沃尔玛 swot案例 分析.docx

沃尔玛 swot案例 分析.docx

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沃尔玛swot案例分析

沃尔玛swot案例分析

SWOT分析法案例分析

1.下面是SWOT分析法的案例简述:

:

沃尔玛（Wal-Mart）SWOT分析:

案例1

优势,沃尔玛是著名的零售业品牌，它以物美价廉、货物繁多和一占式购物而

闻名。

劣势,虽然沃尔玛拥有领先的IT技术，但是由于它的店铺布满全球，这种跨

度会导致某些方面的控制力不够强。

机会,采取收购、合并或者战略联盟的方式与其他国际零售商合作，专注于欧

洲或者大中华区等特定市场。

威胁,所有竞争对手的赶超目标。

Strengths.

-Martisapowerfulretailbrand.Ithasareputationforvaluefor

money,convenienceandawiderangeofproductsallinonestore.

Wal-Marthasgrownsubstantiallyoverrecentyears,andhas

experiencedglobalexpansion（forexampleitspurchaseoftheUnited

KingdombasedretailerASDA）.

technologytosupportitsinternationallogisticssystem.Forexample,it

Weaknesses.

Opportunities.canseehowindividualproductsareperformingcountry-wide,store-by-storeataglance.ITalsosupportsWal-

focusedstrategyisinplaceforhumanresourcemanagementanddevelopment.PeoplearekeytoWal-Mart‟sbusinessanditinveststimeandmoneyintrainingpeople,and

-MartistheWorld‟slargestgroceryretailerandcontrolofitsempire,despiteitsITadvantages,couldleaveitweakinsomeareasdue

-Martsellproductsacrossmanysectors

（suchasclothing,food,orstationary）,itmaynothavetheflexibilityofsomeofits

companyisglobal,buthashasapresencein

relativelyfewcountriesWorldwide.

retailers,focusingonspecificmarketssuchasEuropeortheGreaterChinaRegion.

recurrentlyonlytradeinarelativelysmallnumberof

countries.Thereforetherearetremendousopportunitiesforfuturebusinessinexpandingconsumermarkets,suchasChinaandIndia.

-Martopportunitiestoexploit

marketdevelopment.Theydiversifiedfromlargesupercentres,to

localandmall-basedsites.

-Marttocontinuewithitscurrentstrategyof

large,supercentres.

Threats.

targetofcompetition,locally

andglobally.

problemsinthecountriesthatyouoperatein.

becauseoflowermanufacturingcosts.Manufacturingcosthavefallen

duetooutsourcingtolow-costregionsoftheWorld.Thishasleadto

pricecompetition,resultinginpricedeflationinsomeranges.Intense

pricecompetitionisathreat.

„Wal-MartStores,Inc.istheworld‟slargestretailer,with$256.3billioninsalesinthefiscalyearendingJan.31,2004.Thecompanyemploys1.6millionassociatesworldwidethroughmoreDisclaimer:

Thiscasestudyhasbeencompiledfrominformationfreelyavailablefrompublicsources.Itismerelyintendedtobeusedfor

educationalpurposesonly

2.案例2

优势,星巴克集团的盈利能力很强，2004年的收入超过6亿美元。

劣势,星巴克以产品的不断改良与创新而闻名。

（译者注:

可以理解为产品线

的不稳定@@）

机会,新产品与服务的推出，例如在展会销售咖啡。

威胁,咖啡和奶制品成本的上升。

Strengths.

excessof$600millionin2004.Thecompanygeneratedrevenueof

morethan$5000millioninthesameyear.

services.Ithasalmost9000cafesinalmost40countries.

neoftheFortuneTop100CompaniestoWorkForin

2005.Thecompanyisarespectedemployerthatvaluesitsworkforce.

statementasfollows,„Starbucksiscommittedtoaroleof

environmentalleadershipinallfacetsofourbusiness.‟

Weaknesses.

creativity.However,theyremainvulnerabletothepossibilitythattheirinnovation

organizationhasastrongpresenceintheUnitedStatesofAmericawithmorethanthreequartersoftheircafeslocatedinthehomemarket.Itisoftenarguedthattheyneedtolookforaportfolioofcountries,inordertospread

ganizationisdependantonamaincompetitiveadvantage,theretailofcoffee.Thiscouldmakethemslowtodiversifyintoothersectorsshouldtheneedarise.

companycreatedaCD-burningserviceintheirSanta

Monica（CaliforniaUSA）cafewithHewlettPackard,wherecustomerscreatetheirownmusicCD.

FairTradeproducts.

nitytoexpanditsglobaloperations.New

marketsforcoffeesuchasIndiaandthePacificRimnationsarebeginningtoemerge.

-brandingwithothermanufacturersoffoodanddrink,andbrand

franchisingtomanufacturersofothergoodsandservicesbothhavepotential.

Threats.

customers,orwhetheranothertypeofbeverageorleisureactivitywill

replacecoffeeinthefuture?

tofcoffeeanddairyproducts.Sinceits

conceptioninPikePlaceMarket,Seattlein1971,Starbucks‟

successhasleadtothemarketentryofmanycompetitorsandcopy

catbrandsthatposepotentialthreats.

„Starbucks‟missionstatementis„EstablishStarbucksasthepremierpurveyorofthe

finestcoffeeintheworldwhilemaintainingouruncompromisingprincipleswhilewegrow.‟The

followingsixguidingprincipleswillhelpusmeasuretheappropriatenessofourdecisions‟more?

Disclaimer:

Thiscasestudyhasbeencompiledfrominformation

freelyavailablefrompublicsources.Itismerelyintendedtobeusedforeducationalpurposesonly.

3.案例3:

耐克SWOT分析:

优势,耐克是一家极具竞争力的公司，公司创立者与CEO菲尔奈特（Phil

Knight）最常提及的一句话便是“商场如战场”（Businessiswarwithoutbullets）。

劣势,耐克拥有全系列的运动产品