following the sales of the luminaries. 
•	The event will only be held on one evening, meaning those who have previous plans will be unable to attend the event.
	
Opportunities	•	This project will allow those who are in or entering the nursing profession to show pride in their chosen occupation and honor those nurses who have come before us.
•	The event will give community members an opportunity to acknowledge and show appreciation to the nurses who are in the community.
•	The opportunity will be made available for future Lakeview students to continue the Nurse’s Parade tradition in the semesters to follow.
	
Threats		•	The project will be held outdoors, so the threat of bad weather is one that must be considered.
•	Community involvement is the key to this project; if there are no nurses present there cannot be a Nurse’s parade.
•	 If no luminaries are sold, then the team will not be able to award the nursing students with the scholarships.  
	
For this assignment, you will plot the SWOT analysis using factors regarding opportunity or challenge that you wish to tackle.  
The mission statement for the Nurse’s Parade is “ An evening of honoring the past, representing the present, and lighting the way for the future of nursing”.