2.  Strengths and weaknesses are generally internal
factors that are within your control.
 Opportunities and Threats are generally external
issues that you can’t control.

3.  STRENTH
 WEAKNESS
 OPPORTUNITY
 THREATS

4. Strengths
 Consider from both the view of the firm (product)
as well as from customers and competitors
 One’s strength is another’s weakness
 Questions:
 What are the firm’s or the product’s advantages over
others?
 What does it do well? What makes it stand out from
your competitors?

5. Weaknesses
 Be truthful so that weaknesses may be overcome as
quickly as possible
 One’s strength is another’s weakness
 Questions.
 What is done poorly?
 What can be improved?
 What should be avoided?

6. Opportunities and Threats
 External in nature
 Represent characteristics of:
 the research environment
 growth in potential markets
 changes in the competitive, economic, political/legal,
technological, or socio-cultural environments
 A threat to some is an opportunity to another.

7.  Questions on opportunities:
 Is there a product/service area that others have not yet
covered?
 Are there emerging trends that fit with your company's
strengths?
 Questions on threats:
 Are your competitors becoming stronger?
 Are there emerging trends that amplify one of your
weaknesses?

8. An opportunity could include:
 A new, developing or untapped market
 An old market needing technological advances
 Change in regulatory environment that creates
demand for new technology

9. A threat could be:
 Other ongoing research or commercialization efforts
 A large existing competitor
 Market access (for supplies or customers)
 A competitor has a new, innovative product or service
 Competitors have superior access to channels of distribution

10. Suggestions for using SWOT Analysis:
 Two people rarely come-up with the same final version of
SWOT.
 Be realistic; no need to inflate strengths or be in denial
about shortcomings.
 Distinguish between where your technology is today, and
where it could be in the future.
 Be specific. Avoid grey areas.
 Always analyze in the context of your competitive
environment.

11. More suggestions for using SWOT Analysis
 Weaknesses should be looked at in order to convert
them into strengths.
 Threats should be converted into opportunities.
 Strengths and opportunities should be matched.
 Keep your SWOT short and simple.
 Do not rely on it too much.

12. Expanding Your SWOT Analysis
 Include more detailed competitor information in the
analysis.
 Take a closer look at the business environment.
 Expand the reach of a SWOT analysis through surveys.