SWOT Analysis

According to Blakey (2011) a SWOT analysis is where the organisation is at and provides an overlook at what strengths, weaknesses, opportunities and threats they face.

Criteria examples Advantages of proposition? Capabilities? Competitive advantages? USP's (unique selling points)? Resources, Assets, People? Experience, knowledge, data? Financial reserves, likely returns? Marketing - reach, distribution, awareness? Innovative aspects? Location and geographical? Price, value, quality? Accreditations, qualifications, certifications? Processes, systems, IT, communications? Cultural, attitudinal, behavioural? Management cover, succession? Philosophy and values?	Strengths Facilities Staff knowledge Location Funded by chesterfield college Highly qualified staff	Weaknesses Lack of advertising Reliant on schools Reliability of players	Criteria examples Disadvantages of proposition? Gaps in capabilities? Lack of competitive strength? Reputation, presence and reach? Financials? Own known vulnerabilities? Timescales, deadlines and pressures? Cashflow, start-up cash-drain? Continuity, supply chain robustness? Effects on core activities, distraction? Reliability of data, plan predictability? Morale, commitment, leadership? Accreditations, etc? Processes and systems, etc? Management cover, succession?
Criteria examples Market developments? Competitors' vulnerabilities? Industry or lifestyle trends? Technology development and innovation? Global influences? New markets, vertical, horizontal? Niche target markets? Geographical, export, import? New USP's? Tactics: eg, surprise, major contracts? Business and product development? Information and research? Partnerships, agencies, distribution? Volumes, production, economies? Seasonal, weather, fashion influences?	Opportunities Partnerships Advertising Awareness Better equipment	Threats Funding Teaching staff	Criteria examples Political effects? Legislative effects? Environmental effects? IT developments? Competitor intentions - various? Market demand? New technologies, services, ideas? Vital contracts and partners? Sustaining internal capabilities? Obstacles faced? Insurmountable weaknesses? Loss of key staff? Sustainable financial backing? Economy - home, abroad? Seasonality, weather effects?

Looking now at strengths and one of the main strengths is the facilities at Chesterfield College. The team has access to home/away dressing rooms with showers, indoor gym and sports hall, and all year astro turf pitches so training will never be canceled.

One of the main weaknesses is reliability; the team is a student-based team so some players have lessons when training has been scheduled and miss out on the important training. Also players have been known to miss matches due to important coursework, which needs to be completed.

When looking at opportunities I believe awareness is the key part for the future. According to Youth sport trust (2010) awareness is a key part to gaining numbers to participate in your sport and using tools such as the internet is vital. So looking into developing the college’s website and updating the football section to make it more accessible to students could be key to increase awareness. Also this could attract other students to come to Chesterfield College due to the football teams raised awareness.

One of the major threats to the football academies is funding. The college has Change For LIFE (2011) ‘funding which could be cut due to the government cutting 300million from this sector’. This could have massive effects on the team as buses will need to be funded to away games by the players and this could result in players leaving as they cant afford to pay. Also the players would have to pay for their own kit, which some players wont, be able to afford. 

References:

Blakey, P. (2011). Sport Marketing. Great Britain. Learning matters Ltd.

Change For Life (2011). Funding schools [Online]. Available from: www.nhs.uk/change4life [Accessed on 12th January 2012).

Youth Sport Tust, (2010). Sports college’s and sports partnerships. [Online]. Available from: www.youthsporttrust.org [Accessed on 12th January 2012].