SWOT analysis is a business strategy that identifies weaknesses, strengths, opportunities and threats. It is used to evaluate the company’s position in the marketplace. A SWOT analysis should provide a list of all the organisation’s internal factors and external environments to decide how to manage its current situation. Strengths are internal factors that can be leveraged to an advantage. nWeaknesses are internal factors that may limit the company’s success. nOpportunities are external factors that may provide new chances for growth or expansion. nThreats are external factors that may cause harm to the company or limit it’s success.