The internal analysis is a comprehensive evaluation of the internal environment’s potential strengths and weaknesses. Factors should be evaluated across the organization in areas such as:

• Company culture

• Company image

• Organizational structure

• Key staff

• Access to natural resources

• Position on the experience curve

• Operational efficiency

• Operational capacity

• Brand awareness

• Market share

• Financial resources

• Exclusive contracts

• Patents and trade secrets

The SWOT analysis summarizes the internal factors of the firm as a list of strengths and weaknesses.