Strength

Weaknesses

Opportunities

Threats

SWOT

PESTLE

Competitors

Potential New Competitors

Substitutes

Customers, including Channels

Suppliers and vendors

Porter’s

Five

Forces

Line-of-Business Level

(basic level categorisation of a type

of business)

Industry Information

Products/services or solutions

Complementary products and services

Industry trends

Economic, demographic, technical trends

Industry uncertainties (used for scenario

planning)

Industry success factors

Generic value chain activities

Benchmarking activities with regards to

competitor’s activities

Political

Economic

Social

Technological

Legal

Environmental

Industry Specific Information Uses

Vision

Objectives

Marketing and Sales Strategy

Financials

Human Resources Strategy

Corporate

Strategic Business Unit

(relating to company)

Sector Level (highest level of global by general industry category)

Group Level (two or more basic industries grouped together)