External Analysis（外部分析）
機會（Opportunities）
威脅（Threats）
•Competitors' actions
•Economic conditions
•Interest rates
•Increasing market saturation
•Changes in laws and regulations
cost of inputs re product
importance of volume to supplier
新近入者的競爭
（the threat of new entrants）
the existence of barriers to entry
buyer switching costs relative to firm switching costs
buyer information availability
ability to backward integrate
availability of existing substitute products
波特五力分析& PEST & SWOT
表一 波特五力分析與對應元素
波特五力
對應元素
客戶議價能力
（the bargaining power of customers）
buyer concentration to firm concentration ratio
bargaining leverage
buyer volume
•Political stability
•Economic growth
•Interest rates
•Exchange rates
•Inflation rate.
社會（Social）
科技（Technological）
•Health consciousness
•Population growth rate
劣勢（Weaknesses）
•Resources: financial, intellectual, locational
•Customer Service
•Efficiency
•Competitive Advantages
•Infrastructure
•Quality
•Staff
•Management
buyer price sensitivity
price of total purchase
供應商議價能力
（the bargaining power of suppliers）
supplier switching costs relative to firm switching costs
degree of differentiation of inputs
buyer switching costs
perceived level of product differentiation
現有廠商的競爭
（The intensity of competitive rivalry）
power of buyers
power of suppliers
threat of new entrants
threat of substitute products
industrial growth
industry overcapacity
exit barriers
diversity of competitors
informational complexity and asymmetry
brand equity
fixed cost allocation per value added
Source:
表一PEST分析
政治（Political）
經濟（Economic）
•Tax policy
•Employment laws
•Environmental regulations
•Trade restrictions and tariffs
•Age distribution
•Career attitudes
•Safety
•R&D activity
•Automation
•Technology incentive
•Rate of technological change
表二SWOT分析
Internal Analysis（內部分析）
優勢（Strengths）
presence of substitute inputs
supplier concentration to firm concentration ratio
threat of forward integration by suppliers relative to the threat of backward integration by firms
economies of scale
proprietary product differences
brand equity
switching costs
capital requirements
access to distribution
absolute cost advantages
learning curve advantages
expected retaliation
government policies
替代品的威脅
（the threat of substitute products）
buyer propensity to substitute
relative price performance of substitutes