S
Strengths
These are stated in objective terms that directly impact on product performance and rated relative to competitors.
- How does this strength assist us in meeting customer needs?
- How does this strength compare to our competitors' strengths? Does this strength make us different from (better than) our competitors in the minds of our customers?
Try to prioritise into a top 3
W
Weaknesses
These can be in relation to customers, service, structure, distribution, planning, etc
- How does this weakness hinder us in meeting customer needs?
- How does this weakness compare to our competitors' weaknesses? Does this weakness make us different from (worse than) our competitors in the minds of our customers?
Try to prioritise into a top 3
O
Opportunities
Should be matched to strengths and/or competencies and analysed in relation to the company and its environment.
- How is this opportunity related to serving the needs of our customers?
- What actions can we take to capitalize on this opportunity in the short term and in the long term?
Try to prioritise into a top 3
T
Threats
These are also analysed in relation to the company and its environment. Requires action to minimise or downplay.
- How is this threat related to serving the needs of our customers?
- What actions can we take to prevent this threat from limiting our capabilities in the short term and in the long term?
Try to prioritise into a top 3