S.W.O.T. Analysis of Sony Pictures
Entertainment
Its Prospects for Increasing Revenue in 2003
1. Divide the bag of notes into two piles:
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Those that are specifically about Sony
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Those that affect any or all companies in the film industry
2. Now divide each of the two piles of notes into
these categories:
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Positive news
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Negative news
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Don't know, could be either, incomplete information
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Item is off the topic, not relevant to revenue issues
3. Look at the film industry notes first:
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Organize the positive notes into clusters (these are
the opportunities for the film industry)
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Organize the negative notes into another set of clusters
(these are the threats to the film industry)
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See if any of the "incomplete" or "off-topic" notes
fit into the picture now. If so, add them to the clusters; if not, set
them aside.
-
Determine what information is lacking for the "incomplete"
notes, that would help tell the story of the film industry (e.g., you may
need to get more statistics to see if there is a trend; you may need more
background information on a particular issue).
4. Now look at the Sony notes:
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By now you have a story about the film industrythe
"big picture" (pardon the pun) based on the positive and negative clusters
you just created.
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In that context, you can better understand the positive
and negative notes about Sony.
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Organize the positive notes into clusters (these are
Sony's strengths)
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Organize the negative notes into clusters (these are
Sony's weaknesses)
-
See if any of the "incomplete" or "off-topic" notes
fit into the picture now. If so, add them to the clusters; if not, set
them aside.
-
Determine what information is lacking for the "incomplete"
notes, that would help tell about Sony's prospects for increasing revenue
in 2003 (e.g., you may need to get more statistics to see if there is a
trend; you may need more background information on a particular issue).
5. Look for the two most important strengths,
weaknesses, opportunities, and threats, and organize the notes that tell
their stories.
6. Add names, labels to the clusters you have
made. When you are finished, tape everything down to a sheet of paper and
bring it to class.