Process
Strengths/Weaknesses
Make a list of the key success factors in industry, unique sales propostions and all functions in value chain. Do a critical evaluation of your company with regards to the major competitors in a workshop.
Opportunities /Treaths
Brainstorming based upon output from macro and industry analysis.
Proceed in S-W-O-T order. Score each point on its relative importance, so that the sum of each frame is 10.
See example here