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