Strengths (Internal)
- [What do we do well?]
- [What unique resources can we draw on?]
- [What do others see as our strengths?]
Weaknesses (Internal)
- [What could we improve?]
- [Where do we have fewer resources than others?]
- [What are others likely to see as weaknesses?]
Opportunities (External)
- [What opportunities are open to us?]
- [What trends could we take advantage of?]
- [How can we turn our strengths into opportunities?]
Threats (External)
- [What threats could harm us?]
- [What is our competition doing?]
- [What threats do our weaknesses expose us to?]