The SWOT analysis is a simple but powerful tool for sizing up a company's internal strengths and competitive deficiencies, its market opportunities, and the external threats to its future well-being. When identifying a company's strengths, weaknesses, opportunities, and threats are potential internal strengths and competitive capabilities, potential internal weaknesses and competitive deficiencies, potential market opportunities, and potential external threats to a company's future prospects.  

Please use a citation from Margaret A. Peteraf