Strengths	Weaknesses
A company's strengths are basically its core competencies. Examples of company strengths include:         Excellent reputation among customers         Recognizable brand names         Patents         Proprietary technology         Exclusive access to resources	Not having too many core competencies may be viewed as a company's weakness. Examples of company weaknesses may include:         Poor reputation among customers         Feeble brand name         No patents or patent protection         Lack of access to resources
Opportunities	Threats
Economic or market circumstances offering opportunities for expansion and/or profit may be uncovered by an external analysis. Examples of opportunities may include:         Finding new customer needs         Relaxation of regulations         New technologies         Special skills	Circumstances that pose danger and could harm the company are considered threats. Examples of threats may include:         Changes in regulations         Increase in competition         New substitute products         Changes in demographics

Business Source Complete has prepared SWOT analyses for many companies. Check to see if there is a SWOT analysis for your company.(REMEMBER: Not all companies will have a SWOT anlaysis)

Sample SWOT search strategy:

• For companies for which no SWOT is listed try the following strategies and sources to identify articles that will help you identify SWOT issues:
  
  Business Source Complete
  For Strengths/Weaknesses:
  In first search box type search terms representing strengths or weaknesses:
  ex. patents or reputation or brand name
  In second search box type name of company: ex. Facebook

  For Opportunities/Threats:
  In first search box type search terms representing opportunities/threats:
  ex. new products or regulations or demographics or competition
  In second search box type name of company: ex. Facebook

• Hoovers Online

  [Updated: daily] Provides comprehensive profiles, in-depth financials, company overviews and histories, their competitors, products, services and operations.

  (SEC Filings)10-K Report - Section 1A - Risk Factors The risk factors faced by the company, as reported by key company people are an excellent, inside explanation of the challenges facing the organization that possibly can be turned into strengths. Use the key words of the issues listed in this section to search for articles in databases such as Business Source Complete, Factiva, and RDS Business Reference Suite.