商务英语情景口语之日常事务第47章——态势分析 SWOT Analysis

商务英语情景口语之日常事务第47章——态势分析 SWOT Analysis SWOT Analysis 态势分析 Useful expressions 常用表达法 Beginner 初级 1. SWOT stands for strengths, weaknesses, opportunities, and threats. SWOT代表的是强项、弱项、机遇及威胁。 2. What do you think about our strengths? 你怎么看待我们的强项, 3. We’ve put a lot of emphasis on market development. 我们非常重视市场开发。 4. Our weakness is in production. 我们的弱项在生产方面。 5. Let’s talk about opportunity to dominate the market. 我们讨论一下机遇，可以吗, 6. We have the opportunity to dominate the market. 我们有机会掌控市场。 7. Are there any strong competitors out there? 有没有更强的竞争对手, 8. The evaluation of current opportunities isn’t realistic. 对目前的机遇评价不太现实。 9. Do you agree with the threat analysis? 你同意威胁方面的分析吗, Intermediate 中级 1. We are meeting today to make a SWOT analysis for our company, based on our performance over the last year. 今天，我们 开会的目的是根据我们去年的业绩情况做一下我们公司的态势分析。 2. I think our main competitive advantage is the strength of our marketing team and advertising. 我认为我们主要的竞争优势 是我们的销售和广告部门。 3. Because we have focused heavily on marketing, we have not made much leeway in product developmemt. 由于我们把重点 都放在销售方面，所以在产品开发方面没有取得太大的进展。 4. To keep our reputation with consumers, we need to put more effort into product quality. 为了保持我们的产品在消费者心 目中的威望，我们要在产品质量方面投入更多的精力。 5. Because of our status in the market, if we boosted our product development, we could dominate the market. 鉴于我们在市 场上的地位，如果我们加强产品开发的话，我们很有可能主宰整个市场。 6. The report said we could boost our sales by addressing international distribution problems. 报告 软件系统测试报告下载sgs报告如何下载关于路面塌陷情况报告535n,sgs报告怎么下载竣工报告下载 上说我们能通过解决国际 销售问题来增加销售额。 7. The problems are more complex than the SWOT took into account. 问题远比SWOT所考虑的要复杂。 8. Determining our competitors’ strengths and weaknesses is much more straightforward. 对我们竞争对手的强项及弱项的分 析更坦率了。 Advanced 高级 1. We’ve been able to have a great deal of market penetration and have established a strong presence in the market, both in sales and in indentity. 我们的市场渗透能力一直很强，而且还在市场销售及品牌认同方面建立了很大的势力。 2. I think that by focusing on improving our weakness and coming up with a wider range of high quality products, we can reach even more of a consumer base than we are now. 我认为通过集中精力改进我们的弱项，生产出品种多、范围广、质 量高的产品，我们可以争取到比现在更大的消费者基数。 3. Solving problems with our import and export side would help to boost revenue, but I just don’t think we could achieve as much as 50% more, which is what the analysis yielded. 通过解决进出口方面的问题会增加收入，但我认为我们最多增加 50%，这是分析出来的结果。 4. Because we don’t have many competitors, we can list our threats on one hand, there’s Spalding, Mercid, and Yaleford. 由于 我们的竞争对手不是很多，所以我们可以把这些威胁单列出来，如斯波尔丁、麦赫斯迪、耶鲁福特。 5. The SWOT analysis came out last week, but I don’t agree with the results of the evaluation because they do not consider the complexity of our company’s situation. 上周就完成了对强项、弱项、机遇及威胁的分析，但我不同意其评价结果，因为他 们没有考虑到我们公司的复杂情况。 Dialogue 1 对话1 A: We have meeting today to make a SWOT analysis for our company, based on our performance over the last year. Just to remind you, SWOT stands for strengths, weaknesses, opportunities, and threats. Let’s start right from the top. What do you think about our strengths? 今天，我们开会的目的是根据我们去年的业绩情况做一下我们公司的态势分析。提醒你们一下，SWOT代 表的是强项、弱项、机遇及威胁。那让我们从第一个开始。你们认为我们的强项是什么, B: I think our main competitive advantage is the strength of our marketing team and advertising. We’ve been able to have a great deal of market penetration and have established a strong presence in the market, both in sales and in identity. 我认为我们主要的 竞争优势是我们的销售和广告部门。我们的市场渗透能力一直很强，而且还在市场销售及品牌认同方面建立了很大的势力。 A: I agree, we’ve put a lot of emphasis on market development. That leads directly to our weakness, I think, because we have focused heavily on marketing,we have not made much leeway in product development. To keep our reputation with consumers, we need to put more effort into product quality. 我也这么认为，我们一直非常重视市场开发。我想由于我们把重点都放在销售 方面，这也直接导致了我们的弱项，即我们在产品开发方面没有取得太大的进展。为了保持我们的产品在消费者心目中的威望， 我们要在产品质量方面投入更多的精力。 B: Well, let’s talk about opportunities, shall we? I think that by focusing on improving our weakness and coming up with a wider range of high quality products, we can reach even more of a consumer base than we are now. Because of our status in the market, if we boosted our product development, we could dominate the market. 好了，那我们是不是应该讨论一下机遇了,我认为通过 集中精力改进我们的弱项，生产出品种多、范围广、质量高的产品，我们可以争取到比现在更大的消费者基数。鉴于我们在市 场上的地位，如果我们加强产品开发的话，我们很有可能主宰整个市场。 A: So what about our threat? Are there any strong competitors out there? 那我们面临的威胁是什么,有没有更强的竞争对手, Dialogue 2 对话2 A: Do you agree with the SWOT that came out of our annual review meeting? 你同意我们评议年会上通过的态势分析结果吗, B: I agree with parts of it, but I just don’t think the evaluation of current opportunities is realistic or even viable. 我部分同意，不 过我认为对目前的机遇评价不太现实甚至是不可行。 A: What do you mean? The report said we could boost our sales by addressing international distribution problems with our import and export side would help to boost revenue, but I just don’t think we could achieve as much as 50% more, which is what the analysis yielded. The problems are more complex than the SWOT took into account. 你是什么意思,报告上说我们能通过解 决国际销售问题来增加销售额。你看这不可行吗, B: No, I agree solving problems with our import and export side would help to boost revenue, but I just don’t think we could achieve as much as 50% more, which is what the analysis yielded. The problems are more complex than the SWOT took into account. 是的，我认同通过解决进出口方面的问题会增加收入，但我认为最多不超过50%，这是分析出来的结果。问题远比 SWOT所考虑的要复杂。 A: Do you at least agree with the threat analysis? 至少你同意威胁方面的分析吧, B: Yes, I think determining our competitors’ strengths and weaknesses is much more straightforward. We can list our threats on one hand, there’s Spalding, Mercid, and Yaleford. 是的，我认为对我们竞争对手的强项及弱项的分析更坦率了。我们还能把对我 们造成威胁的公司单列出来，如斯波尔丁、麦赫斯迪、耶鲁福特。