战略理论：优势、劣势、机会与威胁.docx

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1、优势与劣势、机会与威胁：SWOT分析Strengthsandweaknessesareofteninternaltoyourorganization优势与劣势存在于你的组织内部.Opportunitiesandthreatsoftenrelatetoexternalfactors机会与威胁存在于组织外部优势与劣势、机会与威胁Effectivemanagersliveinthepresent–butconcentrateonthefuture—JamesL.Hayes优势StrengthAfirm'sstrengthsareitsresourcesandcapabilities资源和能

2、力thatcanbeusedasabasisfordevelopingacompetitiveadvantage公司的优势是公司可用于发展竞争优势的资源和能力.Itisthesetwofactors—resourcesandcapabilitiesthatcontributetoyourstrengths是资源和能力决定你的优势.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