threats An evaluation of how specific internal factors (strengths and/or weaknesses) support and/or promote a competitive advantage; examples may include: Financial, physical, or human resources Access to natural resources, trademarks, patents, or copyrights Current processes (employee programs or software systems) An evaluation of how specific external factors (opportunities and/or threats) support and/or promote a competitive advantage; examples may include: Market trends (new products or technology advancements) Economic trends (local and/or global) Demographics Regulations (political, environmental, or economic)
Fig: 1