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The external environment contains threats, and it contains opportunities. This is "OT" of the SWOT analysis of course. Give an example or two of a company you know or have read about where you feel that they did a poor job of either dealing with potential threats or capitalizing on new opportunities.

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OT Analysis Nike

Opportunities
Nike has the opportunities to create new products like athletic wear, jewelry and sunglasses. In addition, Nike could also seek and develop new business ventures internationally which could promote their global brand recognition in the upcoming Olympics in Rio.
Threats
The athletic clothing market is competitive. Competitors such as Puma are developing athletic clothing ...

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