The T in SWOT is Becoming More Important to Global CEOs

Threats - the T in SWOT analysis - are increasingly important to the CEOs of leading companies around the world.Today's CEOs are concerned about a wide range of potential and ongoing threats to their business growth prospects - from catastrophic events, to economic and policy threats, and commercial threats.In this short video from PwC, CEOs from a range of companies around the world, talk about their key concerns and the potential impact of these disruptions.

Some key points coming out of the video that students should highlight include:

• The overall level of external threat is increasing
  
• The pace of change has increased dramatically - the "new normal"
  
• Social/political landscape is changing - regulation of business is likely to increase, particularly after the failure of the world's financial systems
  
• After a period of trade liberalisation, we may be entering a period of increased protectionism
  
• The shortage of skills needed to sustain growth & innovation
  
• What happens if the US & Chinese economies experience much slower growth?