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internal factors weakness W1- Amount of fixed cost W2- Bargaining power of buyer W3- Low number of developers W4- High operating costs W5- lack of access to the best natural resources Strength S1-Product differentiation S2- Number of competitors S3- Low switching cost S4- Marketing skills S5- Creativity & design total score relativ ratin weight e g ed 0.10 4 0.40 0.10 4 0.40 0.05 2 0.10 0.15 0.05 0.15 0.10 0.05 0.15 0.10 1.00 3 2 4 3 2 3 3 0.45 0.10 0.60 0.30 0.10 0.45 0.30 3.20