Force Field Analysis is a scary term for a very simple concept. Take a sheet of paper and divide it into two columns. Across the top of the paper write out the problem you are trying to address. At the top of the left column write 'Driving Forces'. At the top of the right column write 'Restraining Forces.'
Driving forces are those strengths or attributes your company has that will help you achieve your objective or solve your problem. Restraining forces are the limitations and challenges you are facing that are making the problem worse or keeping you from solving your problem.
Once you are done brainstorming a complete list of driving forces and restraining forces you will need to devise a strategy. The strategy will involve action steps you can take to either eliminate or reduce restraining forces, or to increase the effectiveness of the driving forces.
The problem you are addressing could be 'We are losing business to our competitor. They are larger and have a strong internet presence. We advertise significantly but have stretched our budget as far as it can go.
Then you would list some restraining forces such as our advertising budget is limited, our cash flow is limited, we don't understand internet advertising, we do not understand web design, we need to increase revenue to cover our expenses, some of our advertising is not generating any responses, our competitor is very good.
Then you could list some driving forces such as we have good marketing materials, we do compete well on some products, we have gotten a good return on some of our advertising, our it vendor is knowledgeable about the internet.
Finally put together some strategies such as eliminate one newspaper ad, reduce size of another magazine ad, use those savings to fund hosting of web site, buy domain name now since it is nominal cost, develop content for web site now, rewrite current advertising to stress those products that we have an advantage with, hire web designer once content is completed, keep web design budget to $2,000, add web site address to our advertising once it is launched, then reduce size of those ads to save more money, prospects can go to web site to learn more about us if they are interested, sell our services as local and personalized to differentiate from competitor, assign one person to gather more information about web sites, search engines, online advertising, etc, and report findings at later date.