SWOT. yi posnr ANAMU3! CHbHDbIC H CiaObIe CTOPONL!, BOSMOANOC Ia parser ip xwirit Hl Tlarep "Tipaxtiseckoe pykonoacrao no cermesipouaniito pha’ Hoapodice o xusire A3.1, Boenenne JhoGoe cermeHrpoRanie HaKHHaeTeR CO BCECTOPOHHETO HByeHHA PIHONHOM CHTYAIUHH, 8 KOLOpOI paSoracr KOMIaiIE, H OUEHKH THHIOB BOSMOAKHOCTeM M YrpO3, € KOTOPKIMH OHA MOIKEE CrOsIKH) FHC Ornpasnoii to4Ko# aa noAoSHOro oG30pa cayasirr SWOT-anians, os Ha CAMBIX pacHpoerpaderiis Bitt08 anlatHsa 8 MapkcruHre. TIpomte rosopa, SWOT-anani’ NO3BOAACT BBIABHTS M CIPYKTYPMpOHA CHIbHBIe H C:taS ble CTOPOHE! PHPMBL, @ TAKE MOTEHUNABHBIE BOSMORHOCTH H YI pOsbi. /JOCIHFACTEH 940 ‘14 CHET TOTO, HO MEHE:UKEpbI MOMATHEI CPABHHBATE BHYTPEHAHE CHAbI H CNAGOCTH CBOEH KOMMAIIIE C BOIMOKHOCTAMH. KOTOPHIE ACT HM pHIHOK. MeXoAR Ho KaMECTBA COOTBCTCTBHA sTesIACTeA BbIDO'L O TOM. b KaKOM HaIIPABICHHH OpraMHsAUA AOTAHA pasBHBATh CBoHi Gystiec HB KOH pacnpestexenne pecypeos no cermenray. 1B stot raase Syayr pacemorpenbi CHABHBIC M cAaGHIE CTOPOHDI, BOIMOAHOCTH H YipOSbt HO OFOHIEHIHKS X HgyMaeMbiM CerMeHTaM MAM polttkam. [laa ONpeReACHHA OTHOCHTEABHOMT BUAKHOCTH KOK 1OIL 115 hepesmereniiis cocTassimoINN SWOT HeOGxoaM OSIIMPHBIM PRA BXOAMBIN slaHUbIX. Hay Hits 91 slasy, 661 Hocrporre SWOT-aHaciHs Juia KaxIOrO 13 CBOHX cerMeHTOS OGpekro! 8 paMKaX KaxKOTO teMeHTa (HANPMMED. CHIBABIE CTOpOHL!) Bystyr NpopAIEAMPOBAKL 10 sua4iMocrH: nepsoit SyneT MATH CAMAA BAHAR CAA, 3ATeM HTOPAR H TAK AAZICC. A3.2. Ipasnaia nposerenun SWOT-anaansa Hpocreviuas dpopma npencrasnenus pesybraros SWOT-anania upHpesiena nia pre. A3.L TepeHHciIRIOTER CHLbIILIE M cAaGbE CTOPOHDI, BOSMOKHOCTH H yrposHl. Baaronaps cHocit komuetrryanbHolt npocrore SWOT crai 1crKo NPHMEHHMBIM Jia MEHEKEPOB H CTOLIb Ake HOMBepACHIBIN HENPABHALHOMY NPHMEHEHHIO. JLis ero NpOBEACHHA He TPEByIOTER Hi OGINAPINIE anbIX, uit opMauibHas NoAFOTOBKA. FkOGOH, kTO NOT HEMHOTO 3HAKOM € KOMTAHMCH H HNeCT IPEACTAWLICHINE O PBINKE, MOET COCTaBHTS NpocToH SWOT. C spyroit CropoHts. prey tay aka POcTOTa MOAKCT NPHBECTH K NOCMEMIHDIM 1 SCCCMBICTEHHBIM BHIBOAAM. OMIBIM TAKHN HCONPCAACHEHHDIX H ABYEMBICACHHLIN MOHATHI, KaK « SKENAYATAUMOHHAR XapAKTEPHCTHKA HPO IAT. «coupenteHHoe OGopyz0BaHHED, «UUCHED», BOGABOK, NOMMIOBATEIM HHOTG 4a BIBAHOT OG OGERTHBIIOCTH H NONAraOTER Ha YeTapeRMIyIO HAH HeHATERHyIO HHbOPMaALUO. ¢ , M Hore OUIpeLINCIEH | Buyrponniea Conisnnio Caa6e6 | cropones eroponet Paocoearpadvannans Maynsrenmn Aone OTe i | | Bey porn Serra, nagamoorecauutens | | Mocaaadnahd cya i Brauniea Bosmaxnocm Yepoas tous srmennd, OF-coHuNOEA ¢ Peaneutin Cpe Gey, tre BE suuceaautesbcrsd, AEADA, PefyinboneAS, | CduCTRO, Horna, TeOITETR | i S / Puc. A3.1. SWOT-amaras Yro6b1 HSGesKarh yKAsAHMBIN OUINGOK H HIBLICHD MAKCHMYM rto;IbabI Hs SWOT-anaaiesa, csectyiine CHeMyHOULHM HeCAOFRHBIM NpaBHLION Mpapnto 1, Tuiarexeno onpeaemnre expepy Kaxxoro SWOT-anannaa. Komanins 4aero nponoo+r COOnT atta, OXBATHIAaIOLUIT Bech HX GHBHeC, CKOpee ACeTO. OH HyAeT CAHITKON OGOTULEHNAN! 1 GeCHOsIESHDIM ZUIR MeHCHONEPOB, KOTOPHIX HHTePECYIO! BOIMOAKHOCTH Ha KOHKPETHBIS PAINKAX 111cornicsrrax. Porycuposanite SWOT-ananisa, HapHMep Ha KORKpETHOM cerMeHTe, OGECIIEMHEICT BDINBIICHHE HAHOOUNEC BAAKHBIX JUIA HETO CHIBLBIA H CHAGIX CTOPOH, BOSMOAHOCTE! H YrpOS Hpasuao 2, Hojimre pasanana mexay aaemenrann SWOT: cHtaMH, cra60CTAMH, BOIMOAHOE HNN 1 yrposawn, Crsibibic H é2aGble Cropontl — 970 BHYTPEHHHe Heprot KOMHAHH, cuestORATEAMIO. vii HowkotnpoibHbie. BOIMOKHOCTH 4 yrpOsb! CBSIAHDI C XApAKTEPHCTHKAMM PHIHOSHO! Cpedtbl It HeN1O.AWIACTIIBI HAMSMIO OpraHHsaLtHH. Hipanu.to 3. Cusisnsie eaaGic CTopoHb MOryT CHHTTATECR TAKOMLIMH THING B TOM Cay, Ce 1K HN AOCHPHIHMAITT HOKyHATE:H. HyPKHO BRAOYATE B aHATHS TOMDKO HANGONee OTHOCAULACEA K /L:1) ipenmynteeTsa cnaGocTH. [OMHITE. 4TO OHH AOMKHE! ONpesAENATHCA B CRETE HIpELTOKEHIi konkypeirron. CHibHas CropoHa OYE CHLABHOM TONBKO TOFAA, KOFMAA TAKOBOH CC BHM PHIHOK: Hanpnmep, katectso npoxykra Gyaet cHzoi, ToubKo ecsim ont paGoTaer atysiie, Hex poAYK Tb! KoHKypeltTos. H HakOHCU, TAKHX CHBHBIX H CABIN CTOPOH MOXKET NAGparEcH OMeNL MHIOLO, TAK TO 1 He HOMIMeIIb, KAKHE 13 HHX rulaBlibie. Bo IsGexaHHe 3TOro npeMMyiltecTBa M cAASOCTH jOwNKHE! Grr npopainkupoBar 8 COOTBETCTAHH ¢ HX BADSHOCTHIO B FaasAX HOKYHIATEEH, Fpapn.io 4. Byasre oGyexTHBiet H stcnomsyiire pasHocTopoNHOlO BxotyWO HEEbopaatiMo. Konene. HE RCCTua YACTEA NPOBOAUTS aHAIMS NO pesyALTATAM OGWINPHBIX MaPKETHHFOWLIX HECIEROBAHAH. 0. 6 APYTOH CTOPOHE, HE-IbIA NOPYHAATb ETO OANOMY HesOBEKY. HlOCKOTEKY OF He BYAET Crosth TOME H utyGok. Kax aHAIHS, IpOBE-EHHBII 8 BHLAE rpynnosoll ANCKYCCHH M OGMeHa HACRMM. BarkHO Hounivitt ro SWOl-anian3 — 3To He Ipocro nepeuiicneHne NoxospeHHit MeHewKepoB, OM 20:0 B Kau Sto Gosmutel crenienH OcHOBBIBATECR Ha OOBERTHBHDIX AKTAX H.AHHBIX HEcsTeOBAHHT: Tpapuao 5. HaGeraitre npocrpannix H AsyewbicnenHbix sassaeHKi, CamiuikoM 4acto SWOT atta OcHaSiINCTER HMEHHO 13-24 TOTO, HTO B Hero BKIIOYAIOT NOAOGHBIE YrBEPALICHHA, KOTOPKIC. cKOPEC cero, HHMerO He SHaYAT Ain GonbUNHHCTBA NoKynaTecteli, Hem TOAHE hopMyANpoRKH, YEN HHOAIeHICE Gyacr axianws. loaTsepacienieMt TOMY cayaiT pie. A3.2. K npHMcHacTs MOKYrHATe:ICH BoCHIpHMIET Kak ILIOXO OMperte-reHHOe, sIMUeHHOE CMBICNA ZALAAEHHE. ITOT 3AEMEHT HY AHO pAsGHTo Ha HeEKOLR I So:ILL NQ4UHMBIX € TONKH 3peHHs Noxynareas CocTARARIOMINX:coBpeMeHHoe OSopy.OBAHHe AH@UOTHIIBIN O6paIOM MOKHO NpoaHaMHaApoBATD H ApyrHe 3aRBLIEHHA H pH, A3.2, HeKoropHie tr HoyeHHbIx cocTABHIMIOWUMX GyAYT HMETE OTHOUIENHE K HOKyHaTEsIAM, HEKOTOPHIE HeT. Cth 8 TOM. ss BRAIOMTS HY2KHO TO:BKO TE HO HHX, #70 BOCIPHHHMAIOTER PHIHKOM H HOKYIIATEARMH KAK BAUR ‘ | i 1 Bosmounocta: Yrpose | | ecto, yea pi, one bonsai [Ea | Spgoaennane H Potgednocranoqraraset, Pe | Bocrowas Essen cto erin foaapecr wingeiru, ee | | tyme 2 wana voce renner ony | | Camm nonpeee anrctampaacn women cic | ‘ Siocpene poner oa ose , Puc. A3.2. Upusep nuvxor0 SWOT-anarisa A3.3. Iuemenrni snyTpemmeli cpeabi: citabiEse M CraGbIe Cropowst loa cruisin H caGbinnn CToporranis MOrYT CxpHIBaTECA CAMDIE PawHOOBPasiibie acne! CATCHBHOCTH KOMILINN. Hise pHBOARTCS KATETOPHM, HAMGORCE HACTO BICHONACMBIE B aUILI3Koxauii SWOT yanwanen H MOKer BknIONATE OnHY HAH ABE HS HHIX, ATO H Boe Cpasy. Karka atest B SABHCHMOCTH OT BOCIIPHETHS MOKyHATe:IeH Mo:KEr OKAsATHEA KAK CHLIOM, TAK H cHAGOCTHIO © Mapkermnr. Nposyxt LenooSpasonasne Mpoasinxenme Mapxeruurosas wipopmann/passenKa Cepsncinepeonan Pactipententenne/ancrpxStioropst ‘Toprossie Mapkit H NosHLOHHpOBAHHE © Hioxnmnpmnr 1m paspaSorxa nosbix mpostykton. HeM TecHee craHOBMTCR CBRE MapKErHItra TEXHHYECKOTO OTHIENA, TEM BaxKHEe ByaYT AarHBIe JTeMeHTH. HanpHMep, NpOUHAA BIAHMOCHAS Meaty KOMAHLIOH paspaGOTKH HOBOrO MpomYKTa H OTHIEOM MaPKETHHIra No3BoARET HaMIpaMylo HetIonssoRaT» OGpaTHy0 cessb OT NloKynaresel B NPOEKTHPOBAHHM HOBBIX MSIE © Oneparnonas aesrespnocTe. TIponssostcTso/M¥okHHMpHET Curr # MapkeTiir O6paSorka sakasow/cnenkH © Mepeoran Hecstexosania 4 paspaGorxi Ductpu6uioropis Mapxetuur C6nir Tlocaenponxtoe oGcayxnBanne/cepante OGemyanpanne/cepanc noxynateneit Ciona exoasr Hashiki, sapaGoTHas nara M npeMHH, OGYHeHHE H pasBHTHE, MOTHBAILEA, YEHOHIEN 199.4 miouci, TeKy'ects KapOB, Bee 3TH SNeMCHTH HMeIOT HeHTpaNbHOe IHANCHHE JIA yerICIHOFO BHeAPeHNA OpHIcHTHpoRAHHO! Ha NoKyNaTens (hHAOCO*HH MapKeTHHra M MapKETHHT OBO! cYpareri © Menesawenr. Uyscranrenbibie H sa¥acTyio cropite, Ho HiOraa TPeSyioUlMe HEMCHENHit CTPYKTYpH! YupABeHHA HanpaMyio ONpesIeNAIOT YorleX BHEApeHAA MaPKETHHTOBOH CYpater tt. Toao6nbie acnexret owas! Gite oTpakeHbi B aHaTHse, © Pecypent Kommannit. Pecypest onpeslensior HaNHaHe monet M pHaHCOB, H TeM caNtin, CCKaSBIBAIOTER Ha COCOGHOCTH KOMMTAHHH HSBJIEND BLIFOsLY 3 KOHKPETHKIX BOSMOZKHOCTCH A3.4, Duemeurst sHentHell cpest:BosMOaHOCTH I YFpOsbE BowoxxHocri W yrpoabi HAXOANTes BHE 3OHbI KOHTPONA OpraHHsaUMM. ‘TakHM OGpasom, ont MoI) PACCMATPHEATHCH KAK BHEIIHHE, OTHOCRIHECR K 3eMEHTaN PAIHOYHOH cpenbi. AstanH cpe-ti. KETOPHst! IK aNHOMY MOMEHTY yoke AOMKCH GpiTe NpOBeEH (EM. AHAMHS 2), MOXKET MOC:AYKHTD OTAMOH oTpasHoii Toko 1x 3ToH wactH SWOT-adai3a. OcHoBHbIe 3eMeHTE, KOTOPHIE HY:IHO pacemorpers, BkNONAIOT B CCR: © sakoHonaTensisie/peryanpyiomne/nonuTHyeckne cHabi. JelicTBNA BnacTeli B BiLIe HCHO.AHCHItA NOAMTHKH, a TalOKe TpeGoBAHHA sakoHOAaTeNbHOTO H pery:AMpyioulero Xapakrepa, KOTOPEIM AOMKHEI HOAHHRTECR KOMMAHHH; © oSuiceraenitie cunts (Kynsrypa). Hanpamyio saTparnBaior KOMMAHIO, KOFa HeNOBOAIENLIC HOKYNATEAH OkASHIBAIOT AABACHME Ha OPraHMSALIMH, HbA AEATEABHOCTH BOCHIPHAUMACICA Ka ononyeraMas; * Texoaornueckne cHutbl, Texnonormscckite cnoco6HocTH, toMoraionHe KoMHAMHH AOSTA CBONX Hemet, BANAIOT Ha MPOAYKTb, KOTOPbIE NPEAAATAIOTCR HOKYNATEARM, H Ha HX OLBETHYIO peaxiunto; © okoHOMMHeCKas cHTYaNHs, BaHaHMe oSulero CoCTORHHA 2KOHOMHKH, Tom BoBLICHICTAMEM koToporo dbopmipyiorea nokynatebckMii npoc M MaHepbi TpaTHTb JICHEIH; + Komkypenuna, TIpHpona 1 MacitiTaG KONKypeHTHOH yrposki. OcoSoro BirMattT saciyaKiuAIOT cenenyrouime MoMeHTHIHirrencnpiiocts konikypeHuit ‘Yrposa rloapnenia HOBLIX KOHKYpeHToB HonpeSwocta oxymatentelt Ha pbiske Puounias enacts noxynareneli, nuctpHGbioTopos, NocTaBIAKOB KonxypettrocnocoGuocrs Tassenne co cropoust Tosapos-samenresiefi ‘A3.5. Perucrpauns canmetx aia SWOT-amaiisa 2Las Kax0ro 3 paccmarpHaeMBIX PBIHKOB HAH CerMeHTOB HYAHO MepCHHcaitr’ HaHGouice BaLKHIC (iveioe HanSonbuiee oTHOWeHHe/ATHAHOIUME Ha SuBHEC) AMEMEHTBI NO BceM HeTHIpEM KATCrOpHHAN! ‘cwibl, ena6ocTH, BosMOAHOCTH H yrpo3b! (cM. TAO. A3.1). B xaxkAOH Hs HAN GopMYAHPOBKH :to.tAKrIMt Suir yrlopsoyeHbs Ho sHaNMMOCTH: CHANAZIA HiRET Yrposa HOMEP OAHKE H Tak Hane, SWOT AoaLH Gurr Kak MoxIO Sozee e*hoKYCHPOBAHHIM: HANPHMEP, ECAH HYIKHO, TO ANA KAAVLOFO HOBO PIALIKA Hat I pyniibi HoKynareneii crpofire oraenbiyio TaGnuuy. Her cMibicaa nepeuMtcnATb BEC BOBNOIKHIOC H HeBOsMOAHOE: OF PAMMYBTEC MU TEMH SEMCHTAMM, TO OKASHIBAIOT HAHGOuLEC BIMAHHE 11a BaAH)y Konmaniio, Byabre oGbexTHaHbi, CMoxeTe s1M bt NOAKPEIIMTS CBOH 3ARBACHHA AOKASATEIDC BAM (utvaras, micuMasm, CTaTHeTHKOF no OTpacaM, OTHETAMH 8 UPCCCE, NpABHTTCBCTHCHNDIAM nyGaHKauHaMH, CBeNeHHAMH OT HAEPOB, KOMMEHTapHAMH OKyHaTene!i)? HoMHNTe, Ho aHasH AoinkeH 6birs OpweieTHpoRAH Ha NOKynaTens. a He BHYTpb OpranusauHH. PaceMarpHsa o¥Epe:ri0L ‘aaBuICHHe, HoslesHo saxaTs ceBe caeayloUHe BONIpOCE!. ‘Yoepenbi 1H Mi, HTO 310 Ha camo sem1¢ TAK? © Hackos1bko Mii yepenit? © Orwyata mit sHaem? © BoaMoxkio at, #70 ackope aro usMenTes? © Heer 1m ato saaBienne oTHoUIeHHe/sHadenHe/eMbicn J118 HaLMWX noKynareneti? ‘© Pacemorpesi4 1H sbi 3TY MO3HUNMIO Tio OTHOMEHIO K KOHKypeHTaM? Ha npaxruxe SWOT-anianna Sacto cocrasaneren 4/18 KaxkAOTO GeAyILETO KOUKYPCHTA H UIA OT TCAMIDIN PBIHKOB. TO packpbindeT OTHOCHTETBABIE CiLAD! H ciIAGOCTH KOMILAMUM, ee cIiocoGHOETH HO GopLte & YIpO3aMH Ht HCONBAORAKIID BOIMO-KHOCTE!. 3TO YyNPARHEHHE NOESHO pH OHIpe;nesTeHTI TnpHasiekaTeABHOCTH HNICIOMLAXCS BOAMOAHOCTE! H OLLCHKE cnocoGHOCTe! UPN O HX upecatenosaiinio, Tadmaya A3.1 SWOT-ancs Cunpitbie croporst Caa6ite cropont Bosmoxnocra —Yrpostt ro myx cnena: © TIpoparoxnposars saapienits 8 rlopsake BosMoxKHOCTH. © BinlouuTs Tomko OcHoBHbie sanBHeHHA/AcrteKTEI. «© Hers sokasarensersa 8 Hx nomIepKKy. © Ciunmie H caiaSiie cropoHbi AomKHE! PaceMaTpHBATECR THO OTHOWEHHIO K KOHKypeltran. © Csimie 1 cna6sie cropoxi — 370 BHYTpeHHMe acrreKTBI, © Boamoxocra m yrpossi — 9To sieuiniHe acniekTBi pkitONHOTl eps. Kakite ocHosibie abinoabi MorKHO caenaTe 3 3TOrO? A3.6, Pestome B droit rave mi pacemorpenu nposeaenne SWOT-araatsa ,uia KiokAOTO PaccMarpHBUEMONO PHIKKA Huan cersienra, JlaiHlli noaXOA npocT, H BMECTE C TeM OH NOTBOTAET KOMMAMHH Hy" CyULeCTHyIOINHE Ha PBIHKE BOIMOKHOCTH H BACCHTH CHOH CHOCOSHOCTH 110 HX mIpecitesAOBAMH, The Lupy 270M Way4akoreR yrposel, cHOCOSHBIE HOAOPBATE HOsHUMH upset, CHabHEIC H c:IaSbie Cropenb! ACC MATpHBIOTCA C HOSHUMK MOKYNATETEN, 4TO MOABOAMT PeaIbHyio OCHORY’ 10; pemieHA o ACHpestesCHHK pecypCOB M MOMOTAET KOMIIAHHM H3BLICMB MAKCHMYM 110.14361 H3 HICFOILMNEH Y Hee BosMoruocreti Korrpostbinii cnucox: enstbitbte H cs1aGKIC CropoHbl, BOIMOAHOCTH H YEP! PexomeHayem ipodcer H 3aiiouidttr® CnestyrouNnil KOHTPO.IbHbIM CTIHCOK1. Miro mpi aosatnes yaar Hepes rem Kak HepeXoantTe k caeu}OULEH FslaBe, BI AOsDKHBL cocrasHs SWOT-anamn3 suIH KAXLIOHO DHInKa, Jus 3TOrO HEOGNOMIMO HAY'HTb BHYTPEHHME CHLIBMBIE H CHAGbIe CTOPOIM KOMIAHILH H npesenntTh BosMOrKHOCTH Ht Yrpo3bi. CYLIECTBSIOUIHE B ee BHEIUHEH peIHONNO!! epee. SueMerTs axklofi 3 Nerbipex KareropHit nosvaHBI Gor MpopateasHpOBAHs. PesysAbTATOM AHAIIH3A HOWDKHM C7:ehh sbiBobt zim Konananitn, Eean abt oBemyakHsaeTe Gorce HEM ORHH PbIHOK, HEOBXOAHMO 3aM1ONHIH cooTRETETBYIONIHE (OPM! AAR KAATOFO HS HH. cam put eule He cobpaii HeOGxoAnMyI0 aa 2TOrO HAKpOpMALHO, MBI HacTOHMHBO COBEIYEM BepIiy it ‘TO! Fave Hp NeppOit Ke BOSMOAHOCTH H YAK TOHHO 0 TOFO, Kak BLIGMPATL NeneBbIE CCIM H cocranssre crpaterh MosHLHOHHpOBAHHA, 2. Nomswa Sprrt 3ano-mena Tadsima Onwerste exo nporpece: sanioatHan aM Bet TaGaMuy? ABT: SWOT-anane, CocroanHe anaintsa Tloanoctsio sanonkena Yacrasnto sanosena He sanonnena Bynere rovosta k Tom), 4ro K TASAHUE MpHLIETeR BEpHYYTHER, ecsH/KOFAA NONBHTEA jOUOAMNTEHbHa nnbopmauisa 3. Co6paua unopmauns 2a uaniiofi rtaBs HeoSXoaMMn caeayiomne BiLAb! MAKbOpMaLKH, YxaxnTe, 8 KAKO cru eOupa COOTHETCTBYIOUINK cBeAeHHT Bui HaXoAHTeCt. Mixpopmaur Co6paiia CoSupaeres He coGpaia ‘JIEMEHTbI BHY TPEHHEH CPEJIbI Mapxeriar Mioknitnpiar # paspadorxa npoaysta Oneparnanas nexrenniocrt Hepconan Menesoxwen Pecypess KoMnann Lpoee ‘2JIEMEHTbI BHEUWHEIt CPEJUbT BakononareabHte cH.t64 Peryanpyiounne cnabt Hooeruecsne enibt ObuectaennUe (KyabTypHBIe) CHA DKOHOMHLCKHE CHLIb! Texnosioraeckne cutbt Koukypenuna Bananite # siacrt noctasiunkos Hoxynateasias cocoSnocrs tiorpeGureneti UpoweeSWOT-ananus SWOT — 9ro akpoum cx108 Strengts (cui), Weaknesses (ciaéoctu), Opportunities (Gaaroupustraete sosmoxnocts) 1 Threats (yrposti). Buyrpentias oGcraopKa duipstt orparkaeren 8 ocHonHom 2 Su W, a BHemmaa — 6 Ou T. Merogoaorna SWOT-aniaausa npeanosaraer, Bo-MepBbIX, BBINBUIEHHE BHY fPenishs CHABHBIX H cc1aGBIx CTOpoH UPMBI, a TAIGKE BHEUINHX BOSMOAHOCTEIL H YTPOS, Mt, 30- BTOPBIX, YCTAHOBAeHHe CBA3C! MEANY HUMH. SWOT-attasns nomoraer orperHTe Ha ccleayloulMe BOUPOCEI: neulodBayer JIM KOMMAHIA BHYTPEMHNE CHAIbHBLe ETOPOHD! HTH OT.tNMHHTTe.ADALIC upeumyuiecrsa a cnoeii crpateran? Ecam KoMnanna He nMeeY OTANMHTeALHNIX UpeHMyecTB, Fo KAKHE HD ee MOTEHUMAIIbHBIX CH.IBHBIX CTOPOH MOry' HNN C = ABAMIOTER AN cAGOCTH KOMMAHMH ee YAIBUMBIMH MecTaMH B KOHKYpeHUHH W/t211 O10 He 1a1OT BOIMOAHOCTH HeHOTIOBATS ONpeeTeHHMIe G.1aroNPHATHBIE OGeToMTE-ILE THA Kakue eaa6octn rpeSylor KoppekTHpoBKH, Hexoast H3 erpaTerHHeckux coodpaactui? - Kakue GlaronpHATHEIe BOIMO>KHOCTH AalOT KOMMAHHH PeastbHble WAHCHI Ha YCucX Lips HCHOABIOBAHHH ee KBATHPUKAUNH H OcTyna K pecypcam? Samerum: Baazonpuamnole eoxmorienocmu Ges cnocoGos ux peanusaxun — WTO}, Cuavnoie u caa6sie cmopones bupmot denaiom ee ayuue Uru xyrKe Npucnocobaennoit K ucnoass0eanuto 6nazonpuamnosx eosmoncnocmelt, Hem y Opycux bupm. = Kakue yr posbt HOsAUBI HaNGoslee OecHOKONTE MeneNAepa H KaKHe erparerwuecisic aeiieTBHA ON NOsTKeH NpeANpHHSTTE ALN Xopomeit samurTE1? B raGa, 1. upeacrasiensi npumepst ocHonuntx pakTopoB, KOTOpEIe te-TecooGpA3NO yauroinate p SWOT-anaause [3]. Ta6umua 1 axroper, yauroipaemmie p SWOT-anastuse Homenuanvunie suympennue cursioie — Homenuuatonoie snympennue cracoemu cmoponss (3) (Mm: ‘Uerko nposanscman KOMICTeHTHOCT. Lotepa HeKoTopsix acnexToR KomnerewTHocTH Ancxnarnite aHaHconbie HeToNHHKH ——- HegoctynHocTs dbHalicoR, HCOOXOjUNEIN Jos HOMeHeHUs CTparerHit Bplcoxoe Hekyccrs0 KOHKYpeHTHOH Paittountoe HeKyceTBo HipKe cpesutero Gope6er Xoponiee HoHMMaHHe norpeSHTencii Orcyrcrane anannsa nibopmaitiit o norpeGuTensx Lpusnannpiit ppinounpiii smaep Craduiit yuactunx ppinka Yerko cipopmysiposannas erparerua Orcyrerane Yerko Bbiparxentioll crpavermt. Henocne;ioRaTeMbHOCTe B ec peaiIaitHiVicomsopanne 3koHomMi Ha MacusTadax. Mpou3BO,ICTBA, NeHOBOE NPCHMYIeCTBO CoSerpcHHas yHUKaLHas TexHOMOrHs, AY'ILKE MIPOHSBOAICTBCHHBIC MOMIHOCTH. Tipopepenioe HatexkHoe ynpasnenue Hanexxnas cers pacnpesenenis Butcoxoe wexyects0 HAOKP HanGonee opdexrusiias B orpacan pexiama Homenyuanouoie enewnue Gaazonpuamusie eoxmoxcnocmu (0): Bosmoxxocte o6cayxuBaHHs MOWOAHATENBHBIX rpynn NorpeGurenel Pacumpenne ananasoHa BosMonutTX ‘ToBapoB Buarostyume Kouxypentos Cnunxenne Topropsrx Gapsepos B BBIXORE a piieWmHe poIaKH Buaronpnatabifi caBur ® Kypeax BamoT Bosbunias xoctynsocrs pecypcos OcaaGnenne orparmsnearomero ‘sakouosaresbeTsa OcuaGsenne Hecra6umHocTH GHsHeca Buicokan crommocrs npoaykuiti B epapnenisn ¢ KITOMeBBIMH KOHKypeHTaMH Yerapenpie Texitosiorna w OGopysosaitHe Tloveps raySunet u rH6xocTH ynpapnenna Caadan cers pacnpenestenis Cua6sie nosnusn 8 HMOKP CaaSas nosmTHKa npoasHxeuns Tomenyuanonote eneunue yzposss (1): Ocaa6nenne pocra piinka, HeGnuronpHariste AeMorpabieckHe H3MeHEHHA BHOA ORK PBIHOSHBIX cerMeHTOB Yeeauenne nposaxk sameHstoinHx ToBapon. uaMeHenue Bkycon H noTpeGHocTet moxynateneit Oxecrouenue KOHKypeHian Tospnenne wnocrpanHerx KoHKypcHTOR ¢ ‘ToBapamit HUSKO CTORMOCTH. HeGaaronpusraniii caBar B Kypeax BanoT Yeusienne rpeGopanuit nocrasiKos BaxonotaTembHioe peryauposanne LleHht Uyncreurenbuocrs k HecraGHasHoCTH BHeWHHX yenoBHit GusHeca Alas erpateruseckoit nepcnekTHBbI KOMMAHHH OcOGeHHO 3HAMHMBI CHATbMbIE CrOpOMtt, ‘Tak KAK OHM SIBASHOTeH KPacyrOABHBIMH KAMHMMH CTPATerHHt H Ha WHX OKO CTpoHTbes AOCTInKCHHe KOHKYpeHTHBIX npeumyutects. B To xe BpeMst Xopoutas crparerus Tpebyer sMematetbcTsa B c:laGbie croponbi. OpranusaunonHas eTparer ts: AOA GEITL XopouIO MpucHOcob.leHa K TOMY, 4TO HyHO ee.IaTb. OcoGoe snascuiie nee HCHTH>UKAMHA OTANYHTEIBHBX HPeHMY Mec KOMNAHMH, 340 BAXAHO jLIHt (bopmuposasns erparerm, Tak Kak: — YHMKAABUBIE BOSMOAHOCTH AAIOT UPME MIAHE HCHOMLSOBATE PHLHOMIULIC Gaaronpusrupie o6crontesbersa, — cosaaior KOHKYpenTHBIe npeuMyulecTBa Ha pike, — HoTeHuHaABHO MoryT OBITS KpaeyroaBHDIMH KAMHAMH eYparcrunt, Cacayer otamiars Gaaronpusranie BosMoxHOCTH Orpacan H KoMuUaMn, Hpeva:mpyloumne 1 BHoBs BoIHUNaIOMMe GaaroupHATHble BOSMOAHOCTH B Or pac.si HanGo.ce NOAXOAAT KOMNAHHM, KoTOpad UMeeT KOHKYPCHTHBIE LpeHMyMect sa 1 ApyrHe BosMOwHOCTH LI poeta.Kaaceueckuii SWOT-aniaims npeanonaraer onpexenenie cHIBHBIX H eaGBIx cropon & AeWTeALHOCTH (PUPMbI, HOTEHUMATBHEIX BHEUIHHX yrpos H GzaroMpHRTHEIX BOIMOAHOCTE! H HX OLEHKY B Galax OTHOCHTEsBHO cpeAHeOTpacneBbIX MOKAIATC.IEI LAK To OTHOMeHHIO K AHHBIM CTpaTerH4eckH BaKHBIX KOHKYpeHToB. Kaaccn4eckum UpedcraBacHuem HHopMaunH TAkOrO AHATHSA ABARIOCH CocTAB.EHHeE TAGAMI CHUN cropon B AesTeaBHoctH bupMbs (S), ee cnadnix cropon (Wj, novenunaibHEtx 6naroupus ubIx BOSMo-xHOCTe:i (O) H BHeMMAHX yrpos (7) [4, 5, 6]. B paxe pador, nanpumep, [8, 9], waaractea MeroamKa SWOT-ataausa, ocnosnoit yuop KoTopoii cueaaHt He Ha MeToabI onpegestenus M ouenKy S, W, Ow T, a na bopmyanponanne KonKpeTHEIx crpareruii M MeponpHATHit Ha ocHOBe S, Wu ¢ yaerost O WT. Tax, » [8] npeaaraerea nocae onpenetenua S, W, O, T uepeitru x cocrauieatio Marpuuer erparernii: SO - meponpusrrus, xoropite teoGxoanMo nponecru, HroGM Meno.tEsOBATE eHLIbIbIe croponn quia yBeameniia BoaMoaHOCTe!t KoMMaNT; WO - mepoupusria, koroppie Heo6xoauMo npoBectH, npeorotenas c:1aGbIe CropoH i neoabaysi npeacransennbie BoIMOAHOCTHS ST —meponpustus, koTopble HenlomBsyt0T ex:tbHBte croponb opranusauint 1% wsGexanua yrpoa; WT - meponpusrns, xoropste mami musupyior caaGbie cropontt AA18 HsGeaamns Yrp0s. Aannee uponexoaur or6op 14 pawkuponanue mepoupusuit, cen HexoctatoK >1vii MeTOJMKH — HET KOMIUIEKCHOCTH PaceMOTPeHHH ¢ ONeHKO BePOATHOCTH BOIHUKUOUCHI. KOHKpeTHEIX eHTyaUMi (BosMoaHOCTel H YFpO3). OxeBHAHO, 4TO BAKHO He TOABKO ONPENEAHTh BOSMOAHOCTH H YrPOIbl, HOH HOUBITATEE ONeHHTE BaKHOCTE yuera ToH HIM HHO! yrposbi HTH BosMo‘HOCTH B erpaTeriHM dupsin. B [9] aim ouerisu BosmoxHocteii npHMeHsteTes MeTox HosHHONNpoBANHH KaxtOi KOHKpeTHoii BOIMO”KHOCTH Ha MATPHIe BOIMOAHOCTE!, KOTOpaH CrPoMTes cucityIOUN oGpasom: ebepxy OTKAAALIBACTeM CTENeHy B.ANAHHA BOSMOARHOCTH Ha AeMTEMBNOCTH, qupmns (crasti0c, ymepentioe, ma.toe); COoKY OTKAAMBIBAETEH BEPOSTHOETH 1010, WTO upma cmoacr Boctiomb30BaTECs BOIMOATOCTEIO (BLICOKAM, CPeHAA H HUGKAs). Anastorwunas MaTpulta cocTaB.isleTem H JAH OWeHKH YFpo3. B[1, 2] meroauxa SWOT-anaansa Gbita nopaGorana ¢ HeTbIo OGHEAMNEHIK 8 O/H Mpouesype H AHAAMTHYECKHX OueHOK, H BEIGOA crparerun dupmer. Apyruntn cisowasns, mponsnesteHo oGbeauHeHHe cTpaTerH4ecKoii CHTYAUNH KOMIAHHH, JaKNONCHIH 0 BAARHOCTH OTACABUBIX (AkTOPOB M HX BANAHNM Ha CTpATerHo, HAeHTUUKANIN H OLEH crparernveckHx a.tbTepHaTHB. Jaa 9TOFO B COCTAB IKCHePTHBIX OWEHOK GLI BRNO OUeHKH BepOsTTHOCTH OMB.ACHHS Ga1aroNpUsTHBIX BOsMO‘HOCTEl M yTpO3, yPowuiC BANSHEE Ha LeATEABHOCTD DUPMb! ITHX BHEMIHHX PAKTOPOS, HHTEHCHBHOCTH CHAbIDAX « caaSbIxX COpOH B eHTeMLHOCTH HPME! H HX BAMSHHS Ha peatHsanino Garoupitinas nosMoxtHocTell H 3aMUITY OT BOIMOAHDIX BHeMTHMX yrpos. asee ITH OUEHKH BEICLYKaMecTBe KOMHIOHEHTOB HHTerPUpOBaHHbIX BECOB CHUIBHBIX H CTAGEIX CTOpOI 1 slesmvesn.HoctH upMBbI, ¢ Y¥ETOM BHEUIHHX GaarONPAATHLX BOSMOAHOCTEM H yLpOs. Onncanne meroxusH Tipeiaraemas meroauka nosnoaster oGocHonaHno nepeitru or duxeanmnn Gast ibAx OneHOK OT/AeABHEIX (hakTOPOB K BLIGOPY HaHGo.tee cymecTBEHNBIX lo BceMy KOH TUIHYéy NacTHBIX bakTopos B HX BIaHMOCBASH. Jannyio mevoanxy Moxno yexonHo pas6ure Ha eneayroutue marit: Tlou6op 2xerepton n dbopmupoBanne axeneprubix rpysn aus Hpoweneums SWOT- awa.iH3a; 2. Mopmysmponarine 2kenepraMH CHABHBIX H eaGEIX CropoH, G:taroupUsTTHEAX BosMoaHocTell H yr p03; 3. Onenka skenepram 4. OGpaGora (cnerenme BoemHHO) nostyHeNHDIX oUeHOKS §, Anais noayseHHbix pesybraros u opMy.iupoBanue crparernit Hane npusexena npumepHas dopma 118 onpoca axenepron. Tipnpeaenuias ta TOM pricyHke (popMa sanosusieTes 9KcTIepTAMH Ho citeAyIONUsN npapuaiam: 1.B pamke ® nanucart cBo1o damnsntios 2. B pamke “Crpareruueckas weit dHpMbI” sanucaTs cykuenHe akeuep TAS 3. B pasaeae “O” sanoanur cro1ubi mepedtem GaaronpusATHBIX BOIMOAHOCT KOTOpBIe MOFYT MpeacraBHTbcA 8 GyaymteM; 4. B pasaene “7” painoaHuTe Tox AIH yrpo3s 5. B erpoke Pupocranurs nepostuocrs (8 mpenesax or 0 20 1) nowB:tenns Kompernuts GaaronpuaTHeix BosMoxnocteli # yrpo3; 6. B crpoke K/npoctapurh sHavenne koxppuuMeHTa BAMAHUR Ha XewreNbUOCTL pupMet KoukpeTHBIx GlaroNpHATHENX ROsMOrHOCTeit HIM YrpO3, pyKoBoNETBYsIeL e:teHyLONLIM: npapnaam ~ Kak He BAMser Ha JenTemBHOCTe bUpMbr — oeHKa 0; ~ cosaaer KopeHHtble HOBbIe BOIMOAHOCTH HLIM B Cury4ae PeaHBAMEEE yrpOsH AeATe:EHOCTE OpraHH3aHHH MOET GbITE Mpexpamtena — ouewKa 1; - Ipomexyrounsie carysan: = caa6oe Bausanue 0,1 - 0,3; ~ epeauee nansine 0,4 0,65 - eHabHoe Banaue 0,7 -0,9; 7. B cron6ue “S” 3anouHUT» CrpOKH CHAbHBIX CTOpOH B HeATeABHOCTH bUuprt. B croa6ue Aj upocTaBuTs oueHKy HHTeHCHBHOCTH 9THX PakTopos B upeenax (1-5), MOAb3yseb C-eAYIOMLUMH MpaBHsANH: - ouenka 5 — oramsnTensHoe mpeumymtectBo; - ouenka 4 — 3 — HHTeHCHBHOCTE 4eTKO BHIME, 4eM epeaHeoTpacuenast; - ouenica 2 — 1 — MHTeHCHBHOCTS BepOHTHO BEIMC, Hem cpeAHcoTpac.teBaR, Ho 9¥0 Hegoctonepno.9. To ake BHINOAHHTS B cTOAGUE A) AH C:1a6BIx CropoHl B LeATeMBHOCTH dupsn, sanucannulx B croaéue “W", noamsysieh eneayiomunn npasiitam - oueHka -5 — B Aes TetbHocTH bupmbt 9Ta cTopoHa MpaKTH4eckH He UpexeraD! = oulenka ~4,—3 — nosuumsi no sTomy axropy cu1aGee cpeaneoTpacesoii; - onenka -2, I — uutrentcupnocts axTopa BosMOAHO caGee cpesHeotpacsieno'o SHaMeHHs, Ho TO HelOCroBEpHO. 10. B keaapantax SO, ST, WO, WT spictapute B cooTBercrByWUMX KIETKAX (aj) OUCUKI na; sansa coorserersylomux @axtopon Su Wua wenoamsosanne 6.1arompustriibsx BosMoracHocreli HAN Ha SaMUNTy (HH YeyryOsIeHHe) OT ONACHOCTH, NOAL3y Keb caeitytomE1s Tpanwaamn: = ouenka +5 tpakrop Ader noay¥o BOSMOAHOETE MerOALs0BaTE BaaroupuNTULIC BOSMO‘AHOCTH HAIN pedOTBPATHTh OTPHUATETDHbIe MOCAIEACTBUS Yt POs; - ouenka +4, +3 — cogeiicTBHe HcnonBs0BaNMO GAaronpUATHDIX BosMoAHOCTE:t HN aamure oT Yrpo3; = ouenka +2, +1 — noaoaxwreabHoe BANSHHE Ha HeTOALsoBanHe GaaronpusrHtt ROIMOAHOCTeHt HIM SAMMEETY OT YFPO3} = ouenka 0 — ner npakTHseckoro BANAHHA GakTopa Na KoHKpeTHbie daxropst O it 1 2.- oTpHuareabHoe BanaHHe Ha Hcronb30BaHHE GaaroupHsT HEX, BosMoxHOCTeit H:IH coslelicTBMe yeusteNMO YrpOsbt; - ouenka -3, —4 — ciuibioe OTpHuaTeABbHOE BAHAHME Ha HenoabsoBAHHe Gaaroupus HEI BOIMOAHOCTe!l HAH YeTKOE yerTeHHe yrpOsbl; - omteniKa ~5 — HeBosMoxkHOCTL HeHOsALIOBATE GAAFONPHATHELE BOIMOXHOCTH Ht npexoraparute selicrsue yrposst. Ouenku 8 oTux KBaapanrax jomaubI BbICTABAATECA Ges yuETA pea.tbHoll IETeHeuBA1OC Hs - ouenKa 1 axropa sim bupmes (oto y4reno B croaGue A), To ecrb MpousBoumren IkeHEpE Hue OUeHKH BANAHUA CHIBI HAH cAGOCTH HOMHHAALHOTO MACHTHUUNPOBAHHOLO drakst Ups | OTMedeHHBIe GraronpHATHBIe BOSMORHOCTH HAI YFPOIbI. Ouenxu skcneptos B KaeTKAX aj JaTeM TpaHcHOMMpyioTeH B OMEHKH To ouenkam KaxklOro 9KCMEpTA NPONSBOAHTER OUEHKA YPOBHS KOHKPETHDIN Gaaronpustiprx BosMoruocTeli aam GupMbt ‘pos no hopmyie j CHIEBHEIX cropoH — , ca6aix cropon — . Morena: MaTpHUa COMepAHT CYMMbI BIBEUIEHHHIX OWEHOK IKCHEPTOR. Tpumep takoit wroropoit Marpuui Aa TaraHporekoro rocyaapersennoro paguorexumueckoro ynueepeutera (TPTY) npusenex Ha puc. 2. Uro ocobeHno »: CHABHBIE H ciaGbIe CTOPOHE! Opranu3auN ABTOMATHYECKH OMPpeesHOTEH 110 BCCI COBOKYHHOCTH GaaronpAATHEIX RosMOAKHOCTeMt H yrpos. HooToMy ecTecTBeILAN peuleuem ap.inerca NocrpoeuHe erpareruH opranusanuen sa ocoGeni0 cnt uLix croponax (otawunrenbHsax npenmymecrBax), Ira 30a Ha puc. 18 BbuLevieHa 3AM, “0”. Ocobenno ueuecooGpaana roroBHOCTs k Henlo.tbs0BAHMIO HaNGortee 34cm Gaaronpusruuix o6crosreabers (20Ha “00"). CoorBererBenHo ocoGeHHo oMactia 1 NoaexHT yerpanenmio Ham 3amlHTe 30Ha “XX”. MO:Tipamep noxassipaer, sro asst TPTY 6 1998 1, cHALHBIMH cToponaMn MoxkHO cHHTaTh: — ROIMO*KHOCTh HOATOTOBKH NO KOMILIEKCHBIM H YHHKAJIBHBIM CHENATBHOCTAM; — OOH NoTO-RMTETBHBII HMC; — KomnleTeHTHOCTs npocpeccopexo-npertolasaTetDeKOrO cocTaBa, Coornerernenno oco6o onacter extexyronute caaGste eroports: — HenoctaTouHoe HHopmaunonHoe oGecreseHHE; = HeaeKRaTHOCTe SiIHAHCOBEIX HETOURMKOR; ~ orcyTerane neKycctBa KoHKypeHTHO!i GopEOn. Handoasmyto yrposy npetcrapas.mn:— ocaiaGurenne pocta perHKa; ~ oxecTouenHe KOHKYPeHIHH, HanGoaee seposripie GaaronpusTHbie BosMoxHOCTH BKAOMATH B 19981.: — Gnaroqyuime KoNKypenToB; ~ zemenuana oGpasonannsi; — pacummpenite ananasona chennassnocteli.SWOT-ananus SWOT ~ 970 axponsm cston Strengts (cH-tb1), Weaknesses (c:1aG0cT), Opportunities (Gaaronpusrraute sosmoxnoctu) « Threats (yrposti). BuyTpennsis oGcravonKa upmitt otpaxxactes 8 ocHosnom 6 Su W, a suemuss — 6 O nT. Meroxoxorna SWOT-anasn3a npeanosiaraer, Bo-nepBbiX, BRISB/EHHe BHY /pewttny CHLTHBIX H CcIAGLIX CTOPOH HUPMBI, A TAKE BHEMIHHX BOIMOARHOCTE! M YFPOS, Mt, BO BTOpBIX, YeTAHOBJEHHe camel MEATY HHMI. SWOT-aniaaua nomoraer orBeritTe Ha cxtexylomue Bompocbt: = NenlomBayer J KOMMAHHS BHYTPEHHHe CHADHELe CTOPOHE! HAN OTAMUILTEALUDIE npeumymectsa B cBoeii crparerun? Ecan Komnanus ne HMceT oTANUITTEALUDIX npenMyniecTB, To KaKHe 12 €e NOTEHUMATBHBIX CHLIBHBIX CTOpOH MOryTT HsMt rar = aBaMoTes Ji cs1aG0CTH KOMMAHHM €¢ YS3BHMBIMH MecraMH B KOHKYpCHIH H/iH Ov He AalOT BOIMO-KHUCTH HeTIOABIONATH ONpeAENEHHBIE GAaronpusTTULte OGcronTEtCTHA” Kakue eaaGocrn Tpedyior KoppeKTHPOBKM, HexoAs M3 cTpaTerHMeckux cooGpaemuii? = Kakue 61aTONpHATHBIC BOIMOAHOCTH AAIOT KOMITAHHH PeATHbIC WAHCHI HA YCUEX Up HenosEg0BAHUH ce KBAAMAUKAUNH M AOCTYNA K pecypeaM? 3ameruM: Bnazonpuamusie eosmovienocmu Ges cnocoGos ux peanusaxuu ~ WLt1030H. Cusenote u caadere cmoponss goupstot denaiom ee ayue win xysce npucnocodxennoit K ucnonssoeanuso Grazonpuamuesx gosmoreuocmelt, uem y Opyeux pupa. = Kakue yrpo3bt socrKHBI HaHGosee GecHOKONTS MeHesxepa H KAKHe cTpareru4cetic AeiicTBHA ON AO; KEN NpeANpHHATS 1a Xopoureli samTEL”? B ra6a. 1. mpeacrapaensi npumepsi ocHopHerx hakTopos, KoToppte Ueaccoospas10 yunreipats » SWOT-atasnse [3]. TaGanua 1 @axropsi, yuuTepaemnie B SWOT-anastuse Homenuuanonvie cnympennue cunbuoie — Homenyuanvuote enympennue cadocniu cmoponss (5): (mM: Yerko upospasemas KomerentHocrs —_[loreps Hexoropsnx actexros KommereHTHOCTH Ancxnarnuie Qunancossie HeTomHNKH ——- Hegoctynmocrs dutanicon, HeoGxojuNL. sia WaMeHeNMs crpaTerHH Butcokoe ucxyccrso KoNKypeHTHOHt PuiHouHoe HeKyceTBO HHDKe cpexHEro Gops6ut Xopomtce nonusanne totpeSureselt Orcyrerpne aanuaa miopmannit 0 morpeGuteasx Hpuauauieit paitounit aunep CaaGwiit yyacramk poinKa Yerko cshopmysiuposannias ctpaterua —--OTeyTCTBHe veTKO BEIpAKeHHO# crparcrit, HenocsIeqOBATENBHOCTE B ee PeaTAIsALNTVictonbsonanue 3koHOMHH Ha MacuTTaGax Mpow3B0.1CTBA, LeHOBOE MpeHMYLIECTBO CoScrnentiaa yHHKanbHas TexHoOrHA, AyMUIHe IpOHSBORETBEHIEIe MOUIHOCTH TIponepentioe Hatextioe ynpasaenie Hanexwas cers pacnpenestenns Buicokoe uexyccrao HAOKP HanGoaee odppexruenaa 8 orpactt pexiama Homenyuanonoie enewnue Gnazonpuamneie 6osmoscHocmu (O): Bosmomtocrs oGcnyuBannn AONOAHHTeNBHBIX rpynn noTpeGuTeneit Pacuiupene sManasoHa BOSMOxHLIX ‘rosapos Baarouyume Konxypentos Cupxenne toprosbix Sapbepos 8 BBixoxe xa bureuiute puis baaronpusrusilt capur 8 kypcax BamoT Bontbuuas woctynHocts pecypeos OcnaSnene orpanwamparomero saKononarenscTsa Ocaadnenue HecraGunsuoctH OusHeca Buicokas croumocr npoayxniit B epasiicnith ¢ KiOWeBLIMH KOHKypeHTaMi Yerapenbie Textiosiorua H OGopyzonanne Tloreps ray6iusi # rH6koeTH yupassicHtit CaaGas cers pacnpenesenna Caa6ie nos 8 HMOKP CaaSaa noantaxa npoaswxeHns Tomenyuanouie enennue yeposet (1): Ocaa6aenne pocta patnka, HeSnaronpiarinic NeMOTPApHIeCKHE HSMEHEHIA BBOA HOSEN PEIHOHBIX CerMEHTOB Yeenuenne nposax sameHsioUiex TOApOR, aMeHeHHe BKycoB H MoTpeGHocTeli nloxynareneit Onecrouenne konkypenunit Tlossaenne mioctpaniisix KoHKyperTos © Tonapantn HHSKOH CTOHMOCTH HeGnaronpnatusili caBur B kypeax BaNOT Yeusienue tpeGonannil nocTasuunKos 3axonloaarenbitoe peryanponanie 1cH st UyscrantenbHocts x HecTaSuabHOCTH BHELIMHX yenoBHii Gu3ueca Jas erparermueckoii nepcnexTHBbt KOMNAHHH OcOGeHHO 3HAYHMBI CH:TbHDIe CropoHbi, ‘Tak KaK OHH SIBASHOTCH KPACYFOABHDIME KAMHAMM CTPATErMH H Ha HX 1OsrAUO CTPONTECA JOCTHKeNHe KOHKYpeHTHEIX Mpeumyntects. B To we BpeMs xoporitn crparerna TpeGyer BMemaresbeTRa B caaGeie croponsi, Opranusaunonnas erparer NosrAWA GhITB XopoUtO MpHcHocoG.leHA K TOMY, TO HyAHO cesar. OcoGoe sHaverte MMeeT HACHTHPHKALNA OTAMYHTEIBHBIX IPeHMYMLecTB KOMMANMH, ITO BAKHO [UI opmuponanns crpareruny, Tak Kal ~ yHukasbubie nosMoaxHOcTH AalOT @UpMe MaKe HeMOABIOBATE PEIHONHEIC Gaaronpusruete oGcrosresperaa, — cosqaior KONKYpeHTHBIe MpeuMymLecTBa Ha pEIHKe, — orenuutatsHo MOryT OBIT KpacyTOsIbiHbIMH KAMHSIMH ETparerin. Caeayer oramars 6aaronpusTabie BosMoxHOCTH OTpacstH m KoMIaItID Tipewampylomue 4 BHOBE BOSHUKAIOMIe GaaronpHsTHBIE BosMOAHOCTH B Orpacim NanGortee NoAXoasT KOMNAaHNH, KoTOpam HMceT KOHKYeHTHBIE peHMyMecTHa ut Apyrue BosMoaHOcTH AAIa pocTa.Kaaccusecknii SWOT-anasn3 mpeanosaraer onpegestenue cHIbABIX H c1abBIx cropou AesTeMbHOCTH PMB, HOTEHNHAABHEIX BHEMIBUX Yrpo3 H 6slaronpUsTrHEAX BoIMO-HOCTeli H HX OLeHKY B Gas1ax OTHOCHTeTEHO cpeaHeoTpacseBbIx NoKasareueii 1 OTHOMIeHMIO K AAHHBIM CTpaTerH4eckH BaAUBIX KOHKYpeHToB. Kaaceu4eekun UpeactaBaenHem mAopMaulM TaKOFO aHA/IM3a ABAAAOCe COCTABAEHHE TAGAMIL CHUDIbIN cropou B xesreabHoctu dbupmes (S), e¢ e1a6e1x cropon (MW), noTenuua.tbenbrx 6aaronpusrasax poamoanocreii (0) 1 sHeumnux yrpos (7) [4, 5, 6. B pate paGor, naupumep, [8, 9], usuaraeres Metoauxa SWOT-ana.imsa, ocHoBnoil KoTopoii cean He Ha MeTogbt onpererenus m ouenky S, W, On T, ana hopmyauposarne koukpeTHeix crpareruii m meponpusuii na ocHose S, Ww c yerons O wT. Tak, 8 [8] mpeasaraeres moc.te onpesestenus S, W, O, T nepeitru x cocrapsteniio MaTpiubt erparernii: Wop 6 SO - meponpnstua, koropmie HeoGxoaNMo MpoBecTH, 4TOGEI HeTIOALsOBATE cHEIbHIAe CTOpOHD! Ass YBeNHMEHUs BosMoaHOCTel KOMNAHHH; WO - mepoupustrua, koropste Heo6xoruMo nponectH, npeonostenas cx1aGBte C10pOMb I Hcrlomays MpeeTaBsIeHNHBIe BOIMOAHOCTHS ST —meponpustus, KoTopbie HenosBsyloT cHTbHBIe CTOpOHE oprassauHt JU u3Gexanna yrpo3; WT - meponpnsrusi, Koropmie MunHMHaHpyl0T caaGste eToponss Aas s6eKANH yr pos. Ja.iee uponexoaur or6op n paitxnposanne meponpustruit, Acen HexoctaroK 910i METO/HKH — HET KOMILTEKCHOCTH PaCcMOTPeHUA ¢ ONEHKO! BepoATHOCTH BOSHUKHOBEUIH KOHKpeTHBIx cHTyauutit (BosMOxHOCTeli H yFpO3). Ouesnano, tro BaxkHO He TOKO ONPEXETHTE BOIMOAHOCTH M YFPOSbI, HOM MONBITAT LEH OUCHHTE BaxHOCTE yHeTA TOH HM HHO YrpOsbI HIM BOSMOAHOCTH B cTpareriiM dupsnt. B [9] aaa ouenkn sosmoxHocreli npHMeHsieTes Mero: NO3HUMOHUPOBANUA KaALO;s KOHKPeTHOH BOIMOAHOCTH HA MaTpULe BOIMOAHOCTeli, KOTOpAM CTPoHTes cAleyIONLIN O6pa20M: CBEPXY OTKAAALIBACTER CTENEHE BANSHHS BOIMOAHOCTH HA jlesTeIBHOCT upmans (cunsso0e, ymepentioe, ma.toe); COoKy OTKAANBIBAETCH BEPORTHOCTL 1OL0, 440 ¢bupMa cMOxeT BOCTOALSOBATHCH BOSMOKHOCTHIO (BHICOKAR, cpesHAH 1 HAISKAs), Atasoruunias MaTpHua cocraB.seTes H 15 OWeHKH yrpo3. B[1, 2] meroamka SWOT-anaausa pita xopaGorana c uestb10 OGBEAMHEHIM B Otto: MpoueAYpe H AHATHTHYECKHX OUeHOK, H BbIGOpa crparerun hupmet. pyran cxowarn, ponsBexeHo OGBeAMNeHHe CTpaTerH4eckoii CHTYANHH KOMILAHHH, 3aKNOYENHS O BAAHOCTH OTACIBHBIX AKTOPOB M HX BAMSHMM Ha CTpATerMio, HACHTHD KAMA H ONEL KE eTparernvecknx astbTepHaTHe. [Ms 9TOrO B COCTAB 9KCHEPTHBIX OUEHOK GBI BKIUONCH OUCHKH BepoATHOCTH NoABEHUA GAaroNpHATHLIX BOIMOAHOCTEM M yIpo3, YpoBucii BAMMHHH Ha JenTeTbHOCTH GUPMBI ITHX BHEIUHHX dpakTOPOB, HHTEHCHBHOCTH Cs a | caa6bIx CTOPOH B AesTeAbHOCTH (PUPMBI H HX BANSIHS Ha peaausauuM Gaaroupus itis BOSMO-AHOCTEI H SAMLMTY OT BOSMOAHEIX BHEIMHUX yrpos. Nasnee 9TH OLEH BEICTY NAHVirenicustiocrs kouxypenumn Yrposa nosBneHHa HOBDIX KOHKYpEHTOS TlorpeGwocra noxynareselt Ha poinke Purniownas acts noxynarenelf, AMCTpHOBOTOpOB, NOCTABLAHKOB Konxyperrrocnoco6uocts. Tasnexie co croponbi ToBapos-samentuTetei 3.5, Perucrpauns aanabix saa SWOT-anasisa Jia Karxn0ro Wa paCcMaTpHBAEMEKX PEIHKOB 1UIM CETMEHTOS HYPKHO NepeuHenMi’ NaHGouce wADKHINIE (usteioune HaHGonbutee OTHOUIeHHe/sAHsIOLUHE Ha GHBHEC) SNeMEHTHI HO BEM HeTHIpEM KATEL OPH! CH, cx1a60cTH, BOIMO-RHOCTH H Yrposb! (cM. TAGA. A3.1). B KOKTON 13 NHN GhopMy:npoBKH /LosTH Gore yliopsAoveHbi so 3HasIHMOCTH: CHaNasIa HaeT YrpOsa HOMeP OAMH H Tak jaune. SWOT aosvAct Gurr Kak MoakHo Gontee ChOKYCHPORAHHBIN: HANpHMep, ECAH HYAHO, TO AAR KAAKTOTO HOBOEO Pum HLL Tpynnui tlokynareneli crpofire otaensayio TaGamuy. Het embicsia NepeHHeaRT» Bee BORMORRHOE H HeBOIMOKHOE: OFpAHHYbTeCb MING TEMH SAEMEHTAMH, HTO ORASBIBAIOT HAMBOABLLEE BAMAIHE 12 Bll) Kownannio, Byabre obwekTHpHtbt. CMOKETE AH Bb! NOAKPEMHT CBOH 3ARBACHHA OKAATEMCTBANNY (erarann, niceMastn, erareTHKOH no OTpaca, OTMETAMH 8 Npecce, TIpaBHTEnbeTBCHILIMH yGAIMKAWIAMH, CReeHHAMH OT AHNEPOD, KOMMEHTAPHAMH NoxynaTencii)? [losiTe, 410 aires OIvACH ObITb OPHEHTHPOBAH Ha NlOKynaTeaA, a He BHYTP» OPraHHsauKN, PaceMarpHBas ONEpe. toe aanBsieHne, HosesHo saare ceSe cnenyroune Bonpocd. \ © Yacpeni 0h ms, 70 90 Ha caMom ene TaK? Hackompxo mit ysepentis? Orkyaa mpi sHaeM? + Bosmoxto ai, 40 BeKope 3To HsMenttToA? + Viweer ni 97 sasanenve orHomenHe/sHadenHe/cMbicn Aas HauiMx noKynaTench? Pacemorpemi 1m MBI STY TIOSHUMIO NO OTHOLEHMIO K KOHKypeHTaM? Ha nparruxe SWOT-anann2 wacto cocrasnseTes JUi8 KaxOTO BENylLETO KOHKYPEHA WIR OF ACAMIDIN puinsoa. Dro packpbibaer OTHOCHTeAbHBIe CHIBI H CTaGOCTH KOMIIAHHH, ce cHOCOGHOCTH Ho SopHie € YEpovaM # HCTONBSOBAHHIO BOIMOXHOCTE!. ITO ynpaRHEHHE NO.TeSHO NH OHIPEAENEIH IPHBACKATENBHOCTH HNCIOUINXCR BOIMOXKHOCTE! H OUCHKE CNOCOGHOCTEH HPMEL IO HX. upecsienosantto. Taéauya A3.1 SWOT-ananues Cunuittie cropots CaaSre croponts Bosmoxnocra —-Yrposbi Uro yao eaenate: Hpopatoxuposart saxauienix 8 nopaaxe BosMoxkHocTH. Bnio4nTD Tomko OcHOBHBLe SaaB.TeltA/acTeKTEI Hiqers noxasaresiscrea 8 Hx NOAEpKY. Ciunbitie 1 ca6bre croponbt AOmKHI paCcMaTPHBATECH To OTHOUICHHIO K KOIKYpeHTaN. © Cubbie H cnaGiie cTopoi — 970 BityTpenne aciexTh, © BosMoxsHocTi m yrpo3bi — 270 BHEUHHE acriexTst pbHONHOfl Cpe! Kakie ochosibie sbisoasi MoxkHo caenaTe Hs 3TOr0? 3.6, Pesiome B sr0fi rane mer paccmorpean nposestenne SWOT-anani3a Ua KaxIOFO paceMarpHBAEsIOO PHIKKA naw cerwenira, Jlannbifi noaxon npocr, H BMECTE € TeM OH NOBBOAACT KOMITAHHK HIysHTTD CylecrayIOLUME Ha pBIHKe BOSMOAHOCTH H BIBCCHTD CEOH CIIOCOSHOCTH HO HX IPEciIE LOHAN. "Tanase pH 310M HayHaLOTEA yrTpOsbI, CMOCOSHBIE NOAOPEATE LlOSMUMH PPMBI, CHABHBIC H CIAGEIE €ropoHDI paceMaTpHEalOTes ¢ MOSHUMM NOKYNATENEH, 4TO NOABOAMT Peasbtlyio OcHOBY HHO. PeHLENA O aCHIpeesICHHH PECyPCOB H OMOFAET KOMIIAHHM H9BIICNb MaKCHMYM 110:1b361 H3 HMCIOLWMNED Y 1ICe BosMoxtocteii Kourposbupiii cucoK: eHIRUbIE H e:1aGbLe CropOHBI, BOSMOAMOCTH H YrpOsbI PexomewiyeM "pouccrs H 3allosiMinTe cAeAyIOULMl KONTPOMBHBIT CHUCOK.