1. Sector Level (highest level of global by general industry category) Group Level (two or more basic industries grouped together) Vision Objectives Marketing and Sales Strategy Financials Human Resources Strategy Corporate Strength Weaknesses Opportunities Threats Line-of-Business Level (basic level categorisation of a type of business) SWOT Strategic Business Unit (relating to company) Political Economic Social Technological Legal Environmental Industry Information PESTLE Industry Specific Information Uses Porter’s Five Forces Competitors Potential New Competitors Substitutes Customers, including Channels Suppliers and vendors Products/services or solutions Complementary products and services Industry trends Economic, demographic, technical trends Industry uncertainties (used for scenario planning) Industry success factors Generic value chain activities Benchmarking activities with regards to competitor’s activities