political

•  ecological/environmental issues

•  current legislation home market

•  future legislation

•  European/international legislation

•  regulatory bodies and processes

•  government policies

•  government term and change

•  trading policies

•  funding, grants and initiatives

•  home market lobbying/pressure groups

•  international pressure groups

economic

•  home economy situation

•  home economy trends

•  overseas economies and trends

•  general taxation issues

•  taxation specific to product/services

•  seasonality/weather issues

•  market and trade cycles

•  specific industry factors

•  market routes and distribution trends

•  customer/end-user drivers

•  interest and exchange rates

social

•  lifestyle trends

•  demographics

•  consumer attitudes and opinions

•  media views

•  law changes affecting social factors

•  brand, company, technology image

•  consumer buying patterns

•  fashion and role models

•  major events and influences

•  buying access and trends

•  ethnic/religious factors

technological

•  competing technology development

•  research funding

•  associated/dependent technologies

•  replacement technology/solutions

•  maturity of technology

•  manufacturing maturity and capacity

•  information and communications

•  consumer buying mechanisms / technology

•  technology legislation

•  innovation potential

•  technology access, licensing, patents

strengths

•  Advantages of proposition?

•  Capabilities?

•  Competitive advantages?

•  USP's (unique selling points)?

•  Resources, Assets, People?

•  Experience, knowledge, data?

•  Financial reserves, likely returns?

•  Marketing - reach, distribution, awareness?

•  Innovative aspects?

•  Location and geographical?

•  Price, value, quality?

•  Accreditations, qualifications, certifications?

•  Processes, systems, IT, communications?

•  Cultural, attitudinal, behavioral?

•  Management cover, succession?

weaknesses

•  Disadvantages of proposition?

•  Gaps in capabilities?

•  Lack of competitive strength?

•  Reputation, presence and reach?

•  Financials?

•  Own known vulnerabilities?

•  Timescales, deadlines and pressures?

•  Cash flow, start-up cash-drain?

•  Continuity, supply chain robustness?

•  Effects on core activities, distraction?

•  Reliability of data, plan predictability?

•  Morale, commitment, leadership?

•  Accreditations, etc?

•  Processes and systems, etc?

•  Management cover, succession?

opportunities

•  Market developments?

•  Competitors' vulnerabilities?

•  Industry or lifestyle trends?

•  Technology development and innovation?

•  Global influences?

•  New markets, vertical, horizontal?

•  Niche target markets?

•  Geographical, export, import?

•  New USP's?

•  Tactics - surprise, major contracts, etc?

•  Business and product development?

•  Information and research?

•  Partnerships, agencies, distribution?

•  Volumes, production, economies?

•  Seasonal, weather, fashion influences?

threats

•  Political effects?

•  Legislative effects?

•  Environmental effects?

•  IT developments?

•  Competitor intentions - various?

•  Market demand?

•  New technologies, services, ideas?

•  Vital contracts and partners?

•  Sustaining internal capabilities?

•  Obstacles faced?

•  Insurmountable weaknesses?

•  Loss of key staff?

•  Sustainable financial backing?

•  Economy - home, abroad?