Swot Analysiss

In SWOT, strengths and weaknesses are internal factors. For example:A strength could be:

your specialist marketing expertise.

a new, innovative product or service

location of your business

quality processes and procedures

any other aspect of your business that adds value to your product or service.

A weakness could be:

lack of marketing expertise

undifferentiated products or services (i.e. in relation to your competitors)

location of your business

poor quality goods or services

damaged reputation

In SWOT, opportunities and threats are external factors. For example: An opportunity could be:

a developing market such as the Internet.

mergers, joint ventures or strategic alliances

moving into new market segments that offer improved profits

a new international market

a market vacated by an ineffective competitor

A threat could be:

a new competitor in your home market

price wars with competitors

a competitor has a new, innovative product or service

competitors have superior access to channels of distribution

taxation is introduced on your product or service

A word of caution, SWOT analysis can be very subjective. Do not rely