what does the company do well.
is the company strong in its market.
does the company have a culture to support that purpose.
what does the company do poorly.
what problems could be avoided.
does the company have serious financial liabilities.
are industry trends moving upward.
do new markets exist for the company's products/services.
are there new technologies that the company can exploit.
what are competitors doing well.
what obstacles does the company face.
are there troubling changes in the company's business environment (technologies,laws,and regulations).