Summarizing Your Opportunities and Threats
Opportunities and threats are external factors — forces that you don't control or your competitor can take advantage of if appropriate. For example, an opportunity may be that the rising number of Hispanic consumers can lead to an increased demand for your product if your company is positioned correctly. A threat may be that the proliferation of technology is making a current product obsolete.
If you answered the questionnaires in the previous sections, you have a good starting point to summarize and add to your key opportunities and threats. You can translate those thoughts into a grid like Figure 10-2. Right now, you've developed thoughts to fill in the two quadrants on the right side of the grid.
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