SWOT ANALYSIS

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Opportunities

Seasonal, weather, fashion influences

Volumes, production, economies

Partnerships, agencies, distribution

Information and research

Business and product development

Tactics - surprise, major contracts, etc

New USP's

Geographical, export, import

Niche target markets

New markets, vertical, horizontal

Global influences

Technology development and innovation

Industry or lifestyle trends

Competitors' vulnerabilities

Market developments

Strengths

Cultural, attitudinal, behavioural

Processes, systems, IT, communications

Accreditations, qualifications, certifications

Location and geographical

Innovative aspects

Marketing - reach, distribution, awareness

Financial reserves, likely returns

Experience, knowledge, data

Resources, Assets, People

USP's (unique selling points

Competitive advantages

Capabilities

Advantages of proposition

Threats

Seasonality, weather effects

Economy - home, abroad

Sustainable financial backing

Loss of key staff

Insurmountable weaknesses

Obstacles faced

Sustaining internal capabilities

Vital contracts and partners

New technologies, services, ideas

Market demand

Competitor intentions - various

IT developments

Environmental effects

Legislative effects

Political effects

Weaknesses

Management cover, succession

Processes and systems, etc

Accreditations, etc

Morale, commitment, leadership

Reliability of data, plan predictability

Effects on core activities, distraction

Continuity, supply chain robustness

Cashflow, start-up cash-drain

Timescales, deadlines and pressures

Own known vulnerabilities

Financials

Reputation, presence and reach

Lack of competitive strength

Gaps in capabilities

Disadvantages of proposition