Paper identifies that an organisations strategic position can be analysed through drawing evaluations on its Strengths and Weaknesses depicting the strategic capability (Internal - resources and competencies) and its Opportunities and Threats which come from the external environment. The strategic position of the selected company is assessed through various models including Porters 5 Forces model, PEST and SWOT. From the SWOT matrix the most important elements will be discussed in depth. Then we try to understand how these elements work together matching internal strengths to external opportunities to create core competencies that meet customer needs. In addition, converting internal weaknesses into strengths and external threats into opportunities, leading to the strategic recommendations