Notes to SWOT Analysis. Effective way of understanding your Strengths, Weaknesses, Opportunities, and Threats. Internal: Strengths: What are your advantages? What do you do well? What do other people see as your strengths? Consider from your own point of view and from the people you deal with. Be realistic, not modest! Weaknesses: What could you improve? What do you do badly? What should you avoid? Again, from internal and external. Similarities? Disagreements? Compare with competitors. External Opportunities: Where are the good opportunities facing you? What are the interesting trends you are aware of? Threats: What obstacles do you face? What is your competition doing? Changes? Overall analysis helps to point out what needs to be done, and in putting problems into perspective. Also apply SWOT analysis to your competitors.

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