SNW analysis - key features and characteristics

The concept of SWOT-analysis is more or less defined in the field of marketing and management. But the definition of "SNW-analysis" often causes some confusion. Let's try to understand these values together and find out the main features of these components.

SNW-analysis: what is it

An analysis of the internal environment of a firm or enterprise is an aggregate assessment of an enterprise or organization that fully reflects its strengths, weaknesses, and neutrals. In marketing, the definition of "SNW-analysis" is somewhat similar to the definition of SWOT-analysis, but in the first there is still a zero aspect of the study. SNW is a common abbreviation consisting of three words of English origin (S-strength, N-neutral position and W-weak).

As practice shows, SNW-analysis of the company's internal environment is quite an effective way to determine the competitiveness of an organization, in which it is best to choose the average market state for a particular situation as a neutral position. Thus, the so-called zero point of competition is fixed. What does this give the enterprise? First of all, it allows you to identify the most powerful side of the organization and improve it, that is, position the company in this or that market.

5 aspects of SNW analysis

A general analysis of the internal environment consists of the following aspects:

1. Marketing.
2. Finance.
3. Operations.
4. Human resources.
5. Culture and corporation.

1. Marketing, in turn, consists of the following components: market share, enterprise competitiveness, product range and quality (services), market conditions, sales, advertising and product positioning.

2. Analysis of the financial situation in the organization allows you to assess the effectiveness of strategic planning, as well as identify potential weak internal places in the organization and its position relative to competitors.

3. In any organization, an important role is assigned to the analysis of management operations.

4. As they say, the cadres decide everything. That is why human resources, namely the qualification of employees, their attitude to the goals set, as well as the competence of employees and management in general, perform one of the most important roles in the effectiveness of the activities of an enterprise.

5. Corporate culture is an unconventional factor, which nevertheless plays an essential role throughout the organization. Agree, without a favorable climate in the team, it is difficult to establish relations between employees and to achieve effective fulfillment of the tasks set. The coordinated work of all structural units largely determines the success of the organization.

SNW approach

As already mentioned, the SNW-approach is a more perfect analysis of the strengths and weaknesses of the organization. This approach has the following objectives: to identify the strongest sides and to improve them, and the weaknesses to eliminate them altogether or make them stronger. In addition, it is recommended to define the so-called medium-term state, which will allow to determine a more complete picture of the organization's activities. So, it often happens that a particular firm competes for virtually all except one, key positions in the N state, and only one position in the state S. The neutral position is the average state of the organization for a certain period of time .

Methodology

SNW-analysis of the enterprise explores the following aspects of the internal environment of the organization:

• The main business strategy of the organization.
• Competitiveness of goods, products or services in the relevant market.
• Availability of certain funds.
• Efficiency of the brand, innovations and work of employees.
• Marketing and production level.

In order to thoroughly analyze the internal environment of the organization, the method of SNW-analysis is used, which mostly reduces to filling the following table:

The result of SNW analysis

As a result, the specialists should clearly see a clear picture: with the SNW-approach all the advantages of the analysis remain in force, and SNW-analysis fixes a clear situation on the market. Thus, with the help of special programs it is possible to compare the obtained indicators with the organization's strategy and determine the further direction of activity, that is, to optimize the management process directly, making it even more effective.