Strengths

•Capabilities
•Competitive advantages
•Resources, assets and people
•Experience, knowledge and data
•Financial reserves, returns
•Marketing, reach Innovative aspects
•Location, geographical
•Price, value and quality
•Processes, systems, it, communications
•Advantages of proposition

Weaknesses

• Lack of capabilities
• Gap in competitive strengths 
• Reputation, presence and reach 
• Timescales, deadlines and pressures Finance
• Cash flow, cash drain
• Continuity, supply chain
• Effects on core activities 
• Reliability of data, plan and project
• Management cover & succession

Opportunities

• Market developments
• Industry or life style trends 
• Innovation and technology development
• Global influences
• Market dimensions, horizontal, vertical
• Target markets
• Geographical import, export 
• Major contracts, tactics and surprises
• Business/product development

Threats

• Political and economical effects
• legislative effects environmental effects
• Competitive intentions 
• Market demand
• Innovation in technologies, services and ideas
• New contracts and partners
• Loss of resources
• Obstacles to be faced
• Poor management strategies
• Economic condition home, abroad