Threats (external, negative factors)

    Threats include external factors beyond your control that could place your strategy, or the organisation itself, at risk. You have no control over these, but you may benefit by having contingency plans to address them if they should occur.

    • Who are your existing or potential competitors?
    • What factors beyond your control could place your organisation at risk?
    • Are there challenges created by an unfavorable trend or development that may lead to deteriorating revenues or profits?
    • What situations might threaten your marketing efforts?
    • Has there been a significant change in supplier prices or the availability of raw materials?
    • What about shifts in consumer behavior, the economy, or government regulations that could reduce your sales?
    • Has a new product or technology been introduced that makes your products, equipment, or services obsolete?