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INTERNAL
EXTERNAL
POSITIVE
NEGATIVE
Strength
Weakness
Opportunity
Threat
Infrastructure in place
Location is highly suitable
Very focused management/staff
Well-rounded and managed business
Focus may be too narrow
Lack of awareness amongst prospective customers
Absence of strong sales/marketing expertise
Economic slowdown could reduce demand
Market may become price sensitive
Major player may enter targeted market segment
Market segment is poised for rapid growth
New markets offer great potential
Potential to diversify into related market segments
