These questions are intended to help populate the SWOT diagram and are simulate a brainstorming process. Long (5 - 10 word) answers that are contextualised will work better. Answers are not required and while no limit is set, a maximum of 2 - 3 answers per question is preferable.

Considering your internal capabilities, what would you consider to be your organization’s main strengths?

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Relative to your competitors, where do you think your organization is most challenged?

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What new customer segments are an opportunity for entry, or existing and expected to grow in number?

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What factors in the economic or business environment represent a possible business challenge

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What operational capabilities set you apart from competitors - including staff, production capabilities, etc.

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In your customers’ opinion what differentiates you most from your competitor set?

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In the market, what product features or trends are customers starting to move away from?

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What emerging trends amongst customers are unmet?

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Why do customers not come back to you for repeat business?

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