Conduct a SWOT analysis to identify the most urgent priorities of the organisation and evaluate how you can apply your expertise.

Ask yourself these questions:

• Have I identified the organisation’s respective Strengths? The existing positive attributes that provide it with a potential competitive advantage?

• Have I identified the organisation’s respective Weaknesses? The existing vulnerabilities, shortfalls or handicaps that don’t apply to competitors and result in a competitive disadvantage?

• Have I identified the organisation’s respective Opportunities? The potential moves that the organisation could make in order to increase its competitive advantage? Unlike Strengths and Weaknesses, these can be common to all organisations being compared.

• Have I identified the organisation’s respective Threats? The potential exposures that could adversely impact the organisation’s competitive performance?

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