Internal Analysis

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.