Companies should also consider “softer” elements such as company culture and image, operational efficiency and potential, as well as the role of key personnel. When displaying qualities and faults, people should not attempt to sugarcoat or sugarcoat the faults or characteristic qualities. Recognizing both great and terrible components is imperative to conducting a careful SWOT investigation. " said Tom Atkins, founder of Quarry House.External FactorsOpportunities for local products• Our business sector is new, with many opportunities for future success.• The local government wants to encourage local businesses.• Our competitors could put in time to adopt new technologies.Threats to local products • Developments in innovation can change this sector beyond our ability to adapt • A small change in the center of a major competitor can wipe out any position of the. business sector that we