SWOT分析法及其缺陷.docx

SWOT 分析法及其缺陷 摘要:SWOT分析法是一个非常行之有效的战略分析工具,常被用于帮助一个公司分析其面临的内外部环境中的优势、劣势、机会和威胁,然而在分析过程中包含了很多的主观性,不可避免地产生了一些缺陷。 下载 关键词:SWOT分析法 战略分析 战略工具 Introduction A SWOT analysis is a very effective strategic planning tool used to identify and evaluate strengths, weaknesses, opportunities and threats that a company is facgy development proc the environmental factors that it operates to. Due to limited resources that most companies have, SWOT analysis can help a company to focus on its strengths with opportunities to develop its competitive advantages so as to offer superior value to its target market than its competitf their strengths and opportunities and develop strategy to minimize or avoid its weaknesses and threiscussing the role and purpose of SWOT analysis as a part of the process of developing a marketing strategy and the reasons to mistakenly view it on a superficial level . The first issue is an explanation of what is a SWOT analysis and external environment analy marketing strategy and strategy plan is addresss how to use it is preseng SWOT analysis are specifis an acronym which represents “strengths”, “weaknesses”, “opportunities” and “threats”. SWOT analysis is a basic, straightforward model that provides direction and serves as a basis step for the development of marketing stratnal analysis (strengths and weaknesses) and external analysis (opportunities and threats). Actually, the analysis is replying the following questions: * What does the firm do well? (strengths) * What does the firm lack or do badly? (weaknesses) * What are the factors that can be exploited to the firms advantage? (opportunities) * What are factors that can potentially reduce a firms performance, strengths ?( threats) (SWOT analysis: how many individuals will be involved, 2004). Why use SWOT analysis? SWOT analysis is an effective marketing strategy tool and widely to used in the strategy process and strategy pting strategy process and helps a company to identify and develop its competitive advantages and core strateeds to start with a detailed and creative assessment of both the companys capabilitiesits strengths and weaknesses relative to the competition-and the opportunities and threats in the external environmrketing plan depends on the quality of the SWOT analysis (Flavel &Williams, 1996a). The role of SWOT analysis is to take the information from the internal analysis (strengths and weaknesses) and external analysis (opportunities and threats) so as to determine the factors that will assist the firm in accomplishing its objectingths and correct major weaknesses in order to take advantage of anticipated opportunities and to avoid potential threats within the external environm its activities into areas where it is strong and where the greatest opportunities key factors for success and develop a competitive advantage which will distinguish the companys offer from those of its competitors in the segment market so that to avoid head-on competition altogether by offering differential advantathose to develop differential advantages (Branksbank, 1994). How to use SWOT analysis? SWOT analysis includes internal analysis to assess strengths and weaknesses and external analysis to identify opportunities and threats that a company is facss of marketing strategy, the purpose of internal analysis is to produce a picture of the company, its resources and capabilities so as to help the company to find out its sustainable competitive advantahe companys strengths or “distinctive competencies” relative to the competitulated by competitnse time, service support or a combination of these capabilitomparison of a company with the strengths, weaknesses and competitive position of each of its major competity be emulated by a competitor, it is not sustainable (Flavel & Williams, 1996b). To identify the competitive advantages in a company can seek both tangible and intangible assssets, marketing assets are essentially propertiesnormally intangible that can be used to advantage in the marketplace (Branksbank, 2004). The tangible assets include human resources, physical facilities and equipment, product markets, distribution and communication systems and financial assany strategies into operatnd skills, special relationship with customers, information system and legal relationships, such as patents, licenses and even companies bridentifying and tabulating the companies resoururces, as well as its performance functions in marketing strat understand clearly its strengths and weaknesses so that it can develop a strategy to focus on its activities in the areas that they are strong and develop strategies to minimize weaknes External forces which not only influence demand for existing products and services but also create opportunities for new products and servilysis of both the resources available and the market in which a company will operhrew industries, as well as destroy othrnal environmhe market position of existing products and may necessitate companies to change or redevelop marketing strategy to remain competitively competent in the marketplreas: environmental factors as well as the customers and competitors that both including current and potentt analysis (PEST analysis) and micro-environment analysis (customer analysis and competitor analysis). PEST analysis refers to analyse the changes in the political environment, economic environment, social environment and technological environment and identify those changes bring opportunities and threats to a company or an indus85 is probably due in part to the relative decline of the England Pound sterling against the US dollar marking exports to America more profitable (Bowman & Asch, 1987a). Competitor analysis can make the company understand clearly their competitors strategies, strengths and weaknesses so as to help the company to use their competitive advantages to develop effective strategs means that the company can develop effective strategies to offer superior value to their customers interest in quality can lead to trouble in the marketplace (Barnett&wilsted, 1989). For example, when Haier Corporation which is Chinese biggest appliance company entered into American market, it found the smaller ?Csize refrigerator users are increasing, so it designed the products for this target marnd has captured about half the U.S. market for compact refrigerat roive stand-alone cabinets for wine lovers who lack drafty chateaux in which to store their treasures (Alan, 2002). Mistakes of SWOT analysis As we mentioned above, SWOT analysis is important in developing a marketing strategy, however, it is easy viewed on a superficial level when using it. SWOT analysis should not be operated in isolation and it needs connect with other analysis tools such as Porters Five Force Moexternal environmocess of marketing strategy, it does not merely list strengths, weaknesses, opportunities and threats of a company, the importance is assessment and matching, it needs to match strengths with opportunitpportun Second, SWOT analysis is a comparative analy requires comparisons to be made between the companys resource utilisation and that of its competitors (Hooley, Saunders &Piercy, 2004a). For example, if all your competitors provide high quality products, then a high quality production process is not a strength in the market, it is a necessknesses with those of competitors may identify areas in which strengths provide an advantage capable of sustaining a competitive strategy, or weaknesses which competitors may better than is. It is important to differentiate what we think is important and valuable from what customers think is important and valuat ourselt is your strength, however, customers appreciate user-friendly and cheap are important fact maximum benefit, a strength is meaningful only when it is useful in satisfying the needs of customerrell, et al 1998). Fourth, SWOT analysis is a dynamic analysis while not a static analyay result in the ultimate failure of the company, regardless of how well it manages its internal affairs (Bowman & Asch, 1987b). Assessing whether a resource is a strength or weakness in relation to identified features of the environment in which it operae organisation develops, the environment also will change which may indicate that a feature that was as a streneply embedded in corporate capabilities it runs the risk of ignoring the demands of changing, turbulent marketing environments (Hooley , Saunders & Piercy, 2004b). Since the environment is continually changing, strategic decisions necessarily involve coping with cha and the pace at which strategy must change will vary ssment of strengths, weaknesses, opportunities and threats are depending on managers experience and judgemperceptions of strengths and weaknesses were strongly influenced by factors associated with both the individual and the organisations attribuirements and managers career background and positional level in the comp SWOT analysis is an effective analysis tool which includes internal analysis and external analysis to identify strengths, weaknesses, opport