21世纪大学行业实用英语综合教程1单元Text B翻译

Text B

SWOT Analysis—The First Step of Success in

Marketing

The marketing plan is one of the most important outputs of the marketing process.It relies very heavily on an analysis of the product situation. The SWOT analysis is an analytical tool which is used in market planning. The analysis of the strengths and weaknesses focuses on internal factors which can allow the organization to determine what it does well and what it needs to improve. Opportunities and threats are external factors.

Strengths capture the positive aspects internal to your business that add value or offer you a competitive advantage. This is an opportunity to remind yourself of the value existing within your business. Identifying your strengths will help you decide on which areas you can rely.You are likely to see better returns for your effort in these areas.

A SWOT——strength could be;

Your specialist marketing expertise;

A new,innovative product or service;

Location of business;

Quality processes and procedures;

Any other aspect of your business that adds value to your product or service.

Weaknesses refer to any limitation that a company might face in marketing strategy development or implementation.Weaknesses should also be examined from the customers’perspective since the customers often identify weakness will tell you which areas need special attention—thus turning them into strengths.Alternatively,you might decide that these are areas which you should avoid.

A SWOT weakness could be:

Lack of marketing expertise;

Undifferentiated products or services(i.e. Relation to your competitors).

Location of your business;

Poor quality goods or services;

Damaged reputation.

Opportunities refer to favorable conditions in the environment that could produce rewards for a company if acted upon properly.Opportunities are areas which the business needs to attack:they offer earning potential.You will need a strategy that allows you to make the most of the opportunity which exists.

A SWOT opportunity could be:

A developing market such as the Internet;

Mergers,joint ventures or strategic alliances;

Moving into new market segments that offer improved profits;

A new international market;

A market vacated by an ineffective competitor.

Threats are external factors beyond your control that could place your marketing strategy,or the business itself,at rise.Identifying threats allows you to take actions if they should occur,before they can affect your business negatively.These challenges are unfavorable economic trends that could lead to reduced revenues or https://www.360docs.net/doc/494457761.html,petition,whether existing or potential,is always a threat.Your existing competitors can make moves that can undermine your business Other threats could be government regulations,changes in customer behavior that reduces sales,or new technology that reduces the demand for current products or services.

A SWOT threat could be:

A new competitor in your home market;

Price wars with competitors;

A competitors have superior access to channels of distribution;

Taxation is introduced on your product or service.

Now,let’s look at the SWOT analysis of Starbucks Corporation:

Strengths

Starbucks Corporation for fine products and services.It has almost

18,000 cafes in almost 60 countries.Starbucks has been on the list of The World’s Most Ethical(WME)Companies for six years till 2012.The company is a respected employer that values its workforce.The organization has strong ethical values and an ethical mission statement as follows,”Starbucks is committed to a role of environmental leadership in all facets of our business.”

Weaknesses

Starbucks has a reputation for new product development and creativity. However,they remain vulnerable to the possibility that their innovation may falter over time.The organization has a strong presence in the United States of America with more than three quarters of their cafes located in the home market.It is often argued that they need to look gor a portfolio of main competitive advantage,the retail of coffee.This could make them slow to diversify into other sectors if the need should arise.

Opportunities

Starbucks are very good at taking advantage of opportunities.New products and services can be retailed in their cafes,such as Fair Trade products.The company has the opportunity to expand its global operations. New markets for coffee such as India and the Pacific Rim nations are beginning to emerge.Co-branding with other manufacturers of food and drink,and brand franchising to manufacturers of other goods and services both have potential.

Threats

Who knows if the market for coffee will grow and stay in favor with customers,or whether another type of beverage or leisure activity will replace coffee and dairy products.Since its conception in Pike Place Market,Seattle in 1971,Starbucks’success has lead to the market entry of many competitors and copycat brands that pose potential threats.(846 words)

Adapted from:

https://www.360docs.net/doc/494457761.html,/swot/starbucks-swot.html;

https://www.360docs.net/doc/494457761.html,/wiki/SWOT_analysis

翻译：

SWOT—市场营销成功的第一步

市场营销计划是营销过程中最重要的产出之一。它极度以来行业、企业和产品的情况分析。SWOT分析是一种用于市场营销策划的划分工具。优势和劣势分析专注于内部因素，使企业确定它什么方面做的好，还有哪些方面需要改进。机会和威胁是外部因素。

优势分析能帮助捕捉企业内部有附加价值或能让你具有竞争力的优势。这让你提醒自己认识到企业内部存在的价值。人情自己的长处，将帮助你认识到哪些优势可以依靠，在哪些领域有更好的回报。

SWOT优势可能是：

你的市场营销的专业知识；

创新型的产品或服务；

企业的地理位置；

质量的流程和程序；

为你的产品或服务增加价值的任何其他方面。

劣势是指企业在市场营销战略的开发和实施中可能面临的任何局限。应当从顾客的角度审查劣势，因为顾客往往能够识别企业不容易认识到的薄弱环节。劣势分析将会告诉你哪些方面需要特别注意，从而把它们变成优势。或者，让你决定哪些方面应该避免。

SWOT的劣势可能是：

市场营销专业知识的缺乏；

误差比的产品或服务(比如与你竞争对手的产品或者服务相比)；

企业的地理位置；

产品或服务的质量差；

声誉受损。

机会是指，如果采取适当行动，可以为企业产生回报的环境中的有利条件。机会是企业可以出击的领域，因为这些机会提供盈余潜力。你需要制定一个策略，充分利用现存的机会。

SWOT的机会可能是：

发展中的市场，入互联网市场；

兼并、合资或战略联盟；

转移到新的有更大利润的细分市场；

一个新的国际市场；

由于竞争对手的弱小而腾出的市场机会。

威胁是你无法控制的外部因素，它可将你的营销策略或企业本身置于危险境地。认清威胁，恩那个让你在它对业务造成负面影响之前采取行动。这些挑战可能是导致收入或利润减少的不利的经济趋势。无论是现有的或潜在的竞争，始终是个威胁。你现有的竞争对手的举动可能会破坏你的业务。其他威胁可能是政府的规定、导致销售下降的顾客的行为变化或降低对你现有产品或服务需求的新技术的发明。

SWOT的威胁可能是：

国内市场的新竞争对手；

与竞争对手的价格战；

竞争对手有了创新产品或服务；

竞争对手具有更优的分销渠道；

对你的产品或服务征税。

现在，让我们来看看星巴克公司的SWOT分析；

优势

星巴克公司是一个全球性的咖啡品牌，以良好的产品和服务享誉全球。在近60个国家和地区拥有近18000家的咖啡店。2006至1012年期间，星巴克连续6年被《财富》杂志评为100名最具道德的企业。星巴克重视员工，是值得尊敬的用人企业。它具有很强的道德价值观念，它的道德使命声明如下：“星巴克将在业务的各方面起到环保的带头作用。”

劣势

星巴克以开发和创新新产品而著称。然而，他们面临的危险是随着时间的推移，他们的创新可能会过时。星巴克有超过四分之三的咖啡店开在美国的本土市场。有人认为，他们需要寻找多个国家市场，以分散经营风险。星巴克主要的竞争优势是零售咖啡。这将使它在必要时进行多项经营的步伐变慢。

机会

星巴克非常善于利用机会。他们在咖啡店推出新产品和新服务，如公平贸易产品。星巴克有机会扩大其全球业务，如印度个环太平洋地区也开始出现咖啡新市场。还有，与其他食

品饮料商搞品牌合作，以及对其他产品和服务制造商进行品牌特许等，都很有潜力。

威胁

谁知道咖啡市场是否会增长、是否会一直受到客户的青睐、是否会有一直新型饮料替代咖啡或有一种新的休闲方式代替喝咖啡呢？星巴克面临的威胁在于咖啡和奶制品成本的上升。自星巴克于1971年在西雅图的派克市场开设第一家店以来，它的成功使许多竞争对手和山寨品牌纷纷进入市场，从而对它构成潜在的威胁。