sses, threats and Opportunities. A simple tool used at some stage by most organisations in analysing their business.

Too often the tool is used as a showpiece in a presentation or a business plan rather than an analytical tool to assist in developing strategies for the business.

In its proper use, an o

Bill Clinton's campaign headquarters was adorned with the words, "It's the economy stupid!" James Carville, Bill Clinton's political strategist in the 1992 election, placed a sign over his desk in the Little Rock headquarters: 'It's the economy, Stupid!' For a campaigner fixed on a need for a central theme, the sign encapsulated a pointed response to the question 'What is the campaign about?'."

The leaders of many organisations need to remember something similar as they get involved in day to day decision making. Perhaps a direct steal, "It's the business stupid!" would work. The need for clarity of purpose is relevant in day to day business and is also relevant when confronted with people bearing consultant tools. That goes double for consultants.

Many consultants tend to forget what the tool was created for and use the tool because "at this point in the analysis, this is the tool that needs to be used". The problem also befalls many people in businesses who have been trained to use tools at a business analysis course or some other training programme.

A simple example which I see all the time in my consulting experiences in Fiji is the SWOT analysis tool. SWOT standing for Strengths, Weaknesses, threats and Opportunities. A simple tool used at some stage by most organisations in analysing their business.

Too often the tool is used as a showpiece in a presentation or a business plan rather than an analytical tool to assist in developing strategies for the business.

In its proper use, an or

me, the sign encapsulated a pointed response to the question 'What is the campaign about?'."

The leaders of many organisations need to remember something similar as they get involved in day to day decision making. Perhaps a direct steal, "It's the business stupid!" would work. The need for clarity of purpose is relevant in day to day business and is also relevant when confronted with people bearing consultant tools. That goes double for consultants.

Many consultants tend to forget what the tool was created for and use the tool because "at this point in the analysis, this is the tool that needs to be used". The problem also befalls many people in businesses who have been trained to use tools at a business analysis course or some other training programme.

A simple example which I see all the time in my consulting experiences in Fiji is the SWOT analysis tool. SWOT standing for Strengths, Weaknesses, threats and Opportunities. A simple tool used at some stage by most organisations in analysing their business.

Too often the tool is used as a showpiece in a presentation or a business plan rather than an analytical tool to assist in developing strategies for the business.

In its proper use, an o

ity of purpose is relevant in day to day business and is also relevant when confronted with people bearing consultant tools. That goes double for consultants.

Many consultants tend to forget what the tool was created for and use the tool because "at this point in the analysis, this is the tool that needs to be used". The problem also befalls many people in businesses who have been trained to use tools at a business analysis course or some other training programme.

A simple example which I see all the time in my consulting experiences in Fiji is the SWOT analysis tool. SWOT standing for Strengths, Weaknesses, threats and Opportunities. A simple tool used at some stage by most organisations in analysing their business.

Too often the tool is used as a showpiece in a presentation or a business plan rather than an analytical tool to assist in developing strategies for the business.

In its proper use, an o

to be used". The problem also befalls many people in businesses who have been trained to use tools at a business analysis course or some other training programme.

A simple example which I see all the time in my consulting experiences in Fiji is the SWOT analysis tool. SWOT standing for Strengths, Weaknesses, threats and Opportunities. A simple tool used at some stage by most organisations in analysing their business.

Too often the tool is used as a showpiece in a presentation or a business plan rather than an analytical tool to assist in developing strategies for the business.

In its proper use, an o

sses, threats and Opportunities. A simple tool used at some stage by most organisations in analysing their business.

Too often the tool is used as a showpiece in a presentation or a business plan rather than an analytical tool to assist in developing strategies for the business.

In its proper use, an organisation will analyse its strengths as its resources and capabilities that can be used as a basis for developing a competitive advantage. Examples include patents, strong brand names, a good reputation among customers, cost advantages from proprietary know-how and exclusive access to high grade natural resources and favorable access to distribution networks.

On the other hand weaknesses are the absence of certain strengths. Examples include lack of patent protection, a weak brand name, poor reputation among customers, high cost structure, lack of access to the best natural resources and lack of access to key distribution channels.

An external environmental analysis may reveal certain new opportunities for profit or improvement. Examples include, an unfulfilled customer need, arrival of new technologies, loosening of regulations and removal of international trade barriers.

Changes in the external environmental also may present threats to the organisation. For example, shifts in consumer tastes away from the organisation's products, emergence of substitute products, new regulations, and increased trade barriers.

The analysis is used to then develop four different strategies.

One strategy is to pursue opportunities