Critical analysis of the firm’s key strengths and weaknesses – they are directly controllable by management. Should be taken only from the case and discussed using the “So what?” argument – giving the implication on the problem / challenge
Thorough analysis of external environment – identification of opportunities and threats given the Social / Cultural trends; Demographic Trends; Economic, Political, Legal or Technological Influences etc. (focus only on what is presented in the case – do not undertake any external research). Use “So what?” to argue implications for firm or the problem at hand
Use one sub-heading for Strengths, one for Weaknesses, One for Opportunities and One for Threats
You may also find that several characteristics can be grouped.For instance you might suggest that a firm is innovative because a. it launches new products every year; invests in new technologies and invests significantly in R & D. Focus on the SW or OT most important to problem and goals
Note: If you find yourself writing, “The firm has an opportunity to …” you have identified a marketing tactic not an opportunity. A controllable issue is NOT a part of the external environment.
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