How to Coach Yourself and Others Essential Knowledge For Coaching | Page 525

Here is the explanation in more detail:
Strengths and
Weaknesses

the internal
environment - the
situation inside
the company or
organization

for example, factors
relating to products,
pricing, costs,
profitability,
performance,
quality, people,
skills, adaptability,
brands, services,
reputation,
processes,
infrastructure, etc.

factors
tend to be
in the
present

Opportunities
and Threats

the external
environment - the
situation outside
the company or
organization

for example, factors
relating to markets,
sectors, audience,
fashion, seasonality,
trends, competition,
economics, politics,
society, culture,
technology,
environmental,
media, law, etc.

factors
tend to be
in the
future

swot matrix (2x2 matrix using internal/external categories)
Here is a typical extension of the basic SWOT analysis grid into a useful
'action-based' 2x2 SWOT matrix.
The SWOT analysis in this format acts as a quick decision-making tool,
quite aside from the more detailed data that would typically be fed into
business planning process for each of the SWOT factors.

1394