What differentiates it from its competitors. Weaknesses - Internal aspects of the organisation that could be improved. Consider the following: Whether the business has any features that do not meet the industry standard. Whether the business can increase performance in any underperforming aspects. Any features of the business that cause problems or complaints. What its competitors can do better. External perspective - Factors that the business cannot control. Opportunities - Factors in the business external environment that it can use to its advantage, such as new or changing trends. Consider the following: Any developments or changes in relevant technologies or markets. Any changes in relevant government policy or regulations/legislation. Any major local or global events that may have occurred. Any potentially new uses of the business products and/or services. Threats - Factors in the business external environment that could adversely affect the business or its strategic intent. Examples include inflation, new legislation or a new competitor in the market. Consider the following: Any obstacles the business might face from external factors. What the business' competitors are doing. Any changes in products, services or technology that could threaten the business. It is possible for something to be considered as both an opportunity and a threat