¿Cómo hacer un análisis FODA?

Al desarrollar una estrategia de marketing, el DAFO más utilizado es identificar las fortalezas y debilidades internas, las oportunidades y amenazas externas y luego planificar un avance estratégico. Al realizar un análisis FODA , tenga en cuenta cuatro factores clave que le ayudarán a realizar un análisis completo y práctico.

¿De dónde salió el FODA?

En la década de 1980, Heinz Weihrich, profesor de administración en la Universidad de San Francisco, propuso el análisis FODA, que, como su nombre indica, consta de cuatro letras S, W, O y T, que representan Fuerza, Debilidad, Oportunidad y Amenaza.

Factores Internos y Externos del FODA

Las fortalezas y debilidades son principalmente el estado «interno» del negocio o producto analizado, como una marca sólida, una base de clientes leales y una tecnología única; sin embargo, el precio es relativamente alto y la empresa está descapitalizada.

Las oportunidades y amenazas son el estado del entorno “externo” del negocio o producto analizado. Las oportunidades pueden ser el apoyo a nuevas regulaciones, las buenas relaciones con los proveedores, el apoyo crediticio bancario, etc. Las amenazas pueden ser los retrasos en los pagos de los vendedores, los competidores que forman alianzas, la desaceleración del crecimiento del mercado.

¿Cuándo hacer un FODA?

¿Cuándo es un buen momento para hacer un análisis FODA? Hay muchas respuestas.

  • Podría ser cada temporada, antes de cada nuevo desarrollo de producto,
  • cuando una empresa está considerando una transformación, o
  • cuando quiere cambiar sus planes durante la ejecución del proyecto.

Se usa ampliamente en una combinación de aplicaciones como el desarrollo de estrategias corporativas, el enfoque de recursos, el fortalecimiento de las fortalezas del producto propio y la compensación de las debilidades, al tiempo que usa las fortalezas internas para defenderse de las amenazas externas y aprovecha las oportunidades externas para eliminar las debilidades internas.

Cómo realizar un análisis FODA

Un análisis FODA típico es una matriz con cuatro cuadrantes que enumeran las influencias relevantes que representan las cuatro letras de FODA.

Identificar fortalezas y debilidades

Al enumerar las fortalezas y debilidades, los factores internos deben considerarse como un todo, cubriendo las siguientes áreas: recursos financieros (capital, fuentes de ingresos, oportunidades de inversión), recursos físicos (ubicación, instalaciones, equipos), recursos humanos (empleados, voluntarios, objetivo audiencia), acceso a recursos naturales, marcas, patentes y derechos de autor, y procesos vigentes (programas de empleados, jerarquías departamentales, sistemas de software).

A la hora de identificar los factores internos: fortalezas y debilidades, puedes hacerte las siguientes preguntas desde la perspectiva antes mencionada:

Fortalezas :

  • ¿Cuáles son las especialidades o características de la empresa que no tiene la competencia?
  • ¿Con qué productos/campos está familiarizada la empresa?
  • ¿Con qué tipo de recursos cuenta la empresa?
  • ¿Qué puede hacer la empresa que otros no pueden hacer o hacer mejor que otros?

debilidades

  • ¿Qué es lo que la empresa no conoce particularmente?
  • ¿En qué áreas la empresa tiene menos recursos?
  • ¿Qué es lo que menos puede hacer la empresa?

A la hora de identificar los factores externos: oportunidades y amenazas, puedes hacerte las siguientes preguntas:

Oportunidades

  • ¿Dónde puedes aplicar tus fortalezas?
  • ¿Cómo están cambiando sus clientes y sus necesidades?
  • ¿Cómo está cambiando la tecnología su negocio?
  • ¿Existen nuevos mercados para sus fortalezas? (por ejemplo, extranjero)
  • ¿Existen nuevas formas de producir sus productos?
  • ¿Los clientes de sus rivales están insatisfechos?

amenazas

  • ¿Pueden los clientes satisfacer sus necesidades con productos alternativos?
  • ¿Las necesidades de los clientes se alejan de su producto?
  • ¿Qué están desarrollando sus competidores?
  • ¿Tus rivales están mejorando sus ofertas de productos o precios?
  • ¿La nueva tecnología está volviendo obsoleto su producto?
  • ¿Es saludable su flujo de efectivo y su posición de deuda?
  • ¿Tus empleados están satisfechos?
  • ¿La rotación es alta?
  • ¿Viene nueva competencia?
  • ¿Están las ventas creciendo más lentamente que el promedio de la industria?

¿Cómo realizar un análisis FODA?

Como mencionamos antes, DAFO se refiere a Fortalezas, Debilidades, Oportunidades y Amenazas. Es una forma de resumir la situación actual de su empresa y ayudar a desarrollar planes para el futuro. Ya sea que usted o su equipo estén planificando el futuro de un producto, trabajo, persona o cualquier otra área específica, puede realizar el proceso de análisis FODA siguiendo estos pasos

  1. Haz una lista de todas las fortalezas que existen en este momento. Luego, a su vez, enumere todas las debilidades que existen ahora.
  2. Enumere todas las oportunidades que existen en el futuro. Las oportunidades son fortalezas potenciales en el futuro. Luego, a su vez, enumere todas las amenazas que existen en el futuro. Las amenazas son posibles debilidades futuras.
  3. Plan de acción: revise su matriz DAFO con miras a desarrollar un plan de acción para abordar cada una de las cuatro áreas.

Desarrolle un plan de acción

Cuando utiliza un análisis FODA para la planificación, alinea los aspectos positivos para ayudar a capitalizar las oportunidades e identificar las brechas en los aspectos negativos que deben mejorarse o gestionarse. Obtener información de un análisis FODA requiere un salto estratégico para observar las conexiones entre categorías (por ejemplo, dónde una fortaleza puede ayudarnos a mitigar una amenaza), así como observar las tendencias en su conjunto.

  1. Puntos fuertes: mantener bajos los gastos generales cambiando la estructura de compensación para equilibrar el salario base y las bonificaciones basadas en el rendimiento.
  2. Debilidades: aprender, investigar e implementar un sistema de planificación de proyectos y seguir ese sistema.
  3. Oportunidad: probar nuevos mercados con un producto existente primero
  4. Amenaza: llevar a los socios comerciales a un plan de comisiones basado en el rendimiento

¿Cómo utilizar los resultados del FODA?

  1. Las fortalezas deben mantenerse, desarrollarse o explotarse.
  2. Es necesario remediar o detener las debilidades.
  3. Las oportunidades deben priorizarse y optimizarse.
  4. Las amenazas deben ser resistidas o minimizadas.

¿Necesita un software de análisis DAFO en línea gratuito?

Presentamos Visual Paradigm Online Free Edition, un software de gráficos en línea gratuito que proporciona excelentes herramientas de análisis DAFO para un análisis estratégico efectivo. Este software de análisis FODA le permite crear matrices FODA profesionales de forma rápida y sencilla. Como herramienta de análisis FODA basada en la web, VP Online se ejecuta en la web y es compatible con todos los navegadores.

Ejemplos y plantillas FODA

 


plantilla: Inicio de una pequeña empresa en Internet (Creado por el marcador de InfoART)

Puesta en marcha de pequeñas empresas de Internet

plantilla: Plantilla de análisis DAFO (Hexágono) (Creado por el marcador de InfoART)

Plantilla de análisis FODA (hexágono)

plantilla: ciclo de plantilla de análisis FODA (creado por el marcador de InfoART)

Ciclo de plantilla de análisis FODA

plantilla: Análisis DAFO de Coca-Cola (Creado por el marcador de InfoART)

Análisis DAFO de Coca-Cola

plantilla: Análisis DAFO de Starbucks (Creado por el marcador de InfoART)

Análisis DAFO de Starbucks

plantilla: Amazon SWOT Analysis (Creado por el marcador de InfoART)

Análisis DAFO de Amazonas

plantilla: Análisis DAFO Personal (Creado por el marcador de InfoART)

Análisis DAFO personal

plantilla: Mercado de Energías Renovables (Creado por el marcador de InfoART)

Mercado de Energías Renovables

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