Internal and External
A situation analysis must include a critical view of the challenges faced by an organization. This is usually accomplished by conducting a strengths, weaknesses, opportunities, and threats (SWOT) analysis. In a SWOT analysis, the organization studies its strengths and weaknesses and the market’s threats and opportunities.
Strengths and weaknesses are internal to the organization. Weaknesses can be strengthened and strengths can be exploited. Opportunities and threats arise outside the influence of the organization but can be addressed through strategic planning.
Strengths can include, the organization’s image, relationship with customers and the community, employee quality, management stability, ...