Characteristics that place the firm at a disadvantage relative to others.
Detract the organization from its ability to attain the core goal and influence its growth.
Weaknesses are the factors which do not meet the standards we feel they should meet. However, weaknesses are controllable. They must be minimized and eliminated.
Examples - Limited financial resources,/ Weak spending on R & D,/ Very narrow product line, /Limited distribution, Higher costs, /Out-of-date products / technology, Weak market image, /Poor marketing skills,/ Limited management skills, /Under-trained employees.