4. Perform a SWOT analysis

The traditional presentation of a SWOT analysis is a 2-by-2 matrix. The top column represents internal factors, while the bottom represents external factors. The left-hand column represents the strengths or opportunities, i.e. the positive factors within the company or in the external environment, which can be acted upon or used to implement the object. The right-hand column represents weaknesses or threats, i.e. negative elements that need to be controlled or of which we need to be aware when implementing the object of analysis.