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　《全國高等院校財經(jīng)類英文版教材：國際貿(mào)易實務(wù)（英文版）》體現(xiàn)快樂最新的國際貿(mào)易條約、國際貿(mào)易慣例，具有較強(qiáng)的時代特征。在詳述國際貿(mào)易基礎(chǔ)知識、注重培養(yǎng)國際貿(mào)易基本技能、強(qiáng)調(diào)形成國際貿(mào)易操作和應(yīng)用能力的同時�？偨Y(jié)了我國多年開展國際貿(mào)易實踐中積累的經(jīng)驗教訓(xùn)，探討更好地開展國際貿(mào)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”，“l(fā)atest 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“l(fā)ack of access to finance”，etc．
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