About this free resource –
The point of a SWOT analysis is to help you develop a strong business strategy by making sure you’ve considered all of your business’s strengths and weaknesses, as well as the opportunities and threats it faces in the marketplace.
Strengths and weaknesses are internal to the company (ex: reputation, location). You can change them over time with some work. Opportunities and threats are external (ex: competitors, prices)—they are happening outside of your control. You’re not able to change them.