Threats are the serious risks to your company's sales strategy and customer base that -- if not dealt with -- may undermine the company's ability to remain profitable. If, for example, a large number of your customers switched to a different brand because of the price point, you have no choice but to readjust your approach to sales. If you don't, you won't be in business for long. There may also be self-imposed threats. If you aren't marketing to the right target market, you run the risk of isolating the company from the customers who would be buying there. Identifying threats means proposing solutions to deal with those real and perceived threats.