swot analysis matrix - in business/marketing - internal v external factors
Modern SWOT analysis in business and marketing situations is normally structured so that a 2x2 matrix grid can be produced, according to two pairs of dimensions.
Strengths and Weaknesses, are 'mapped' or 'graphed' against Opportunities and Threats.
To enable this to happen cleanly and clearly, and from a logical point of view anyway when completing a SWOT analysis in most business and marketing situations, Strengths and Weaknesses are regarded distinctly as internal factors, whereas Opportunities and Threats are regarded distinctly as external factors.
Here is the explanation in more detail: