国际贸易实务（英文版） _张靓芝_9787566307880

　《全国高等院校财经类英文版教材：国际贸易实务（英文版）》体现快乐最新的国际贸易条约、国际贸易惯例，具有较强的时代特征。在详述国际贸易基础知识、注重培养国际贸易基本技能、强调形成国际贸易操作和应用能力的同时。总结了我国多年开展国际贸易实践中积累的经验教训，探讨更好地开展国际贸易的方法。

　　1．3 Undertaking a SWOT Analysis
　　Having drafted a general mission and learned about different trade channels and forms，youshall undertake a SWOT analysis about your company first．The SWOT analysis strives todetermine the current strengths and weaknesses’within your company，as well as theopportunities and threats facing your company（SWOT=strengths，weaknesses，opportunities，threats）．It needs to be as honest an appraisal as possible．
　　The findings of a SWOT analysis is the basis for any further planning that your companymay do，particularly in the field of international trade．The SWOT analysis would beer be doneby a cross—functional team that represents a broad range of perspectives．For instance，a SWOT team may include an accountant，a salesperson，an executive manager，an engineer，and anombudsman．And the SWOT team may analysize your company’s strengths，weaknesses，opportunities and threats in financial condition，organizational condition，demographicenvironment，economic environment，political environment，legal environment，social andcultural environment，environmental and technological environment，competition condition，research and development ability，etc．
　　Furthermore，if you find from the SWOT findings that your company is threatened by newcompetitors，or if a new opportunity is identified，you may decide to first address the threat ortake the advantage of the opportunity before moving into international trade．
　　1．Internal Factors
　　Strengths and weaknesses focus on the internal factors relating to your company’Sresources，abilities and skills．Strengths describe the activities that your company does well andthat set it apart from competitors．Weaknesses，on the other hand，refer to the areas in whichyour company needs to improve if it does not want to lose advantage to competitors．
　　For example，the strengths of a seller may be“skilled labour force”，“latest and bestmachines”，“highly productive factory”，“easy access to finance”，“a creative design team”，etc．The weaknesses of a seller may be‘‘poor quality control”，“insufficient staff”，“poor customerservices”，or“lack of access to finance”，etc．
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