TranscendenceLindsey Stirling - Lindsey Stirling
Do you want to really get the most from a SWOT Analysis, and better understand your company’s strengths and weaknesses?
你真的想從SWOT分析中獲得更多， 並理解公司的優勢與劣勢嗎？
Let us help you to identify and avoid the most common SWOT Analysis pitfalls – such as a lack of focus or underestimating your weaknesses – and develop effective business plans for your company.
讓我們幫助你來識別與避免SWOT分析中最常見的陷阱——比如缺乏重點，
But first, a brief explanation.
首先， 我們來對SWOT進行簡單的解釋。
What is SWOT Analysis?
那麼， 什麼是SWOT呢？
SWOT Analysis is a self-questioning technique that helps you to identify your Strengths (what do you do better than anyone else?) and Weaknesses (what factors lose you sales?).
SWOT分析， 是一個幫助你去識別自己的優勢（比人做的好一些， 你能做什麼？）與劣勢的反省方法。
It’s also used to spot possible Opportunities (what interesting business trends are you noticing?) and potential Threats (what are your competitors doing?).
SWOT分析， 也被用來發現可能的機會（你注意到什麼令人關注的商業趨勢？）以及潛在的威脅（你的競爭對手在做什麼？）。
By methodically answering several questions in each category, it allows you to distinguish yourself from your competitors. You can also gain a competitive advantage by assessing your company’s strengths and market position.
通過系統地回答每一個類別中的幾個問題， 可以讓你與競爭對手區分開來。 通過評估公司的優勢和市場地位， 你也可以獲得競爭上的優勢。
However, people can make a number of common mistakes when they are carrying out a SWOT Analysis.
然而， 在進行SWOT分析時， 人們會犯一些常見的錯誤。
◤Lists Too Long
羅列過長的內容
Be careful not to end up with a huge list of suggestions under each of the categories.
注意：不要在每個類別下面列出大量的建議列表。
A long list can be hard to manage, so try to do some gentle pruning as ideas appear. Ask yourself if that idea is financially feasible now. Or, whether you really have room for seven more staff members.
過長的列表， 很難進行管理， 因此， 在想法出現時， 要嘗試做一些適當的精簡。
1
◤Vagueness
模糊不清
Try to ensure that each point made is reasonably specific.
要儘量確保每一點都很具體。
A certain level of generality is fine at this early stage (we need to increase our sales). However, a more specific point (we need to increase our sales by introducing shift work for the sales team) will provide more focus in any later discussions.
在這一早期階段， 某種程度的籠統是沒問題的（我們需要提高銷售額）。 然而， 在後面的討論中需要更多需要關注的具體的點（我們需要通過讓銷售團隊的輪班工作的方式， 來增加我們的銷售額）.◢
2
◤Not Seeing Weaknesses
看不到劣勢
It’s sometimes hard for an organization to accept that it has serious weaknesses. So, it might be useful to briefly chat with your customers during the SWOT Analysis process and ask what they think your company’s most serious weakness is.
有時， 對於一個組織而言， 很難接受自己有嚴重的劣勢。 因此， 在進行SWOT分析過程中與客戶進行簡短的交談可能會很有用， 並請詢問他們認為你所在的公司最嚴重的劣勢是什麼。
Or, have a brief meeting with colleagues from outside the overall analysis. This will give you an outsider’s perspective.
或者， 與總體分析以外的同事進行簡短的會面， 這會給你一個站在局外人的角度來看待劣勢的機會。 ◢
3
◤
Keep Thinking Forward
思想上冒失
As you are collecting lists of suggestions and ideas, keep in mind that the goal of any SWOT Analysis is to increase sales by seeking out new opportunities.
在你收集建議和想法的清單時， 一定得記住， 所有SWOT分析的目標都是通過尋找新的機會來提高銷售額。
The analysis process should clearly indicate where your organization is now, and where it needs to be in one year, five years or ten years in order to achieve that goal.
分析的過程， 應該清楚地表明組織目前所處的位置， 以及要達成目標， 組織在後面的一年、五年， 或者十年， 需要處於什麼樣的位置。
It’s easy to come up with nice ideas without taking them through to their logical or conclusion. For example, providing free lunches to all staff is a nice gesture. But, what evidence is there that it will increase profitability?
如果不需要邏輯或結論的話， 那麼， 想要想出好主意確實是非常容易的。 例如， 向所有員工提供免費午餐是一個很不錯的姿態。 但是， 有什麼證據能表明這樣做會提高盈利能力呢？◢
4
◤Be Realistic About Opportunities
對機會過於現實
While it’s important to get excited about new opportunities, try not to predict and plan for opportunities that don’t exist yet. For example, that export market you’ve been eyeing may become available at some point, but the trade negotiations to finally open it up could take years to complete.
顯然， 我們需要對新的機會感到興奮， 這一點非常重要的， 不過， 千萬不要嘗試去對目前並不存在的機會進行預測計畫。 例如， 你所關注的出口市場可能在某個時候， 但是最終打開出口市場則需要幾年時間才能得以完成。
Don’t forget that a newly opened market segment will also be available to your direct competitors.
別忘了， 直接競爭對手也會進行嶄新的市場細分。 ◢
5
◤Rely on SWOT Analysis Alone
只依賴SWOT分析
SWOT Analysis is a valuable planning and assessment tool. It can offer real insights into many aspects of your organization. However, when used in conjunction with other business planning tools (SOAR or PEST), the results will be more vigorous.
SWOT分析， 是一種有價值的規劃和評估工具。 它可以為組織的許多方面提供真實的獨到見解。 不過， 如果將SWOT分析與其他的商業規劃工具（SOAR， 或者PEST分析法-政治、經濟、社會及科技）結合起來使用， 結果會更具活力。
備註：
SOAR：查閱有關材料， 意指：企業飛翔計畫。
PEST：政治、經濟、社會及科技， 這4個英文單詞首字母。 ◢