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STEEPLE and SWOT: Things to Look For STEEPLE Analysis

1. Social

Consider: Demographics, age and structure of populations, patterns of work, gender roles, public opinion, life expectancies, religions, diet and nutrition, fads, entertainment, etc. Are the company’s target markets growing or shrinking? Are the company’s products trendsetting, or cultural touch points? What social mores have an influence on your company or product?

2. Technological

Consider: Information and communications, scale and rate of change, Internet downloads, streaming, etc. What capabilities does the company have now? What innovations is it pursuing? What other innovations in the marketplace now can the company adopt now or in the future? What technologies that it uses are in the mature or declining part of their cycle?

3. Economic

Consider: Rate of economic growth, interest rates, inflation, disposable income, etc. Are the company’s markets experiencing growth or recession? Look at employment figures and trends. Examine domestic and international. What’s happened with the parent company’s stock price in the most recent years? Is it in step with market indicators?

SWOT Analysis

1. Strengths

Consider: What are the strengths the company has both internally and in the current marketplace? How are its finances? What are its strongest brands or product lines? What reputation does it have with its customers? How good is customer service? How do its revenues, sales, viewership or users reflect success, in comparison to its competitors? Be specific; cite facts/figures.

2. Weaknesses

Consider: What weaknesses could the company have in its internal operations and in its standing in the marketplace? Does it have any weak brands or product lines? What could it do better? Consider employees, prices, strategies, etc. Are its revenues, sales, viewership or users less than its competitors? Back up statements with facts/ figures and their sources.

3. Opportunities

Consider: What opportunities exist in the market place? What 'unmet' potential customer needs present themselves for this company, with the type of products it provides. How could it modify its product line to meet those needs? Do its competitors have any weaknesses and how can the company take advantage of them? Does it have a potential or existing technology advantage? Back up statements.

4. Threats

Consider: What threats to the company's potential success are there in the current economic environment? From competitors? From changing technology or from other forces such as political or ecological? Look at the environment of that industry as a whole. Is the industry or segment itself growing or shrinking? How could this affect the company in the future? Back up statements with facts/ figures and their sources.

STEEPLE Analysis

4. Ecological

Consider: Energy issues, cost of fuel, greening of the planet, pressure groups, disasters, etc. How does your company use natural resources? Does it have any “green” initiatives? How does your company handle pollution and waste? Resource conservation? Resource preservation?

5. Political

Consider: Public services, taxes, unions, commissions, government stability, etc. What is happening in the company’s local community? What groundswells or demonstrations have taken place? Also, are there any people relationships inside the company that are affecting business?

6. Legal

Consider: Advertising regulations, product safety, legislation, trade regulation, intellectual property protection/theft, etc. What’s happening with domestic laws (state or federal legislatures)? What’s happening with foreign laws in any overseas markets? Do consumers have any complaints or grievances? Are there any pending lawsuits or class actions?

7. Ethical

Consider: Integrity, trust, diversity, compliance, decision-making, etc. Describe your company’s corporate social responsibility statement. In what ways do they engage with the larger community? In what ways do they empower and engage their employees? Do they have a Code of Ethics or a Code of Conduct? What parts of the Code stand out?