SWOT’ing a PEST!

By the time you’ve carried out your internal and external environment analysis you will have collected: a wealth of information about future drivers, trend and forces your ‘fitness’ or capacity to deal with what may happen in the future. To help you convert all of this analysis into possible future options it may be helpful to compare the opportunities and threats which emerge from your external environment analysis with your internal strengths and weaknesses. Use the matrix below (perhaps on a sheet of flipchart paper) to record your thinking and develop ideas about options for the future. Make sure that your strategy is leveraging internal strengths to pursue external opportunities, whilst countering weaknesses and threats.   Strengths  Weaknesses Opportunities Options for using strengths to take advantage of opportunities Options for overcoming weaknesses that prevent pursuing opportunities Threats Options for using strengths to reduce likelihood and impact of threats Options for addressing weaknesses that will make threats a reality

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