SWOT

• Internal:

1. Strengths (S)
2. Weaknesses (W)

• External:

1. Opportunities
2. Threats

Internal

• Within firm:

1. Product life cycle
2. Value chain
3. B.C.G. matrix

External

• Competitive environment:

1. PESTG: political, economic, social, technological & government
2. Porter's 5 Forces Model