What is a SWOT analysis?
   SWOT analysis is a strategic tool that a business can use to analyse its 
   current position and the external factors that might affect it. SWOT stands 
   for strengths, weaknesses, opportunities and threats.
            
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   Strengths
   These are areas where you do well, or advantages for your organisation.
   A key starting point for a SWOT is the strengths of the business. These are 
   internal factors that the business has identified and could include examples 
   such as:
        patents or copyright
        strong sales growth
        high market share
        low levels of debt
        USP
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   Weaknesses
   These are areas to improve. The weaknesses will also be internal and 
   should focus on areas that are currently a problem for the business.  
   Examples of weaknesses may include:
    poor cash flow
    quality issues
    low stock levels
    poor reputation
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   Opportunities
   These are external factors that may contribute to your organisation and can 
   build up your strengths.
   These relate to external factors that are outside the direct control of the 
   business. They are positive factors that could happen some time in the 
   future.
   For example, a change to legislation means that the business could 
   operate for more hours and potentially increase revenues.
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   Threats
   These are potential problems/risks caused by external factors that your 
   organisation may face.
   These relate to external factors that are outside the direct control of the 
   business. They are often in the future and are hypothetical risks that could 
   create problems.
   For example, a new competitor enters the market and undercuts your 
   prices.
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