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in relation to your competitors)
location of your business
poor quality goods or services
damaged reputation
In SWOT, opportunities and threats are external factors. For example: An opportunity could be:
a developing market such as the Internet.
mergers, joint ventures or strategic alliances
moving into new market segments that offer improved profits
a new international market
a market vacated by an ineffective competitor
A threat could be:
a new competitor in your home market
price wars with competitors
a competitor has a new, innovative product or service
competitors have superior access to channels of distribution
taxation is introduced on your product or service
A word of caution, SWOT analysis can be very subjective...
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