STOW分析模型及案例

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SWOT

分析模型及案例SWOT

分析模型（

AnalysisSWOT分析法（也称TOWS分析法、道斯矩阵）即态势分析法，

分析

一、

分析模型简介分析应该算是一个众所周知的工具。来自Strength）、劣势（Weakness）、OpportunityThreats分析实际上是将对企业内外部条

二、

模型含义介绍优劣势分析主要是着眼于企业自身的实力及其与竞争对手的比较，而机会和威胁分析将注意力放在外部环境的变化及对企业的可能影响上

机会与威胁分析（OT

优势与劣势分析（

三、SWOT分析模型的方法

四、

分析步骤

分析表，将刚才的优势和劣势按机会和威胁分别填入表格。

分析得出战略的例子。

五、成功应用

SWOT

分析法的简单规则

分析的时候必须对公司的优势与劣势有客观的认识；

分析的时候必须区分公司的现状与前景；

分析的时候必须考虑全面。

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

分析法的简洁化，避免复杂化与过度分析；5.6

PEST

analysis

Five-Forces

SWOT分析法的时候，

六、

模型的局限性模型已由麦肯锡提出很久了，带有时代分析法所产生的问题可以由更高级的

七、

分析法案例分析注：以下的

SWOT

分析案例并不是最新的，但仍有参考和借鉴价值。

案例一：中国电信的

SWOT

分析

中国电信的优势和劣势分析

(10000)(180)

、管理和组织模式的改革创新以及企业特色人文环境的建设是实施企

中国电信的机会(threat)分析的各项承诺之后的

年，其

”(

案例二：某炼油厂

SWOT

分析

方法进行分析。根据分析结果， 案例三：沃尔玛

分析

优势

Strengths.

劣势

Weaknesses

机会

Opportunities

威胁

Threats

分析原文Strengths.

Wal-Mart

powerful

retail

brand.

It

has

reputation

for

value

for

products

all

in

one

store.Wal-Mart

substantially

recent

and

experienced

globalexpansion

its

purchase

of

the

United

Kingdom

based

retailer

The

has

core

involving

its

use

of

technology

tosupport

its

international

logistics

For

example,

it

can

see

how

individual

products

are

country-wide,

store-by-store

supports

efficientprocurement.

focused

strategy

is

in

place

for

resource

and

development.People

are

key

to

business

and

it

and

money

in

training

people,

andretaining

developing

is

the

largest

retailer

despite

its

ITadvantages,

could

leave

it

weak

in

areas

due

to

the

huge

span

of

control.Since

sell

products

across

(such

as

clothing,

food,

or

stationary),it

not

have

the

of

some

of

its

competitors.The

is

global,

but

has

has

presence

in

relatively

few

countries

Opportunities.To

take

over,

with,

or

form

strategic

alliances

with

other

global

retailers,focusing

on

specific

such

as

Europe

or

the

Greater

China

Region.The

stores

are

currently

only

trade

in

relatively

countries.

Thereforethere

are

opportunities

for

future

business

in

expanding

suchas

China

India.New

locations

and

store

types

offer

opportunities

to

exploit

market

They

diversified

from

large

super

centres,

to

and

Opportunities

exist

for

Wal-Mart

to

continue

centres.Threats.Being

one

that

you

are

the

of

locally

and

globally.Being

global

retailer

that

you

are

to

political

in

the

countriesthat

you

operate

in.The

cost

of

producing

consumer

products

tends

to

have

fallen

because

of

lower

costs.

Manufacturing

cost

have

fallen

due

to

outsourcing

to

low-cost

regionsof

the

This

has

lead

to

price

resulting

in

price

in

ranges.Intense

is

Wal-Mart

Stores,

Inc.

is

the

largest

retailer,

with

$256.3

in

sales

in

thefiscal

year

ending

Jan.

2004.

The

employs

1.6

through

than

3,600

facilities

in

the

United

and

than

1,570

units

Go

to

Facts

This

case

study

has

been

from

information

freely

available

frompublic

sources.

It

is

intended

to

be

used

for

educational

purposes

only.

案例四：星巴克

分析

分析原文Strengths(优势

Starbucks

is

very

profitable

organization,

excess

in

company

generated

of

than

$5000

million

in

the

year.

It

is

global

coffee

brand

built

upon

for

fine

products

and

services.

It

has

9000cafes

in

40

countries.

Starbucks

one

of

the

Fortune

Top

100

to

For

in

2005.

The

company

is

that

values

itsworkforce.The

organization

has

strong

ethical

values

an

ethical

as

follows,

is

to

role

of

in

all

facets

of

our

business.'

劣势Starbucks

has

reputation

for

new

product

and

creativity.

However,

they

vulnerable

to

the

possibility

that

theirinnovation

falter

over

然而，随着时间的推移，他们创新仍有受到动摇可能。The

organization

has

strong

presence

in

the

United

States

of

with

thanthree

of

their

cafes

located

in

the

market.

It

is

argued

that

they

need

to

look

for

countries,

order

The

organization

is

dependant

on

the

retail

of

This

could

them

slow

to

diversifyinto

other

sectors

should

the

need

arise.

机会Starbucks

are

very

good

at

taking

advantage

of

opportunties.In

2004

the

created

CD-burning

in

their

USA)

cafe

with

Hewlett

Packard,

customers

create

own

CD.

retailed

in

their

cafes,

such

as

Fair

Tradeproducts.The

has

the

opportunity

to

expand

its

global

operations.

New

for

coffee

such

as

Pacific

Rim

are

beginningto

Co-branding

with

other

of

food

and

drink,

and

brand

franchising

to

of

other

goods

services

both

have

potential.Threats(威胁Who

knows

if

the

for

will

grow

stay

in

with

orwhether

another

type

of

leisure

will

in

the

Starbucks

are

exposed

to

rises

in

cost

of

coffee

and

dairy

products.Since

its

in

Pike

Place

Market,

Seattle

in

1971,

Starbucks'

success

has

leadto

the

entry

of

many

and

cat

that

potential

'Starbucks'

is

'Establish

Starbucks

as

the

purveyor

of

thefinest

in

the

while

The

following

six

will

the

appropriateness

of

our

使命是建立星巴克为世界上最优秀的咖啡，同时保持我们成长

Then

go

toStarbucks.

This

case

study

has

been

from

information

freely

availablefrom

public

sources.

It

is

to

be

for

educational

purposes

only. 案例五：耐克(Nike)SWOT

分析Phil

KnightBusiness

is

war

bulletsNike

SWOT

分析原文Strengths.Nike

is

very

organization.

(Founder

as

saying

is

war

bullets.'

Nike

has

of

is

At

the

Atlanta

Reebok

expense

sponsoring

the

Nike

did

not.However

Nike

sponsored

the

top

and

gained

valuable

coverage.Phil

Knight

Nike

has

no

factories.

It

does

not

tie

up

cash

in

buildings

This

very

lean

organization.

Nike

is

development,

as

is

innovative

product

range.

They

then

whereverthey

can

produce

high

quality

product

at

the

possible

price.

If

prices

rise,

and

elsewhere

the

or

better

specification),

willmove

production.Nike

is

global

brand.

It

is

the

is

instantly

recognisable,

and

Phil

even

has

it

tattooed

on

his

ankle.The

organization

does

have

diversified

range

of

sports

products.

However,

the

of

the

business

is

still

heavily

dependent

upon

its

share

of

the

footwear

This

leave

it

vulnerable

if

for

any

its

share

The

retail

is

very

price

its

However,

most

of

its

is

selling

into

tend

to

very

experience

to

the

Can

you

tell

one

sports

retailer

from

another?

So

tend

to

get

as

retailers

try

to

of

the

low

pressure

onto

Nike.

Opportunities.Product

offers

Nike

many

its

owners

truly

believe

that

Nike

is

not

fashion

brand.

However,

like

it

or

not,

that

wear

Nike

product

do

not

always

buy

it

to

participate

in

sport.

would

especially,

This

opportunities,

since

product

could

need

to

replace

shoes.There

is

also

the

opportunity

to

develop

products

such

as

sport

wear,

sunglasses

andjewellery.

high

value

do

tend

to

have

associated

with

high

profits.The

business

could

also

be

developed

internationally,

upon

its

strong

globalbrand

There

are

that

have

disposable

value

sports

goods.

For

emerging

such

as

and

India

have

newricher

generation

of

There

are

also

global

events

can

be

utilised

tosupport

brand

such

as

the

Cup

(soccer)

and

The

Threats.Nike

is

exposed

to

the

trade.

buys

and

sells

in

currencies

and

so

costs

and

are

not

stable

over

long

periods

of

Such

anexposure

could

that

Nike

be

issue

that

faces

all

global

brands.The

sports

and

is

The

developed

byPhil

Knight

in

his

Business

School

days

(high

value

branded

product

at

low

cost)

is

now

commonly

used

and

to

an

extent

is

no

longer

basis

for

sustainablecompetitive

advantage.

Competitors

are

al