technologytosupportitsinternationallogisticssystem.Forexample,it
Weaknesses.
Opportunities・canseehowindividualproductsareperformingcountry-wide,store-by-storeataglance・ITalsosupportsWai-Mart'sefficientprocurement.A
focusedstrategyisinplaceforhumanresourcemanagementanddevelopment・PeoplearekeytoWal-MartMsbusinessanditinveststimeandmoneyintrainingpeople,andretainingadevelopingthem.Wai
-MartistheWorldMslargestgroceryretailerandcontrolofits
empire,despiteitsITadvantages,couldleaveitweakinsomeareasduetothespanofcontrol.SinceWai
-Martsellproductsacrossmanysectors
（suchasclothing,food,orstationary）,itmaynothavethe
flexibilityofsomeofits
morefocusedcompetitors.The
companyisglobal,buthashasapresencein
relativelyfewcountriesWorldwide・
Tot（tkcover,mergewith,orrbimdllianc^withorherglobal
retailers,focusingonspecificmarketssuchasEuropeorthe
GreaterChinaRegion.
Thestoresa
recurrentlyonlytradeinarelativelysmallnumberof
countries・Thereforetherearetremendousopportunitiesforfuture
businessinexpandingconsumermarkets,suchasChinaandIndia・
Newlocationsandstoretypeso什Wai
-Martopportunitiestoexploitmarketdevelopment・Theydiversifiedfromlargesupercentres,tolocalandmall-basedsites・
OpportunitiesexistforWai
-Marttocontinuewithitscurrentstrategyof
large,supercentres・
Threats・
Reinjjnumberonemeansthdtyouartthe
targetofcompetition,locally
andglobally.
Being及globalrerailerrhntyouarccxpo-sccltopolitical
problemsinthecountriesthatyouoperatein.
Theccsitotproduc-ingmanycoiLsuntcr卩reduasiendistohnvcfitlien
becauseoflowermanufacturingcosts・Manufacturingcosthavefallen
duetooutsourcingtolow-costregionsoftheWorld・Thishasleadto
pricecompetition,resultinginpricedeflationinsomeranges・Intense
pricecompetitionisathreat・
„Wal-MartStores,Inc・istheworldnslargestretailer,with$256.3billioninsalesinthefiscalyearendingJan.31,2004・Thecompanyemploys1.6millionassociatesworldwidethroughmoreDisclaimer:
Thiscasestudyhasbeencompiledfrominformationfreelyavailablefrompublicsources・Itismerelyintendedtobeusedfor
educationalpurposesonly
2.案例2
优势，星巴克集团的盈利能力很强，2004年的收入超过6亿美元。
劣势,星巴克以产品的不断改良与创新而闻名。
（译者注:
可以理解为产品线的不稳定@@）
机会,新产品与服务的推出，例如在展会销售咖啡。
威胁,咖啡和奶制品成本的上升。
Strengths・
SiarbucisCorpomkuiisavctyprofitableoigaiiiz^irioiLcai7iLii«io
excessof$600millionin2004.Thecompanygeneratedrevenueof
morethan$5000millioninthesameyear・
Iti5辺君b"b川coffeebrandbuihuponnreputationforilncpruclucTSnnd
services・Ithasalmost9000cafesinalmost40countries・
Starbuckswaso
neoftheFortuneTop100CompaniestoWorkForin
2005・Thecompanyisarespectedemployerthatvaluesitsworkforce.
Theorganisationhasstraincrltiea]valuesimd址iethicalmission
statementasfollows,^Starbucksiscommittedtoaroleofenvironmentalleadershipinallfacetsofourbusiness・”Weaknesses・
Uppc-l.nrlw.叽:
i'申H川沁ilJ・nv.v讯剧wli肛』Sw啊arid
creativity・However,theyremainvulnerabletothepossibilitythattheirinnovation
mayfalterovertime.The
organizationhasastrongpresenceintheUnitedStatesofAmericawithmorethanthreequartersoftheircafeslocatedinthehomemarket.
Itisoftenarguedthattheyneedtolookforaportfolioofcountries,
inordertospread
ganizationisdependantonamaincompetitiveadvantage,theretailofcoffee・Thiscouldmakethemslowtodiversifyintoothersectorsshouldtheneedarise・
irb.ukxrvkulxI0.l-il.ir；?
miu'upperaruinhi=川Ihr
companycreatedaCD-burningserviceintheirSanta
Monica（CaliforniaUSA）cafewithHewlettPackard,wherecustomerscreatetheirownmusicCD.
McvvpioducTSnndservice》rliMcanbercrailcdijiihciLvnfK?
5iic）i仍
FairTradeproducts・
Thecompanyhastheopportu
nitytoexpanditsglobaloperations・New
marketsforcoffeesuchasIndiaandthePacificRimnationsare
beginningtoemerge・
-brandingwithothermanufacturersoffoodanddrink,andbrandfranchisingtomanufacturersofothergoodsandservicesbothhavepotentia1.
Threats・
Whoknowsifdien^irkcttor-coffeowillawwbindinfavourwiih
•••
customers,orwhetheranothertypeofbeverageorleisureactivitywill
replacecoffeeinthefuture?
Starbucksareexposedtorise^inthecos
tofcoffeeanddairyproducts・Sinceits
conceptioninPikePlaceMarket,Seattlein1971,Starbucks^
successhasleadtothemarketentryofmanycompetitorsandcopy
catbrandsthatposepotentialthreats・
”Starbucks”missionstatementis^EstablishStarbucksasthepremierpurveyorofthe
finestcoffeeintheworldwhilemaintainingouruncompromisingprincipleswhilewegrowThe
followingsixguidingprincipleswillhelpusmeasuretheappropriatenessofourdecisions”more?
Disclaimer:
Thiscasestudyhasbeencompiledfrominformation
freelyavailablefrompublicsources・Itismerelyintendedtobeusedforeducationalpurposesonly.
3.案例3:
耐克SWOT分析：
优势，耐克是一家极具竞争力的公司，公司创立者与CEO菲尔奈特（Phil
Knight）最常提及的一句话便是"商场如战场”（Businessiswarwithoutbullets）o
劣势，耐克拥有全系列的运动产品。
（译者注:
可以理解为没有重点产品）
机会，产品的不断研发。
威胁，受困于国际贸易。
Strengths・
CEO）isoftenquotedassayingthat卵Businessiswarwithoutbullets・”Nikehasahealthydislikeofiscompetitors・AttheAtlantaOlympics,Reebokwenttotheexpenseofsponsoringthegames・Nikedidnot・HoweverNikesponsoredthetopcashinbuildingsandmanufacturingworkers・Thismakesaveryleanorganization.Nikeisstrongatresearchanddevelopment,asisevidencedbyitsevolvingandinnovativeproductrange・Theythenmanufacturewherevertheycanproducehighqualityproductatthelowestpossibleprice・Ifpricesrise,andproductscanbemademorecheaplyelsewhere（tothesameorbetterspecification）,NikewillmoveItsfamous”Swoosh”isinstantlyrecognisable,andPhilKnightevenhasittattooedon
:
i.iFie;i・M用;“vd力usr;k炖氓器Xil.enuI加期施乞I.“％wxbeup
piVhisankle・
The（k?
c5Mvcadiv^rafiedotsportspi-oducdb.
However,theincomeofthebusinessisstillheavilydependentuponits
Opportunities・shareofthefootwearmarket・ThismayleaveitvulnerableifforanyhaveitsownretailerinNikeTown・However,mostofitsincomeisderivedfromsellingintoretailers・Retailerstendtoofferaverysimilarexperiencetotheconsumer・Canyoutellonesportsretailerfromanother?
SomarginstendtogetsqueezedasretailerstrytopasssomeofthelowpricecompetitionpressureontoNike・
畔腮uriiw蚪、列陽.Hipiy|Piodiiad^cbpmciLtNikemanyo卩卩ortmuries.Thebrandis
fiercelydefendedbyitsownerswhomtrulybelievethatNikeisnotafashionbrand・However,likeitornot,consumersthatwearNike
productdonotalwaysbuyittoparticipateinsport・Somewouldarguethatinyouthcultureespecially,Nikeisafashionbrand・Thiscreatesitsownopportunities,sinceproductcouldbecomeunfashionablebeforeitwearsouti・e.consumersneedtoreplaceshoes・
Thereis.alsotbcopp<'iniLuryrodeveloppivductssuch刖spurtwcai:
sunglassesandjewellery.Suchhighvalueitemsdotendtohaveassociatedwiththem,highprofits・
Thebusincwcould红bobedevelopedintcmationHUy.buildingupauits
strongglobalbrandrecognition.Therearemanymarketsthathavethedisposableincometospendonhighvaluesportsgoods・Forexample,emergingmarketssuchasChinaandIndiahaveanewricher
generationofconsumers・TherearealsoglobalmarketingeventsthatcanbeutilisedtosupportthebrandsuchastheWorldCup（soccer）andTheOlympics・
Threats・
Nikeisexposedtoth
einternationalnatureoftrade・Itbuysandsellsin
differentcurrenciesandsocostsandmarginsarenotstableoverlong
periodsoftime・SuchanexposurecouldmeanthatNikemaybemanufacturingand/orsellingataloss・Thisisanissuethatfacesall
globalbrands・
Themarkerforspwrsshoesandgnnncutsis.vciycompetitive.Tbc
modeldevelopedbyPhilKnightinhisStamfordBusinessSchooldays
（highvaluebrandedproductmanufacturedatalowcost）isnowcommonlyusedandtoanextentisnolongerabasisforsustainablecompetitiveadvantage・CompetitorsaredevelopingalternativebrandstotakeawayNikeMsmarketshare・
As（I取cussediibovcin.w心tkncs號5.tbcrct^ulsectoris.becomingpiiec
competitive・Thisultimatelymeansthatconsumersareshopping
aroundforabetterdea1・Soifonestorechargesapriceforapairof
sportsshoes,theconsumercouldgotothestorealongthestreettocomparepricesfortheexactlythesameitem,andbuythecheaperofthetwo.Suchconsumerpricesensitivityisapotentialexternalthreatto
Nike.
,Ifyouhaveabody,youareanathlete11-BillBowermansaidthisacoupleof
decadesago.Theguywasright・Itdefineshowheviewedtheworld,anditdefineshowNikepursuesitsdestiny.
Oursisalanguageofsports,auniversallyunderstoodlexiconofpassionandcompetition.A
Disclaimer：
Thiscasestudyhasbeencompiledf
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