Strengths: Percieved as good quality, recent investment in store upgrades, diversification into clothes/electrical/high-tech consumables etc, 'local' stores in garages etc. Nectar card
Weaknesses: Priced higher than some of the competition, Jamie Oliver's endorsement (seriously - school dinner thing has back fired)
Opportunities: difficult - fiere competition. Consumers are fickle and trends continuously change (vegetarian, low fat/salt/sugar, organic, good treatment of animals, health scares etc.) so there's always the opportunity to act on the next trend. Requires good strategic marketing.
Threats: Mighty Tesco, Asda/Wallmart's buying power