Identify Desired Performance 41
Step Three: Perform a SWOT analysis.
Desired results: A comprehensive analysis of the context for
performance improvements.
To begin, identify internal and external stakeholders for the SWOT
analysis. These partners should represent an array of business
perspectives, such as internal partners from marketing and shipping
and external partners like suppliers and clients. The perspective
that each partner offers to the analysis provides useful information
in determining the appropriate strategic direction for any forth-
coming performance initiative.
Next, identify Strengths, Weaknesses, Opportunities, and
Threats (SWOT) with the partners. Regardless of the participant
characteristics, you will typically want ...