【正文】 。SWOT分析法首先分析自己，關(guān)注企業(yè)的優(yōu)勢(shì)和劣勢(shì)，再分析市場(chǎng)是否有機(jī)會(huì)或者危險(xiǎn)。 TOWS分析法 SWOTCLPV理論這一模型是在SWOT模型的基礎(chǔ)上稍作修改而成的一個(gè)模型。 PEST分析模型 高級(jí)SWOT分析法 　　第二,建立內(nèi)部培訓(xùn)制度,進(jìn)行全員素質(zhì)教育。s market share. Nike is exposed to the international nature of trade. It buys and sells in different currencies and so costs and margins are not stable over long periods of time. Such an exposure could mean that Nike may be manufacturing and/or selling at a loss. This is an issue that faces all global brands. There is also the opportunity to develop products such as sport wear, sunglasses and jewellery. Such high value items do tend to have associated with them, high profits. Opportunities. 而零售商的收入則來(lái)源于消費(fèi)者。 零售行業(yè)對(duì)價(jià)格非常敏感。 The organization does have a diversified range of sports products. However, the ine of the business is still heavily dependent upon its share of the footwear market. This may leave it vulnerable if for any reason its market share erodes. 這個(gè)組織有著很廣的運(yùn)動(dòng)產(chǎn)品系列，然而，主要的收入來(lái)源還是依賴于鞋業(yè)市場(chǎng)。耐特還把這個(gè)圖形紋到了他的腳踝上。 耐克是一個(gè)全球性的品牌。Swoosh39。 而他們則拿著設(shè)計(jì)圖找那些質(zhì)優(yōu)價(jià)廉的生產(chǎn)商家代工。這使得它能夠?qū)Ｗ⒂谠O(shè)計(jì)。 耐克沒(méi)有工廠。 在亞特蘭大奧運(yùn)會(huì)上，銳步強(qiáng)調(diào)對(duì)比賽的宣傳。Phil Knight（耐克的創(chuàng)辦者和總裁）曾說(shuō)道：商場(chǎng)就是沒(méi)有硝煙的戰(zhàn)場(chǎng)。 Nike has a healthy dislike of is petitors. At the Atlanta Olympics, Reebok went to the expense of sponsoring the games. Nike did not. However Nike sponsored the top athletes and gained valuable coverage. Nike is a very petitive organization. Phil Knight (Founder and CEO) is often quoted as saying that 39。 威脅－受困于國(guó)際貿(mào)易。 機(jī)會(huì)－產(chǎn)品的不斷研發(fā)。 劣勢(shì)－耐克擁有全系列的運(yùn)動(dòng)產(chǎn)品。奈特（Phil Knight）最常提及的一句話便是“商場(chǎng)如戰(zhàn)場(chǎng)”（Business is war without bullets）。 [編輯]案例五：耐克(Nike)SWOT分析 　　Disclaimer: This case study has been piled from information freely available from public sources. 免責(zé)聲明：本案例研究是從公開(kāi)的免費(fèi)信息源編制而成。以下六個(gè)指導(dǎo)原則將幫助我們的措施是否恰當(dāng)，我們的決定39。使命是建立星巴克為世界上最優(yōu)秀的咖啡，同時(shí)保持我們成長(zhǎng)的原則。 more? 39。Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our unpromising principles while we grow.39。Starbucks39。 success has lead to the market entry of many petitors and copy cat brands that pose potential ，在1971年西雅圖，星巴克的成功吸引許多競(jìng)爭(zhēng)對(duì)手紛紛進(jìn)入市場(chǎng)或復(fù)制品牌，從而構(gòu)成潛在威脅。 Who knows if the market for coffee will grow and stay in favour with customers, or whether another type of beverage or leisure activity will replace coffee in the future?誰(shuí)知道在未來(lái)，咖啡市場(chǎng)會(huì)增長(zhǎng)并且保有客戶，還是會(huì)出現(xiàn)新品種飲料或休閑活動(dòng)從而取代咖啡？ Cobranding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have ，和品牌特許經(jīng)營(yíng)權(quán)的制造商的其他商品和服務(wù)都具有的潛力。 New markets for coffee such as India and the Pacific Rim nations are beginning to ，如印度和太平洋地區(qū)的國(guó)家都開(kāi)始出現(xiàn)。 Opportunities(機(jī)會(huì)) The organization is dependant on a main petitive advantage, the retail of ，即零售咖啡。 It is often argued that they need to look for a portfolio of countries, in order to spread business ，用來(lái)分散經(jīng)營(yíng)風(fēng)險(xiǎn)。 Starbucks has a reputation for new product development and 。星巴克致力于做行業(yè)的佼佼者。Starbucks is mitted to a role of environmental leadership in all facets of our business.39。 Starbucks was one of the Fortune Top 100 Companies to Work For in 2005. 2005年星巴克被評(píng)為《財(cái)富》最佳雇主100強(qiáng)公司之一。 It has almost 9000 cafe shop in almost 40 。 Starbucks SWOT分析原文[2] Strengths(優(yōu)勢(shì)) （譯者注：可以理解為產(chǎn)品線的不穩(wěn)定） s largest retailer, with $ billion in sales in the fiscal year ending Jan. 31, 2004. The pany employs million associates worldwide through more than 3,600 facilities in the United States and more than 1,570 units . . .more? Go to WalMart Facts 　　Disclaimer: This case study has been piled from information freely available from public sources. It is merely intended to be used for educational purposes only. [編輯]案例四：星巴克(Starbucks)SWOT分析 Being a global retailer means that you are exposed to political problems in the countries that you operate in. Opportunities exist for WalMart to continue with its current strategy of large, super centres. Threats. The stores are currently only trade in a relatively small number of countries. Therefore there are tremendous opportunities for future business in expanding consumer markets, such as China and India. The pany is global, but has has a presence in relatively few countries Worldwide. Opportunities. s largest grocery retailer and control of its empire, despite its IT advantages, could leave it weak in some areas due to the huge span of cont