Strengths , Areas that the organisation is CURRENTLY performing well in or is good at, Internal (good), Availability of finance, Goods/services that make the most profits, Products that are ‘benchmarks’ in the market which competitors try to copy, Weaknesses, What the business is CURRENTLY ineffective at, Internal (bad), Lack of finance/technology, Poor customer service reputation, Products or branches that are making losses, Untrained staff or low staff morale, Opportunities, OpportunitieFactors outside the business that may help or let the org grows, External (good), Being able to expand into different countries, A boom period in the economy that the business could exploit, Customers tastes/fashions falling in line with an your product, Threats, Factors outside the business that may harm, External (bad), a new competitor entering the market, a rise in interest rates or a possible recession.

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