Strengths, describe what an organization excels at and what separates it from the competition: a strong brand, loyal customer base, a strong balance sheet, unique technology, and so on., Weaknesses, stop an organization from performing at its optimum level. They are areas where the business needs to improve to remain competitive: a weak brand, higher-than-average turnover, high levels of debt, an inadequate supply chain, or lack of capital., Opportunities, refer to favorable external factors that could give an organization a competitive advantage., Threats, refer to factors that have the potential to harm an organization..

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