SWOT Analysis for Ashiana Sheffield

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Executive Summary
The strategic position is important as it acts as a significant roadmap to achieve the
organizational goals and objectives. This paper evaluates the strategic analysis of a registered
charity organization known as Ashiana Sheffield. Though it is an independent organization, it
has collaborations with various other organizations. Based on the analysis that identifies the
strengths, weaknesses, opportunities, and threats with an in-depth environmental scan of the
organizations, some recommendations have been suggested to enhance performance and
meeting long-term goals. Moreover, a self-refection based on Gibb’s model has also been
constructed to study the experience of strategic planning and implantation of a company and
how the functional aspects of Ashiana Sheffield can be further enhanced.
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TABLE OF CONTENTS
Executive Summary...................................................................................................................2
Introduction................................................................................................................................5
Analysis of the Strategic Position of the company....................................................................6
Strategic Analysis Tools and Techniques..................................................................................7
Internal Environment Analysis..................................................................................................7
SWOT Analyses.....................................................................................................................8
Figure 1: SWOT Analysis for Ashiana Sheffield..............................................................9
Organizational Assessment Capacity Tool..........................................................................10
Figure 2: Organizational Assessment Capacity Tool.......................................................14
The External Environmental Analysis.....................................................................................14
PESTEL Analysis for Ashiana Sheffield.............................................................................14
Figure 3: PESTLE Analysis Ashiana Sheffield..............................................................17
Recommendation’s for Organisation.......................................................................................17
SMART Recommendation 1:...............................................................................................18
Figure 4 : SMART RECCOMNEDATION 1..................................................................19
SMART RECCOMENDATION 2:.....................................................................................19
Figure 5: SMART RECCOMNEDATION 2...................................................................21
SMART RECCOMENDATION 3:.....................................................................................21
Figure 6: SMART RECCOMNEDATION 3...................................................................23
Strategic Action........................................................................................................................24
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Action Plan...........................................................................................................................24
Budget..................................................................................................................................24
Figure: 7 Budget Table.....................................................................................................25
Reflective Report.....................................................................................................................25
Conclusion................................................................................................................................26
References................................................................................................................................27
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Introduction
Ashiana Sheffield is an independent organization that specializes in aiding children and
women based in Sheffield since 1981 (About Ashiana | Support | Domestic Abuse | Force
Marriage, 2020). They extend their support to the minority, ethnic, and refugee groups of
women and children. It also supports the new migrants who do not have any immigration
status. It supports women and children against human rights violations like domestic
violence, sexual abuse within the institution of forced marriage, human trafficking, and
honor-based violence, and female genital mutilation. It is an independent organization but has
significant collaborations with relevant agencies like Non-governmental organizations, social
and health care agencies, human trafficking foundations, IASC, legal representations, and
human trafficking foundation and local authorities to provide comprehensive services to its
clients whose human rights are largely inflicted and violated.
Strategic planning is essential for organizations to articulate their aims, objectives, and goals
(Shields and Wright 2017). The strategic planning and implementation assures that these
goals are achieved successfully. Strategic planning is also essential to promote its presence to
build the main initiative that Ashiana Sheffield needs to fulfill. It gives the mission and vision
of the organization a particular direction that it can follow through the strategic plan.
Moreover, the strategic plan will help manage resources and define the time-frame and
budget to meet organizational goals. It also enhances organizational management, and human
resources are utilized in a better way.
The paper will analyze Ashiana Sheffield's strategic position, and based on the analyses,
certain recommended action plans and implementation are also explored. Moreover, it also
includes a critical reflection of the entire process.
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Analysis of the Strategic Position of the company
Ashiana Sheffield is an independent organization in Sheffield city, providing human rights
support services to women and children belonging to the minority, ethnic, and refugee
communities . It also largely aids the Black community. They work towards helping women
and children who have suffered from physical and mental abuse and violence. These include
forced marriage, human trafficking, honor-based violence, female genital utilisations, and
extreme personal restrictions. The organizations hold collaborations with others like NGO,
social, and health care agencies, financial institutions, IASC, police centers, and legal
representatives to offer emotional and practical support for the victims who have fled
violence and abuse. It aids women and children by providing residency services along with
aftercare provisions ( Robinson 2017). They offer these victims accommodation and care,
but they also offer financial support and education on various health and legal rights.
Mission and vision
The vision of Ashiana Sheffield is to have a world free of domestic violence, child abuse, and
sexual abuse and assault (About Ashiana | Support | Domestic Abuse | Force Marriage,
2020).
The mission that Ashiana Sheffield reflects its vision. It aims to steps towards meeting its
vision by improving its services for sexual abuse and child abuse survivors through their
various services like consultancy, learning, and resources.
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It aims to provide confidential services to all victims of sexual abuse, child abuse, domestic
violence, and all forms of abuse. It aims to provide training opportunities for those who
work with victims for better services to victims.
Ashiana Sheffield also aims at broadening their services to help victims and survivors of
sexual assault and violence. It wants to empower services and support to meet their needs
through mass education and advocacy, aiming to eliminate such victim cases in the near
future.
Strategic Analysis Tools and Techniques
To meet its aims and objectives to fulfill its vision, Ashiana Sheffield needs to adopt different
techniques and tools for analyzing the organizations' strategic position. The internal analysis
is essential to determine the resources and competencies of the organizations. Performing
the internal analysis will help Ashiana Sheffield identify its strengths and weaknesses. The
knowledge will be useful to carry out a strategy formulation to meet its long-term goals.
Combining the internal analysis, and the external environmental scan of the organization is
important to identify external factors that impact the organizations.
Both internal and external scans play a key role in developing a strategy that allows
organizations to succeed (Sotiriadis 2018).
Internal Environment Analysis
The internal analysis is essential to identify the resources and competencies of the
organizations. It is helpful to carry put strategic formulation for the success of the
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organizations. Two important tools and techniques utilized for internal analysis for Ashiana
Sheffield are the SWOT analysis and Organisational assessment capacity tool (Crawley
2017). The OCAT is essential to diagnosing strengths and weaknesses and planning
organizational development through technical and managerial aspects. SWOT analysis is
essential to identify the strengths and weaknesses and explore the opportunities and threats of
the organizations to achieve overall success (Gürel and Tat 2017).
SWOT Analyses
STRENGTHS WEAKNESSES
 Ashiana Sheffield is an independent organization
supporting women and children who are victims of
sexual abuse, violence, and assault. The organization's
biggest strength is that it has a clear vision, aims, and
goals that motivate its team to work harder towards its
achievements.
 A significant strength of the organizations is that it had
an association to various organizations like IASC,
safeguarding and police teams, offending youth
services, salvation army, financial institutions, NGO's,
probation houses, housing teams children's care units
and schools, alcohol, and drug support agencies, and
legal representatives.
 As an organization, Ashiana Sheffield provides all-
around support to the BAMER community (Black,
Asian, Minority, Ethnic, and Refugees). It includes
women and children abused and victims of violence.
The organizations strictly uphold its duty to enhance
domestic violence Act and serve the servers by
 Many victims, especially
women, feel weak at times
bogged down by culture values
and leave the organizations'
support rather than the
organizations stopping their
support to the organizations.
 Due to the widespread global
recession, a lack of funds from
donors can affect the financial
support that the organization
receives to support the victims.
 Improper leadership styles can be
one of the weaknesses of the
organizations.
 The backlash or outcry of the
women's issues can harm the
organizations.
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providing them housing facilities, care provisions, and
opportunities for independent living by educating them
in the field of public education and advocacy.
 Many women who seek the support of organizations
feel empowered and independent.
OPPORTUNITIES
 Different campaigns can be organized to cover all
issues about domestic violence. It can make
organizations more well-known and popular. It can
also give opportunities to tie-up with more
organizations for financial, educational, legal, and
emotional support to provide its victims.
 Most of the cases of victims we have handed
efficiently should be publicized in newspapers and
social media so that our organizations become popular
and trustworthy.
THREATS
 Global recession due to
pandemic outbreaks lacks
financial support, which may
affect our extended support to
abused women and children.
 A lot of hard work is necessary
for organizations to provide
support to the victims. Recently
many volunteers have left the
organizations leading to a lack of
support and human resources.
Figure 1: SWOT Analysis for Ashiana Sheffield
Source: (Created By Author)
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Organizational Assessment Capacity Tool
GOVERNANC
E
MANAGEMEN
T PRACTICES
HUMAN
RESOURCE
S
FINANCIAL
RESOURCE
S
MISSION
COMPETEN
CY
EXTERNAL
RELATIONSHI
PS
SUSTAINABILI
TY
Executive
Committee
Ashiana
Sheffield has
an
independent
governing
body that has
under it a
professional
team for
assisting and
supporting
the BAMER
community.
The
executive
committee
takes charge
of al policies
and
represents
the
organization
Organizatio
nal
Structure
The
organization
has a
communicate
d
organizationa
l hierarchy,
and every
member has
clearly
defined job
roles.
Personnel
Planning
The
organization
has clear
terms and
conditions
applicable to
all staff
members and
Human
resources
The
organizatio
ns
understand
the
changing
needs, and
hence
training
opportuniti
es to all
members is
there for all
NGO
members.
Diversity
issues
The
organizatio
ns have
staff
members
who belong
Accountin
g
The
organizatio
n maintains
accurate
records and
timely
updates all
financial
informatio
n.
The
organizatio
ns prepare
annual
budgets top
use as a
manageme
nt tool for
monitoring
and
evaluating
their
expenses
Auctorial
expertise
The
organization
s have
people with
expertise
and
experience n
the relevant
field to meet
the needs of
the
organization
s.
External
relationship
Government
the
organization
is associated
to various
organizations
like NGO,
IAASC, legal
representative
s, police
departments,
financial
firms,
educational
centers,
health care
centers, etc. it
has cordial
and good
relations with
private
business
sectors and
Organization
Sustainability
Ashiana
Sheffield has
built cordial
partnerships
with an
umbrella of
other
organizations
over 30 years
of its services.
It has strong
links with
organizations
that are useful
to it to meet its
purpose.
Financial
sustainability
The
organizations
have potential
funds donors,
both national
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as a whole.
They are
responsible
for
maintaining
relations
with other
organizations
and bringing
in fund-
raisings and
other
support.
Vision and
mission
Ashiana
Sheffield has
a clear vision
and mission
that it
follows, and
all team
members of
the
organizations
are aware of
the mission
and vision.
Leadership
board
members.
The director's
consultant is
essential
before the
recruitment
of new
volunteers or
staff
members for
the
organizations.
to both
genders.
The staff is
usually
Sheffield
based
locals; it is
necessary
to have
people
from
diverse
cultures.
Supervisory
The
organizatio
n's staff
members
are very
friendly
and cordial
with each
other. They
can freely
discuss al
issues with
each other.
against the
budget.
The final
authoritativ
e decision
lies with
the board
member
director.
Financial
reporting
The
organizatio
ns produce
accurate
financial
accounts
annually.
The
financial
reports are
available to
the board
members,
and all
collaborati
ng agencies
and the
public on
access to all
local
resources it
requires to
support
BAMER
community
women and
children.
Media
support
Ashiana
Sheffield is
known to the
media, and
the media
appreciates its
efforts.
and
international
sources. It has
a varied base
for financial
resources.
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Style
The
executive
board
member
team has a
director
under whom
the
professional
team works.
Hence, all
decisions are
taken by the
director and
communicate
d to all
members.
Legal
Status
As an
independent
organization
working
towards
support to
women and
children
who are
its public
Budgets
The
organizatio
ns prepare
annual
budgets top
use as a
manageme
nt tool for
monitoring
and
evaluating
their
expenses
against the
budget.
The final
authoritativ
e decision
lies with
the board
member
director.
Financial
reporting
The
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victims of
violence,
abuse, and
violations of
human
rights, they
are well
aware of all
legal rights
and
constituenci
es. It has a
close
collaboratio
n with legal
representati
ves, which
helps it take
all actions
for support
of the
BAMER
community
within a
legal
framework
(Robinson
2017).
organizatio
ns produce
accurate
financial
accounts
annually.
The
financial
reports are
available to
the board
members,
and all
collaborati
ng agencies
and the
public on
its public
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Figure 2: Organizational Assessment Capacity Tool
Source: (Created by Author)
The External Environmental Analysis
PESTEL Analysis for Ashiana Sheffield
POLITICAL Political stability is the greatest strength in Sheffield.
However, recent cases of violence and crimes has been on the
surge leading to certain instabilities. However, amidst chaos,
Sheffield political community offers expansive opportunities
for independent organisations like Ashiana Sheffield to
operate and expand themselves. They highly support
organisations working for social causes. Ashiana Sheffield can
be an organisations filed as 501(c) (4) which are known as
social welfare organisations. They are expended form
activities and involvement but can have some leeway under
this legislation section (Coppenolle 2017)
ECONOMIC The economic condition of the country has a major influence on
the finance (Cowel., Karagiannaki and McKnight 2019). As a
dependent organisations it has collaboration with NGO’s and
financial institutions. It heavily depends on funds that it receives
from international and national donors. However, when global
recession hits the country, donation and financial flow to the
organisations also suffers. Hence, resources could get drained.
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However when the economy is rising, the budget of the
organisation can increase and it can extend support and services to
its victims. Moreover with expansion of organisations it also
creates new employment opportunities. As per the statement of
the board of directors there is increased dependency of the
organisation on the economic condition of the country.
SOCIAL As a social welfare organisations working to protect the
BRAMER society women and children, these organisations
employ many people. Moreover Ashiana Sheffield also plans to
expand its social media presence.
As a business social welfare organisations, Ashiana Sheffield
benefits the communities of the need with education, health and
moral support, it acts as the backbone of the society. Without
them many abused women and children would lack necessary
guidance to live a satisfactory life (Campbell et al. 2018).
TECHNOLOGICAL The modern world employs technology as a primary factor which
influences the management of the organisation. Implementation of
new modern technological is useful to stakeholders of Ashiana
Sheffield to develop their organisations better.
Technology like the social media platform can give
Ashiana Sheffield a method to reach out to a broad audience,
more than they can by way of telecommunication or face to face
meetings. They can post news and events online about their social
welfare events to get more popular.
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Moreover, as a growing organisations, Ashiana Sheffield has
abundance of data to manage, Data analyst’s technology can help
employee’s instant aces to all data they need. The analyses can
also help them discover new people in need of their services and
also explore potential issues which simmer below the surfaces
(Handfield,. Jeong and Choi 2019).
ENVIRONMENT Many political powers in UK are not in favor of any new policies
for environmental change. The social welfare organisations like
Ashiana Sheffield can also take to environmental issues to
promote.
The government, local councils, and these independent social
organisations can create variety of initiatives to create
environment awareness and the negative impact can bring.
LEGAL The last but a significant element of PESTEL analysis is the legal
landscape. As a social organisations working towards fulfillment
of the BAMER community (Black, Asian, Minority, Ethnic and
Refugee), it needs to know in detail the laws of the country and its
application. It has to be aware of Domestic Violence, Crime and
Victims Act 2004, children Act and Employment Act. It also
needs to have clear guidelines and knowledge on the Immigration
was to help women and children, fresh migrants and refugees.
Moreover, to communicate with different clients or multinational
organisations from different countries, it is needed to know about
the legal rules and regulations of the particular country (Graca
2017).
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It is very important to have legal clarity and knowledge as the
laws of the country play a pivotal role for every action that the
organisation takes has to be within legal framework.
Figure 3: PESTLE Analysis Ashiana Sheffield
Source: (Created by Author)
Recommendation’s for Organisation
Based on the analysis of both external and internal environmental scan of the organizations,
Ashiana Sheffield certain recommendations for the organization's enhancement are necessary
to implement. The tools and techniques named SWOT, OCAT, and PESTLE have helped
Ashiana Sheffield identify its strengths and shortcomings. It needs to based on the above
analysis to develop a strategy to improve performance and reach the fulfilment of goals and
objectives. The main goals that the organization needs to keep in mind to foster changes are:
1. Foster Community support for fund-raising with help of social media and strengthen
and collaborate with more collaborative organisations for partnership.
2. Seek opportunities to diversify the organizations' leadership team
3. Employ experts with legal knowledge and change management to implement new
policies to overcome weaknesses.
These objectives for improving or enhancing the orgnsations performance should be
implemented with the aid of SMART objectives (Bjerk and Renger 2017).
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SMART Recommendation 1: Foster Community support for fund-raising with help of
social media and strengthen and collaborate with more collaborative organisations for
partnership.
SPECIFIC MEASURABLE ACHIEVABL
E
RELEVANCE TIME-
BOUND
To foster wide
community
support and
broaden their
collaboration
with more
organizations,
training
programs can
be held for
employees to
inculcate better
communication
skills with new
collaborative
organizations
(Kelly 2020).
Social media
expert training
for wide
Maintain
opportunities and
use it for new
geographic
expansion if
existing scope.
Promote and
motivate
employees of
the
organisations
the benefits of
expanding their
partnership
collaboration.
Positive results
in fostering
community
support and
services and
more
elaborative
partnerships
will benefit the
orgnsations.
Almost six
month are
needed to fulfil
this goal
successfully.
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community
support can also
be attained if
social media is
effectively
utilized for
communicating
by the
employees.
Figure 4 : SMART RECCOMNEDATION 1
Source: (Created by Author)
SMART RECCOMENDATION 2: Seek opportunities to diversify the organizations'
leadership team
SPECIFIC MEASURABLE ACHIEVABL
E
RELEVANCE TIME-
BOUND
There are
various kinds of
leadership style
that exists. It
includes
autocratic,
The feedback
from the working
teams in this
organisation will
largely get more
effective
To adopt the
right leadership
style, change
management is
essential in
organizations
(Amanchukwu
et al. 2015). The
In this present
context, it is
essential to
implement new
leadership
styles in the
Period of two
months is
essential to
adopt this new
leadership style
from autocratic
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democratic, and
mixed of both
these styles,
and strategic
leadership.
Ashiana
Sheffield
usually has the
board director
taking all
decisions and
influencing all
policies. The
orders of the
director are the
chalkboard that
all staff
members need
to follow. It
follows an
autocratic
leadership
style. It is
recommended
that having a
leadership style
in the business
orgnsations.
leaders need to
be encouraged
to adopt a
different
leadership style,
and change
management
policies will
help to adapt to
new methods
adequately.
organizations to
meet is goals
and expand
itself.
to democratic
style in
Ashiana
Sheffield. It is
not easy for an
organization
older than 30
years to switch
to a new style
of working
successfully.
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professional
team, Ashiana
Sheffield, adopt
a democratic
leadership
where all
members will
have a say to
influence final
proceedings of
the
organizations.
The expert's
mind put
together will
surely enhance
performance
(Megheirkouni
2017).
Figure 5: SMART RECCOMNEDATION 2
Source: (Created by Author)
SMART RECCOMENDATION 3: Employ experts with legal knowledge and change
management to implement new policies to overcome weaknesses.
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SPECIFIC MEASURABLE ACHIEVABL
E
RELEVANCE TIME-
BOUND
More legal
expert
knowledge
experts must be
employed to
initiate
programs that
comply with a
legal
framework to
help the
BAMER
community.
Training and
education need to
be given to all
staff members
and the board of
directors
regarding new
changing policies
about
embedment's in
immigrants' acts,
the Children Act,
and the Domestic
Violence, Crime,
and Victims Act
2004. The new
amendments
need to be taken
into
consideration
before
implementing
any new
The education
and help
provided to
victims of
BAMER county
should include
legal training
and
collaborating
with legal
departments are
also necessary.
Adopting and
implementing
the laws
appropriately
will foster the
programs of
Ashiana
Sheffield. It is
recommended
to join more
legal forums to
keep up to date
with changing
amendments.
The process
will take a one-
month tome
with efforts
towards
achieving this
recommended
goal.
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programs (Cath
2018).
The responsible
service providers
may lack
awareness of
trafficking and
entitlements.
Hence, training
should be
available, which
is process-
focussed.
Figure 6: SMART RECCOMNEDATION 3
Source: (Created by Author)
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