Potential Resource Potential Resource Potential Company Potential External

Strengths Weakness Opportunities Threats

• Powerful/Strategy • No clear strategic • Serving additional • Entry of potent new
• Strong financial direction customer competitors
condition • Obsolete facilities • Expanding to new • Loss of sales to
• Strong brand name • Weak balance geographic ideas substitutes
image/reputation sheet; excess debt • Expanding product • Slowing market
• Widely recognized • Higher overall costs line growth
market leader than rivals • Transferring skills to • Adverse shifts in
• Cost advantages • Missing some key new Products exchange rates and
• Strong advertising skills/competencies • Take market share trade policies
• Product innovation • Too narrow product from rivals • Costly new
skills line regulations
• Good customer • Weak marketing • Growing leverage
service skills of customers or
• Better product suppliers
quality • Reduced buyer
needs for product
 OPPORTUNITY
STRENGTH

APPLY, SUSTAIN DISCOVER

STRATEGY
OVERCOME
AVERT

WEAKNESS THREAT
 ORGANIZATIONAL COMPETENCIES

KNOWLEDGE
EXPERT

TALENTED

CAPABLE

INTELLIGENT
SKILL ABLE
COMPETENCY COMPETENCE COMPETENCIES
• SKILL
acquired through practice.

• KNOWLEDGE
understanding acquired through learning.

• PERSONAL ATTRIBUTES
inherent characteristics which are brought to the job

• BEHAVIOR
The observable demonstration of some competency, skill,
knowledge and personal attributes attributed to excellent
performance.
 THE ICEBERG

Only 10% of any

iceberg is visible. The
remaining 90% is
below sea level.