SWOT分析及案例.docx

1、SWOT分析及案例SWOT分析SWOT分析代表分析企业优势（strength）、劣势（weakness）、机会（opportunity）和威胁（threats）。因此，SWOT分析实际上是将对企业内外部条件各方面内容进行综合和概括，进而分析组织的优劣势、面临的机会和威胁的一种方法。 优势与劣势分析（SW） 利用这一格式检查企业的营销、财务、制造和组织能力。每一要素都要按照特强、稍强、中等、稍弱或特弱划分等级。 所谓竞争优势是指一个企业超越其竞争对手的能力，这种能力有助于实现企业的主要目标赢利。但值得注意的是：竞争优势并不一定完全体现在较高的赢利率上，因为有时企业更希望增加市场份额，或者多奖励管

2、理人员或雇员。 竞争优势可以指消费者眼中一个企业或它的产品有别于其竞争对手的任何优越的东西，它可以是产品线的宽度、产品的大小、质量、可靠性、适用性、风格和形象以及服务的及时、态度的热情等。虽然竞争优势实际上指的是一个企业比其竞争对手有较强的综合优势，但是明确企业究竟在哪一个方面具有优势更有意义，因为只有这样，才可以扬长避短，或者以实击虚。 在做优劣势分析时必须从整个价值链的每个环节上，将企业与竞争对手做详细的对比。如产品是否新颖，制造工艺是否复杂，销售渠道是否畅通，以及价格是否具有竞争性等。如果一个企业在某一方面或几个方面的优势正是该行业企业应具备的关键成功要素，那么，该企业的综合竞争优势也许

3、就强一些。需要指出的是，衡量一个企业及其产品是否具有竞争优势，只能站在现有潜在用户角度上，而不是站在企业的角度上。 企业在维持竞争优势过程中，必须深刻认识自身的资源和能力，采取适当的措施。因为一个企业一旦在某一方面具有了竞争优势，势必会吸引到竞争对手的注意。一般地说，企业经过一段时期的努力，建立起某种竞争优势;然后就处于维持这种竞争优势的态势，竞争对手开始逐渐做出反应;而后，如果竞争对手直接进攻企业的优势所在，或采取其它更为有力的策略，就会使这种优势受到削弱。 而影响企业竞争优势的持续时间，主要的是三个关键因素： (1)建立这种优势要多长时间? (2)能够获得的优势有多大？ (3)竞争对手做出

4、有力反应需要多长时间？ 如果企业分析清楚了这三个因素，就会明确自己在建立和维持竞争优势中的地位了。 评估内部各部门的工作关系作为一项内部审计工作是非常重要的。每一公司必须管好某些基本程序，如新产品开发、原材料采购、对订单的销售引导、对客户订单的现金实现、顾客问题的解决时间等等。每一程序都创造价值和需要内部部门协同工作。虽然每一部门都可以拥有一个核心能力，但如何管理这些优势能力开发仍是一个挑战。 机会与威胁分析(OT)对环境分析(1)政治/法律：垄断法律、环境保护法、税法、对外贸易法、劳动法、政府稳定法;(2)经济：经济周期、GNP趋势、利率、货币供给、通货膨胀、失业率、可支配收入、能源供给、成

5、本;(3)社会文化：人口统计、收入分配、社会稳定、生活方式的变化、教育水平、消费;(4)技术：政府对研究的投入、政府和行业对技术的重视、新技术的发明和进展、技术传播的速度、折旧和报废速度。结构化的环境分析方法：(1)产业新进入的威胁：进入本地的哪些壁垒?它们阻碍新进入者的作用有多大?本企业怎样确定自己的地位(自己进入或者阻止对手进入)?(2)供货商的议价能力：供货商的品牌或价格特色，供货商的战略中本企业的地位，供货商之间的关系，从供货商之间转移的成本等，都影响企业与供货商的关系及其竞争优势。(3)买方的议价能力：本企业的部件或在材料产品占买方成本的比例，各买方之间是否有联合的危险、本企业与买方

6、是否具有战略合作关系等。(4)替代品的威胁：替代品限定了公司产品的最高价，替代品对公司不仅有威胁，可能也带来机会。企业必须分析，替代品给公司的产品或服务带来的是“灭顶之灾”呢，还是提供了更高的利润或价值;购买者转而购买替代品的转移成本;公司可以采取什么措施来降低成本或增加附加值来降低消费者购买替代品的风险?(5)现有企业的竞争：行业内竞争者的均衡程度、增长速度、固定成本比例、本行业产品或服务的差异化程度、退出壁垒等，决定了一个行业内的竞争激烈程度。对于企业来说，最危险的环境是进入壁垒、存在替代品、由供货商或买方控制、行业内竞争激烈的产业环境。SWOT分析步骤 (1) 确认当前的战略是什么？ (

7、2) 确认企业外部环境的变化（波特五力或者PEST） (3) 根据企业资源组合情况，确认企业的关键能力和关键限制 (4) 按照通用矩阵或类似的方式打分评价 把识别出的所有优势分成两组，分的时候以两个原则为基础：它们是与行业中潜在的机会有关，还是与潜在的威胁有关。用同样的办法把所有的劣势分成两组，一组与机会有关，另一组与威胁有关。 (5)将结果在SWOT分析图上定位 或者用SWOT分析表，将刚才的优势和劣势按机会和威胁分别填入表格。 (6) 战略分析 举一个科尔尼SWOT分析得出战略的例子。 成功应用SWOT分析法的简单规则进行SWOT分析的时候必须对公司的优势与劣势有客观的认识。 进行SWOT

8、分析的时候必须区分公司的现状与前景。 进行SWOT分析的时候必须考虑全面。 进行SWOT分析的时候必须与竞争对手进行比较，比如优于或是劣于你的竞争对手。 保持SWOT分析法的简洁化，避免复杂化与过度分析。 SWOT分析法因人而异。 一旦使用SWOT分析法决定了关键问题，也就确定是市场营销的目标。SWOT分析法可与PEST analysis和Porters Five-Forces analysis等工具一起使用。市场营销课程的学生之所以热衷于SWOT分析法是因为它的易学性与易用性。运用SWOT分析法的时候，要将不用的要素列入相关的表格当中去，很容易操作。 沃尔玛(Wal-Mart)SWOT分析案

9、例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。 Wal-Mart SWOT分析原文1 Strengths. Wal-Mart is a powerful retail brand. It has a reputation for value for money, convenience and a wide range of products a

10、ll in one store. Wal-Mart has grown substantially over recent years, and has experienced global expansion (for example its purchase of the United Kingdom based retailer ASDA). The company has a core competence involving its use of information technology to support its international logistics system.

11、 For example, it can see how individual products are performing country-wide, store-by-store at a glance. IT also supports Wal-Marts efficient procurement. A focused strategy is in place for human resource management and development. People are key to Wal-Marts business and it invests time and money

12、 in training people, and retaining a developing them. Weaknesses. Wal-Mart is the Worlds largest grocery retailer and control of its empire, despite its IT advantages, could leave it weak in some areas due to the huge span of control. Since Wal-Mart sell products across many sectors (such as clothin

13、g, food, or stationary), it may not have the flexibility of some of its more focused competitors. The company is global, but has has a presence in relatively few countries Worldwide. Opportunities. To take over, merge with, or form strategic alliances with other global retailers, focusing on specifi

14、c markets such as Europe or the Greater China Region. The stores are currently only trade in a relatively small number of countries. Therefore there are tremendous opportunities for future business in expanding consumer markets, such as China and India. New locations and store types offer Wal-Mart o

15、pportunities to exploit market development. They diversified from large super centres, to local and mall-based sites. Opportunities exist for Wal-Mart to continue with its current strategy of large, super centres. Threats. Being number one means that you are the target of competition, locally and gl

16、obally. Being a global retailer means that you are exposed to political problems in the countries that you operate in. The cost of producing many consumer products tends to have fallen because of lower manufacturing costs. Manufacturing cost have fallen due to outsourcing to low-cost regions of the

17、World. This has lead to price competition, resulting in price deflation in some ranges. Intense price competition is a threat. Wal-Mart Stores, Inc. is the worlds largest retailer, with $256.3 billion in sales in the fiscal year ending Jan. 31, 2004. The company employs 1.6 million associates worldw

18、ide through more than 3,600 facilities in the United States and more than 1,570 units . . .more? Go to Wal-Mart Facts Disclaimer: This case study has been compiled from information freely available from public sources. It is merely intended to be used for educational purposes only. 星巴克(Starbucks)SWO

19、T分析案例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。 Starbucks SWOT分析原文2 Strengths. Starbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004.The company generated revenue of more than $5000 million

20、in the same year. It is a global coffee brand built upon a reputation for fine products and services. It has almost 9000 cafes in almost 40 countries. Starbucks was one of the Fortune Top 100 Companies to Work For in 2005. The company is a respected employer that values its workforce. The organizati

21、on has strong ethical values and an ethical mission statement as follows, Starbucks is committed to a role of environmental leadership in all facets of our business. Weaknesses. Starbucks has a reputation for new product development and creativity. However, they remain vulnerable to the possibility

22、that their innovation may falter over time. The organization has a strong presence in the United States of America with more than three quarters of their cafes located in the home market. It is often argued that they need to look for a portfolio of countries, in order to spread business risk. The or

23、ganization is dependant on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise. Opportunities. Starbucks are very good at taking advantage of opportunties. In 2004 the company created a CD-burning service in their Santa

24、Monica (California USA) cafe with Hewlett Packard, where customers create their own music CD. New products and services that can be retailed in their cafes, such as Fair Trade products. The company has the opportunity to expand its global operations. New markets for coffee such as India and the Paci

25、fic Rim nations are beginning to emerge. Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential. Threats. Who knows if the market for coffee will grow and stay in favour with customers, or whether another type of

26、 beverage or leisure activity will replace coffee in the future? Starbucks are exposed to rises in the cost of coffee and dairy products. Since its conception in Pike Place Market, Seattle in 1971, Starbucks success has lead to the market entry of many competitors and copy cat brands that pose poten

27、tial threats. Starbucks mission statement is Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow. The following six guiding principles will help us measure the appropriateness of our decisions more? Then go to St

28、arbucks. Disclaimer: This case study has been compiled from information freely available from public sources. It is merely intended to be used for educational purposes only. 耐克(Nike)SWOT分析案例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”（Business is war without bullets）。 劣势耐克拥有全系列的运动产品。（

29、译者注：可以理解为没有重点产品） 机会产品的不断研发。 威胁受困于国际贸易。 Nike SWOT分析原文3 Strengths. Nike is a very competitive organization. Phil Knight (Founder and CEO) is often quoted as saying that Business is war without bullets. Nike has a healthy dislike of is competitors. At the Atlanta Olympics, Reebok went to the expense of

30、 sponsoring the games. Nike did not. However Nike sponsored the top athletes and gained valuable coverage. Nike has no factories. It does not tie up cash in buildings and manufacturing workers. This makes a very lean organization. Nike is strong at research and development, as is evidenced by its ev

31、olving and innovative product range. They then manufacture wherever they can produce high quality product at the lowest possible price. If prices rise, and products can be made more cheaply elsewhere (to the same or better specification), Nike will move production. Nike is a global brand. It is the

32、number one sports brand in the World. Its famous Swoosh is instantly recognisable, and Phil Knight even has it tattooed on his ankle. Weaknesses. The organization does have a diversified range of sports products. However, the income of the business is still heavily dependent upon its share of the footwear market. This may leave