What is the difference between situational analysis and a SWOT analysis?

SWOT analysis 'Strategic Baseline' what is this?

• I am performing SWOT analysis, I am familiar with how to action a SWOT yet have never come across a strategic baseline - it is in the form of a graph, can someone explain what a strategic baseline is as it is meant to be a numerical value. I know it is found by taking your number of Weaknesses and Threats away from Strengths and Oppurtunites but what exactly do I do with it? Huge thanks to anyone who can help!

• Answer:

  Sorry, I realise this will not be helpful in solving your immediate question but please do not believe anyone who talks in terms of 'strategic baselines' or any measure of ANYTHING that involves adding or subtracting elements of your SWOT analysis. If you want to change the result, just puff-up strengths or opportunities. As any politician, statistician, maketing manager or bonus-justfying banker will tell you, there are many interpretations for a given set of data. SWOT analyisis is very useful at focusing your attention - It is not an answer. To build further indicators on top of the imperfect and always incomplete foundation of SWOT analysis is a folly too far ... especially when someone gives it a pretentious name to add suggested validity. Another great way of turning garbage into 'fact' is to put it in a spreadsheet, littered with all kinds of suppositions, guesses and 'weighting factors'. Incompetent managers are inclined to accept the result because ... well, it MUST be right because it was calculated using a computer. Yes, some managers are that stupid. There is a lot of nonsense out there. The trick is to question all assumptions and to challenge quackery wherever you see it. Raise your hand and ask for clarification every so often .... You'd be amazed how many corporate presentations fall apart when you do. I hope someone can give you the answer you want but I also hope you might accept perhaps a small part of my answer for future reference.