ABSTRACT
In this chapter, the author describes who should make this study and the sequence in which it should be made, and suggests a check-list of five areas in which to find the elephants, together with a number of simple examples. He then examines the five areas again in more detail, giving more detailed examples and demonstrating some of the relevant techniques. Although the threats and opportunities analysis has much in common with the strengths and weaknesses study - the planning team is again looking for elephants, the search must again be systematic and the more people who take part (up to a point) the better - it is plainly much less sensitive. The author ends by describing how the planning team pulls this part of the exercise together and gives examples of a completed threats and opportunities statement for a company and for a non-profit-making organization.
