Swot objective. To find the competitive advantage. And strategy according to attributes of company and market.

Strength

What you will capitalize onWhat are the advantages

Opportunities

InvestWhat action can you take?

Problems/weakness

Shore upHow can you adjust these?

Threats

Identify

How can you address these

InternalControlled by the company

ExternalNot controlled by

the company

Customer surveys, employee surveys,

resources, capabilities, processes.

Market research -customers. Books, markets, studies,

internet.Competitors, industry,

environment, regulation.

Weakness can be offset by strength. e.g. Faulty product, good service.

Strengths could turn into opportunities. e.g. Outsource manufacturing could mean custom orders for other companies.