Strengths are the features which the firm can leverage to establish its dominance in the market or win over customers.
Cost leadership or product insubstituability.
Weaknesses are the loopholes in the functioning of a firm.
Example:- Low employee productivity.
Internal analysis gives the firm an insight into its competencies and desirable improvements, which can be useful in directing the way forward and help the business to improve operations and attain customer satisfaction and higher profits. Internal Analysis tells where a company has a scope of improvement and which are the areas where the company is doing good. It is primarily a way of understanding the pros and cons through self evaluation.