In Module 2, we focus on SWOT. In order to complete a SWOT, we are required to identify and analyze the key opportunities and threats in the external environment. Then, we need to identify and analyze the company's key strengths and weaknesses (internal analysis).

WEEK 1:

During Week 1, you are asked to address the following:

a) Evaluate the operating industry of General Mills using a minimum of two forces included within Porter's Five Forces model.

b) Using PEST, assess General Mills' remote environment using a minimum of two PEST forces.

c) Conclude your assessment about the overall environment. Is it more or less favorable for General Mills? Give your ranking from 1-10 (in which 1 = vast gloom and doom for this company; 10 = huge bonus this year!). Where do you think General Mills fits on this 1-10 scale?

WEEK 2:

a) Assess what you believe to be the most important aspects of the internal environment at General Mills. Do not try to analyze every aspect of the internal organization -- rather, identify a minimum of two internal strengths and/or weaknesses. Do your best not to repeat the observations made by your peers, although you are encouraged to build on each other's observations (or to disagree).    

b) Complete your SWOT by integrating the external environmental analysis you completed in Week 1 with your Week 2 internal analysis. Use your SWOT to conclude whether the organization's overall outlook is more - or less - favorable.

It is very important for a company to assess its strengths so that it can use them to neutralize (or better yet, toeliminate) environmental threats and take advantage of opportunities. The organization must recognize (and it must work to shore up) its weaknesses so that opportunities are not missed, and such that threats are much less likely to put the company at risk.