SWOT Analysis- is a tool to assess the environment. (Strenght, Weakness, Opportunity , Threats)
Strenght and Weakness- are internal in an organization. They are resources owned bythe organization by the things that you have control over, as well as to the extent of it's marketing.
Opportunities and Threats- exist in the external environment.
Opportunities- develop not only from the problems and needs but from changes in the environment.( Market, New techniques, external factors, Government policies, Climate change and trends.)
Threats- Relate to what the competition is doing, as well as the legal and other contraints.