But it might also be extraordinary customer service, delivery, or channel support. Weaknesses are areas where the firm performs some activities less-well than competitive firms. Opportunities are events, conditions, or situations in the external environment that are particularly well-suited or attractive to the way a firm does business or is planning to do business. The firm does not control the existence of opportunities, but it tries to match its strengths to opportunities that emerge, are emerging, or will emerge within the planning period. Threats are events, conditions, or situations in the external environment that are NOT particularly well-suited or attractive to the way a firm does business or is planning to do business.
Companies try to avoid threats or minimize their impact.