A favorable situation in the environment surrounding your business

A marketing strategy that focuses on opportunities that are a good match with the business’s strengths

A marketing strategy that focuses on using a business’s strengths to overcome its threats

Long-range planning (three to five years) for the company as a whole

Any resource or capability your business has that can help you gain a competitive advantage in your industry

A marketing tool that investigates a business’s strengths, weaknesses, opportunities, and threats in an organized fashion

Table that displays the key issues in a SWOT analysis

Any unfavorable situation in the environment surrounding your business

A marketing strategy that focuses on overcoming a business’s weaknesses so that the business can pursue opportunities

A marketing strategy that focuses on ensuring that a business’s weaknesses don’t make it even more vulnerable to the threats it already faces

Any limitation or shortcoming your business has that can keep you from achieving your objectives