This is a Strength, Weaknesses, Opportunities and Threats (SWOT) analysis which is the examination of a company according to its internal and external factor besides considering the positive and negative impacts. The internal analysis evaluates the capabilities of a company with close and careful examination of all the strengths and weaknesses. External factors on the other hand examine the main points in environmental surroundings carefully identifying all the possible opportunities and threats facing a company. It allows a company management and administration to devise strategies that aims at maximizing output for optimal profits within an organization (Gray 2008, p. 57).

This analysis is also paramount to assisting the employees and the company to familiarize and adapt to the dynamic surrounding and factors within a specific industry. SWOT analysis is classified into two broad categories; the internal and external characteristics and factors that affect the company in the industry. The Strengths and Weaknesses of SWOT represent the internal factors mostly influencing the viability in company’s operation. On the other hand, Opportunities and Threats represent external factors affecting the performance of the company. SWOT analysis forms an extremely important tool for the operations of a business and it assists the company in decision making processes of all the situations in the company (Andrew 2009, p. 45).

Strengths

Strength in a company is an essential factor that is inherent in the internal operations which results to the success of the company. The strengths allow the company to persevere amidst strong competition in the industry especially in presence of external threats to its operations. These strengths may include a hefty financial base of a company with good and attractive cash flow and a well market network base with a wide market area size. Other key strengths that a company may posses include; a specialized marketing expertise and approach, location advantage, innovative ideas, or establishment of a new product or a service. They also include any other factor that is