External attractive factors that represent the reason for an organization to exist and develop. What opportunities exist in the environment which will propel the organization?
Identify them by their “time frames”
External factors beyond an organization control, which could place the organization mission or operation at risk. The organization may benefit the contingency plans to address them if they should occur.
Classify them by their seriousness and probability of occurrence.
Similar to the opportunities, Threat can defined as potential problems. A threat like an opportunity can exist in the present if that particular situation has not directly impacted the marketing conditions. In fact it is common for threats to be current market conditions outside geographic scope of a particular organization.
SWOT MATRIX W-T Strategies; Defensive action VS susce ptible areas S-T Strategies: Use success to minimize threats Threats W-O Strategies; Use opportunities to address weakness S-O Strategies: Build on success Opportunities Weakness Strengths