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A company's strengths are its resources and any other developments that can create a competitive advantage. Some of the internal factors are part of the marketing mix - product, price, plan, and promotion. The non existence of specific strengths may also be categorized as a weakness.
The external factors of opportunities and threats present themselves from the external environment. Some external factors are new technology, change in regulations, and competing products and firms. A matrix is usually used to express the results of the analysis (David).
Strengths
? Simple design and level of ease
? Patent for ranking tool
? Revenue from advertising programs
? 2007 Fortune #1 Best company to work for list
Weaknesses
? Google's tendency to solve engineering problems instead of user problems
? Google's contextual ads continuously targeted by click fraud
? Google's failed efforts offline
Opportunities
? Advertising partnership with Yahoo
? Experimental partnerships with radio and print media
? Acquisitions of businesses (YouTube, DoubleClick)
? Other partnerships (AOL Time Warner, NASA, News...
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