5.    SWOT Analysis (comes from researching the firm, industry, and competitors)
It is important to know the difference between causes and effects in the SWOT analysis. Causes are important, not effects. Once the SWOT Analysis is created, each group needs to construct the SWOT Bivariate Strategy Matrix.
Deliverables for this section include:
a.    SWOT Analysis
b.    Internal Factor Evaluation (IFE) Matrix
c.    External Factor Evaluation (EFE) Matrix
d.    SWOT Bivariate Strategy Matrix