?
?
?
It is a global coffee brand built upon a reputation for fine products and services.通过提供声誉良好的产品和服务，它已经成长为一个全球性的咖啡品牌。 It has almost 9000 cafes in almost 40 countries.他在全世界的40个主要国家已经有了大约9000个咖啡店。
Starbucks was one of the Fortune Top 100 Companies to Work For in 2005.， 在2005年星巴克就是财富100强公司之一。 The company is a respected employer that values its workforce.星巴克重视员工，被认为是一个值得尊敬的雇主。 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.'该组织具有很强的道德价值观念和道德使命， '星巴克致力于做行业的佼佼者。
Weaknesses(劣势)
?
?
?
Starbucks has a reputation for new product development and creativity.星巴克在新产品开发和创造享有声誉。 However, they remain vulnerable to the possibility that their innovation may falter over time.然而，随着时间的推移，他们创新仍有容易受到动摇可能。
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.它对于美国市场的依存度过高，超过四分三的咖啡店都开在自己的老家。 It is often argued that they need to look for a portfolio of countries, in order to spread business risk.有人认为他们需要寻求一个投资组合的国家，用来分散经营风险。 The organization is dependant on a main competitive advantage, the retail of coffee.该组织依赖于一个主要的竞争优势，即零售咖啡。 This could make them slow to diversify into other sectors should the need arise.这可能使它们在进入其他相关领域的时候行动缓慢。
Opportunities(机会)
? ?
? ?
?
Starbucks are very good at taking advantage of opportunties.星巴克非常善于利用机遇。
In 2004 the company created a CD-burning service in their Santa Monica (California USA) cafe with Hewlett Packard, where customers create their own music CD.在2004年公司和惠普共同创建了CD刻录服务，在圣莫尼卡（美国加州）咖啡馆，顾客可以制作他们自己的音乐CD 。
New products and services that can be retailed in their cafes, such as Fair Trade products.在它的咖啡店里提供新的产品和服务，如平价产品。
The company has the opportunity to expand its global operations.该公司有机会扩大其全球业务。 New markets for coffee such as India and the Pacific Rim nations are beginning to emerge.新的咖啡市场，如印度和太平洋地区的国家都开始出现。 Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential.为共同品
11
牌与其他厂商的食物和饮料，和品牌特许经营权的制造商的其他商品和服务都具有的潜力。
Threats(威胁)
?
? ?
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?谁知道在未来，咖啡市场会增长并且保有客户，还是会出现新品种饮料或休闲活动从而取代咖啡？
Starbucks are exposed to rises in the cost of coffee and dairy products.星巴克面对着咖啡原料和乳制品成本上升的局面。
Since its conception in Pike Place Market, Seattle in 1971, Starbucks' success has lead to 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 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。
耐克(Nike)SWOT分析案例
? ? ? ?
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）。 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.
?
?
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 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，
12
?
?
?
?
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。
Weaknesses.
?
?
?
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 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。
Opportunities.
?
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.
13
?
?
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.
14
如何进行SWOT分析（带案例）
