Module 3, Topic 38
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SWOT and critical success factors

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SWOT analysis is a method for gauging your business’s health by looking at its strengths, weaknesses, opportunities and threats. List them in the left columns of the tables and detail what you could do to maximise or minimise their impact in the right columns. While strengths (such as a strong brand) and weaknesses (low cash flow, for example) should be internal factors, opportunities (such as a trade show) and threats (a new competitor, for example) should be external to your business and your influence.