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1、優(yōu)勢與劣勢、機會與威脅：SWOT分析Strengthsandweaknessesareofteninternaltoyourorganization優(yōu)勢與劣勢存在于你的組織內(nèi)部.Opportunitiesandthreatsoftenrelatetoexternalfactors機會與威脅存在于組織外部優(yōu)勢與劣勢、機會與威脅Effectivemanagersliveinthepresent–butconcentrateonthefuture—JamesL.Hayes優(yōu)勢StrengthAfirm'sstrengthsareitsresourcesandcapabilities資源和能
2、力thatcanbeusedasabasisfordevelopingacompetitiveadvantage公司的優(yōu)勢是公司可用于發(fā)展競爭優(yōu)勢的資源和能力.Itisthesetwofactors—resourcesandcapabilitiesthatcontributetoyourstrengths是資源和能力決定你的優(yōu)勢.Examplesofsuchstrengthsinclude:(1)Patents(2)Strongbrandnames(3)Goodreputationamongcustomers(4)Costadvantagesfromproprietaryknow-h
3、ow(5)Exclusiveaccesstohighgradenaturalresources(6)Favorableaccesstodistributionnetworks(7)Wecanrespondveryquicklyaswehavenoredtape,noneedforhighermanagementapproval,etc.(8)Wecangivereallygoodcustomercare,asthecurrentsmallamountofworkmeanswehaveplentyoftimetodevotetocustomers(9)Ourleadconsultant
4、hasstrongreputationwithinthemarket(10)Wecanchangedirectionquicklyifourapproachisn'tworking(11)Wehavelittleoverhead,socanoffergoodvaluetocustomers.Abilityisevaluatedon3counts:(1)Versatility:yourabilitytoadapttoaneverchangingenvironment.(1)Growth:yourabilitytomaintainacontinuinggrowth.(2)Markets:
5、yourabilitytopenetrateorcreatenewmarkets.Thestrengthofresourceshasthreedimensions:(1)Availability:yourabilitytoobtaintheresourcesneeded.(2)Quality:thequalityandup-to-datenessoftheresourcesemployed.(3)Allocation:yourabilitytodistributeresourcesbotheffectivelyandefficiently.Todeterminestrengths,a
6、nswerthefollowingquestions:(1)Whatadvantagesdoesyourcompanyhave?(2)Whatdoyoudobetterthananyoneelse?(3)Whatuniqueorlowest-costresourcesdoyouhaveaccessto?(4)Whatdopeopleinyourmarketseeasyourstrengths?(5)Whatfactorsmeanthatyou"getthesale"?Considerthisfromaninternalperspective,andfromthepointofview
7、ofyourcustomersandpeopleinyourmarket.Berealistic:It'sfartooeasytofallpreyto"notinventedheresyndrome".Inlookingatyourstrengths,thinkabouttheminrelationtoyourcompetitors-forexample,ifallyourcompetitorsprovidehighqualityproducts,then
