1. 1 SWOT ANALYSIS (17 Marketing textbook) INTERNAL FACTORS STRENGTHS WEAKNESSES EXTERNAL FACTORS OPPORTUNITIES THREATS POSITIVE FACTORS NEGATIVE FACTORS

2. 2 SWOT ANALYSIS SWOT ANALYSIS (Pg. 17 Marketing textbook) Strengths  What are we best at?  What intellectual property do we own?  What specific skills does the workforce have?  What financial resources do we have?  What connections and alliances do we have?  What is our bargaining power with both suppliers and intermediaries?

3. 3 Weaknesses  What are we worst at doing?  Is our intellectual property outdated?  What training does our workforce lack?  What is our financial position?  What connections and alliances should we have, but don’t? SWOT ANALYSIS SWOT ANALYSIS (Pg. 17 Marketing textbook)

4. 4 Opportunities  What changes in the external environment can we exploit?  What weaknesses in our competitors can we attack?  What new technology might become available to us?  What new markets might be opened up to us? SWOT ANALYSIS SWOT ANALYSIS (Pg. 17 Marketing textbook)

5. 5 Threats  What might our competitors be able to do to hurt us?  What new legislation might damage our interests?  What social changes might threaten us?  How will the economic (boom-and-bust) cycle affect us? SWOT ANALYSIS SWOT ANALYSIS (Pg. 17 Marketing textbook)

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