Strengths, weaknesses, opportunities, and threats every business’ possess. Every company has different areas that they excel in and other areas that need to be worked on. As the modern world is a fast paced and has an ever changing environment, business’ need to keep making advances and updating their services and goods to keep up with competition. Using SWOT analysis you can depict what a company is strong in and what they need to work on in order to keep up with their competitors. Strengths and weaknesses are analyzed to make sure you are keeping up with competitors. Opportunities and threats compare with the 5 C’s: customer, company, context, collaborators, and competitors (Iacobucci ). For example, if Delta Airlines changed the brand of pop they carried from Coke products to Pepsi products for complimentary beverages while in flight, they may have negative feedback from their customers. The customer gets brand loyalty and expects for Delta to carry Coke products, which could threaten return customers. SWOT analysis can show Delta Airlines what they are doing to keep their customers happy and their competitors a step behind them.…show more content… Some of them feel that they are not getting the same amount of returns in favor for traveling (Media). Before Delta would give you points per mile you traveled while in transit. Now they give you points based on how much you purchased your airline ticket for. Customers think that they are making it harder to reach higher levels in the rewards program. The higher you get in the medallion rewards, the more perks you get. But customers don’t see that it’s fair that they have to spend more money just to get the rewards they used to be getting for miles. The media has a lot to do with how people are going to portray Delta’s new adjustment to their program as well. Media can have a huge affect on peoples’ perceptions and