O:
1 His hardware store is long-established.
2 Hal’s Hardware developed an excellent reputation as a friendly neighborhood store.
3 Hal’s Hardware become a community gathering place.
4 Hal began looking for ways to add value to the customer experience, especially in ways that the national chains were not willing or able to do.
5 Hal’s is thinking about expanding the Web site to include online shopping.
6 Sarah suggests to Hal that they might want to take the business in a different direction online and sell just the high-end specialty tools to dedicated woodworkers and cabinetmakers.
T:
1 The store is facing increasing competition from hardware chains such as Home Depot and Lowe’s. These national chains have opened many new stores, and they are larger, carry more items, and offer lower prices on some items. The competition is fierce.
2 The store also faces competition from companies that sell online or though the Amazon.com Web site.

Strengths:
a.) Can sell directly to a specialized market
b.) Experienced help is available
c.) Sales staff is ready to produce information to specialized audience. Weaknesses:
a.) In a business with large, corporate competition
b.) Marketing to a smaller population.
c.) May not have the buying power of larger chain stores.
Opportunities:
a.) To create an online business with a personal, specialized touch.
b.) May make specialized market customers feel grateful for specialized products/training/services which could generate customer loyalty and referrals.
c.) Reach more customers across the world.
Threats:
a.) Bigger chains may decide to start specialized online services as well.
b.) Being undersold.
c.) Generating interest by other companies causing more competition.
d.) Suppliers marketing to customer directly.