2. Identify the company's internal strengths and weaknesses. Once the historical profile is completed, you can beginthe SWOT analysis. Use all the incidents you have charted to develop an account of the company's strengths and weaknesses as they have emerged historically. Examine each of the valuecreation functions of the company, and identify the functions in which the company is currently strong and currently weak. Some companies might be weak in marketing; some might be strong inresearch and development. Make lists of these strengths and weaknesses. The SWOT checklist gives examples of what might go in these lists.
3. Analyze the external environment. The nextstep is to identify environmental opportunities and threats. Here you should apply all information you have learned on industry and macroenvironments, to analyze the environment thecompany is confronting. Of particular importance at the industry level is Porter's five forces model and the stage of the life cycle model. Which factors in the macroenvironment will appearsalient depends on the specific company being analyzed. However, use each factor in turn (for instance, demographic factors) to see whether it is relevant for the company in question.