SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework used to evaluate a company's competitive position and to develop strategic planning. SWOT analysis assesses internal and external factors, as well as current and future potential.
Strengths describe what an organization excels at and what separates it from the competition
What is our competitive advantage?
What resources do we have?
What products are performing well?
Weaknesses stop an organization from performing at its optimum level
Where can we improve?
What products are underperforming?
Where are we lacking resources?
Opportunities refer to favourable external factors that could give an organization a competitive advantage
What new regulations threaten operations?
What do our competitors do well?
What consumer trends threaten business?
Threats refer to factors that have the potential to harm an organization
What technology can we use to improve operations?
Can we expand our core operations?
What new market segments can we explore?
Reference: https://www.investopedia.com/terms/s/swot.asp