4. Strengths
Internal positive aspects that are under control
and upon which you may capitalize in planning
What are our competitive advantages?
What resources do we have?
What products are performing well?
5. Weaknesses
Internal negative aspects that
are under your control and
that you may plan to improve
What can we improve?
What products are underperforming?
Where are we lacking resources?
6. Opportunities
Positive external conditions that you do not control but
of which you can plan to take advantage
What technology can we use to improve operations?
What new markets can we explore?
What changes in social patterns, population profiles,
lifestyle changes?
Local events?
7. Threats
Negative external conditions that you do not control but
the effect of which you may be able to lessen
What obstacles do you face?
What is your competition doing?
Are the required specifications for your business,
products or services changing?
Is changing technology threatening your business?
Do you have bad debt or cash-flow problems?
What consumer trends threaten business?
8. Areas to Concentrate on for
SWOT
Finance –availability of loans
Operations – location, labor productivity,
quality control, customer responsiveness
Administration – quality of staff,
communication, delegation
Marketing – market share, service
reputation, customer service, advertising
effectiveness
Personnel – salary/rewards, recruiting,
training, teamwork
