SWOT分析模型英文版课件.pptx

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1、CompetitiveAnalysisWho are my competitors?How do I analyze them?SWOTPortersFiveForcesStrategicGroupMapsPESTanalysisSWOT analysis and SWOT matrixStrengthsWeaknessesOpportunitiesStrength-OpportunitystrategiesWeakness-OpportunitystrategiesThreatsStrength-ThreatstrategiesWeakness-ThreatstrategiesASWOTan

2、alysishelpsyoumatchyourcompanysresourcesandcapabilitiestothreatsandopportunitiesinthecompetitiveenvironment.SWOTanalysiscanbeverysubjective,butaddingweightingandcriteriatoeachfactorincreasesthevalidityoftheanalysis.AlsocompletingtheSWOTmatrixcanhelpyoupickthebeststrategytoimplement.CompetitiveAnalys

3、isWho are my competitors?How do I analyze them?SWOTPortersFiveForcesStrategicGroupMapsPESTanalysisSWOT analysis and SWOT matrixStrengthsWeaknessesOpportunitiesStrength-OpportunitystrategiesWeakness-OpportunitystrategiesThreatsStrength-ThreatstrategiesWeakness-ThreatstrategiesASWOTanalysishelpsyoumat

4、chyourcompanysresourcesandcapabilitiestothreatsandopportunitiesinthecompetitiveenvironment.SWOTanalysiscanbeverysubjective,butaddingweightingandcriteriatoeachfactorincreasesthevalidityoftheanalysis.AlsocompletingtheSWOTmatrixcanhelpyoupickthebeststrategytoimplement.Why use SWOT analysis?Methodically

5、andhonestlyassessingyourcompanysstrengthsandweaknessesaswellastheopportunitiesandthreatsitfacesgivesyouarareopportunityforobjectiveanalysis.TheSWOTtechnique:iseasytousecombinesquantitativeandqualitativeanalysisencouragesinterdepartmentalcollaborationTomakesureyouranalysisisputtogooduse,includetheseb

6、eforeandafterstepsinyouranalysisprocess:SetanobjectivefortheanalysisSetasideadequatetimeforresearchandinformation-gatheringEvaluatetheresultsofyouranalysisagainstyouroriginalobjectiveThiscompetitiveanalysistoolguidesyouthroughtheSWOTtechniqueandwillhelpyoucreateyourownanalysisthatcanhelpyousetastrat

7、egicplanorpresentnewideastoyourteam.CompetitiveAnalysisWho are my competitors?How do I analyze them?SWOTPortersFiveForcesStrategicGroupMapsPESTanalysisSWOT analysis and SWOT matrixStrengthsWeaknessesOpportunitiesStrength-OpportunitystrategiesWeakness-OpportunitystrategiesThreatsStrength-Threatstrate

8、giesWeakness-ThreatstrategiesASWOTanalysishelpsyoumatchyourcompanysresourcesandcapabilitiestothreatsandopportunitiesinthecompetitiveenvironment.SWOTanalysiscanbeverysubjective,butaddingweightingandcriteriatoeachfactorincreasesthevalidityoftheanalysis.AlsocompletingtheSWOTmatrixcanhelpyoupickthebests

9、trategytoimplement.Why use SWOT analysis?Methodicallyandhonestlyassessingyourcompanysstrengthsandweaknessesaswellastheopportunitiesandthreatsitfacesgivesyouarareopportunityforobjectiveanalysis.TheSWOTtechnique:iseasytousecombinesquantitativeandqualitativeanalysisencouragesinterdepartmentalcollaborat

10、ionTomakesureyouranalysisisputtogooduse,includethesebeforeandafterstepsinyouranalysisprocess:SetanobjectivefortheanalysisSetasideadequatetimeforresearchandinformation-gatheringEvaluatetheresultsofyouranalysisagainstyouroriginalobjectiveThiscompetitiveanalysistoolguidesyouthroughtheSWOTtechniqueandwi

11、llhelpyoucreateyourownanalysisthatcanhelpyousetastrategicplanorpresentnewideastoyourteam.Conducting a SWOT analysisThereareeightstepsrequiredtocompleteaSWOTanalysisandcreateaSWOTmatrix(alsoknownasaTOWSmatrix).1.Listexternalopportunities2.Listexternalthreats.3.Listinternalstrengths.4.Listinternalweak

12、nesses.5.MatchinternalstrengthswithexternalopportunitiesandlisttheresultingStrengths-Opportunitiesstrategiesinthematrixchart.6.MatchinternalweaknesseswithexternalopportunitiesandlisttheresultingWeaknesses-Opportunitiesstrategies.7.MatchinternalstrengthswithexternalthreatsandlisttheresultingStrengths

13、-ThreatsStrategies.8.MatchinternalweaknesseswithexternalthreatsandrecordtheresultingWeaknesses-ThreatsStrategies.Atthispointintheprocess,youllhaveasignificantlistofpotentialstrategies.Youllneedtoweightheimpactofthevariousfactorsinyouranalysisandselectthemostfeasiblestrategytoimplement.Ideally,youlls

14、electaSOstrategy,butoftenyoullneedtoimplementoneoftheotherthreetypesofstrategiestoovercomeaweaknessoraddressathreatbeforebeinginapositiontoimplementaS-Ostrategy.Pixar Animation StudiosTo illustrate the SWOT analysis technique,weve used Pixar of Finding Nemo fame as a sample case.As you learn about S

15、WOT analysis,youll see what results Pixar might have if it used the same technique.Assessing your strengthsThefirsttwoelementsofyouranalysisfocusoninternalcapabilities.Strengthscancomefrommanysources,includingyourteammembers,yourproductline,yourbankaccount,yourproductionprocess,yourpatents,oryourmar

16、ketshare.Listyourstrengthsintheseandanyotherrelevantcategories.Products People PerformancePixars strengths Excellent use of technologyStrong brand Talented teamGreat track recordAssessing your weaknessesFocusontherootcausesoflong-standingproblems,notindividualmistakesorfailures.Listyourweaknesses in

17、theseandanyotherrelevantareas:Products PeoplePerformancePixars weaknesses Product line is narrowly definedProduction time is longDigital piracy can cut into profitsAssessing your opportunitiesThispartofyouranalysisreviewsexternalforces,includingsocioeconomic,political,environmentalanddemographicchan

18、gesthatcouldeffectyourcompany.Considerthesequestionswhenreviewingyouropportunities.Products People Performance Pixars opportunitiesDevelop online products to build on existing technology strengthsContinue to use technology strength to develop and sell animation softwareDevelop games to build on stre

19、ngths of charactersAssessing your threatsThreatscanbehardtodefine,sothisportionoftheanalysiscanbethemostdifficultandthemostilluminating,bothintermsofpointingoutwhatneedstobedone,andinputtingproblemsintoperspective.Products People Performance Pixars threats Digital piracy may threaten profitsOne prod

20、uct failure could be a serious set backOther film companies may target the animated film marketUse the SWOT Matrix to pick a strategyAtthispointintheanalysis,youshouldhavealistofstrengths,weaknesses,threatsandopportunities.Todevelopstrategiesbasedonthislist,usetheSWOTmatrix.Thismatrixlistsalltheinfo

21、rmationyouvegatheredtothispointandhelpsyoutomatchupinternalstrengthsandweaknesseswithexternalthreatsandopportunitiesanddevelopaplanforaddressingthestrongestforces.Four strategy types from the SWOT MatrixS-Ostrategiespursueopportunitiesthatmatchthecompanysstrengths.Thesearethebeststrategiestoemploy,b

22、utmanyfirmsarenotinapositiontodoso.CompanieswillgenerallypursueoneorseveraloftheotherthreestrategiesfirsttobeabletoapplyS-Ostrategies.W-Ostrategiesovercomeweaknessestopursueopportunities.S-Tstrategiesidentifywaysthatthefirmcanuseitsstrengthstoreduceitsvulnerabilitytoexternalthreats.W-Tstrategiesesta

23、blishadefensiveplantopreventthefirmsweaknessesfrommakingitsusceptibletoexternalthreats.SWOT MatrixStrengths List4-5internalstrengthshereWeaknesses List4-5internalweaknesseshereOpportunitiesList4-5externalopportunitieshereS-OstrategiesW-OstrategiesThreatsList4-5externalthreatshereS-TstrategiesW-Tstra

24、tegiesExamples of each strategy typeStrength-Opportunity StrategiesExpandgloballyIncreasesalesstaffIncreaseadvertisingDevelopnewproductsDiversifyWeakness-Opportunity StrategiesJointventureAcquirecompetitorExpandnationallyBackwardintegrationForwardintegrationStrength-Threat StrategiesDiversifyAcquire

25、competitorLiquidateExpandlocallyRe-engineerWeakness-Threat StrategiesDivestIncreasepromotionRetrenchRestructureDownsizeLearn more about SWOT analysisUsetheseBNETandotheronlineresourcestoimproveyourunderstandingofhowtousethistechnique.SWOT Analysis ThisarticleexplainsSWOTanalysisanddetailsthechangest

26、hatSWOTanalysiscouldmakeinacompanyscompetitive,socio-cultural,politicalandlegalstrategies.SWOT AnalysisThisshortarticleexplainshowtoconductaSWOTanalysisandincludessomeofthetechniqueslimitations.Analyzing Your Businesss Strengths,Weaknesses,Opportunities,and ThreatsThisdocumentexplainshowtobuildamatr

27、ixandincludesseveralexamples.Tell us what you think BNET downloads are designed to help you get your job done as painlessly and effectively as possible.Because were continually looking for ways to improve the usefulness of these tools,we need your feedback.Please take a minute to drop us a line and tell us how well this download worked for you and offer your suggestions for improvement.Thanks!The BNET TeamCopyright2007CNETNetworks,Inc.Allrightsreserved.Tolearnmoreaboutthistopic,visithttp:/