Answer: Pros and cons.
Pros and cons are strategic advantages and disadvantages regarding a particular situation. This comes from the Latin phrase, pro et contra, which means "for and against".
In decision-taking it's useful to make a list of the pros and cons. For example, if you are deciding whether to take up a job offer, your pros might be higher salary, more interesting work, staff canteen, a fresh start. Cons might be a temporary contract, further to travel, no summer holiday this year, stress of changing.
In business people often use a SWOT analysis to weigh up the strengths, weaknesses, opportunities and threats of a project.