2. Strengths Internal factors, the qualities that you have at the moment that place you ahead of the competition. 1.What do you do better than anyone else? 2. What is better in your company compared to others: Your brands. Your staff. Development and promotion opportunities.

3. Weaknesses Internal factors that you have to work on, your existing shortcomings, what you have to improve. 1.What might hinder your success? Examples: -Staff lacking skills. -Poor quality of goods/service. -Lack of resources.

4. Opportunities External factors – future chances and blessings in disguise. Technological advances – using the Internet. Expanding to foreign markets. Favourable tax policies.

5. Threats External factors – potential future problem areas: Competition. Change in supply and demand. Political conflicts in the regions in which you operate.

6. Strengths and Weaknesses – Most common lexical items Products Staff Brands Distribution channels Resources Customer support and service Technology

7. Opportunities and Threats– Most common lexical items 1. Customers’ lifestyle changes 2. Demographics changes 3. Government (political) changes 4. The economy 5. Governmental monetary and fiscal policies 6. Competition 7. Press coverage 8. Technology