注会综合英语四单元.pdf

Unit4Corporatestrategy

三、Readingmaterials

9.SWOTanalysis

Internal-strengthsandweaknesses:resourcesandcapabilities

Whatistheorganizationgoodat?Whatisitpoorat?Whereareresourcesin

shortsupply（短缺）?Whereareresourcecellent?

External-opportunitiesandthreats:environment,industrystructure

Whatwilltheeffectontheorganizationbeofeconomicchanges?Canthe

organizationmakeuseofnewtechnologies?Arenewentrantslikelytoenterthe

marketplace?Canapowerfulcustomerdictateterms?

Whatwilltheeffectbe？

effctonsth

effectofonsth

SWOT分析包括分析企业的优势（Strengths）、劣势（Weaknesses）、机会（Opportunities）

和（Threats）。SWOT分析实际上是将对企业内外部条件各方面内容进行综合和概括，进

而分析组织的优劣势、的机会和的法。

Thechallengeinevaluatingallthestrengths,weaknesses,opportunities,

andthreatsistoprioritizethem(优先排序)andthenidentifyappropriate

actions.Thebasicideaisto:

Buildonstrengths强化优势

Eliminateordealwithweaknesses消除或处理劣势

Exploitopportunities利用机会

Minimizethreats减少

SWOTMatrixExample

InternalFactors

Strengthsweaknesses

Externalfactors

UsestrengthsthattakeTakeadvantageof

Opportunitiesadvantageofopportunitiesby

opportunitiesovercomingweaknesses

UsestrengthstoavoidMinimizeweaknessesand

Threatsthreatsavoidthreats

10.Ansoff’smatrix安索夫矩阵（企业成长矩阵）

Existingproducts现有产品Newproducts新产品

Marketp