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# SWOT analysis
## Strengths
- What we do better than anyone nearby
- Assets that are hard to copy: brand, data, people
- What customers praise without being asked
- Where our costs are lowest
## Weaknesses
- Where customers leave or complain
- Skills we hire in instead of having
- Processes that waste time or money
- The gap a rival would attack first
## Opportunities
- Trends growing in our favour
- Customers nobody serves well
- Partners who could open a new market
- Technology we could adopt before rivals
## Threats
- Rivals getting stronger or cheaper
- Customers changing how they buy
- Rising costs and fragile suppliers
- Regulation that could slow us down