SWOT Analysis

A SWOT analysis combines the key strengths and weaknesses within a company with an

assessment of the opportunities and threats that are external to the company. This analysis can

provide powerful insights into the potential and critical issues affecting a business. [30] A strength

is an asset or a resource, tangible or intangible, internal to a company that is within its control.

What does the company do well? What advantages does the company have over its competition?

You should look to identify the positive aspects internal to a business that add value or offer a

competitive advantage. [31] Examples of strengths are the quality of employees, company

reputation, available capital and credit, established customers, unique channels of distribution,

intellectual property, location, and facilities. Strengths for Sigmund’s Gourmet Pasta

• Strong relationships with vendors that offer high-quality ingredients and fast/frequent delivery schedules

• Excellent staff who are highly trained and very customer attentive

• Great retail space that is bright, hip, clean, and located in an upscale mall, a suburban neighborhood, or

an urban retail district

• High customer loyalty among repeat customers

• High-quality food offerings that exceed competitors’ offerings in quality, presentation, and price