Strengths
Internal factors, the qualities that you have at themoment that place you ahead of the competition.
1.What do you do better than anyone else?
2. What is better in your company compared toothers:
•Your brands.
•Your staff.
•Development and promotion opportunities.
Weaknesses
Internal factors that you have to work on, yourexisting shortcomings, what you have toimprove.
1.What might hinder your success? Examples:
-Staff lacking skills.
-Poor quality of goods/service.
-Lack of resources.
Opportunities
External factors – future chances and blessingsin disguise.
•Technological advances – using the Internet.
•Expanding to foreign markets.
•Favourable tax policies.
Threats
External factors – potential future problemareas:
•Competition.
•Change in supply and demand.
•Political conflicts in the regions in which youoperate.
Strengths and Weaknesses – Mostcommon lexical items
•Products
•Staff
•Brands
•Distribution channels
•Resources
•Customer support and service
•Technology
Opportunities and Threats– Mostcommon lexical items
•1. Customers’ lifestyle changes
•2. Demographics changes
•3. Government (political) changes
•4. The economy
•5. Governmental monetary and fiscal policies
•6. Competition
•7. Press coverage
•8. Technology