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Goddard Space Flight Center: Building A Learning Organization (B) SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

Case Study SWOT Analysis Solution

Case Study Description of Goddard Space Flight Center: Building A Learning Organization (B)


While reading the Wall Street Journal, Edward Rogers notices an advertisement for a knowledge management architect at the Goddard Space Flight Center in Greenbelt, Maryland. Rogers is an academic whose scholarship centers on developing models of how and why people cooperate intellectually. After submitting his resume and completing the interview process, Rogers is offered the position for a term appointment of three years. After one month on the job, Rogers wonders how he should proceed in helping the Goddard Space Flight Center become a learning organization. It is, in fact, the kind of opportunity Rogers has looked forward to for many years, but what will his plan of attack look like? How can he help this collection of rocket scientists work better together? In the B case, Rogers's action plan is presented, together with input from NASA engineers, scientists and other key players. See also the A case (UV3262).

Authors :: James G. Clawson, Gerry Yemen

Topics :: Organizational Development

Tags :: Government, Innovation, Organizational structure, SWOT Analysis, SWOT Matrix, TOWS, Weighted SWOT Analysis

Swot Analysis of "Goddard Space Flight Center: Building A Learning Organization (B)" written by James G. Clawson, Gerry Yemen includes – strengths weakness that are internal strategic factors of the organization, and opportunities and threats that Rogers Goddard facing as an external strategic factors. Some of the topics covered in Goddard Space Flight Center: Building A Learning Organization (B) case study are - Strategic Management Strategies, Government, Innovation, Organizational structure and Organizational Development.


Some of the macro environment factors that can be used to understand the Goddard Space Flight Center: Building A Learning Organization (B) casestudy better are - – wage bills are increasing, competitive advantages are harder to sustain because of technology dispersion, increasing commodity prices, talent flight as more people leaving formal jobs, challanges to central banks by blockchain based private currencies, increasing government debt because of Covid-19 spendings, geopolitical disruptions, cloud computing is disrupting traditional business models, supply chains are disrupted by pandemic , etc



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Introduction to SWOT Analysis of Goddard Space Flight Center: Building A Learning Organization (B)


SWOT stands for an organization’s Strengths, Weaknesses, Opportunities and Threats . At Oak Spring University , we believe that protagonist in Goddard Space Flight Center: Building A Learning Organization (B) case study can use SWOT analysis as a strategic management tool to assess the current internal strengths and weaknesses of the Rogers Goddard, and to figure out the opportunities and threats in the macro environment – technological, environmental, political, economic, social, demographic, etc in which Rogers Goddard operates in.

According to Harvard Business Review, 75% of the managers use SWOT analysis for various purposes such as – evaluating current scenario, strategic planning, new venture feasibility, personal growth goals, new market entry, Go To market strategies, portfolio management and strategic trade-off assessment, organizational restructuring, etc.




SWOT Objectives / Importance of SWOT Analysis and SWOT Matrix


SWOT analysis of Goddard Space Flight Center: Building A Learning Organization (B) can be done for the following purposes –
1. Strategic planning using facts provided in Goddard Space Flight Center: Building A Learning Organization (B) case study
2. Improving business portfolio management of Rogers Goddard
3. Assessing feasibility of the new initiative in Organizational Development field.
4. Making a Organizational Development topic specific business decision
5. Set goals for the organization
6. Organizational restructuring of Rogers Goddard




Strengths Goddard Space Flight Center: Building A Learning Organization (B) | Internal Strategic Factors
What are Strengths in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The strengths of Rogers Goddard in Goddard Space Flight Center: Building A Learning Organization (B) Harvard Business Review case study are -

Cross disciplinary teams

– Horizontal connected teams at the Rogers Goddard are driving operational speed, building greater agility, and keeping the organization nimble to compete with new competitors. It helps are organization to ideate new ideas, and execute them swiftly in the marketplace.

Low bargaining power of suppliers

– Suppliers of Rogers Goddard in the sector have low bargaining power. Goddard Space Flight Center: Building A Learning Organization (B) has further diversified its suppliers portfolio by building a robust supply chain across various countries. This helps Rogers Goddard to manage not only supply disruptions but also source products at highly competitive prices.

Learning organization

- Rogers Goddard is a learning organization. It has inculcated three key characters of learning organization in its processes and operations – exploration, creativity, and expansiveness. The work place at Rogers Goddard is open place that encourages instructiveness, ideation, open minded discussions, and creativity. Employees and leaders in Goddard Space Flight Center: Building A Learning Organization (B) Harvard Business Review case study emphasize – knowledge, initiative, and innovation.

Successful track record of launching new products

– Rogers Goddard has launched numerous new products in last few years, keeping in mind evolving customer preferences and competitive pressures. Rogers Goddard has effective processes in place that helps in exploring new product needs, doing quick pilot testing, and then launching the products quickly using its extensive distribution network.

Digital Transformation in Organizational Development segment

- digital transformation varies from industry to industry. For Rogers Goddard digital transformation journey comprises differing goals based on market maturity, customer technology acceptance, and organizational culture. Rogers Goddard has successfully integrated the four key components of digital transformation – digital integration in processes, digital integration in marketing and customer relationship management, digital integration into the value chain, and using technology to explore new products and market opportunities.

Effective Research and Development (R&D)

– Rogers Goddard has innovation driven culture where significant part of the revenues are spent on the research and development activities. This has resulted in, as mentioned in case study Goddard Space Flight Center: Building A Learning Organization (B) - staying ahead in the industry in terms of – new product launches, superior customer experience, highly competitive pricing strategies, and great returns to the shareholders.

High brand equity

– Rogers Goddard has strong brand awareness and brand recognition among both - the exiting customers and potential new customers. Strong brand equity has enabled Rogers Goddard to keep acquiring new customers and building profitable relationship with both the new and loyal customers.

Innovation driven organization

– Rogers Goddard is one of the most innovative firm in sector. Manager in Goddard Space Flight Center: Building A Learning Organization (B) Harvard Business Review case study can use Clayton Christensen Disruptive Innovation strategies to further increase the scale of innovtions in the organization.

High switching costs

– The high switching costs that Rogers Goddard has built up over years in its products and services combo offer has resulted in high retention of customers, lower marketing costs, and greater ability of the firm to focus on its customers.

Ability to recruit top talent

– Rogers Goddard is one of the leading recruiters in the industry. Managers in the Goddard Space Flight Center: Building A Learning Organization (B) are in a position to attract the best talent available. The firm has a robust talent identification program that helps in identifying the brightest.

Diverse revenue streams

– Rogers Goddard is present in almost all the verticals within the industry. This has provided firm in Goddard Space Flight Center: Building A Learning Organization (B) case study a diverse revenue stream that has helped it to survive disruptions such as global pandemic in Covid-19, financial disruption of 2008, and supply chain disruption of 2021.

Sustainable margins compare to other players in Organizational Development industry

– Goddard Space Flight Center: Building A Learning Organization (B) firm has clearly differentiated products in the market place. This has enabled Rogers Goddard to fetch slight price premium compare to the competitors in the Organizational Development industry. The sustainable margins have also helped Rogers Goddard to invest into research and development (R&D) and innovation.






Weaknesses Goddard Space Flight Center: Building A Learning Organization (B) | Internal Strategic Factors
What are Weaknesses in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The weaknesses of Goddard Space Flight Center: Building A Learning Organization (B) are -

Slow decision making process

– As mentioned earlier in the report, Rogers Goddard has a very deliberative decision making approach. This approach has resulted in prudent decisions, but it has also resulted in missing opportunities in the industry over the last five years. Rogers Goddard even though has strong showing on digital transformation primary two stages, it has struggled to capitalize the power of digital transformation in marketing efforts and new venture efforts.

Compensation and incentives

– The revenue per employee as mentioned in the HBR case study Goddard Space Flight Center: Building A Learning Organization (B), is just above the industry average. Rogers Goddard needs to redesign the compensation structure and incentives to increase the revenue per employees. Some of the steps that it can take are – hiring more specialists on project basis, etc.

Slow to harness new channels of communication

– Even though competitors are using new communication channels such as Instagram, Tiktok, and Snap, Rogers Goddard is slow explore the new channels of communication. These new channels of communication mentioned in marketing section of case study Goddard Space Flight Center: Building A Learning Organization (B) can help to provide better information regarding products and services. It can also build an online community to further reach out to potential customers.

High cash cycle compare to competitors

Rogers Goddard has a high cash cycle compare to other players in the industry. It needs to shorten the cash cycle by 12% to be more competitive in the marketplace, reduce inventory costs, and be more profitable.

Low market penetration in new markets

– Outside its home market of Rogers Goddard, firm in the HBR case study Goddard Space Flight Center: Building A Learning Organization (B) needs to spend more promotional, marketing, and advertising efforts to penetrate international markets.

No frontier risks strategy

– After analyzing the HBR case study Goddard Space Flight Center: Building A Learning Organization (B), it seems that company is thinking about the frontier risks that can impact Organizational Development strategy. But it has very little resources allocation to manage the risks emerging from events such as natural disasters, climate change, melting of permafrost, tacking the rise of artificial intelligence, opportunities and threats emerging from commercialization of space etc.

Skills based hiring

– The stress on hiring functional specialists at Rogers Goddard has created an environment where the organization is dominated by functional specialists rather than management generalist. This has resulted into product oriented approach rather than marketing oriented approach or consumers oriented approach.

High dependence on existing supply chain

– The disruption in the global supply chains because of the Covid-19 pandemic and blockage of the Suez Canal illustrated the fragile nature of Rogers Goddard supply chain. Even after few cautionary changes mentioned in the HBR case study - Goddard Space Flight Center: Building A Learning Organization (B), it is still heavily dependent upon the existing supply chain. The existing supply chain though brings in cost efficiencies but it has left Rogers Goddard vulnerable to further global disruptions in South East Asia.

Workers concerns about automation

– As automation is fast increasing in the segment, Rogers Goddard needs to come up with a strategy to reduce the workers concern regarding automation. Without a clear strategy, it could lead to disruption and uncertainty within the organization.

Interest costs

– Compare to the competition, Rogers Goddard has borrowed money from the capital market at higher rates. It needs to restructure the interest payment and costs so that it can compete better and improve profitability.

Lack of clear differentiation of Rogers Goddard products

– To increase the profitability and margins on the products, Rogers Goddard needs to provide more differentiated products than what it is currently offering in the marketplace.




Opportunities Goddard Space Flight Center: Building A Learning Organization (B) | External Strategic Factors
What are Opportunities in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The opportunities highlighted in the Harvard Business Review case study Goddard Space Flight Center: Building A Learning Organization (B) are -

Developing new processes and practices

– Rogers Goddard can develop new processes and procedures in Organizational Development industry using technology such as automation using artificial intelligence, real time transportation and products tracking, 3D modeling for concept development and new products pilot testing etc.

Leveraging digital technologies

– Rogers Goddard can leverage digital technologies such as artificial intelligence and machine learning to automate the production process, customer analytics to get better insights into consumer behavior, realtime digital dashboards to get better sales tracking, logistics and transportation, product tracking, etc.

Finding new ways to collaborate

– Covid-19 has not only transformed business models of companies in Organizational Development industry, but it has also influenced the consumer preferences. Rogers Goddard can tie-up with other value chain partners to explore new opportunities regarding meeting customer demands and building a rewarding and engaging relationship.

Use of Bitcoin and other crypto currencies for transactions

– The popularity of Bitcoin and other crypto currencies as asset class and medium of transaction has opened new opportunities for Rogers Goddard in the consumer business. Now Rogers Goddard can target international markets with far fewer capital restrictions requirements than the existing system.

Loyalty marketing

– Rogers Goddard has focused on building a highly responsive customer relationship management platform. This platform is built on in-house data and driven by analytics and artificial intelligence. The customer analytics can help the organization to fine tune its loyalty marketing efforts, increase the wallet share of the organization, reduce wastage on mainstream advertising spending, build better pricing strategies using personalization, etc.

Manufacturing automation

– Rogers Goddard can use the latest technology developments to improve its manufacturing and designing process in Organizational Development segment. It can use CAD and 3D printing to build a quick prototype and pilot testing products. It can leverage automation using machine learning and artificial intelligence to do faster production at lowers costs, and it can leverage the growth in satellite and tracking technologies to improve inventory management, transportation, and shipping.

Better consumer reach

– The expansion of the 5G network will help Rogers Goddard to increase its market reach. Rogers Goddard will be able to reach out to new customers. Secondly 5G will also provide technology framework to build new tools and products that can help more immersive consumer experience and faster consumer journey.

Harnessing reconfiguration of the global supply chains

– As the trade war between US and China heats up in the coming years, Rogers Goddard can build a diversified supply chain model across various countries in - South East Asia, India, and other parts of the world. This reconfiguration of global supply chain can help, as suggested in case study, Goddard Space Flight Center: Building A Learning Organization (B), to buy more products closer to the markets, and it can leverage its size and influence to get better deal from the local markets.

Redefining models of collaboration and team work

– As explained in the weaknesses section, Rogers Goddard is facing challenges because of the dominance of functional experts in the organization. Goddard Space Flight Center: Building A Learning Organization (B) case study suggests that firm can utilize new technology to build more coordinated teams and streamline operations and communications using tools such as CAD, Zoom, etc.

Building a culture of innovation

– managers at Rogers Goddard can make experimentation a productive activity and build a culture of innovation using approaches such as – mining transaction data, A/B testing of websites and selling platforms, engaging potential customers over various needs, and building on small ideas in the Organizational Development segment.

Changes in consumer behavior post Covid-19

– Consumer behavior has changed in the Organizational Development industry because of Covid-19 restrictions. Some of this behavior will stay once things get back to normal. Rogers Goddard can take advantage of these changes in consumer behavior to build a far more efficient business model. For example consumer regular ordering of products can reduce both last mile delivery costs and market penetration costs. Rogers Goddard can further use this consumer data to build better customer loyalty, provide better products and service collection, and improve the value proposition in inflationary times.

Increase in government spending

– As the United States and other governments are increasing social spending and infrastructure spending to build economies post Covid-19, Rogers Goddard can use these opportunities to build new business models that can help the communities that Rogers Goddard operates in. Secondly it can use opportunities from government spending in Organizational Development sector.

Remote work and new talent hiring opportunities

– The widespread usage of remote working technologies during Covid-19 has opened opportunities for Rogers Goddard to expand its talent hiring zone. According to McKinsey Global Institute, 20% of the high end workforce in fields such as finance, information technology, can continously work from remote local post Covid-19. This presents a really great opportunity for Rogers Goddard to hire the very best people irrespective of their geographical location.




Threats Goddard Space Flight Center: Building A Learning Organization (B) External Strategic Factors
What are Threats in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The threats mentioned in the HBR case study Goddard Space Flight Center: Building A Learning Organization (B) are -

Trade war between China and United States

– The trade war between two of the biggest economies can hugely impact the opportunities for Rogers Goddard in the Organizational Development industry. The Organizational Development industry is already at various protected from local competition in China, with the rise of trade war the protection levels may go up. This presents a clear threat of current business model in Chinese market.

Technology acceleration in Forth Industrial Revolution

– Rogers Goddard has witnessed rapid integration of technology during Covid-19 in the Organizational Development industry. As one of the leading players in the industry, Rogers Goddard needs to keep up with the evolution of technology in the Organizational Development sector. According to Mckinsey study top managers believe that the adoption of technology in operations, communications is 20-25 times faster than what they planned in the beginning of 2019.

Easy access to finance

– Easy access to finance in Organizational Development field will also reduce the barriers to entry in the industry, thus putting downward pressure on the prices because of increasing competition. Rogers Goddard can utilize it by borrowing at lower rates and invest it into research and development, capital expenditure to fortify its core competitive advantage.

Regulatory challenges

– Rogers Goddard needs to prepare for regulatory challenges as consumer protection groups and other pressure groups are vigorously advocating for more regulations on big business - to reduce inequality, to create a level playing field, to product data privacy and consumer privacy, to reduce the influence of big money on democratic institutions, etc. This can lead to significant changes in the Organizational Development industry regulations.

High dependence on third party suppliers

– Rogers Goddard high dependence on third party suppliers can disrupt its processes and delivery mechanism. For example -the current troubles of car makers because of chip shortage is because the chip companies started producing chips for electronic companies rather than car manufacturers.

High level of anxiety and lack of motivation

– the Great Resignation in United States is the sign of broader dissatisfaction among the workforce in United States. Rogers Goddard needs to understand the core reasons impacting the Organizational Development industry. This will help it in building a better workplace.

Increasing international competition and downward pressure on margins

– Apart from technology driven competitive advantage dilution, Rogers Goddard can face downward pressure on margins from increasing competition from international players. The international players have stable revenue in their home market and can use those resources to penetrate prominent markets illustrated in HBR case study Goddard Space Flight Center: Building A Learning Organization (B) .

Aging population

– As the populations of most advanced economies are aging, it will lead to high social security costs, higher savings among population, and lower demand for goods and services in the economy. The household savings in US, France, UK, Germany, and Japan are growing faster than predicted because of uncertainty caused by pandemic.

Capital market disruption

– During the Covid-19, Dow Jones has touched record high. The valuations of a number of companies are way beyond their existing business model potential. This can lead to capital market correction which can put a number of suppliers, collaborators, value chain partners in great financial difficulty. It will directly impact the business of Rogers Goddard.

Barriers of entry lowering

– As technology is more democratized, the barriers to entry in the industry are lowering. It can presents Rogers Goddard with greater competitive threats in the near to medium future. Secondly it will also put downward pressure on pricing throughout the sector.

Consumer confidence and its impact on Rogers Goddard demand

– There is a high probability of declining consumer confidence, given – high inflammation rate, rise of gig economy, lower job stability, increasing cost of living, higher interest rates, and aging demography. All the factors contribute to people saving higher rate of their income, resulting in lower consumer demand in the industry and other sectors.

Environmental challenges

– Rogers Goddard needs to have a robust strategy against the disruptions arising from climate change and energy requirements. EU has identified it as key priority area and spending 30% of its 880 billion Euros European post Covid-19 recovery funds on green technology. Rogers Goddard can take advantage of this fund but it will also bring new competitors in the Organizational Development industry.

Backlash against dominant players

– US Congress and other legislative arms of the government are getting tough on big business especially technology companies. The digital arm of Rogers Goddard business can come under increasing regulations regarding data privacy, data security, etc.




Weighted SWOT Analysis of Goddard Space Flight Center: Building A Learning Organization (B) Template, Example


Not all factors mentioned under the Strengths, Weakness, Opportunities, and Threats quadrants in the SWOT Analysis are equal. Managers in the HBR case study Goddard Space Flight Center: Building A Learning Organization (B) needs to zero down on the relative importance of each factor mentioned in the Strengths, Weakness, Opportunities, and Threats quadrants. We can provide the relative importance to each factor by assigning relative weights. Weighted SWOT analysis process is a three stage process –

First stage for doing weighted SWOT analysis of the case study Goddard Space Flight Center: Building A Learning Organization (B) is to rank the strengths and weaknesses of the organization. This will help you to assess the most important strengths and weaknesses of the firm and which one of the strengths and weaknesses mentioned in the initial lists are marginal and can be left out.

Second stage for conducting weighted SWOT analysis of the Harvard case study Goddard Space Flight Center: Building A Learning Organization (B) is to give probabilities to the external strategic factors thus better understanding the opportunities and threats arising out of macro environment changes and developments.

Third stage of constructing weighted SWOT analysis of Goddard Space Flight Center: Building A Learning Organization (B) is to provide strategic recommendations includes – joining likelihood of external strategic factors such as opportunities and threats to the internal strategic factors – strengths and weaknesses. You should start with external factors as they will provide the direction of the overall industry. Secondly by joining probabilities with internal strategic factors can help the company not only strategic fit but also the most probably strategic trade-off that Rogers Goddard needs to make to build a sustainable competitive advantage.



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