One of the simplest Internal Environment tools used today is a Situational Analysis- known by many as a SWOT Analysis (Strengths, Weaknesses, Opportunities, & Threats). When doing a SWOT Analysis, it is extremely important to break down the variables by controllable and uncontrollable. Remember, controllable variables are strengths and weaknesses, while uncontrollable variables are opportunities and threats. Below is an extensive list of many identifiable variables that a Marketing Manager might come about when doing a SWOT Analysis. Identify the variables as to which category within the SWOT Matrix that they would fit by listing the category along side it. Rising Sales of Substitute Products Too Narrow a Product Line - weakness Adequate Financial Resources - strength Unable to Finance Needed Strategy Changes Ahead of the Experience Curve Cormplacency Among Rival Firms Falling Trade Barriers in Attractive Foreign Markets Proven Management Skills Falling Behind in R &D Vulnerability to Recession & Business Cycle Poor Track Record in Implementing Strategy Diversify into Related Products Enter New Markets or Segments Issues Costly Regulatory Requirements Higher Overall Unit Costs than Competitors Propnietary Technology Vertical Integration Product Innovation Skills Well Thought of by Buyers Serve Additional Customer Groups