1. Introdution to SWOT analysis : 1. SWOT analysis is a strategic planning tool that separates influences on a business’s future success into internal and external factors. 2. A SWOT analysis focuses entirely on the four elements included in the acronym, allowing companies to identify the forces influencing a strategy, action, or initiative. Knowing these positive and negative impacting elements can help companies more effectively communicate what elements of a plan need to be recognized.
1.2.1. Internal factors
The first two letters in the acronym, Strengths and Weaknesses, refer to internal factors, which means the resources and experience readily available to you. Examples of areas typically considered include:
Financial resources, such as funding, sources of income and investment opportunities.
1.2.2.External factors
Every company, organization and individual is influenced and affected by external forces. Whether connected directly or indirectly to an opportunity or threat, each of these factors is important to take note of and document. External factors typically reference things you or your company does not control, such as: • Market trends, such as new products and technology or shifts in audience needs. • Economic trends, such as local, national and international financial trends.

2. Strengths
A company's strengths are usually easy to identify, through its continuing dialogue with customers and suppliers. Your records (eg sales) will also help to indicate areas where you are particularly strong (eg rising sales for a particular product). For most businesses, strengths will fall into four distinct categories.
2.1 Finances may give you advantages over your competitors. The factors include: • Positive cash flow. • Growing turnover and profitability.
2.2 Marketing may be the key to your success.
For example, your business may enjoy:
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