The absence of certain strengths may be viewed as a weakness. In some cases, a weakness may be the flip side of a strength. Take the case in which a firm has a large amount of manufacturing capacity. While this capacity may be considered a strength that competitors do not share, it also may be a considered a weakness if the large investment in manufacturing capacity prevents the firm from reacting quickly to changes in the strategic environment.
lack of patent protection
poor reputation among customers
high cost structure
A firm's strengths are its resources and capabilities that can be used as a basis for developing a competitive advantage
strong brand names
good reputation among customers
cost advantages from proprietary know-how
The external environmental analysis may reveal certain new opportunities for profit and growth.
an unfulfilled customer need
arrival of new technologies
loosening of regulations
removal of international trade barriers
Changes in the external environmental also may present threats to the firm.
shifts in consumer tastes away from the firm's products
emergence of substitute products
increased trade barriers
pursue opportunities that are a good fit to the company's strengths
overcome weaknesses to pursue opportunities
identify ways that the firm can use its strengths to reduce its vulnerability to external threats
establish a defensive plan to prevent the firm's weaknesses from making it highly susceptible to external threats
Internal Analysis, Strengths, Weaknesses
External Analysis, Opportunities, Threats