Professional English in Use Marketing 市场营销专业英语翻译

第三课SWOT分析

【A】Before entering the marketplace it is essential（必要）to carry out（进行）a SWOT analysis. This identifies（识别，标识）the strengths and weaknesses of a product, service or company, and the opportunities and threats facing it. Strengths and weakness refer（指，参考，见，提到）to the product itself and considered as internal factors. The external factors, referring to the marketplace, are opportunities and threats.

在进入市场之前开展SWOT分析是必不可少的。这标志着一个产品，服务或公司的优势与劣势，以及面临的机会和威胁。优势和劣势是指产品本身，视为内部因素。外部的影响因素，指市场中的机会和威胁。

This is a SWOT analysis of PetraServe, a company which runs motorway service stations.

这是一家名叫PetraServe的运作高速服务站的企业的SWOT分析。

Strengths:优势

Superior（高级）distribution network – we have one of the best.

高级分销网络- 我们有最好的之一。

We are the specialist（专业，专门）in long-distance petrol（汽油）needs for lorry （货车）and truck drivers – we have experience, knowledge and skill.

我们在为货车和卡车司机在长途中提供汽油方面很专业- 我们有经验，知识和技能。

Consumers see us as a quality brand. Innovative（创新）loyalty program that’s unique（独特）in the market.

消费者看到我们的优质品牌。创新的忠诚度计划，在市场上独树一帜。

We are a profitable（有利可图）company –we’re making money.

我们是一家盈利的公司——我们赚钱。

Highly recognizable brand.

高认知度的品牌

A global brand.

一个全球性的品牌

Weaknesses:劣势

Undifferentiated offer（提供，开设）in terms of basic product – petrol is the same whatever the brand.

在基本产品上提供的条件无差异—不论什么品牌，汽油是一样的

Lack of new products – we need more.

缺乏新产品——我们需要更多

Ineffective（无效）leverage（杠杆，利用）of specialist image –we don’t use our specialist image well.

无效利用专业形象—我们没有利用我们的专业形象

Inferior（下，劣质，弱）communication – we could communicate better.

劣质沟通—我们可以更好的沟通

Damaged（损坏）reputation（声誉，名誉）for petrol and fossil （化石）fuels（燃料）– they have a bad image.

汽油和化石燃料的声誉受损- 他们有一个坏的形象。

Consumer loyalty is weak.

顾客忠诚度低

Opportunities:机会

Developing market for service station shop (confectionery（糕饼，糖果）, car maintenance（保养保持）products, etc.)

发展服务站商店市场（点心，汽车保养产品等）

Gap（间隙，差距）in the market: hybrid（混合）cars and electric cars will need fuel.

市场缺口：混合动力汽车和电动汽车将需要燃料

Huge potential（潜力）for growth – there is a lot of room to expand（扩大）into new markets.

巨大的增长潜力——有很大空间拓展新市场

Threats:威胁

Our main competitor is strong.

我们的主要竞争对手很强大

Price war in the fuel market is becoming more threatening – all our competitors are cutting prices.

燃料市场的价格战变得更具威胁——我们所有的竞争对手都在削减价格。

Emerging（新兴）trend（趋势）towards hybrid cars and electric cars.

混合动力汽车和电动汽车是新兴的趋势

Consumer fears（恐惧）about environment and pollution.

消费者担心环境和污染

【B】Pat Albright is the senior marketing manager for Petra serve. She’s presenting（呈现）her marketing strategy（战略）to the board. The strategy was shaped by the SWOT analysis above.

Pat Albright是Petra serve的高级营销经理。她将她的营销站略呈现在电路板上，这战略塑造了上面的SWOT分析。

We need to exploit（利用，开发）our strengths by making the most of our distribution network and loyalty program. If we can also build on strengths such as our brand image and current （当前的）profitability, then it’ll be easier to address （讲话，发表）, or deal with, weaknesses such as the lack of new products.

我们需要利用我们在分销网络和忠诚度计划上的优势。如果我们还能再建立优势，比如我们的品牌形象和当前盈利能力，那么它会更容易解决或处理的弱点，如缺乏新产品。

We need to anticipate（预知，预料）the threat of new hybrid cars and seize（把握，抢占）the new opportunities this will bring in terms（条款）of providing（提供）service points for these cars. The potential price war in the fuel market poses（构成）