世界知名大公司SWOT分析法案例分析

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leadto the market entry of many competitors and copy cat brands that pose potential threats.由于其概念被市场认可，在1971年西雅图，星巴克的成功吸引许多竞争对手纷纷进入市场或复制品牌，从而构成潜在威胁。

'Starbucks' mission statement is 'Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.' The following six guiding principles will help us measure the appropriateness of our decisions' more? '星巴克'使命是建立星巴克为世界上最优秀的咖啡，同时保持我们成长的原则。 '以下六个指导原则将帮助我们的措施是否恰当，我们的决定'呢？ Then go back to Starbucks.然后回到星巴克。

Disclaimer: This case study has been compiled from information freely available from public sources. 免责声明：本案例研究是从公开的免费信息源编制而成。 It is merely intended to be used for educational purposes only.它仅仅是打算用于教育目的。 [编辑]

案例五：耐克(Nike)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”（Business is war without bullets）。 ? ? ?

Nike SWOT分析原文[3] Strengths.

Nike is a very competitive organization. Phil Knight (Founder and CEO) is often quoted as saying that 'Business is war without bullets.' Nike has a healthy dislike of is competitors. At the Atlanta Olympics, Reebok went to the expense of sponsoring the games. Nike did not. However Nike 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。

Weaknesses.sponsored the top athletes and gained valuable coverage. ?

耐克是一个充满竞争力的组织。Phil Knight（耐克的创办者和总裁）曾说道：商场就是没有硝烟的战场。耐克认为对健康的最好理解就是竞争。在亚特兰大奥运会上，锐步强调对比赛的宣传。而耐克则开创性地将宣传的焦点锁定在那些顶级的运动员身上，此举大获成功。 ?

Nike has no factories. It does not tie up cash in buildings and manufacturing workers. This makes a very lean organization. Nike is strong at research and development, as is evidenced by its evolving and innovative product range. They then manufacture wherever they can produce high quality product at the lowest possible price. If prices rise, and products can be made more cheaply elsewhere (to the same or better specification), Nike will move production. ?

耐克没有工厂。它不愿将资金套在厂房和生产工人身上。这使得它能够专注于设计。强大的研发部门为耐克开发了大量革命性的创新产品。而他们则拿着设计图找那些质优价廉的生产商家代工。如果价格上涨，它能够很轻松地将生产基地移至那些价格更具竞争力的区域。 ?

Nike is a global brand. It is the number one sports brand in the World. Its famous 'Swoosh' is instantly recognisable, and Phil Knight even has it tattooed on his ankle. ?

耐克是一个全球性的品牌。它是世界运动品牌中的No.1。它著名的“一道钩”很迅速被人们识别出来，并且菲尔·耐特还把这个图形纹到了他的脚踝上。

The organization does have a diversified range of sports products. However, the income of the business is still heavily dependent upon its share of the footwear

Opportunities.market. This may leave it vulnerable if for any reason its market share erodes. 这个组织有着很广的运动产品系列，然而，主要的收入来源还是依赖于鞋业市场。这使得耐克公司如果在该市场上的份儿收到侵蚀将受重创。 ?

The retail sector is very price sensitive. Nike does have its own retailer in Nike Town. However, most of its income is derived from selling into retailers. Retailers tend to offer a very similar experience to the consumer. Can you tell one sports retailer from another? So margins tend to get squeezed as retailers try to pass some of the low price competition pressure onto Nike. ?

零售行业对价格非常敏感。诚然，耐克有着自己的零售商，但它的大部分收入却都仰仗各个零售商的销售。而零售商的收入则来源于消费者。但作为普通消费者，你能区别出零售厂商的不同么？因此，耐克的利润往往会因零售商通过转嫁价格战的压力而受到挤压缩水。

Product development offers Nike many opportunities. The brand is fiercely defended by its owners whom truly believe that Nike is not a fashion brand. However, like it or not, consumers that wear Nike product do not always buy it to participate in sport. Some would argue that in youth culture especially, Nike is a fashion brand. This creates its own opportunities, since product could become unfashionable before it wears out i.e. consumers need to replace shoes. ?

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. ?

The business could also be developed internationally, building upon its strong global brand recognition. There are many

markets that have the disposable income to spend on high value sports goods. For example, emerging markets such as China and India have a new richer generation of consumers. There are also global marketing events that can be utilised to support the brand such as the World Cup (soccer) and The Olympics.

Threats.

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. ?

The market for sports shoes and garments is very competitive. The model developed by Phil Knight in his Stamford Business School days (high value branded product manufactured at a low cost) is now

commonly used and to an extent is no longer a basis for sustainable competitive advantage. Competitors are developing alternative brands to take away Nike's market share. ?

As discussed above in weaknesses, the retail sector is becoming price competitive. This ultimately means that consumers are shopping around for a better deal. So if one store charges a price for a pair of sports shoes, the consumer could go to the store along the street to compare prices for the exactly the same item, and buy the cheaper of the two. Such consumer price sensitivity is a potential external threat to Nike.

If you have a body, you are an athlete - Bill Bowerman said this a couple of decades ago. The guy was right. It defines how he viewed the world, and it defines how Nike pursues its

destiny. Ours is a language of sports, a universally understood lexicon of passion and competition. A lot has happened at Nike in the 30 years More . . .

Disclaimer: This case study has been compiled from information freely available from public sources. It is merely intended to be used for educational purposes only. [编辑]

案例六：员工满意度SWOT分析[1]

某公司员工满意度SWOT分析

优势S

认同并遵守公司制度热爱学习，力求上进

员工心地无私

劣势W

薪酬待遇在行业中偏低加班较多，导致员工疲惫企业文化建设薄弱

机会O 组织结构正在调整股份制改造和上市机会

SO战略 WO战略

成立人力资源部，强化人力资源管理聘请管理顾问，大力推进企业文化建设

后备干部的选拔、培养

建立科学合理的绩效考核与薪酬制度