SWOT Analysis

1. Swot objective. To find the competitive advantage. And strategy according to attributes of
company and market.
Internal External
Controlled by the Not controlled by the
company company
Strength Opportunities
What you will capitalize on Invest
What are the advantages What action can you take?
Problems/weakness Threats
Shore up Identify
How can you adjust these?
How can you address these
Customer surveys, employee Market research -customers. Books,
surveys, resources, markets, studies, internet.
capabilities, processes. Competitors, industry, environment,
regulation.

2. Weakness can be offset by strength. e.g. Faulty product,
good service.
Strengths could turn into opportunities. e.g. Outsource
manufacturing could mean custom orders for other
companies.