Strengths

What does the organization do well?

What unique resources can they draw on?

What do others see as their strengths?

Weaknesses

What needs improvement?

Where do they have fewer resources than other places?

What are others likely to see as weaknesses?

Opportunities

What opportunities are open to the organization?

What trends could they take advantage of?

How can they turn their strengths into opportunities?

Threats

What threats does the organization identify?

What is the competition doing?